In today’s research and customer experience world, the biggest shift isn’t automation or cheaper tools. It’s Amplified Intelligence. As Balaji Srinivasan frames it and I wrote about in the latest issue of Sean's AI Signal, AI isn’t replacing humans; it’s amplifying the people who learn to use it.
The Uncomfortable Truth
AI will not take your job.
A smarter researcher using AI will.
And you have 12 months to decide which side of that divide you’re on.
What’s Happening Right Now
Many insights professionals are still just experimenting, testing prompts in ChatGPT, trying out new tools, or watching from the sidelines. That’s a start, but within a year the gap will become obvious:
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Analysts who adopt AI will leapfrog their managers in speed, analysis depth, and storytelling.
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Clients will demand dynamic, AI-powered deliverables, not static decks that competitors can outpace.
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Teams will shrink, because one amplified researcher will do the work of several who cling to outdated workflows.
Waiting to “see how it plays out” is the riskiest move you can make.
The New Reality: Amplified vs. Stagnant
AI doesn’t raise everyone equally. It widens the gap between those who adapt and those who don’t:
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Researchers who integrate AI deliver deeper insights and sharper narratives.
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Leaders who embrace AI shape strategy and win influence.
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Teams that master AI workflows become indispensable inside their organizations.
This isn’t only about efficiency. It’s about relevance.
The Ultimatum
If you’re not learning and applying AI every single day, you risk being left behind. The only safe move is to embrace AI as the new normal:
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Experiment with tools beyond prompts.
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Reimagine workflows for speed and impact.
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Rebuild yourself as an amplified researcher who delivers what clients and executives can’t ignore.
Because the real divide isn’t humans vs. machines.
It’s humans amplified by AI vs. humans who aren’t.
My Take
After nearly 30 years in insights, market research, and CX, I’ve seen plenty of trends come and go. This is different. This is a once-in-a-generation shift in how value gets created.
You (all of us, really) have about 12 months to prove to clients, colleagues, and yourself that you can use AI to amplify your intelligence. Otherwise, you won’t be replaced by a model. You’ll be replaced by a researcher who figured out how to use one.
That’s the uncomfortable truth.
And it’s the opportunity of a lifetime.
