AI Speeds Up Market Research, but Human Insight Still Wins the Day
As artificial intelligence continues to redefine marketing, MarketCast Co-President Amy Fenton believes that the future of market research lies in speed, precision and balance. In a conversation with Jon Watts, managing director of the Coalition for Innovative Media Measurement (CIMM), Fenton detailed how her team is implementing AI across its research ecosystem while preserving the human instinct that keeps campaigns authentic and effective.
For marketing leaders, Fenton’s experience offers a model for modernizing insight delivery without compromising the strategic thinking that underpins strong brands.
AI as an Accelerator, Not a Replacement
“We’re embracing AI in a big way, especially across ad effectiveness and market measurement,” Fenton said. “The goal is to help our clients keep up with the rapid pace of change by delivering predictive insights and enabling faster decision-making.”
