The Future of Insights: Keeping Humanity at the Center of Innovation

By Maury Giles, SVP Growth at Material

AI is at the center of every conference, article and trend piece. Rapid advancements in generative AI are not merely introducing new tools—they are redefining how we approach problem-solving, collaboration and innovation. But this evolution presents a choice: do we simply accept incremental changes, or do we lead a transformation that redefines the role of insights in shaping business and human outcomes? This fundamental question was at the center of my conversation with other industry leaders during the TMRE Future of Insights Perspectives Report panel earlier this month.

It sounds hyperbolic, but this really is a pivotal moment. The temptation to view AI as a means of efficiency is strong, but the real power lies in its capacity to augment our human abilities. To seize this opportunity, we must rethink not just the tools we use but the systems and relationships that define how we work.

The Transformation of Work and Relevance

At Material, we often talk about relevance as two intertwined concepts: “little r” relevance (being the right choice in the moment) and “big R” Relevance (aligning with deeper human values, aspirations and identity). This framework applies directly to the changes generative AI is bringing to the insights profession.

Generative AI tools like large language models, image generation platforms and synthetic data engines can certainly help with “little r” relevance by streamlining tasks, producing rapid analyses and delivering contextually appropriate recommendations. But their true potential lies in enabling “big R” relevance: empowering organizations to better understand and connect with the human realities that drive loyalty, trust and long-term value.

To achieve this, we must rethink the very nature of work. This means breaking down, mapping out and challenging the steps we take in all phases of our projects—from framing research questions to designing strategies. By intentionally redesigning systems to integrate both human creativity and AI capabilities, we create the conditions for transformative change.

Generative AI as an Augmenter, Not a Replacement

One of the most pervasive misconceptions about AI is that it will replace human professionals. The reality, however, is far more nuanced—and promising. Generative AI is not here to replicate human intuition, creativity or relationship-building; it’s here to enhance them.

Consider these innovative applications of generative AI.

1. Strategic Sense-Making: Generative AI can synthesize disparate data sources into coherent narratives, providing insights professionals with the scaffolding to build more strategic recommendations. For instance, analyzing vast qualitative datasets can become an exercise in crafting human-centered insights, rather than combing through raw transcripts.

2. Scenario Prototyping: Imagine using AI to simulate different business scenarios based on a mix of market data, consumer behavior and competitive trends. This creates a sandbox for exploring “what-if” questions that lead to more robust strategies.

3. Interactive Storytelling: Generative AI can transform how insights are presented by creating dynamic, interactive reports that adapt to the audience’s needs, making data come alive in ways that drive decisions.

4. Innovation Accelerators: Beyond automating tasks, AI can inspire new ideas by proposing novel combinations of concepts, designs or strategies. It’s a collaborator in creativity, not a competitor.

Human Relationships: The Heart of Insights

As we embrace these tools, one truth becomes even clearer: technology cannot replace the depth and nuance of human relationships. In fact, these advances place a higher premium on relationships. The future of insights will hinge on our ability to build and maintain meaningful connections with our clients and partners.

Successful client relationships require understanding two realities.

1. The Business Reality: Grasping how the client’s business operates, their competitive landscape and the economic forces shaping their decisions.

2. The Human Reality: Recognizing the aspirations, concerns and working styles of the people we collaborate with, and tailoring our approach to meet their unique needs.

This dual understanding enables us to anticipate client needs, proactively suggest solutions and engage in authentic, transparent conversations. It will require researchers to develop more account management skills found in AOR relationships rather than project management only. Generative AI can assist by driving efficiency, analyzing market trends or even identifying unseen opportunities; but it’s the human professional who bridges the gap between data and decision-making.

Leading Transformative Change

The shift to a human-centric, AI-augmented approach is not without challenges. It requires courage to rethink established processes and systems. But the payoff is big: the ability to lead clients and organizations toward breakthroughs that would otherwise be impossible.

To do this effectively, we must

1. Redesign Systems: Reevaluate workflows to maximize the interplay between human creativity and AI capabilities. This involves hiring diverse teams that include strategists, designers, technologists and developers, working collaboratively to create dynamic systems.

2. Prioritize Human-Centricity: Ensure that every innovation serves human needs first, aligning with both “little r” and “big R” relevance.

3. Stay Curious: Embrace a mindset of exploration and learning, continuously pushing the boundaries of what’s possible with these tools.

The Path Forward

The future of insights is not just about leveraging technology; we believe it’s about catalyzing relevance by connecting human needs with business performance. This is our vision at Material.

Generative AI offers a once-in-a-generation opportunity to reimagine what’s possible, but it’s up to us to lead this transformation.

At the heart of this journey is a simple but powerful truth: people need each other. As we navigate this exciting new landscape, let’s ensure that human connection and empathy remain our guiding principles. By doing so, we not only embrace the future but shape it—keeping humanity at the center of innovation in insights.