Humans + AI: A New Golden Age for Insight?

AI isn't coming for your job. It’s coming for your workflow. And that could be a very good thing.

From automated transcripts and sentiment analysis to idea generation and predictive modelling, AI is rapidly changing the speed, scope, and depth of insight work. But the key to success isn’t automation – it’s augmentation.

Where AI shines

• Speeding up repetitive tasks (coding, summarising, formatting)
• Discovering patterns at scale
• Suggesting hypotheses or narrative routes

Where humans still win

• Asking the right questions
• Interpreting nuance and context
• Making judgement calls with empathy

The best insight teams in 2025 won’t be AI-led. They’ll be AI-literate. The fusion of human curiosity and machine capability is where the real magic happens.