Some 62% of market researchers say their team is now using generative AI tools, up 23 percentage points from 2024, according to recent research from Market Research Institute International (MRII).
The report was based on data from an annual survey conducted in February 2025 among 426 market researchers from around the world.
Respondents say the top ways they're using generative AI tools as part of their jobs are for literature reviews on topics of interest, questionnaire development, learning new skills, and report generation.
Most (77%) market researchers say they have a favorable opinion of AI as it relates to their job and their company.
Market researchers say the top positive opportunities of AI tools are potential time savings and enhanced efficiencies.
Respondents say the top risks of AI tools are the potential for biases' in AI algorithms impacting research accuracy and concerns about data privacy and security.
About the research: The report was based on data from an annual survey conducted in February 2025 among 426 market researchers from around the world.
