{"id":53590,"date":"2026-04-16T09:57:24","date_gmt":"2026-04-16T08:57:24","guid":{"rendered":"https:\/\/savanta.com\/eu\/ai-without-the-hype\/"},"modified":"2026-04-16T09:57:24","modified_gmt":"2026-04-16T08:57:24","slug":"ai-without-the-hype","status":"publish","type":"page","link":"https:\/\/savanta.com\/eu\/ai-without-the-hype\/","title":{"rendered":"AI without the hype: What Marketing and Insights leaders should invest in"},"content":{"rendered":"<div id=\"pl-53590\"  class=\"panel-layout\" ><div id=\"pg-53590-0\"  class=\"panel-grid panel-no-style\" ><div id=\"pgc-53590-0-0\"  class=\"panel-grid-cell\" ><div id=\"panel-53590-0-0-0\" class=\"so-panel widget widget_full-width-video-widget panel-first-child\" data-index=\"0\" ><div\n\t\t\t\n\t\t\tclass=\"so-widget-full-width-video-widget so-widget-full-width-video-widget-default-d75171398898-53590\"\n\t\t\t\n\t\t>\n            <div class=\"custom-videos video-parent sec-space-90\" data-aos=\"fade-up\">\n                <div class=\"container\">\n                    <!-- Single video --> \n\n                    <div class=\"embed-vimeo\" data-video-id=\"1183305376\">\n                        <button class=\"embed-vimeo-play\"><span class=\"sr-only\">Play Video<\/span><\/button>\n                        <img decoding=\"async\" data-vimeo-id=\"1183305376\" src=\"\" alt=\"\" \/>\n                    <\/div>\n\n                    \n                    <!-- Single video -->\n                <\/div>\n            <\/div>\n        <\/div><\/div><div id=\"panel-53590-0-0-1\" class=\"so-panel widget widget_leadership-our-products-widget\" data-index=\"1\" ><div\n\t\t\t\n\t\t\tclass=\"so-widget-leadership-our-products-widget so-widget-leadership-our-products-widget-default-d75171398898-53590\"\n\t\t\t\n\t\t>\t<section class=\"products sec-space-90\">\n\t\t<div class=\"container\">\n\t\t\t\t\t\t<h2 class=\"h3\" data-aos=\"fade-up\">Related content<\/h2>\n\t\t\t\t\t<div class=\"row\">\n\t\t\t                       \t\t\t\t<div class=\"col-lg-4 col-md-6 product-item\">\n\t\t\t\t<div class=\"product-single\" data-aos=\"fade-up\">\n\t\t\t\t\t\n\t\t\t\t\t<div class=\"product-image\">\n\t\t\t\t\t\t<figure class=\"bg-cover\">\n\t\t\t\t\t\t\t<div class=\"bg slide-image-up slide-image-up-half\" \t\t\t\t\t\t\t\tstyle=\"background-image: url(https:\/\/savanta.com\/eu\/wp-content\/uploads\/2023\/04\/digital-UX-2-1.jpg);\" >\n\t\t\t\t\t\t\t\t<img decoding=\"async\" src=\"https:\/\/savanta.com\/eu\/wp-content\/themes\/savanta\/resources\/images\/dot-black.svg\" alt=\"\">\n\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t<div class=\"bg-ani\"><\/div>\n\t\t\t\t\t\t<\/figure>\n\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t<div class=\"product-info\">\n\t\t\t\t\t\t\t\t\t\t\t\t<h3 class=\"h5\">The Rise of UX panel discussion<\/h3>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<p>Ever since the phrase \u201cUX\u201d was coined, the relationship between market research and user experience research has been a mystery to many. Do the two co-exist or are they completely different?<\/p>\n\t\t\t\t\t          \n\t\t\t\t\t\t<div class=\"action-button\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t<a href=\"https:\/\/savanta.com\/knowledge-centre\/events\/the-rise-of-ux-panel-discussion-2\/\" class=\"btn btn-black btn-arrow\">Read more <\/a>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t<div class=\"col-lg-4 col-md-6 product-item\">\n\t\t\t\t<div class=\"product-single\" data-aos=\"fade-up\">\n\t\t\t\t\t\n\t\t\t\t\t<div class=\"product-image\">\n\t\t\t\t\t\t<figure class=\"bg-cover\">\n\t\t\t\t\t\t\t<div class=\"bg slide-image-up slide-image-up-half\" \t\t\t\t\t\t\t\tstyle=\"background-image: url(https:\/\/savanta.com\/eu\/wp-content\/uploads\/2022\/01\/MicrosoftTeams-image-1-768x768.jpg);\" >\n\t\t\t\t\t\t\t\t<img decoding=\"async\" src=\"https:\/\/savanta.com\/eu\/wp-content\/themes\/savanta\/resources\/images\/dot-black.svg\" alt=\"\">\n\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t<div class=\"bg-ani\"><\/div>\n\t\t\t\t\t\t<\/figure>\n\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t<div class=\"product-info\">\n\t\t\t\t\t\t\t\t\t\t\t\t<h3 class=\"h5\">When and how to measure usability<\/h3>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<p>Users will not think twice about moving to a competitor if their product \/ service is easier to use. In order to get it right, here are the components of usability and how to measure it.