The MRII study, AI in Focus 2025: How market researchers are embracing and adapting to generative AI, found that there had been a big leap in the proportion of researchers using AI, with 39% saying their team was using the technology in its 2024 report.

The most notable increase occurred among corporate researchers, whose use of AI rose by 37 percentage points, catching up with agency-side counterparts.

In addition, 77% said they felt very or mostly favourable about AI in their job and company, and 71% think AI will improve their job in the coming years.

Literature reviews ( 53%), questionnaire development ( 50%) and learning new skills ( 36%) were the most popular uses for AI cited by respondents, with key benefits highlighted including time savings ( 85%), data processing and analysis efficiency ( 76%) and report generation and automation ( 63%). 

However, there was a slight increase of six percentage points in the proportion of respondents concerned about personal job loss as a result of AI ( 47%).

The 2025 study is based on 426 online interviews with market researchers around the world, carried out in February 2025 in partnership with MRII sponsor QuestionPro.

Ed Keller, executive director at MRII, said: “The results are fascinating and can serve as a guide to leaders in our industry about the ways their workforce is thinking about AI, as well as for any researcher who wants to benchmark their views against peers.

“The study also reveals an overall optimism about the role that AI can play in the daily work life of market research professionals, and sheds light on the importance of training and learning about AI.”