Without a doubt, the artificial intelligence (AI) is here to stay and more and more sectors and companies are taking advantage of this tool to optimize their processes. In the field of market research, AI represents a great opportunity to reduce time and improve procedures, said Lucía Wiener, senior research director and AI leader at Ipsos Peru.
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“In a sector like market research, where intense work is done on product testing, creation of new brands, evaluation of advertising campaigns, and consumer profiling, AI has immense potential,” he commented to this newspaper.
One of its main advantages, he explained, is the ability to analyze large volumes of data in less time and, from this, “quickly test and integrate an idea or concept.” That is, this tool acts as an accelerator that allows you to quickly identify what works and what doesn’t.
“In the case of Ipsos, which has a large amount of information accumulated from multiple clients and over many years, AI allows us to curate data to identify trends and analyze different contexts,” highlighted Wiener.
Following this trend, Ipsos has developed Ipsos Facto, its own generative AI platform. Wiener explained that this platform is a secure environment that allows market research to be carried out without compromising the confidentiality of the data used.
“At Ipsos we use this platform daily to optimize processes and analysis, and it also allows us to develop specific solutions on topics such as product innovation, creative evaluation, customer experience, and consumer segmentation,” he highlighted. In addition, he recalled that on Monday, November 4, the event “Ipsos Facto: Leading the Artificial Intelligence Revolution” will be held, where it will be discussed how generative AI is driving a new era in the understanding of people, consumers and clients. This forum is sponsored by Perú21.
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BY THE HAND
The arrival of AI generated a stir due to its possible impact on people’s personal and work lives. However, the Ipsos representative clarified that AI will not replace people, although she considers it necessary to learn to live with this technology.
“We use the analogy of the arrival of the computer; When many people went from writing by hand or typing to working with computers, some did not know how to adapt and were left behind,” he explained.
In this sense, Wiener highlighted that the importance of combining AI with human intelligence to achieve the best results will also be addressed at the forum on Monday, November 4.
DATA
The Ipsos representative indicated that we must consider that AI depends a lot on the quality of data it is fed.
“In the United States you have autonomous cars, which are taught to respect traffic lights, but if you bring them to Lima they will not know how to react,” he explained as an example.
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