AI has been widely adopted in market research. What hasn't kept pace is the governance around it.

New Knit research of 154 U.S. insights professionals finds that 92% of organizations already have AI-generated insights reaching decision-makers without any researcher review. And the profession's biggest fear isn't job replacement — it's being bypassed entirely. Forty-five percent of researchers say their top concern is non-researchers using AI to generate unvetted insights for strategic decisions. Only 21% are more worried about losing their job.

In this session, Knit shares findings from The AI Trust Index — a study on the state of AI trust, rigor, and governance in market research. We'll cover what the data says about where AI is genuinely delivering, where it's falling short on defensibility, and what Researcher-Driven AI actually looks like in practice.

What You'll Learn

• Why 94% of researchers won't share raw AI outputs with senior stakeholders — and what it would take to change that
• The 7-hour weekly rework tax researchers are quietly paying to make AI outputs usable
• Where the governance crisis is already happening inside your organization
• What the market says "good" looks like: context, traceability, and a researcher in the loop