Marketing research and the transformative power of AI

Artificial intelligence (AI) has emerged as a formidable force, holding immense potential to revolutionize various sectors in our rapidly evolving technological landscape. With its remarkable capabilities to analyze vast data sets, make accurate predictions and automate processes, AI has already highlighted its value across multiple industries. At Behaviorally, we have been at the forefront of innovation and making notable contributions in this AI-driven transformation. In this article, we delve into the transformative power of AI and explore how it is shaping the future providing five key learnings from our latest AI event with industry-leading experts. 

Embracing the ever-evolving future of AI: Stay informed and ahead of the curve

In a rapidly advancing world, the future of AI is a constant spectacle of growth and progress. At our recent event, we highlighted a range of AI technologies that can benefit insight professionals in their daily work lives. From renowned advancements like GPT4 to interesting integrators such as Notion.AI and Beautiful.AI, the AI landscape is constantly evolving. Our key advice to the audience is to make it a habit to stay informed and regularly check for new horizons and exciting advancements.

Unlocking business benefits with optimism: Embrace the power of proven AI

Proven winners like computer vision and machine learning have already demonstrated the immense benefits that AI can unlock for businesses. At Behaviorally, integrating AI into our product suite is a key strategic priority. We have been pursuing an AI integration strategy for a number of years, launching our Flash.AI™ and Flash.PDP™ in 2021. Early adopters of Flash.AI, like Colgate-Palmolive and Estée Lauder, unlocked real business value from this service. Jaz Foster, consumer insights manager, Colgate-Palmolive, presented a case about this topic at our recent AI event and said, “What Flash.AI really helped us do is minimize the risk of taking those interim steps to help us understand how people might interact. We decided to use the AI tool as a way to allow us to see where those issues are and diagnose the problems we may be having. And it allowed us to test multiple different iterations and we were able to get results back fast to allow us to move on to the next step.” Having witnessed firsthand the power AI holds, we went on to add AI to our flagship service, PackFlash® in the fall of 2022. PackPower Score™ uses AI to harness the power of our image and behavioral research databases to produce a one number score, which is predictive of in-market performance. 

From delivering impactful predictions to helping clients seize the most valuable marketing moments, AI drives stronger outcomes. Embrace optimism and witness the tangible benefits AI can bring to your operations, including enhanced customer experiences, streamlined processes and unprecedented growth. These benefits are why we intend to embed AI across our full product suite by the end of the year. 

Defining vision and strategy: Start small, think big

While AI may dominate executive agendas, it is essential to start by addressing the business problem rather than diving straight into the toolkit. A clear vision and a robust strategy aligned with your business goals are crucial for navigating the AI landscape. Begin by defining your vision and selecting specific areas where AI can unlock value, such as addressing data complexity, managing large volumes of data or fulfilling forecasting needs. Think big when envisioning the possibilities, but also start small, building upon early successes. Behaviorally stands ready to be your partner on this transformative journey.

Becoming the AI educator: Empower your organization with knowledge

Knowledge is power, particularly in the realm of AI. Behaviorally encourages you to become the educator within your organization. Stay ahead of the curve by continuously learning about AI trends, breakthroughs and best practices. By sharing your knowledge and inspiring others, you can foster a culture of empowerment, fueling innovation and growth within your organization.

AI: Empowering smarter work practices

AI is here to empower us and revolutionize the way we work. Gone are the days of mundane, repetitive tasks. AI has arrived as the catalyst to help us work smarter, not harder. Behaviorally believes in the true potential of AI to automate routine tasks, provide invaluable insights and amplify productivity. Imagine a world where AI is your ally, unlocking your full potential and achieving remarkable success. Embrace AI's power to work smarter and seize the opportunities it presents.

AI continues to reshape industries and pave the way for the future of business. Behaviorally and others within the insights industry are leading the charge by harnessing AI's transformative power. By leveraging advanced AI algorithms, businesses can unlock valuable insights, streamline operations and deliver exceptional customer experiences. With a commitment to innovation and responsible AI adoption, we are poised to revolutionize how businesses embrace and harness AI's full potential.

Contact us today to find out when our next AI event is near you or to learn more about how our AI product stack can help you own the most valuable moment in marketing: the transaction. 


Adrian Sanger is vice president of AI Solutions at Behaviorally and their technology division, eFluence. He helps insight start-ups, scale-ups and established agencies bring winning products to market. Adrian has helped in the build of Flash.PDP™ from the very beginning and now works with clients to shape the program and realize the value. He is a classically trained researcher, assisting C-level insight teams in tackling their biggest growth challenges, including finding market opportunity, elevating their product strategy and positioning, and developing winning go-to-market innovations. 

Nisha Yadav is the senior vice president, Omni Shopper Lead at Behaviorally. She has over 15 years of experience as a marketing strategist offering insight-led, brand, product and customer strategy to storied brands. Before joining Behaviorally, Nisha led Global Brand Research at MetLife and her career includes progressive roles leading marketing insights and strategy teams on the agency and client-side alike.