AI in Market Research

Abstract

This systematic review examines the role of artificial intelligence (AI) in market research and its impact on customer insights. While existing research has extensively explored AI's influence on marketing, education, and customer experience, a noticeable gap remains in understanding AI's role in reshaping the market research industry. This study aims to fill that gap by focusing on the unexplored territory of AI-driven market research and customer insights. The review follows a structured methodology, analyzing relevant research articles published between 2000 and 2023 using the TCCM framework. The findings demonstrate AI's significant impact on customer experiences, market segmentation, and personalized services across various industries. By embracing AI's capabilities, businesses can thrive in the data-driven and competitive landscape, forging lasting connections with their target audiences and driving success in the dynamic world of business.