The Future of AI in Consultancy and Research
Ever since the advent of generative AI platforms, the worlds of consultancy and research have been significantly transformed. These tools are now commonplace, and firms are differentiating themselves in terms of their ability to seamlessly integrate them into their day-to-day operations and services. Indeed, AI is no longer a futuristic concept; it’s a present-day reality reshaping how consultancies operate and deliver value, particularly within dynamic sectors like iGaming.
Embracing the AI Advantage: Efficiency and Insight
AI can analyse huge amounts of data, find patterns, and generate insights much faster than humans. This is extremely useful in the iGaming sector, where understanding player behaviour, market trends, and changes in regulations is essential for success. “The future of consultancy and research is intertwined with the rise of AI,” says Dr. Jack Garnham, Head of Research at Rokker. “By using AI, we can provide our clients with deeper, more meaningful and actionable insights, while also streamlining our internal processes for greater speed and agility.”
Rokker
At Rokker, we use a number of AI tools including ChatGPT, Perplexity, Claude, and Gemini to improve our research. These tools help us quickly scan market data, industry reports, and customer feedback to identify new trends and potential opportunities with great accuracy. We’ve noted that they each have their various strengths and weaknesses; therefore, using the right combination of tools, at the right time, and for the right reasons are key to ensuring are research and consultancy findings remain valuable and relevant to our clients.
Beyond Automation: The Enduring Value of Human Expertise
While AI is great at analysing data objectively, we believe that the human element is still essential in consulting and research, particularly the former, which remains a subjective industry in large parts. Knowing which AI tools to use, how to use them effectively, and how to interpret and contextualise the results requires industry-relevant human judgment, experience, and expertise.
Moreover, the ability to package data and insights in creative, engaging ways for clients is essential. While AI can assist in this process, the human touch is necessary to craft compelling narratives and tailor presentations to specific audiences. This is especially true in the iGaming industry, where understanding the subtle details of player preferences and cultural sensitivities is critical.
Addressing the Concerns: A Balanced Perspective
While AI offers many benefits, it’s important to address concerns about job losses and the potential for bias inherent in the algorithms that influence the outputs of generative AI. Some fear that it will eventually replace human consultants altogether, leading to the “end of consulting as we know it.” However, a more balanced perspective recognises that AI is a tool that augments human capabilities, rather than replacing them entirely.
The most successful consultancies will be those that embrace AI while retaining the human element of creativity, critical thinking, and emotional intelligence. At Rokker, we excel by using a blended approach, combining AI-driven data analysis with real-world experience and feedback. This includes conducting direct 1-to-1 interviews and surveys with industry leaders, adding a human-centred element to our research process.
Conclusion: A Future of Collaboration
The future of consultancy and research is not about humans versus machines, but rather about humans and machines working together to solve complex problems.
AI has the potential to increase efficiency, generate insights, and drive innovation. However, human creativity, critical thinking, and emotional intelligence remain essential. As the iGaming industry continues to evolve, consultancies that embrace AI while retaining their human expertise will be best positioned to deliver value to their clients. Rokker is dedicated to innovation and has a deep understanding of AI, making us ready to lead the way with this transformative technology.
“The future of consultancy and research is all about leveraging technology to enhance the human element,” concludes Dr. Garnham. “By embracing AI, we’re able to amplify our capabilities, freeing up our people to do what they do best – driving innovation, fostering strategic partnerships, and delivering game-changing results for our clients.”
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