The Power of Using AI to Transform Market Research into a Sensing Engine

Author(s): Karthik Sourirajan, Leesa Sherborne, Lauren Mosadeghi, Mihir Khokani, & Peeyoosh Keshava (ZS)

Market research is critical to commercial success, but too often, it delivers insights too late, in disconnected formats that limit impact.

Agentic AI is enabling leading organizations to transform market research into a sensing engine: A continuously evolving intelligence layer that informs decisions in real time.

In this article, you’ll learn how to:

• Shift from episodic, project-based research to always-on, connected intelligence
• Turn fragmented data and static decks into a reusable, compounding asset
• Use AI to simulate hundreds of strategic scenarios before committing resources
• Accelerate decision-making with real-time insights embedded in business workflows
• Redefine the role of insights teams, from managing studies to orchestrating intelligence

Backed by real-world examples from top pharma companies, this article outlines a practical path to move faster, improve decision-making and build a sustained competitive advantage.