The GRIT Business Outlook report confirms a significant shift we’ve been tracking: the insights industry is grappling with profound economic pressure in the wake of GenAI adoption. The report notes stagnant budgets and staff growth, particularly for service-led firms, fueling a dynamic where brand-side teams are forced to do more with less. This is not just cost-cutting; it’s a mandate for unprecedented efficiency, and the robust increase in technology spending across all segments demonstrates that the industry sees AI as the fundamental path forward.

This aligns with Qualtrics’ own Research Trends data where we see the greatest GenAI adoption (64%) focused on core task-based assistance. This focus confirms that individual contributors (ICs) are urgently trying to automate manual work, from programming surveys to summarizing open-ends, to offset the budget and staff cuts observed in the GRIT Report. Further validating this strategic investment, we note stable adoption of synthetic research methodologies and a growing interest in conversational engagements for deriving deep analytical insights.

However, this rapid shift is generating a critical tension within organizations: the AI perception gap. Our research reveals a significant disconnect between the executive vision and the front-line reality:

• 64% of leaders believe their organization is on the cutting edge of AI adoption, compared to just 41% of ICs.

• 83% of leaders say AI has made their teams a great deal more efficient, versus only 65% of ICs.

• The gap is widest when assessing transformation: 39% of leaders claim AI has revolutionized their research processes, while a mere 19% of ICs agree.

This shows that while leaders have the strategic vision, ICs are not yet feeling the promised revolutionary impact.

As a trusted partner, Qualtrics’ role is to bridge this divide by empowering the IC and operationalizing the leader's vision. We provide integrated solutions that tie technology to tangible outcomes: GenAI-powered conversational analysis for deriving insights faster, automated reporting and data synthesis that eliminates manual work, and guided methodology tools that democratize advanced research. By moving ICs from tedious tasks to strategic impact, we help validate the leaders’ high investment in technology, ensuring that the promise of AI delivers real efficiency and sustainable growth in this new, tech-driven insights economy.