Ipsos B&A’s Beyond the Noise: What Our Clients Really Think About AI’s Impact on Business and Research presents the views of more than 65 key Ipsos B&A clients on one of the most significant business developments of our time: artificial intelligence. Drawing on perspectives from both public and private sector organisations across Ireland, the study moves beyond the headlines and hype to explore how business leaders are navigating the opportunities, challenges and uncertainties that AI presents.
The findings reveal a nuanced and thoughtful picture. While there is broad recognition of AI’s potential to improve efficiency, productivity and decision-making, this optimism is consistently balanced by concerns around trust, governance, transparency and the continued importance of human oversight. Rather than a simple divide between advocates and sceptics, clients expressed a wide range of perspectives shaped by their organisational priorities, risk appetites and experiences with the technology.
Across the report, several key themes emerge. Clients discuss the pace and drivers of AI adoption within their organisations, the evolving role of trust in AI-enabled decision-making, and the growing influence of AI on market research. They explore whether AI’s greatest value lies in operational efficiency or in unlocking deeper insights, debate the future role of real versus virtual respondents, and reflect on the implications of AI for researchers and the wider insights industry. Throughout these discussions, one consistent message stands out: AI is viewed as a powerful tool, but one whose value depends on the quality of the data, the strength of governance, and the expertise of the people using it.
Ultimately, the report points towards a future of augmentation rather than replacement. Clients largely see AI as a means of enhancing human capabilities, automating routine work and enabling researchers to focus on higher-value analysis, interpretation and strategic thinking. The challenge for organisations is not whether to engage with AI, but how to do so responsibly, effectively and in a way that delivers genuine business value. As the technology continues to evolve, these findings provide an important benchmark for organisations seeking to understand where they stand relative to their peers and how they can navigate the next phase of AI adoption with confidence.
Find out where you fit within Ireland’s evolving AI landscape. Complete the short survey to identify your AI profile and access the full Beyond the Noise report:
AI SURVEY
For more details and the full report or more information, please contact Niall McCaffrey, Director: niall.mccaffrey@ipsos.com
