Vendor reportGWI, 2026

Among US professionals who use AI for market research 71% name better team alignment as a benefit of AI agents

Workflow & automation

How much more likely AI market-research users are to cite each benefit vs other US professionals

How much more likely AI market-research users are to cite each benefit vs other US professionals
Benefit	Increased likelihood to cite as benefit (%)
Better alignment/collaboration between teams	71%
Unexpected or innovative insights	58%
Deeper customer understanding	55%
Reduced reliance on external vendors	54%
Ability to test more ideas/strategies in less time	36%

Reader Note:: Figure compares workers who use AI for market research or analysis with other US professionals on which benefits they cite from using an AI agent. The chart reports increased likelihood relative to other US professionals, not absolute adoption or outcome rates. The report does not state the exact base size for AI market-research users in this figure, and because the groups are observational rather than randomly assigned, the figure does not prove AI caused the difference.
Evidence:: Self-reported behaviour
Vendor interest:: Moderate — This comes from a company with a commercial interest in this market, so it is not a neutral source.
Sample:: Mixed GWI online survey samples: GWI Core surveys over 1 million people annually aged 16-64 or 16+ across 54 markets; GWI USA surveys 80,000 Americans annually aged 16+; GWI Kids surveys 20,000 children aged 8-15 in 18 markets; plus a bespoke survey of 550 US advertising and marketing professionals in August-September 2025 and GWI Zeitgeist monthly surveys in 11 markets.

Good for

A rough sense of size and direction, and deciding what to look at first.

Exact numbers, or saying that one thing caused another.
The two groups were not split at random — they picked their own side. The difference may have been there before anything was measured.
The source talks about this as cause and effect — that is its reading, not a finding.
This comes from a company with a commercial interest in this market, so it is not a neutral source.

10%

of organisations are realising significant ROI from agentic AI in Deloitte’s 2025 survey of 1,854 EMEA executives

24–56%

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42.3%

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14%

average increase in sales productivity reported from using AI in marketing by US companies (2026 survey)

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