Is the world really in the midst of an AI revolution, or is it all just clever marketing, powered by immense amounts of money, capital and hype? This episode arms you to spot AI hype in all its guises, expose the exploitation and power-grabs it aims to hide, and push back against it at work and daily life.

The conversation with Emily M Bender was recorded at RMIT University in partnership with Readings books on 1 July 2025.

The panel discussion Reboot the Narrative was recorded at the Rose Scott Women Writers Festival on 27 June.

Speakers

Emily M Bender 
Professor of Linguistics and Adjunct Professor in the School of Computer Science and the Information School at the University of Washington
Co-author (with Alex Hanna), The AI Con: How to Fight Big Tech’s Hype and Create the Future We Want
Co-host, Mystery AI Hype Theater 3000 podcast

Kobi Leins (host) 
Digital ethics and human rights lawyer
Author, New War Technologies and International Law: The Legal Limits to Weaponising Nanomaterials

Tracey Spicer 
Journalist and broadcaster, author of Man-Made: How the bias of the past is being built into the future

Paula Bray 
Chief Digital officer at the State Library of Victoria

Lucy Hayward 
Chief Executive Officer of the Australian Society of Authors

Ally Burnham (host) 
Screen writer and novelist, author, Swallow

In today’s fast-changing business world, accurate market research and strong strategies are significant. Consumer priorities are changing rapidly, digital changes are again reforming industries, and competition is really high. Organisations are moving to artificial intelligence (AI), big data, and advanced analysis to understand consumer behaviour research, predict market trends, and design future strategies. Market research’s future lies in technology combined with human expertise to generate smart, faster, and more actionable insights.

AI in Market Research

Artificial intelligence revolutionises the way businesses conduct research. Traditional research conducting methods like surveys and focus groups are now complemented by AI-driven tools. Natural language processing (NLP) and sentiment analysis can scan millions of social media posts, online reviews, and customer feedback in real-time sentiment gauges.

The AI-operated chatbot collects qualitative data at scale, while predictive analytics analysis allows organisations to predict requirements and customer preferences. It reduces costs, saves time, and produces very accurate results. Many market research consulting firms already use AI technologies to offer customers deep insight and competitive management in decision-making.

Unlocking Consumer Behaviour

Data is new currency, and businesses are leveraging big data to make the most out of it. From browser history and purchasing records for geolocation and IoT data, companies now have access to the latest versions of information. Big data tools clean, process, and analyze this data to highlight the patterns and trends that were once hidden.

For example, retailers can estimate the demand for regional products by combining weather data with purchase history. Similarly, streaming services depend on large data for users to recommend personalized content. The future power of large data makes sure that businesses not only understand today’s consumer behaviour, but can also predict future functions with great accuracy.

The Perfect Balance between Human and Machine 

While AI and big data are powerful, human elements are important. Machines can highlight “what” and “how”, but humans give reference to “why”. Emotional intelligence, cultural awareness, and moral ideas require human interpretation.

The future of market research will depend on the hybrid model where AI handles data analysis of large and itself. At the same time, researchers and strategists combine this insight with human motivations and values. This balance will help companies craft data-informed strategies and emotional resonance strategies. Companies that offer strategic consulting services will play an important role in helping organisations mix technical insights with human-centric strategies.

Ethics and Privacy in Data-Driven Research

When companies collect more consumer data, the concerns of privacy and ethics become central. Rules such as GDPR and CCPA now require strict data management and use compliance. Consumers also expect transparency in how their data is collected and used.

The future of market surveys will emphasise responsible practices; transparency, consent, and trust-building will be non-negotiable. Companies that prioritise ethical research practices will comply with the legal framework and receive consumer loyalty.

Emerging Technologies on the Horizon

Apart from AI and Big Data, many new technologies will reshape market research:

• Adopted and Virtual Reality (AR/VR): Simulating product experiences before launch.
• Blockchain: Provides transparency and authenticity in data collection.
• IoT (Internet of Things): Continuous real-world data through connected devices.
• Voice analysis: Extracting insight from voice interaction with smart devices.

Strategy in the Age of Intelligent Insights

Future strategies will go beyond static annual plans. Instead, companies will use dynamic strategies shaped by real-time data. The AI-operated landscape will allow us to model outfits to prepare for several potential futures.

In addition, personalized product design, management chains, and customer service will expand beyond marketing. Instead of one-size-fits-all, the business will use adaptive strategies that accurately meet the requirements for different customer groups.

Conclusion

Technology and spontaneous integration of human insight will define the future of market research and strategy. AI and Big Data will continue to provide fast, more future insights, while new tools like AR, IoT, and Blockchain will enrich the research ecosystem. Yet, human touch, creativity, and ethical decisions are irreplaceable.

Companies that embrace this hybrid approach will understand what consumers want and predict their future needs. Companies can create agile, consumer-centric, and future-proof strategies by combining technology, data, and human expertise.