\ If you work in market research or customer insights, a quiet turning point is already underway. One that changes how the work gets done. We use AI to summarize transcripts, generate survey questions, clean open-ends or help draft reports. But most of those applications are still tactical. They speed up individual tasks but don’t really change the research workflow. That’s beginning to change. What’s emerging isn’t just better tooling. It’s a shift in how research is structured, where knowledge lives and how insights are validated. The gap between teams still working in fragmented workflows and those adopting these new capabilities is widening. Three developments signal something bigger. AI is moving from a tool researchers occasionally use into something more powerful: a collaborative research environment that can help teams think with their data. Here are the key ones to watch and why they matter. 1.…