Artificial intelligence (AI) It will only replace us if we decide to ignore it and not take advantage of it to improve our work. Under this premise, Ipsos has developed “Ipsos Facto”, its generative AI platform, used in all its subsidiaries to enrich the market research it carries out for its clients.
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“In addition to the knowledge and market data accumulated by Ipsos over decades, ‘Ipsos Facto’ provides comprehensive experience, combining ‘know-how’, systems engineering, prompt engineering, data science and an ethical vision for manage information,” highlighted Alfredo Torres, executive president of Ipsos Peru, during the “Ipsos Facto: The Artificial Intelligence Revolution” forum, sponsored by Perú21.
The contribution
AI can add value in multiple areas of marketing research. According to Juan Gabriel Herrera, leader of the qualitative team at Ipsos Peru, AI allows us to better understand markets and detect trends thanks to its ability to analyze large volumes of data, avoiding starting investigations from scratch. In this way, new findings can be integrated with previous data, optimizing the time and analysis process.
“When we face a project, a need or a challenge with our brands or products, we already have previous studies, both our own and from third parties. AI allows us to simplify the process, making it more efficient,” Herrera explained.
Artificial intelligence is also applied in other areas of marketing. Andrea Salazar, director of Market Strategy & Understanding at Ipsos, pointed out that AI can be a key tool to develop segmentation studies, allowing consumer groups to be identified and characterized with greater precision.
He commented that Ipsos has also developed a solution called PersonaBot, which, based on the information collected in the market by segments, has the ability to provide recommendations aligned with the perceptions and feelings of each consumer group.
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