Generative AI (genAI) is touted to revolutionize workflows. No longer do market researchers have to spend countless hours collecting data, creating customer profiles, and producing research plans. With this technology, professionals can reclaim their time and spend it on deeper data analyses and, consequently, make better business decisions.

However, to reap those benefits, enterprises and investors must understand genAI’s limitations and risks. While genAI is capable of quickly yielding actionable data, the reliability or accuracy of it comes into question. 

Here are four key considerations to address when applying genAI to your market research processes.