AI is moving too fast for organisations to learn only from their own experience.

We listened to every recorded session of Esomar Congress 2025 and 2026. AI is no longer one topic on the programme: it has become the setting for almost everything else.

Scale the research, keep the human judgment. Carol Fitzgerald makes the case for removing the delays around qualitative research while preserving the expert conversations that give it depth.

Usage is close to universal but planning, governance and measurable ROI are lagging. A new study makes the case for a deliberate adoption roadmap.

Democratisation, expertise, and the case for governing evidence chains rather than access