The world of market research is buzzing with the potential of AI, and for good reason! AI is like that super-smart assistant we all wish we had—helping us work faster, smarter, and unlock deeper insights than ever before. But just like any powerful tool, it's important to use AI responsibly and ethically.

That's where the ESOMAR AI Guidelines come in. They’ve released a comprehensive set of AI guidelines to help researchers navigate this new landscape. And these guidelines provide a framework for using AI responsibly and ethically—ensuring that we leverage its power while upholding the highest standards of data integrity and privacy.

Think of it like a roadmap for navigating the exciting world of AI-powered research. So hop in, let's explore these questions together.

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1. Company profile

Who's behind the curtain? Getting to know your AI research partner

AI is everywhere these days. It's like that new coffee shop that pops up on every corner. But just like you wouldn't grab a latte from just any barista, you don't want to jump into AI research with just anyone, right? 

The ESOMAR AI Guidelines get this. They're like a cheat sheet for finding the perfect AI research partner. First up: Company Profile. Think of it as checking out the barista's credentials before ordering that latte.

Experience and expertise 

Do they know their stuff? Have they been around the research block a few times? Do they understand the ins and outs of data analysis, ethical research, and all that jazz? 

AI: Friend or Foe

How does the company see AI fitting into the research world? Is it a sidekick or trying to steal the show from human researchers? 

The aytm way 

At aytm, we're not just tech wizards; we're research nerds too. We've been shaking things up in the insights world for a while now—pioneering new technologies and building cool stuff like our own respondent panel, PaidViewpoint. And when it comes to AI? We believe it should be a collaborator, not a conqueror. Our AI tools are all about empowering researchers, making their lives easier, and helping them unlock those "aha!" moments.

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2. Is the AI capability explainable and fit for purpose?

Unlocking the magic box you’re being promised

Alright, so you've found a company that seems to know their stuff. But now it's time to peek under the hood and see what their AI can actually do. 

The ESOMAR AI Guidelines want you to ask the tough questions here. It's like trying on a new pair of shoes—sure, they look great on the shelf, but will they actually fit your feet and help you go where you need to go?

Explainability: Demystifying the AI magic 

Can the company explain how their AI works in plain English? You don't need a PhD in computer science to understand it. A good AI research partner will lift the veil and show you the mechanics in a clear, concise way. 

Fit for purpose: The right tool for the job 

Does the AI align with your research goals and objectives? It's like choosing the right wrench for a bolt—you need the perfect fit. A good AI research partner will help you assess whether their AI is the right tool for your specific needs.

The aytm way

Remember Skipper, our AI research companion? We built Skipper to be your research buddy, helping you tackle those everyday research challenges. Skipper can help you whip up a survey in a flash, translate it into different languages, and even dig into your data to uncover hidden gems. And we're always upfront about what Skipper can and can't do – because honesty is the best policy, right? We want to make sure Skipper is the perfect fit for your research journey. 

Remember, AI isn't about replacing human researchers. It's about giving you superpowers to do what you do best, but even better. 

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3. Trustworthiness, ethics, and transparency

Truth or dare: Can you trust this AI?

Alright, so the company checks out, and their AI seems pretty cool. But now it's time to get serious for a minute. Because when it comes to AI, trust is everything. 

The ESOMAR AI Guidelines want you to go deep here. It's like that "trust fall" exercise – you want to be sure the AI has your back (and your data!) before you take the leap.

Accuracy and reliability 

Can you trust the AI to deliver the goods? Does it produce accurate and reliable results? How do they deal with bias—those sneaky little prejudices that can creep into data? 

Ethical principles 

Does the company walk the walk when it comes to ethics? Are they committed to responsible AI development and deployment? Do their values align with yours? 

Data security and resilience

This is a big one. How does the company protect your precious data? Do they have a fortress around their systems to keep things safe and sound? 

The aytm way 

At aytm, we're all about building trust. We believe in responsible AI, and we're committed to doing things the right way. We've got strict data protection measures in place, and we're constantly working to ensure our AI is fair, unbiased, and reliable. We want you to feel confident and secure when you partner with us.

Now that we’ve established the foundations of trust, let’s see how humans are involved in overseeing all of this AI magic…

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4. Human oversight

Human or machine? Keeping AI in check

Okay, we're getting down to the nitty-gritty now! AI is cool and all, but let's not forget who's really in charge. The ESOMAR AI Guidelines want you to make sure there's a human hand on the wheel when it comes to AI research. Think of it like a self-driving car—sure, it can mostly handle itself, but you still want a human ready to grab the wheel if things get dicey.

Human-in-the-loop

How does the company make sure humans are involved in the AI process? Are they just pushing a button and letting the AI run wild, or are they actively guiding and checking its work? 

Ethical considerations

Is the company thinking about the human side of AI? Are they making sure the AI is being used responsibly and ethically? 

The aytm way

We believe in the power of human expertise. Our AI tools are designed to work with researchers, not replace them. It's all about collaboration and making sure humans have the final say. After all, AI is just a tool, and like any tool, it needs a skilled hand to guide it. 

Alright. Last but not least, let's talk about data...

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5. Data governance

Data guardians: Protecting the heart of your research

Data is the lifeblood of market research, and with AI in the mix, it's more important than ever to make sure your data is treated with the utmost care and respect. The ESOMAR AI Guidelines are your guide to finding an AI research partner that takes data governance seriously. 

Think of it like this: your data is like a precious gem. You wouldn't just hand it over to anyone, would you? You'd want to make sure it's in safe hands.

Legal frameworks

Is the company playing by the rules? Are they up-to-date on all the legal stuff around AI and data? Do they understand the laws and regulations that govern data privacy, security, and ethical AI practices?

Data quality, privacy, and security:

Does the company have a solid plan for keeping your data in tip-top shape? Are they treating it with the respect it deserves? You want a company that's serious about data privacy and security. They should have robust measures in place to protect your data from unauthorized access, misuse, and breaches.

Data ownership and usage

Things can get a little tricky with AI. Who owns the data you feed into the AI model? Who owns the insights the AI generates? You want a company that's transparent about data ownership and usage rights. They should clearly define who owns what and how the data can be used. 

The aytm way 

We're data nerds, so you know we take this stuff seriously! We treat your data like gold—keeping it safe, secure, and respecting its privacy. We're always on top of the latest data protection rules and regulations, and we're constantly looking for ways to improve our data game. We believe in transparency and clearly define data ownership and usage rights in our agreements. 

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In conclusion

What’s next? Hopefully a powerful partnership!

The ESOMAR AI Guidelines provide a roadmap for navigating the exciting world of AI-powered research. By asking the right questions and partnering with a company that prioritizes trustworthiness, ethics, and transparency, you can confidently harness the power of AI to unlock deeper insights and drive better business decisions.