Can AI bring better insight than humans?

Twitter, a social media company, analysed whether Artificial Intelligence or humans provide better insights by pitting the two approaches against each other in an audience segmentation study in Japan.

Introduction

Engaging drama has conflicts. We see this drama across many industries today, where AI is changing the world and threatening our jobs. How is it changing the marketing research industry? Is AI stealing our jobs of finding insights? We believe that "f culture: 80% AI approach against 80% human approach. We summarise the key findings and implications for the client and what it means for the marketing research world.