Don’t outrun your customers. Win the AI race together.
By Kimberly Bastoni, chief revenue officer, Alida
As leaders, we know growth requires two things: a forward-looking mind-set and a willingness to reflect on what we have learned. As my organization celebrates its 25th year in business, I find myself reflecting not just on our journey, but on how radically the research landscape has evolved throughout the past two decades. Mobile disrupted how we gather feedback. Digital platforms reshaped how we engage and recruit audiences. And now AI is revolutionizing how we analyze and act on insights.
The role of the researcher has also changed significantly from a “behind-the-scenes” analyst to a strategic business partner. Yet amid all this transformation, one thing remains. The greatest successes come from listening to real customers.
In this current era of sophisticated AI tooling, it’s tempting to ask, “What’s next? What’s the next big thing?” Many in the market are under great pressure to chase the newest, shiniest tools, eager to implement the latest innovation. But here’s the truth. Sometimes the most meaningful advances aren’t flashy. Often, they’re uncovered by doing the work we’ve always known matters. Talking to customers, understanding their needs and leveraging their insights to inform our business decisions.
Stop chasing tools and start listening to customers
Technology accelerates insights and expands reach, but it cannot replace the nuance, empathy and context that come from genuine human feedback. The organizations that outperform are the ones that build systems for continuous conversation with their customers. That’s why leading brands like A+E Networks, Volvo, Warner Bros. Discovery and 7-Eleven rely on customer communities that allow them to move faster because they can stay aligned with the people who matter most.
Many once assumed customer communities required too much lift. In reality, they do the opposite. They democratize research, eliminate sample uncertainty and provide on-demand access to vetted audiences. With AI now automating recruitment, moderation and analysis, communities have never been easier to launch, allowing researchers to shift from admin to impact.
AI drives speed but customers drive success
AI is a powerful enabler. It can analyze patterns at scale, predict behaviors and surface insights within minutes. But when AI becomes a shortcut that replaces customer interaction instead of enhancing it, businesses drift away from relevance. Speed without direction simply won’t produce successful customer-centric outcomes. Insights without validation carry real risk, and in today’s uncertain economy, is that a gamble worth taking? The conversation researchers, leadership teams and boards must have now is how to balance automation with human connection.
We are already seeing the consequences of leaning too heavily on tools without oversight. Bots, inauthentic online survey takers and fraudulent data continue to pollute research samples. When millions of dollars hinge on data quality, this is not a minor issue. That is why so many organizations are rethinking their approach and returning to research models, like customer communities, that are built on trust, transparency and customer verification.
Winning companies put people first
Innovation without customer input doesn’t move a business forward efficiently. AI, automation and analytics make us faster, but speed only matters if we move in the right direction. The companies that will lead the next era of research are those that are able to combine the scale of technology with the truth of human insight. They will not use AI to replace connection; they will use it to deepen it.
Business leaders do not need more data. They need clarity and confidence. AI can generate options but only people can provide understanding. And understanding is what drives decisions. The future won’t reward those chasing AI novelty, it will reward those who stay relentlessly close to their customers and use AI responsibly, intelligently and in partnership with them. Research has never been about chasing the next shiny thing. It’s about serving the people who matter most.
The question ahead is simple: Are we racing toward technology for its own sake, or are we building a future where customers lead with us? The answer will decide who pulls ahead and who gets left behind.
To learn more about how customer communities are giving the world’s leading brands a competitive edge in the AI era, join us at Alida’s Innovation Day 2025 event on December 4 Register at https://www.alida.com/innovation-day-25.
About the author
A proven leader in B2B technology and market research, Kimberly Bastoni brings over 25 years of expertise in sales transformation, global expansion and building innovative, data-driven revenue strategies.