GenAI Could Push Consumer Research Toward Generic, Biased Results

GenAI could push consumer research toward generic, biased results

Generative artificial intelligence (GenAI) is opening the door for more researchers to conduct consumer studies than ever before. But that same accessibility may push the field toward increasingly generic results—and ultimately disconnected from real human behavior.

Study Warns GenAI Could Push Consumer Research Toward Generic, Biased Results

As GenAI expands access to consumer research, it may also produce biased, generic and increasingly non-human results. A recent study identifies a three-stage trajectory--democratization, the "average trap," and model collapse--and argues that safeguarding consumer research requires methods that preserve human relevance and diversity.