AI is rapidly reshaping how teams collect, analyze, and synthesize customer and market research—but not every use case delivers real value. In this panel discussion, experienced research and product marketing leaders cut through the noise to separate what’s genuinely useful from what’s overhyped. Panelists will share how they’re practically using AI today across qualitative and quantitative research workflows, from interview analysis and survey synthesis to trend detection and insight generation. Just as importantly, they’ll discuss where AI falls short—and why human judgment, context, and interpretation remain critical to producing meaningful insights.