2025 MSI SUMMIT

In both the workplace and everyday life, adoption of generative AI has been much faster than for PCs or the Internet, in part because it builds on and extends these earlier technologies.  Some predict that GenAI will soon drive greatly increased productivity, but others caution that it took years to realize the potential of previous technologies. As we pivot from hype to hope, it’s time to look at where GenAI (and AI in general) is paying off and what barriers remain.

2025 ANALYTICS & FORECASTING

Synthetic data—artificially generated data that mirrors real-world patterns—is gaining traction as a tool for enhancing market research while addressing privacy and compliance challenges. It is already being used in concept testing, product development, packaging and pricing studies, market sizing, and consumer trend research.  

For market researchers, its value lies in delivering scalable, rapid, and privacy-compliant insights, particularly when engaging with niche or hard-to-reach segments. It also supports continuous, always-on research through digital twins and real-time simulations.  

In forecasting, synthetic data helps to mitigate issues arising from data sparsity and signal loss due to privacy restrictions and cold start challenges. However, its ability to model complex human decisions and emotional nuances remains uncertain. Challenges persist regarding data quality, ethical use, bias reinforcement, and regulatory inconsistency. There is also a critical need for industry-wide standards and validation frameworks. Significant questions remain: Can synthetic data replicate the richness and unpredictability of real human behavior sufficiently to support high-stakes forecasting and decision-making? Where is the line between synthetic realism and synthetic bias, and how do we manage it? Is synthetic data a bridge—or a barrier—to more effective and reliable forecasting models?

2025 MSI WEBINAR

Led by top academics and marketers, our webinars deliver foundational understanding of the most exciting topics in marketing.

2025 WORKING PAPER & Whitepaper

Working papers play a key role in the dissemination of knowledge developed by MSI-associated researchers. Working papers are intended to provide new perspectives on perennial and future marketing challenges and to offer directions for further action and research.