Revealing the AI Applications Turning Chaotic Data into Clear Decisions

A regular expert featured in insight industry publications, mTab CEO, Mark Langsfeld, was included in the Insights Association's article "Beyond the Hype: ‘Springing’ Insights Ahead with Actionable AI Applications." The article features opinions on and examples of AI applications that are enhancing market research processes and elevating insight identification from insight industry leaders from around the world, including executives from Visa, Kantar, Samsung, Ipsos, and many others.

Mark discusses this topic, explaining, “AI’s ability to process complex, diverse datasets is a foundational strength in market research, but our clients across industries like automotive, entertainment, and food & beverage are taking it further. They’re leveraging our AI-powered insight solutions to surface real-time decision intelligence across core functions, including Advertising, Marketing, Product, and Innovation. For example, assembling a creative brief for a marketing campaign or client pitch — once a task that took days of manual effort across multiple datasets — can now be completed in seconds."

mTab's AI Decision Intelligence ingests data from a spectrum of sources, like syndicated datasets, CMR output, sales reports, among others, and drafts the brief, then triggers the next strategic move - all in minutes.

As Mark further explains, “We’re deploying these tailored solutions across enterprise teams to deliver consistent speed and efficiency. This not only liberates Insights teams from data wrangling but also empowers them to focus on high-value strategic work, enabling smarter, faster decisions that accelerate business growth.”

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Read the complete Insights Association article here

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