1、CONVERSATIONS WITH AIAUTHORSJim LeggAjay BangiaRich Timpone,Ph.D.How Generative AI and qualitative research will benefit each otherJune 2023IPSOS VIEWSEvery conversation starts with a single question,and sometimes when the question isnt good,it ends with a single,uninformative response.At Ipsos,we k

2、now that the questions we ask can greatly impact our understanding of the world and our actions.A poorly crafted question can lead to a distorted perception of reality and misguided actions.Conversely,a well-crafted question can lead to accurate,insightful,and just answers.This sentiment applies not

3、 only to human conversations,but also to prompts in the context of Generative AI.In the first paper in our series on Generative AI,we highlighted what we should expect during the coming period,as well as a few topline thoughts on limits,risks,and threats and how we should evaluate these tools using

4、the criteria of truth,beauty,and justice.1In this paper,Ipsos will take these points one step further and argue for the need to align with experts in the art of the question that can get the most out of AI solutions,including quality and accuracy,while defending data privacy.For qualitative research

5、ers,the promise of Generative AI,and its ability to write like a human,is compelling.That said,what AI claims to be fact can sometimes be far from the truth.2 Clearly a human is still needed for their thinking,judgement,and expertise in querying the AI,training models,and applying the output.However

6、,we believe that AI could be a powerful enabler to deliver faster,cheaper,and better research results.We see a host of immediate and obvious use-cases for Generative AI,ranging from automating simple tasks to transcription,translation,summarization,pattern detection,etc.More importantly,we see AI pl