We write for Quirk's about balancing AI with sustainability

As AI rapidly integrates into market research, balancing its transformative capabilities with environmental sustainability is essential. In her latest article for Quirk's, Infotools’ Charlotte Hearn explores both the potential and challenges AI presents to the industry in “Market Researchers Embracing AI Amidst the Challenge of Maintaining Sustainability Targets.”

Charlotte dives into how insights professionals are using AI for tasks like sentiment analysis, predictive analytics, and chatbot interviews—highlighting efficiencies and real-time insights that AI can provide. However, she notes a critical, often overlooked cost: the environmental impact of AI technology. With studies showing the high energy consumption needed to train AI models, such as large language models, the carbon footprint of AI is becoming a pressing concern.

In the piece, Charlotte outlines key considerations for market researchers aiming to adopt AI responsibly:

• Environmental Impact Awareness: With AI’s double-edged potential, researchers must weigh the benefits against energy demands and carbon emissions.
• Responsible Vendor Selection: Choosing energy-efficient models and prioritizing renewable energy sources are pivotal to reducing AI’s carbon footprint.
• Ethical and Human Oversight: Charlotte emphasizes that while AI enhances processes, human skills like creativity and critical thinking are vital for ethical, sustainable implementation.

For market researchers, this article underscores the importance of integrating AI thoughtfully and sustainably, aligning with consumer expectations for environmentally responsible practices. Read the full article here: https://www.quirks.com/articles/can-marketing-researchers-embrace-ai-while-balancing-sustainability-goals