2026 will likely see an even further evolution of the insights industry, fuelled by AI. Researchers face mounting pressure to stay competitive and deliver actionable insights while the influence of Artificial Intelligence grows, automating tasks such as data collection and analysis.
With this technological advancement, we predict continued challenges around trust, data quality, and the need for training of teams for AI capabilities, while the human touch in storytelling becomes ever more important.
In part one of this special edition of Global WINdow, insight experts from the WIN network explore how preparations for these changes are being made to increase the value of human insight, while maintaining ethical practices during integration.
Automation to Accountability: AI’s Role in Research
Experts from WIN foresee the global insights industry being driven by transformative trends, with AI-powered insights and automation spearheading some real changes to researchers’ day-to-day working life. Estefania Clavero, Senior Partner at Instituto DY in Spain, is optimistic that AI will catalyse transformation with new tools which can “open new avenues for research,” using “real-time insights to stay competitive and automating processes like data cleaning, analysis, to help identify patterns in unstructured data, such as images, videos, or text”.
Businesses are demanding real-time analytics and faster data collection than ever before. Karin Nelsson, Managing Partner at Demoskop, Sweden, states: “Real-time analytics is becoming the industry standard… revolutionizing qualitative research analysis. This allows researchers to focus on strategic interpretation and recommendations rather than routine tasks.”
Reducing manual effort to shift focus will massively enhancing efficiency, with AI taking away most of the grunt work. Karin continues: “The key isn’t replacing human expertise but enabling faster, more accurate, and more comprehensive insights generation while maintaining the human element of strategic thinking and industry expertise.”
Preparing for ethical AI implementation
With this incremental increase in AI usage, concerns around trust and data quality have naturally been mounting. “As data collection technologies evolve, concerns about privacy and ethics will intensify.” states Xavier Depouilly, General Manager at Indochina Research, Vietnam, “Companies will need to adopt AI solutions that prioritize transparency, and compliance with national and global data regulations” and implement clear ethical frameworks, rigorous data validation processes, and open communication with clients about how AI is applied and monitored.
Many teams are already thinking ahead emphasising on “teaching skills for data verification, interpretation, storytelling, and more strategic application of insights” as technology automates certain analysis and mundane tasks. This shift in priorities will have a knock on impact on projects they take on in coming years, shifting “focus on project and AI management instead of research” for new clients.
Karin Nelsson adds that in addition to investing in training, they’re “evolving the organizational structure to be more agile, creating cross-functional teams that blend traditional research expertise with new digital capabilities. This transformation is supported by strategic partnerships with tech companies and a new Centre of Excellence for AI and automation.”
Beyond advancing AI knowledge and processes, many researchers are prioritizing ethical research practices. For example, Estefania Clavero has been “strengthening ethical research practices and developing a clear framework for data privacy, ensuring compliance with global regulations like GDPR.”
To address concerns about AI’s impact on data quality, researchers must take on an educational role by guiding clients through its potential risks and the importance of rigorous testing and evaluation. Building trust requires transparency to ensuring clients understand both AI’s capabilities and limitations, reducing their apprehension.
Rediscovering the value of Human Insight
Whilst heralding a new era of innovation, AI has also transformed the way we value existing research, placing a premium on storytelling and human insights as essential complements to technology. “Tech is a means, but focus will be on real, live experiences in the customer journey” says Nikos Kotoulas, Head of Marketing and Communications at BVA Doxa, Italy.
Urpi Torrado agrees, “Technology serves as a powerful enabler, but the true value of data lies in the human ability to creatively develop and expand knowledge. As client expectations evolve, storytelling and human insights will become even more crucial in translating complex data into compelling, actionable narratives.”
As AI streamlines data collection and processing, the human ability to turn data into actionable insights becomes even more critical. Researchers will need to interrogate data, uncover real meaning, and deliver consultative guidance that drives growth. In a world overflowing with data, extracting and communicating its true value will matter most.
This future hinges on a balance of technological precision and human creativity, positioning researchers as trusted advisors who bridge data with impactful decisions. Networks will play a key role, offering access to global expertise, innovation, and collaboration. For example, for Estefania Clavero, WIN membership means “joint projects with other members; these can open doors to new methodologies, technologies, or markets,” alongside events and forums to exchange ideas.
Adapting and innovating: The road ahead
As we step into 2026, the insights industry stands at the crossroads of technology and human ingenuity. AI will continue to accelerate speed and scale, but its true potential emerges when paired with human creativity, ethical rigor, and storytelling. Industry survival means embracing this synergy, leveraging automation for efficiency while elevating the uniquely human ability to interpret, inspire, and influence. In this next era, researchers won’t just analyse data, they’ll shape decisions, drive innovation, and redefine what insight means in a world powered by AI.
But rapidly evolving technology is just one part of the story. In the second part of 2026’s first Global WINdow, we dive into the economics of survival, examining how markets around the world navigate economic, geopolitical, and societal uncertainty, particularly in emerging and middle-income countries.