Adapting to Change: TikTok's Future, Gen Z Trends, and AI’s Impact on Market Research
In this episode, Karen Lynch and Lenny Murphy explore two hot topics that are changing the game for brands and researchers alike: the future of social media and the rise of AI in market research. With TikTok’s future in the U.S. up in the air, we look at how Gen Z relies on social media for news and what brands need to do to adapt if the platform disappears. They also dive into the growing role of AI, discussing how it’s reshaping market research, helping brands tell better stories, and leveling the playing field within companies. But with the rise of AI, we also touch on the ethical challenges and the hype around AI startups. It's a conversation packed with insights on what’s coming next for both marketing and research.
As TikTok’s fate in the U.S. remains unclear, the conversation highlighted the potential impact on Gen Z, with over half of this generation using social media as a primary news source. If TikTok disappears, brands will need to consider alternative platforms to maintain engagement with this audience.
KEY TAKEAWAY:
If TikTok exits the U.S. market, brands must be ready to pivot to alternative platforms where Gen Z already engages for news and social interaction.
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Social media platforms, especially TikTok, play a crucial role in how brands engage with communities. However, algorithm changes can make it difficult for brands to maintain consistent visibility. The conversation touched on strategies for navigating these shifts and reaching an audience that’s moving away from traditional media.
KEY TAKEAWAY:
Brands that understand how to authentically engage with online communities will thrive, but they must also navigate the challenges posed by changing algorithms.
With rapid advances in AI and agent technology, the media ecosystem is expected to face disruption and increased fragmentation. These changes will push marketers to adapt quickly to new media trends and technologies to stay competitive.
KEY TAKEAWAY:
AI and agent technology are poised to disrupt the media landscape, and brands need to be flexible and prepared for fragmentation.
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AI is becoming a major player in market research, with the ability to enhance storytelling and streamline research processes. There was discussion around using AI to gather deeper insights from participants, and the importance of ethical AI practices, ensuring that systems are used in a humane and responsible way.
KEY TAKEAWAY:
AI has the potential to enhance storytelling and improve research, but it must be implemented thoughtfully to ensure ethical practices and meaningful insights.
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The role of researchers is evolving beyond simply analyzing data; they are becoming integral to strategic decision-making. Researchers are now expected to actively contribute to business discussions, not just observe from the sidelines, as their insights guide key decisions.
KEY TAKEAWAY:
Researchers are evolving from data collectors to strategic partners, contributing directly to company decision-making and business strategy.
AI systems still face challenges when it comes to safety and ethical alignment. Proper training is essential, especially for AI systems used in sensitive research areas. Without it, AI can produce flawed or misleading results, underscoring the importance of rigorous development practices.
KEY TAKEAWAY:
AI needs to be carefully monitored and trained to ensure ethical use, especially when it’s being used to generate insights for sensitive research topics.
AI has the potential to level the playing field in organizations by providing less experienced employees with access to insights that were previously available only to senior staff. This democratization of knowledge could enhance decision-making across all levels of a company, particularly with advancements in quantum computing promising faster and more efficient processes.
KEY TAKEAWAY:
AI can democratize access to expertise within organizations, empowering employees at all levels to make data-driven decisions.
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The rise of AI startups has captured a significant portion of venture capital funding, but there is growing skepticism about companies that use AI as a marketing ploy rather than a real solution. Investors are increasingly wary of "AI washing" and are demanding solid proof of meaningful innovation.
KEY TAKEAWAY:
Investors are becoming more skeptical of "AI washing" and are seeking tangible proof that AI startups can deliver real innovation, not just buzzwords.
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Is This Hyperreal? ??
2 个月TikTok is also a great platform for recruitment, so if it did disappear, it would create a dent in agencies recruitment strategies in the US (especially for hard to reach audiences).