AI: FROM HYPE TO REALITY - CASE STUDIES To explore the potential benefit of AI for the MR industry, we investigate AI within two future-proof MR environments that are important for two phases within the insight value chain, i.e. Market Research Online Communities (insight generation) and Insight Activation Environments (insight activation). 08
We adopt AI within these environments to take on critical challenges: •
The impact threat: as companies increasingly work towards the generation of multiple consumer insights, how can they effectively be activated within the company?
•
The participation threat: as research communities increasingly evolve towards long-term projects, how can we effectively sustain these communities and increase the long-term value of the participant?
This paper presents two case studies that are the result of tackling the impact threat within insight activation environments and the participation threat within market research online communities. As AI is often viewed as fiction, Hollywood has already explored the concept of AI in many movies. For our case studies, many analogies can be made with