Introduction
In today’s fast-moving competitive-intelligence landscape, using artificial intelligence (AI) for market
research marks a paradigm shift, delivering unprecedented insight into consumer behaviour
and trends. OpenAI language models stand out for versatility and depth, but they are no longer alone:
voicebots and autonomous AI agents are now revolutionising the field with brand-new capabilities.
Marketing expert Neil Patel notes that ChatGPT helps “understand your target audience and identify
market opportunities” far faster than traditional methods. The revolution is accelerating:
the voicebot market could reach USD 54.6 billion by 2034 (CAGR ≈ 22 %), while autonomous
AI agents are projected to hit USD 51.6 billion by 2032 (CAGR ≈ 38 %).
ChatGPT for Market Research: Already a Reality
According to ESOMAR’s State of AI in Market Research 2024, 62 % of practitioners already use ChatGPT
in projects. Greenbook’s AI Adoption in Market Research confirms it is the most-used AI tool—especially
for text-data analysis and survey design.
Using ChatGPT to Conduct Market Research: New Possibilities
ChatGPT can generate, process and analyse vast data sets, interpret consumer sentiment and predict
market trends with efficiency and accuracy unreachable by classic approaches. Designed to understand
and contextualise natural language, it extracts insight from large volumes of text, audio and video.
Which Aspects of a Market Study Can ChatGPT Handle?
Designing Questionnaires
ChatGPT crafts effective surveys. Coupled with voicebots, it can automate phone interviews—cutting
fieldwork costs dramatically.
Analysing Large Data Volumes
It processes survey answers, reviews and social-media chatter to surface structured insights:
sentiment analysis, trend spotting and competitor monitoring—all far faster than human teams.
Summarising Findings
ChatGPT automatically summarises results and produces comprehensive reports, freeing analysts to
focus on strategy.
Building Personas
Leveraging collected data, ChatGPT creates precise personas, enabling better-targeted marketing
and deeper customer understanding.
Voicebots and AI Agents: The New Frontiers
Voicebots: Revolutionising Voice-Data Collection
Forecasts show voicebots surging from USD 8.7 billion in 2025 to USD 54.6 billion in 2034. 67 % of
organisations already deem voice AI central to product and business strategy.
- 24/7 availability for continuous feedback collection
- Natural human-like interactions boosting response rates
- Emotion and sentiment analysis in speech for richer insight than text surveys
- Cost reductions of 60–75 % vs. traditional phone interviews
Autonomous AI Agents: Intelligent Orchestration
Valued at USD 3.8 billion in 2024 and projected to USD 51.6 billion by 2032, autonomous agents go beyond
scripted chatbots, using generative AI to understand, respond and act independently.
- Full autonomy: run entire studies with minimal human oversight
- Real-time adaptation based on interim results
- Continuous learning for ever-improving performance
- Multi-system coordination for a holistic research stack
Case Study: Lambda 2.0 – Moving Towards Multimodal AI
Lambda, an eco-product e-commerce site, modernised its market research in three phases:
- Phase 1 – ChatGPT Analysis: mined social-media and forum data, spotting rising demand for biodegradable packaging.
- Phase 2 – Voicebot Integration: automated phone surveys, transcripts processed via OpenAI Whisper for emotion analysis.
- Phase 3 – Autonomous Agents: agents planned, segmented and adapted questionnaires in real time, delivering strategic reports.
Outcome: 50 % richer insights and 70 % lower research costs.
Benefits of These Technologies in Market Research
Financial Benefits
- Exceptional ROI: voicebots can cut costs up to 50 % and hit 95 % first-contact resolution.
- Operational savings: 60–70 % cost reduction through automation.
- Sales uplift: up to 80 % more revenue via personalised recommendations.
Operational Benefits
- Scalability: data handling at scales impossible for human teams.
- Speed: near-instant trend reaction.
- Personalisation & accuracy powered by advanced algorithms.
Experience Benefits
- Greater accessibility for voice-preferring audiences.
- Richer data capturing emotion and nuance.
- Higher participation through natural-language engagement.
Challenges and Limitations
Voicebot Challenges
- High development cost for sophisticated systems.
- Privacy concerns over voice data.
- Lack of standardisation causing interoperability issues.
AI-Agent Challenges
- Management complexity beyond traditional chatbots.
- Limited transparency in autonomous decision-making.
- Multi-agent coordination can be demanding.
Common Challenges
- Data bias in training sets.
- Dependence on data quality.
- Ethical & GDPR considerations.
Mitigation Strategies
- Regular dataset updates to maintain impartiality.
- Cross-validation with real-world data.
- Bias audits & strict compliance with privacy regulations.
Future Implications
Emerging Advanced Applications
- Integrated multimodal analysis – combining text, voice and video for full 360-degree insight.
- Collaborative multi-agent systems – specialised agents tackling complex studies together.
- Real-time analytics – instant detection of market shifts and consumer behaviour changes.
Expected Tech Evolutions
- More accurate predictive analytics.
- Advanced conversational voice AI with multilingual, emotional intelligence.
- Automated ethnographic research through cultural-trend monitoring.
Future Challenges & Opportunities
- Privacy & ethics in large-scale AI deployment.
- Human-AI balance – blending machine insight with human intuition.
- Sustainable, bias-free AI development as a core priority.
Conclusion
Embracing AI in all its forms—ChatGPT, voicebots and autonomous agents—opens the door to deeper,
faster and more comprehensive market analysis. With voicebot and agent markets both surpassing
the USD 50 billion mark in the next decade, these technologies are fundamentally reshaping how
businesses understand and engage with their markets.
Companies adopting this multimodal approach now enjoy a decisive competitive edge: ROIs above
400 % for voicebot implementations and cost reductions of 60–75 %. This tech revolution enables
quicker, better-informed decision-making and strategic planning—placing innovative firms at the
forefront of modern competitive intelligence.