AI in Marketing Research | Tim Bond on Consumer Insights & Ethics

What's this about?

This Clearcast episode features Tim Bond, Associate Director at Ipsos UK, discussing how AI is transforming marketing research and consumer insights. He explains the role of Ipsos’ AI tools (Ipsos Facto, Creative Spark AI, Signals AI), the balance between human context and AI automation, and the ethical implications of new regulations like GDPR and the EU AI Act. The conversation explores how businesses can embrace AI responsibly while ensuring that human judgment remains central to marketing and data-driven decision-making.

What you'll learn:

How AI is reshaping marketing research — from faster data analysis to creative testing with Ipsos’ in-house tools.

Why human insight still matters — and how combining human context with AI leads to stronger, more ethical decisions.

What GDPR and the EU AI Act mean for marketers — key lessons on data protection, ethics, and compliance.

Practical ways brands can use AI responsibly — ensuring customer trust while gaining speed and efficiency.

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Top Takeaways

AI as an Assistant, Not a Replacement
- Ipsos uses AI to speed up research workflows — from analyzing survey data to testing creative ideas — but human context is still vital.
Ipsos AI Tools in Action
- Tools like Ipsos Facto (research knowledge base), Signals AI (social listening), and Creative Spark AI (ad concept testing) are redefining consumer insights.
Human + AI = Best Results
- A skilled human combined with AI will always outperform either working alone. AI brings scale and speed, while humans bring nuance and creativity.
Regulation and Ethics Matter
- Tim reflects on lessons from GDPR and how new laws like the EU AI Act will shape ethical data use and customer trust.
Consumer-Centric Approach
- Marketers must always put consumers first: if you can explain your methods to a loved one and feel comfortable, you’re on the right side of ethics and law.