{"id":7443,"date":"2026-09-21T09:19:47","date_gmt":"2026-09-21T09:19:47","guid":{"rendered":"https:\/\/borderlessaccess.com\/blog\/?p=7443"},"modified":"2026-09-21T13:03:19","modified_gmt":"2026-09-21T13:03:19","slug":"ai-human-intelligence-in-market-research","status":"publish","type":"post","link":"https:\/\/borderlessaccess.com\/blog\/ai-human-intelligence-in-market-research\/","title":{"rendered":"Human Truth is the Missing Layer in AI Driven Decision Making"},"content":{"rendered":"Reading Time: <\/span> 6<\/span> minutes<\/span><\/span>\n

Artificial intelligence has crossed an important threshold in business. The question is no longer whether organisations will use AI in market research. The more consequential question is how much authority we are prepared to give it in understanding people and shaping decisions.<\/p><\/br>\n\n\n\n

McKinsey’s 2025 State of AI research found that 88 percent of respondents said their organisations were using AI in at least one business function. Yet only 39 percent reported enterprise level EBIT impact, while two thirds said their organisations had not yet begun scaling AI across the enterprise.<\/p><\/br>\n\n\n\n

That gap matters. Access to AI and value from AI are not the same thing.<\/p><\/br>\n\n\n\n

For business leaders, brand owners, marketing leaders and insights leaders, there is another important distinction. AI can process information at extraordinary scale<\/a>, identify patterns, connect signals, and accelerate analysis. But computational power does not automatically become consumer understanding.<\/p><\/br>\n\n\n\n

There is another layer that must remain connected to the decision. I call it human truth.<\/p><\/br>\n\n\n\n

Human truth is the combination of lived experience, context, emotion, and contradiction that explains not only what people do, but why their behaviour can change.<\/p><\/br>\n\n\n\n

Across markets and organisations of quite different sizes, I have seen the same mistake recur. Teams use technology to accelerate the answer before they have adequately defined the human question.<\/p><\/br>\n\n\n\n

\n
\n

Table of Contents<\/p>\nToggle<\/span><\/path><\/svg><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n