Webinar: AI technology for Market Research: Capabilities, Limitations, Human Impacts, Ethical Concerns and Implementation Strategies

What’s it about?

This webinar is brought to you by a unique collaboration between ESOMAR, the world’s leading international research association; the University of Georgia’s Center for Continuing Education, the leader in self-paced online research courses; Market Research Institute International, a non-profit educational institute comprising of practitioners maintaining and evolving the Market Research Core Body of Knowledge (MRCBOK™); and the Canadian Research Insights Council, Canada’s market research association.

All registrants will receive a link to the online recorded video, so you can view the webinar later if more convenient.

What’s in it for me?

In this webinar we will discuss:

• AI’s Capabilities and Limitations: We will discuss the unpredictable and varied capabilities of AI, such as its proficiency in some tasks and weaknesses in others. We will discuss the importance of experimenting with AI to understand its strengths and weaknesses.
• Human-AI Interaction: We will discuss importance of human involvement in AI processes and that people need to spend significant time using AI to understand its potential and limitations.
• Organizational Impact: We will discuss ways AI can impact organizational structures and workflows and in particular the need for organizations to encourage AI experimentation and usage among employees.
•  Biases and Ethical Concerns: We will discuss the biases in AI systems, stemming from training data and human inputs. We will discuss the importance to understand and address these biases to ensure fair and ethical AI usage.
• Future of AI: We will also discuss the fact that AI technology is rapidly evolving, and organizations must adapt quickly and why it is critical for companies to experiment with AI now.

Who is this for?

Learning outcomes

• You will get some specific suggestions on ways you can approach experimentation starting today, even if you haven’t yet tried as well as some more advanced strategies for experimentation if you are already an advanced user.
• You will get specific approaches to think about bias detection and comparing that to your existing anti-bias processes.
•      Learn why you need to be experimenting with the use of AI in your business.
•       Learn what you can do right now to safely experiment with AI.
•       Learn to measure the positive impact of these experiments so you can scale.
•       Learn how this kind of experimentation doesn’t require massive investments and rather how we can learn from others mistakes in making massive investments too soon.

Speakers:

Ed Keller is one of the foremost experts in word of mouth, influencer marketing, and consumer insights. As both an entrepreneur in social data & analytics and a top exec in leading insights agencies, he has built and sold businesses, launched data and insights platforms and products, acquired and integrated businesses, managed global teams, and worked with many of the world’s leading brands. He is a sought after board member and advisor for SaaS, data/analytics & MRX companies.

Ed has been called “one of the most recognized names in word of mouth” and was a Social Intelligence 50 honoree in 2023. Ed is inducted into the Word of Mouth Marketing Hall of Fame as well as the Market Research Hall of Fame. He was an ESOMAR Insight250 awardee in 2022. The publication of his book, The Influentials, has been called the “seminal moment in the development of word of mouth.” His second book, The Face-to-Face Book: Why Real Relationships Rule in a Digital Marketplace, was named the Best Book in Marketing by the American Marketing Association.

Ed is a leader and innovator in word of mouth measurement, analytics, and strategy as well as word of mouth marketing, influencer marketing and the creator economy, social media analytics, and consumer insights. His work has earned numerous awards as well as multiple patents. His clients include many of the largest and most sophisticated marketing organizations in the world across a range of sectors.

After selling the Keller Fay Group and remaining on as CEO of Engagement Labs, Ed led the development of TotalSocial, a patented platform that integrates measurement of both offline WOM and social media conversation about brands, with analytics to link the results to business outcomes such as sales, brand health, and media amplification.