Market Researchers Embrace Generative AI: 2025 Update

Published Date : 28/05/2025 

According to a recent study by the Market Research Institute International (MRII), 62% of market researchers are now using generative AI tools, marking a significant 23 percentage point increase from 2024. 

According to a recent study by the Market Research Institute International (MRII), 62% of market researchers are now using generative AI tools, marking a significant 23 percentage point increase from 2024. This data comes from an annual survey conducted in February 2025 among 426 market researchers from around the world.

The MRII report highlights the various ways market researchers are integrating generative AI into their workflows. The top applications include literature reviews on topics of interest, questionnaire development, learning new skills, and report generation. These tools are designed to streamline processes, enhance accuracy, and provide valuable insights that can drive better decision-making.

Most market researchers (77%) have a favorable opinion of AI as it relates to their job and their company. This positive sentiment is driven by the potential for time savings and enhanced efficiencies. The ability of AI to automate repetitive tasks and provide quick, accurate data analysis is particularly appealing in a fast-paced industry where time and resources are often limited.

However, the integration of AI tools is not without its challenges. Market researchers have identified several risks associated with AI, including the potential for biases in AI algorithms impacting research accuracy and concerns about data privacy and security. These risks underscore the importance of careful implementation and ongoing monitoring to ensure that AI tools are used responsibly and effectively.

The MRII report provides a comprehensive overview of the current state of AI adoption in market research. It highlights the growing acceptance of AI tools and the potential benefits they offer, while also acknowledging the need for vigilance in addressing the associated risks. As the use of AI continues to evolve, market researchers are likely to find new and innovative ways to leverage these technologies to enhance their work and drive business success.

About the research: The report was based on data from an annual survey conducted in February 2025 among 426 market researchers from around the world. The Market Research Institute International (MRII) is a leading organization in the market research industry, dedicated to advancing the profession through research, education, and best practices. 

Frequently Asked Questions (FAQS): 

Q: What percentage of market researchers are using generative AI tools as of 2025?

A: 62% of market researchers are using generative AI tools as of 2025, up 23 percentage points from 2024.

Q: What are the top ways market researchers are using generative AI tools?

A: The top ways market researchers are using generative AI tools include literature reviews, questionnaire development, learning new skills, and report generation.

Q: How do market researchers feel about AI in their jobs?

A: 77% of market researchers have a favorable opinion of AI as it relates to their job and their company.

Q: What are the top positive opportunities of AI tools according to market researchers?

A: The top positive opportunities of AI tools are potential time savings and enhanced efficiencies.

Q: What are the top risks of using AI tools in market research?

A: The top risks of using AI tools include the potential for biases in AI algorithms impacting research accuracy and concerns about data privacy and security. 

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