"The opposite of what people expected" - surveying the future of AI at polling firm YouGov
Diginomica
YouGov's co-founder Stephan Shakespeare argues that AI will not replace human involvement in market research, emphasizing the importance of human trust and relationships in data collection. Despite AI's growth, YouGov believes its human panelists provide a unique advantage that cannot be replicated by synthetic data sources. The firm sees AI as a tool that enhances rather than replaces human-driven data collection and analysis.
All articles from 23 October 2026. Summaries are AI-generated and may contain errors; the linked article is the authority.