<\/p>\n\t\t\t\t\t          \n\t\t\t\t\t\t<div class=\"action-button\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t<a href=\"https:\/\/savanta.com\/knowledge-centre\/view\/when-and-how-to-measure-usability\/\" class=\"btn btn-black btn-arrow\">Read more <\/a>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t<div class=\"col-lg-4 col-md-6 product-item\">\n\t\t\t\t<div class=\"product-single\" data-aos=\"fade-up\">\n\t\t\t\t\t\n\t\t\t\t\t<div class=\"product-image\">\n\t\t\t\t\t\t<figure class=\"bg-cover\">\n\t\t\t\t\t\t\t<div class=\"bg slide-image-up slide-image-up-half\" \t\t\t\t\t\t\t\tstyle=\"background-image: url(https:\/\/savanta.com\/eu\/wp-content\/uploads\/2024\/06\/UX_Image-1.jpg);\" >\n\t\t\t\t\t\t\t\t<img decoding=\"async\" src=\"https:\/\/savanta.com\/eu\/wp-content\/themes\/savanta\/resources\/images\/dot-black.svg\" alt=\"\">\n\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t<div class=\"bg-ani\"><\/div>\n\t\t\t\t\t\t<\/figure>\n\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t<div class=\"product-info\">\n\t\t\t\t\t\t\t\t\t\t\t\t<h3 class=\"h5\">Interrogating user experience to improve data quality<\/h3>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<p>Should we be actively questioning the user experience to maximise impact and quality of data?<\/p>\n\t\t\t\t\t          \n\t\t\t\t\t\t<div class=\"action-button\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t<a href=\"https:\/\/savanta.com\/knowledge-centre\/view\/interrogating-user-experience-to-improve-data-quality\/\" class=\"btn btn-black btn-arrow\">Read more <\/a>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t\t   <\/div>\n\t\t<\/div>\n\t<\/section>\n<\/div><\/div><div id=\"panel-53590-0-0-2\" class=\"so-panel widget widget_get-in-touch-widget\" data-index=\"2\" ><div\n\t\t\t\n\t\t\tclass=\"so-widget-get-in-touch-widget so-widget-get-in-touch-widget-default-d75171398898-53590\"\n\t\t\t\n\t\t><section class=\"subscribe-wrap sec-space-90\" id=\"get-in-touch-with-us-to-find-out-more\">\r\n              <div class=\"container\">\r\n                <div class=\"subscribe-in\"  >\r\n                                      <div class=\"common-content\" data-aos=\"fade-up\"   >\r\n                                               <h2 class=\"h3\">Get in touch with us to find out more<\/h2>\r\n                                                                      <\/div>\r\n                                     \r\n                    <a href=\"https:\/\/savanta.com\/contact-us\/\" class=\"btn btn-black btn-arrow hover-dark\" data-aos=\"fade-up\"    data-aos-delay=\"200\">Contact us<\/a>\r\n                                  <\/div>\r\n            <\/div>\r\n                     <\/section>\r\n<\/div><\/div>    \n    \n    <section class=\"knowledge-centre sec-space-90\" id=\"knowledge-centre\">\n      <div class=\"container\">\n                  <div class=\"title-wrap\">\n            <h2 data-aos=\"fade-up\">Knowledge centre<\/h2>\n                      <\/div>\n        \n        <div class=\"knowledge-centre-inner\">\n          <div class=\"left-col\">\n            <div class=\"kc-cursor\">\n              Explore\n            <\/div>\n                            <!-- Single item -->\n                <article class=\"single-card\">\n                  \n                                        <figure class=\"bg-cover\">\n                      <div class=\"bg slide-image-up slide-image-up-half\" style=\"background-image: url(.webp);\">\n                                              <\/div>\n                      <div class=\"bg-ani\"><\/div>\n                    <\/figure>\n                                    <div class=\"card-body\">\n                                                              <span class=\"small\">Youth <\/span>\n                    \n                    <h3 class=\"h4\"><a href=\"https:\/\/savanta.com\/eu\/knowledge-centre\/view\/why-data-quality-is-now-a-boardroom-problem\/\">Why data quality is now a boardroom problem<\/a>\n                    <\/h3>\n                    <div class=\"meta\">\n                                            <em> 27 April 2026 <\/em>  - by <a href=\"https:\/\/savanta.com\/eu\/author\/nick-baker\">Nick Baker<\/a>                     <\/div>\n                  <\/div>\n                <\/article>\n                <!-- Single item -->\n                      <\/div>\n          <div class=\"right-col\">\n            <div class=\"right-row\">\n              \n                      <!