By Melvin Hipolito
Publication Date: 2025-11-18 00:51:00
Research teams that don’t use artificial intelligence are seeing a sharp decline in their organizational influence, according to recent findings from Qualtrics. The report finds that teams that do not use purpose-built AI for market research are four times more likely to lose their strategic position within organizations than teams that leverage advanced capabilities such as synthetic reactions and agentic AI.
Postponing AI adoption
The survey revealed a significant shift in how market research teams approach AI. While over half of professional researchers now regularly use AI and nearly 90% have experimented with it, there has been a notable shift from general-purpose bots to platforms designed specifically for research. AI designed for and embedded in research tools is now used by 66% of teams, up from 62% last year. Usage of general tools like chatbots fell from 75% to 67% over the same period.
Teams use AI tailored specifically to the market…
