Editor’s note: Sean Campbell is CEO of market research firm Cascade Insights, Portland, Ore.

How will artificial intelligence, automation and the democratization of information impact disciplines such as marketing research and competitive intelligence? I think the impact will be significant, but not as harsh as what will happen to some professions such as law and education.

The Future of the Professions: How Technology Will Transform the Work of Human Experts, by Richard and Daniel Susskind, gives hope for staying relevant after the artificial intelligence revolution. The book covers what we might someday call the “industrialization of the professions.” As the craft of professional work is expected to be heavily augmented by artificial intelligence, automation and the democratization of information. For any professional, particularly marketing researchers, this book is a must-read.

As shown by many different examples in the book, businesses and sometimes entire industries will challenge themselves with how they might better serve their clients or customers. These challenges present new areas of inquiry that, in some cases, have never previously been considered. I believe there will always be a place for creative research approaches.

With that said, how corporate researchers go about getting answers to questions might change a great deal.

Marketing research has obviously been impacted by technology. How many different types of news scanning services, social media analysis platforms and self-service survey platforms exist? There is also a wide range of services that support the creation of insight communities. Many companies have taken advantage of insight communities to solicit feedback and ideas for new products directly from customers and potential customers.

In the future, we’ll be leveraging more of the platforms that analyze social sentiment, online communities, application pro...