AI Is Reshaping Market Research — Synthetic Data Still Divides the Industry

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74% of market researchers now use AI—but skepticism over synthetic data highlights the ongoing tension between innovation and trust in the insights world.

Artificial intelligence is no longer a futuristic add-on in market research—it’s fast becoming the norm. A recent Cint report finds that 74% of market researchers are already integrating AI into their workflows, with the highest uptake seen in data analysis (81%) and project setup (78%). For brand and agency marketers, this shift is transforming how insights are gathered, tested, and applied—streamlining campaign timelines and expanding analytical depth.

AI’s rise is especially consequential for marketers who depend on timely, nuanced audience insights to drive strategy. With automation accelerating everything from survey creation to data interpretation, the feedback loop between consumers and campaigns is growing tighter—and smarter.

But not all AI-powered innovation is embraced equally. The same study reveals a stark divide over synthetic data, which uses algorithms to simulate real-world responses. While it can help reach hard-to-access demographics and fill data gaps, 60% of researchers express concern. Ethical transparency, data authenticity, and methodological soundness remain significant sticking points.

The tension underscores a broader challenge: balancing AI’s speed and scale with the credibility market research was built on. As generative models continue to evolve, marketers and research professionals will need new standards for what constitutes reliable data—and how much human oversight is still required.

For now, the message is clear: AI may be indispensable in tomorrow’s research workflows, but trust still holds the final word.