Pavi Gupta is VP Insights & Analytics at Chobani and a three-time Insight250 Winner. With 25+ years of experience at major companies, he discusses the impact of AI on the insights industry.

Market research began with the goal of impacting businesses. In 1911 it was created the first commercial research role to improve advertising effectiveness, joined by pioneers like Nielsen, Starch, Gallup, and Ogilvy, who engaged with senior management.

How leaders can secure truly differentiating insight in the AI era

AI offers the chance to transform our understanding and broaden our horizons. It not only streamlines value but also motivates us to elevate our standards and aspirations, encouraging us to reach new heights beyond the status quo.

AI is changing how we generate insights, but not all AI-driven methods are the same. Relying solely on 'synthetic data' can be misleading and unhelpful, as it should not be treated as a catch-all term for all AI outputs.