Introduction
Artificial Intelligence (AI) has revolutionized various industries by enhancing efficiency, providing deeper insights, and automating complex tasks. In the realm of market research, AI holds significant promise for both qualitative and quantitative studies. However, despite its advancements, AI cannot entirely replace human-led primary research. This document synthesizes the current landscape of AI in market research, highlighting its strengths, limitations, and the pathways necessary to maximize its efficacy while maintaining the indispensable human element.