Generative AI democratization in consumer research: broader participation brings new voices into the data ecosystem. Today, a consumer researcher beginning a new project may start not with a database, but with a generative AI system. Within seconds, a structured framework emerges. Literature streams are synthesized, research questions are articulated, and potential hypotheses are outlined. The efficiency is undeniable. Yet Huang and Rust argue that efficiency is not the centr

The rapid development of generative artificial intelligence is redefining how consumer and marketing researches are conducted. When a model can replicate the consumer research processes of 35 top-tier journal articles within minutes, are we still engaging in “human-led science”? A study by Yoo, Haenlein, and Hewett, published in the Journal of the Academy of Marketing Science, addresses precisely this question: Is AI merely transforming research tools, or is it reshaping rese

Introduction Generative AI is profoundly reshaping consumer research, enhancing creative ideation, supporting qualitative analysis, and redefining the field’s trajectory. Three empirical studies and one review from the Journal of Consumer Research, Oxford Academic, offer complementary frameworks and practical guidance, revealing the vast potential and pitfalls of human–AI collaboration. Creative Ideation: The Double-Edged Sword of LLMs As a cornerstone of consumer research, c