Innovating in the Insights Industry with AI

The insights industry is experiencing significant innovation driven by AI advancements, with both clients and suppliers participating actively. Over the past decade, technology platforms like Upside have emerged in a landscape that had seen little innovation for around 40 years, revealing a white space for growth. An important observation is that industry players often follow established trends, leading to a tendency to overlook unique opportunities. There is impressive technology and AI application available, which serve as enablers for better decision-making and brand growth. However, there is a risk of becoming overly focused on these technologies as ends in themselves rather than tools to achieve broader goals. The industry must balance technological innovation with the fundamental objective of uncovering human insights that facilitate improved decision-making and innovation, thus avoiding a transactional mindset that disregards the ultimate purpose of their advancements.