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About this event
AI has been widely adopted in market research. What hasn't kept pace is the governance around it.
New Knit research of 154 U.S. insights professionals finds that 92% of organizations already have AI-generated insights reaching decision-makers without any researcher review. And the profession's biggest fear isn't job replacement — it's being bypassed entirely. Forty-five percent of researchers say their top concern is non-researchers using AI to generate unvetted insights for strategic decisions. Only 21% are more worried about losing their job.
In this session, Knit shares findings from The AI Trust Index — a study on the state of AI trust, rigor, and governance in market research. We'll cover what the data says about where AI is genuinely delivering, where it's falling short on defensibility, and what Researcher-Driven AI actually looks like in practice.
What You'll Learn
Hosted by
Erica Foster is Director of Product Marketing at Knit, the AI-Native Research Agency. She joined as Knit's first PMM and helps tell the story of the value we bring to the industry: helping insights professionals get from scoping to story in a week or less. With a background spanning product marketing, consumer insights strategy, and management consulting, she brings a uniquely cross-functional lens to how AI is reshaping the research industry, and what it means for the insights professionals at the center of it.
Jess Ladd is Senior Research Director at Knit and has over a decade of experience in market research and consulting. She has led high-impact quantitative and qualitative research programs across product innovation, brand reputation, campaign tracking, and customer experience for some of the world’s leading brands. Jess brings a strategic, client-focused approach to uncovering data-driven insights and translating them into clear, actionable decisions, along with a pragmatic perspective on how AI can support the research process while keeping human judgment at the center.
Greenbook is a global leader in providing events, publications, and digital resources for market research, marketing, and business professionals.
