The risks of generative AI and deepfakes in the marketing research industry
Generative artificial intelligence – the use of computers to generate words, images, voice and videos indistinguishable from human-created content – is transforming every industry. Technology advances and new use cases appear daily with no slowdown in sight as gen AI is estimated to add $30 trillion annually to the world economy by 2030. Much of the impact is positive, including the ability to quickly synthesize massive quantities of data and text, freeing humans to spend their time on more creative tasks where we still excel. But there are also serious risks that must be mitigated.