In short:

• GenAI is already integrated in the workflow of researchers: 62% use it to synthesize interviews, 58% for data analysis, 54% to write reports, according with a study published on Hbr.
• Most researchers still rely on generic AI tools instead of AI-native software purpose-built specifically for research.
• Purpose-built platforms like Glaut offer structure, transparency, and full customization.
• With Glaut, researchers stay in control: from AI-moderated interviews to goal-based reports.
• With software built for research, your data and those of your clients are safe.

How market researchers are using GenAI in 2025

According with a study conducted by Olivier Toubia, Stefano Puntoni, and Jeremy Korst, published on the Harvard business review (April 2025), the integration of GenAI tools in market research is already a thing. Data speaks for itself:

• 62% of researchers use it to synthesize interviews.
• 58% for data analysis.
• 54% to write reports.

But here’s the catch: most are using generic tools, like ChatGPT, Gemini, Claude and so on and so forth. But those tools weren’t made for researchers:

• They weren’t built for research workflows.
• They need training and structured prompts to elaborate an accurate output.
• Most of the time, they remain a black box for the user.

Tools like ChatGPT and Claude have opened exciting new doors, helping teams move faster and ideate freely. But here’s the honest truth: while these tools can accelerate tasks, they weren’t built for research. And the difference isn’t just academic.

Research has unique needs: structured thinking, transparent logic, layered interpretation, and context-specific reporting. Researchers don’t AI tools to replace them, researchers want to guide the process, trust the outputs, and stay grounded in their methodology.

That’s where purpose-built, AI-native platforms like Glaut make all the difference.

AI-native software built from the ground up for research give researchers full control and customization while help them speed up the process, reduce bias and human errors, structure and clean datas, analyse faster and with more accuracy.

Built for researchers vs. Built for general purpose

Generic AI tools and software are great for a lot of tasks. Some examples are their capability to summarize, search, code, brainstorm ideas and draft pieces of content. But they rely heavily on prompting, often require workarounds, and rarely follow research logic out of the box.

A research-native platforms are different by design:

• AI-moderated interviews: run conversations that feel human, and watch the data emerge in real time.
• Structured coding workflows: import thousands of open-ends. Glaut helps you code them fast, with full editability.
• Transparent logic: see how themes are built. Adjust them. Re-run your analysis. Stay in the loop.
• Goal-based reports: not just summaries, but structured, strategic insights shaped by your objectives.

With Glaut, researchers are never "at the mercy of the model”, they have full control on the design and the output thanks to customization features.

What researchers should look for in an AI-powered tool

While testing and evaluating an AI-powered tool they should always ask themselves these 3 questions:

• Can I trust this tool to follow my logic?
• Can I adapt it to my methodology, not the other way around?
• Can I edit, steer, and refine my outputs easily?

With Glaut, the answer to all three is yes. And while GenAI has earned its place in the research stack, the next evolution is about fit, flow, and flexibility.

Tools should align with your thinking and way of working while bringing to your table disruptive innovation.

It’s all about what researchers can do with AI-native software

As AI becomes standard across industries, the real differentiator isn’t the technology itself, it’s how well it fits the way you work.

Generic tools have paved the way and shown what’s possible. But for researchers who care about rigor, interpretation, and trust, the future lies in tools designed with your process in mind.

Glaut was built from day one with the needs of researchers in mind. We don't want to replace them, but to empower them to use their time for what matters most: finding a large amount of business-relevant information and figuring out how to act on it.

So as GenAI becomes the new normal, ask yourself: do I want faster tasks or better research?

If you want to try an AI-native tool built for researchers who want control and customization, talk with us: we’ll help you understand how Glaut can fit your needs.