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Neal Sandin, a Palette Member and President of 643 Research, a a full-service qualitative market research company, recently published a blog with the Saratoga Business Journal discussing the impact of AI technology on business, and specifically within his field. Read an excerpt below:
Artificial Intelligence (AI) has evoked both fear and excitement in the past year over its impact on the marketplace, economy, and our everyday lives. As a market researcher, my job is to discover ways for businesses, brands, and employees to add value to their interactions with consumers. However, in the face of a tool like AI that promises to expand in scope, reach, and capability in 2024 and the years to come, this can seem to be an insurmountable challenge.
AI has moved into the popular culture and become democratic, thanks in large part to two key strengths. First, its uses and output are novel and exciting. Users now have more impact and control over this tool, with surprising, useful, and often eye-opening results. It can generate video, images, research papers and summaries, seemingly in the blink of an eye. Secondly, but perhaps even more importantly, it is convenient, as programs like ChatGPT have demonstrated. It is easily accessible and user friendly. Anyone can make something entirely novel in just a few minutes while walking down the street with a coffee in one hand and a smartphone in the other.
With these advances, there is also controversy. In 2023, the use of AI was one of the main points of contention in the 2023 writers’ and actors’ strikes. In addition, Marvel faced backlash for using AI during the credits of Secret Invasion. Book publishers have also been criticized for using AI for book covers, as was the case with Fractal Noise by Christoper Paolini. Much of this is depicted as not supporting creatives, and that is certainly a significant factor. However, there is more at play.