Keir Starmer, the prime minister, has placed AI at the centre of his economic vision, outlining ambitious plans to develop AI capabilities in the UK by 2030. His government aims to invest in innovation, create a publicly controlled AI system, and build a national data library to support businesses and researchers[ 1 ]. Last week, he announced plans to use AI to automate more of the civil service[ 2 ].

While much attention has been given to AI’s potential impact on sectors like finance, healthcare, and manufacturing, the market research industry must also take notice. These plans could fundamentally reshape how research is conducted, providing both opportunities and challenges for insights professionals.

Where we are now

AI globally is radically changing research, offering tools such as automation, predictive analytics, sentiment analysis, AI-driven prompting, and conversational surveys. These innovations help researchers process vast amounts of data efficiently, uncover deeper insights, and enhance respondent engagement.

However, challenges remain. Many AI-powered tools in research are disconnected, requiring researchers to manually piece together insights from multiple platforms. This fragmentation can slow down processes and increase costs. Additionally, there is the issue of trust – researchers must determine whether AI-generated insights are reliable, unbiased, and safe. Data security concerns and the opaque nature of some AI processes add another layer of complexity.

Opportunities for market research

Starmer’s AI plan introduces several opportunities for the market research sector:

• Access to a national data library: The government’s plan to create a national data library, including health data controlled by the NHS and cultural data sets from institutions like the BBC and the British Library, could provide researchers with richer and more diverse data sources, potentially allowing for  more representative samples and deeper insights[ 3 ].
  
  
• Improved AI talent pipeline: Beyond better data, AI talent in the UK is set to receive a major boost. The government plans to recruit top AI minds, including from overseas, which means UK research firms will have access to better expertise and innovative thinking[ 4 ].
  
  
• Improved AI skills development: Increased government support for AI education and skills training means that more professionals within the research industry can upskill, ensuring AI is used effectively and ethically[ 5 ].
  
  
• Business growth for tech-enabled research firms: AI-driven innovation in the industry could enable businesses to develop new research methodologies, improve efficiency and differentiate themselves in a competitive marketplace.
  
  
• Sustainable AI for research: A key concern surrounding AI adoption is its environmental impact, particularly the energy consumption of data centres. The proposed ‘AI Energy Council’ and investment in clean energy sources (including nuclear) could alleviate client concerns about the sustainability of AI-driven research.

Ethical and practical hurdles

While these opportunities are promising, Starmer’s AI vision also brings new challenges for our industry. One of the biggest concerns is how the national data library will be managed and accessed. While the promise of open data is appealing, there are significant ethical and privacy issues to address, particularly when it comes to health data from the NHS. Market researchers will need to navigate complex regulations to ensure compliance with data protection laws while leveraging these new resources effectively.

The increased reliance on AI-generated insights also raises concerns about bias and transparency. If not properly monitored, AI systems can reinforce existing stereotypes or lead to misleading conclusions, making it crucial for researchers to maintain rigorous oversight and ensure tools are being used responsibly.

Additionally, the government’s commitment to attracting AI talent is promising, but research professionals will need to upskill quickly to remain competitive. Industry-wide training programmes and professional development initiatives will be necessary to keep researchers equipped with the latest AI expertise.

Data security is another pressing issue. The government sees the national data library as a commercial proposition, meaning companies will likely have to pay for access. While this could generate revenue, it also introduces questions about who benefits most from this system and whether it could inadvertently widen the gap between larger firms with deep pockets and smaller research agencies that may struggle to afford these resources.

How to stay ahead

To capitalise on these changes, the industry must take proactive steps. First, firms should develop clear strategies for integrating AI-driven insights with traditional methodologies. The national data library presents an unprecedented opportunity to boost research quality, but professionals need to be ready to engage with policymakers and advocate for fair access and ethical data usage.

Training will be key. With the government focused on AI skills development, industry associations like the Market Research Society should align their programmes to equip researchers with the necessary expertise. Upskilling in AI literacy, data science, and ethical AI use should be prioritised to ensure the research workforce remains competitive in a technology-driven future.

Collaboration is also crucial. As the government pushes for AI-led economic growth, the sector must work closely with policymakers to shape regulations that foster innovation while protecting consumer privacy. This includes advocating for guidelines on data access, security measures, and ethical AI implementation in market research.

Finally, while AI offers powerful capabilities, researchers must continue to apply critical thinking, contextual understanding, and ethical judgement to AI-generated insights. By balancing AI-based efficiencies with human expertise, the industry can navigate these changes successfully and position itself at the forefront of the AI revolution.

Keir Starmer’s AI vision presents both opportunities and challenges for the market research industry. The national data library, improved AI talent pipeline, and increased focus on AI skills development could significantly enhance the sector. However, ethical concerns, reliance on synthetic data, and regulatory complexities must be carefully managed. By investing in the right tools, training, and governance structures, the sector can position itself at the forefront of AI innovation while maintaining the credibility and trust that underpin effective research.

Debi Hart is vice-president, product management of market research solutions at Forsta

Reference:

[ 1 ] UK Labour Party AI Policy, 2024

[ 2 ] 'We don't want a bigger state': Starmer outlines plans to cut civil service costs

[ 3 ] UK Gov AI Strategy, 2024

[ 4 ] Home Office AI Skills Visa Initiative, 2024

[ 5 ] UK AI Council Report, 2023