Generative AI (GenAI) is fundamentally restructuring the processes by which marketing teams uncover consumer insights. Based on published and ongoing academic research, this webinar will highlight three distinct ways GenAI is disrupting the market research industry. First, we will detail how GenAI improves the consumer insight generation process, leading to significant cost reductions and timeline efficiencies. Second, we will discuss “digital twins”—synthetic, AI-generated consumer personas that enable a novel, simulation-based approach to knowledge discovery and pre-market experimentation. Finally, we will demonstrate how GenAI to simplifying the large-scale collection and analysis of unstructured data (e.g., text, audio, and video), making qualitative research an increasingly attractive methodological choice for insight generation.