Generative AI (Gen AI) is transforming how market research gets done – from streamlining workflows and identifying market opportunities with greater speed to unlocking entirely new forms of data and insight.  

To better understand how research professionals are using Gen AI and what’s next, GBK Collective recently partnered with leading academic experts including Olivier Toubia, Professor of Business at Columbia Business School, Stefano Puntoni, Professor of Marketing at Wharton, and GBK Co-Founder Eric Bradlow, Vice Dean of AI and Analytics at the Wharton School – to conduct a comprehensive study of more than 170 U.S.-based research and insights professionals. 

GBK Collective Partner Jeremy Korst shares key takeaways from Wharton’s AI Horizons webinar series and GBK’s latest report, “Growing Up: Navigating Gen AI’s Early Years” developed in collaboration with AI at Wharton, a research center at the Wharton School of the University of Pennsylvania. Together with co-authors Wharton Professor Stefano Puntoni, Faculty Co-Director of AI at Wharton, and Mary Purk, formerly with of AI at Wharton, this blog post discusses the rapid acceleration of Gen AI adoption, emerging use cases, and its transformative impact on marketers. The conversation included actionable insights for marketers on scaling Gen AI, safeguarding data, driving measurable ROI, among other topics.