Artificial Intelligence (AI) has grown to include the ability to circumvent traditional methods of fraud detection, prompting the need for alternative and more thorough methods of detecting fraud and ensuring that real humans are responding to surveys.

Insightful research plays an important role in helping brands understand consumer behavior, market trends and embed the voice of the consumer into their decision-making. However, the integrity of research is only as good as the quality of the data collected. Artificial intelligence (AI) is a double-edged sword in research. It provides more efficiency in processes as well as the ability to generate more realistic survey responses and learn the way around industry quality checks in surveys.

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