THE ROLE OF ARTIFICIAL INTELLIGENCE (AI) IN THE FUTURE OF MARKETING RESEARCH
T. AmoseMarket research typically encompasses both primary and secondary research methodologies. Primary research is conducted by the company itself or by an external firm that the company engages,while secondary research relies on pre-existing external data sources.This study focuses on the significance of market research within the business context, particularly examining the integration of artificial intelligence (AI) and its potential to enhance market research practices.The analysis highlights the critical role of AI in market research, utilizing secondary data to explore various dimensions.AI technologies are capable of executing data analysis more rapidly than human analysts and can leverage machine learning to make swift decisions informed by campaign performance and customer insights. This efficiency allows team members to dedicate more time to strategic initiatives, which can, in turn, inform AI-driven marketing efforts.