Survey: Generative AI Expected to Increase Data and Insights Volume in Business

A new survey by Market Logic Software reveals that the rapid adoption of AI technologies is reshaping how knowledge flows through enterprises. More than three-quarters of insights teams and two-thirds of stakeholders have already initiated the use of AI for insight-related tasks.

The report forecasts a sharp rise in self-service interactions with insights data among marketers, product managers, and other business stakeholders, as AI accelerates the trend toward democratization of research and data. Concurrently, insights teams anticipate productivity benefits from AI, shortening the time required for various research and knowledge management tasks. Nearly 40% of insights leaders believe these AI enhancements will enable a reduction in team sizes.

"More than 80% of all respondents expect AI to help them 'spot new trends faster' and 'manage existing knowledge resources better.' These forward-thinking pioneers will be at the forefront of seizing competitive advantage through AI and implementing a new generation of insights-driven operations," stated Olaf Lenzmann, Chief Innovation and Technology Officer at Market Logic Software.

While the report highlights alignment between business stakeholder groups and insights teams on AI's potential to scale insights-driven decision-making, it also uncovers notable differences in risk perceptions. Business leaders tend to prioritize data security and compliance, whereas insights teams emphasize the necessity of establishing quality and accuracy guardrails for research data output.

The study, based on in-depth interviews and a comprehensive survey of over 200 professionals across the USA, UK, and Canada, was conducted by industry analyst Insight Platforms. The sample provided the first cross-functional gauge of professional perspectives on embracing AI for research and insights in a business context.