One of the most exciting things we’ve done this year is bake ChatGPT into our platform. You can now search for answers and have them instantly presented as easily shareable charts. In just two months this has revolutionized how users get to insights.?
It’s already clear that the potential for combining AI with market research data is huge. Here are four big upsides we’ve seen:?
- Data discoverability: Due to the sheer scale of GWI’s data set, the biggest challenge we have is connecting our users to the right data points. AI search - in the form of Instant Charts - transforms this. For example, the other day I was looking for data on luxury brands. In the past this would require detailed knowledge of the GWI taxonomy, and I’d need to know exactly what question to look under or what specific brands are included in the survey. With AI, I just type in “show me everything on luxury brands” and “how many people buy Gucci”, and I get exactly what I need. Data has never been so discoverable.
- Speed to answer: Someone asked me, “Can GWI tell me how many people use CrossFit?” and I had to confess I had no idea! One two second search later, and I had an Instant Chart packed with relevant detail. Amazing.
- Accurate answers: A recurring problem with AI answers at the moment is accuracy - or rather a perceived lack of it. Most answers are directionally correct, but can still contain lots of mistakes and what are slightly worryingly called hallucinations. The good news is AI answers can be incredibly accurate if the system is trained using the right material. An AI trained on tightly focussed, accurate market research data will deliver extremely accurate results. You often hear the saying, “garbage in, garbage out” - well, the opposite is also true.
- Understands any language: Localizing a platform the standard way is hard; ChatGPT makes it look almost laughably easy. Ask any natural question in any language, and it’ll instantly present the correct answer in that language - no laborious translation required. This means a Japanese speaker can instantly find how many people use TikTok in Brazil - or vice versa. For a global product with a global market - like GWI - this is a complete game changer.?
What I’ve just described are just the very first benefits of baking the power of AI into GWI. It’s only going to get better, with AI unlocking the true power of research data for humans everywhere.?