-- Single item -->\n              <article class=\"single-card\">\n                \n                                    <figure class=\"bg-cover\">\n                    <div class=\"bg slide-image-up slide-image-up-half\" style=\"background-image: url(https:\/\/savanta.com\/eu\/wp-content\/uploads\/2026\/04\/marius-masalar-CyFBmFEsytU-unsplash-1-e1777291516551.jpg.webp);\">\n                      <img decoding=\"async\" width=\"1024\" height=\"683\" src=\"https:\/\/savanta.com\/eu\/wp-content\/uploads\/2026\/04\/marius-masalar-CyFBmFEsytU-unsplash-1-e1777291516551.jpg\" class=\"attachment-big size-big\" alt=\"\" \/>                    <\/div>\n                    <div class=\"bg-ani\"><\/div>\n                  <\/figure>\n                                <div class=\"card-body\">\n                                      <span class=\"small\">Youth<\/span>\n                  \n                  <h3 class=\"h5\"><a href=\"https:\/\/savanta.com\/eu\/knowledge-centre\/view\/ai-investment-in-2026-from-change-to-oppurtunity\/\">AI Investment in 2026: From change to opportunity<\/a>\n                  <\/h3>\n                  <div class=\"meta\">\n                                        <em> 27 April 2026 <\/em>  - by <a href=\"https:\/\/savanta.com\/eu\/author\/nick-baker\">Nick Baker<\/a>                   <\/div>\n                <\/div>\n              <\/article>\n                      <!-- Single item -->\n              <article class=\"single-card\">\n                \n                                    <figure class=\"bg-cover\">\n                    <div class=\"bg slide-image-up slide-image-up-half\" style=\"background-image: url(https:\/\/savanta.com\/eu\/wp-content\/uploads\/2026\/03\/VP-Web-banner-1.jpg.webp);\">\n                      <img decoding=\"async\" width=\"1024\" height=\"536\" src=\"https:\/\/savanta.com\/eu\/wp-content\/uploads\/2026\/03\/VP-Web-banner-1.jpg\" class=\"attachment-big size-big\" alt=\"\" \/>                    <\/div>\n                    <div class=\"bg-ani\"><\/div>\n                  <\/figure>\n                                <div class=\"card-body\">\n                                      <span class=\"small\">Youth<\/span>\n                  \n                  <h3 class=\"h5\"><a href=\"https:\/\/savanta.com\/eu\/knowledge-centre\/view\/virtual-personas-savanta-new-product\/\">Virtual Personas by Savanta<\/a>\n                  <\/h3>\n                  <div class=\"meta\">\n                                        <em> 26 March 2026 <\/em>  - by <a href=\"https:\/\/savanta.com\/eu\/author\/nick-baker\">Nick Baker<\/a>                   <\/div>\n                <\/div>\n              <\/article>\n                      <!-- Single item -->\n              <article class=\"single-card\">\n                \n                                    <figure class=\"bg-cover\">\n                    <div class=\"bg slide-image-up slide-image-up-half\" style=\"background-image: url(https:\/\/savanta.com\/eu\/wp-content\/uploads\/2025\/11\/Budget-Blog-3.jpg.webp);\">\n                      <img decoding=\"async\" width=\"1024\" height=\"324\" src=\"https:\/\/savanta.com\/eu\/wp-content\/uploads\/2025\/11\/Budget-Blog-3.jpg\" class=\"attachment-big size-big\" alt=\"\" \/>                    <\/div>\n                    <div class=\"bg-ani\"><\/div>\n                  <\/figure>\n                                <div class=\"card-body\">\n                                      <span class=\"small\">Youth<\/span>\n                  \n                  <h3 class=\"h5\"><a href=\"https:\/\/savanta.com\/eu\/knowledge-centre\/view\/4-shifts-shaping-research-and-marketing-in-2026\/\">The 4 shifts shaping research and marketing in 2026<\/a>\n                  <\/h3>\n                  <div class=\"meta\">\n                                        <em> 11 November 2025 <\/em>  - by <a href=\"https:\/\/savanta.com\/eu\/author\/caroline-hawkings\">Caroline Hawkings<\/a>                   <\/div>\n                <\/div>\n              <\/article>\n                      <!-- Single item -->\n              <article class=\"single-card\">\n                \n                                    <figure class=\"bg-cover\">\n                    <div class=\"bg slide-image-up slide-image-up-half\" style=\"background-image: url(https:\/\/savanta.com\/eu\/wp-content\/uploads\/2025\/11\/Piggy-Bank.jpg.webp);\">\n                      <img decoding=\"async\" width=\"1024\" height=\"373\" src=\"https:\/\/savanta.com\/eu\/wp-content\/uploads\/2025\/11\/Piggy-Bank.jpg\" class=\"attachment-big size-big\" alt=\"\" \/>                    <\/div>\n                    <div class=\"bg-ani\"><\/div>\n                  <\/figure>\n                                <div class=\"card-body\">\n                                      <span class=\"small\">Youth<\/span>\n                  \n                  <h3 class=\"h5\"><a href=\"https:\/\/savanta.com\/eu\/knowledge-centre\/view\/4-quick-turn-research-ideas-to-spend-leftover-budget\/\">4 quick-turn research ideas to spend your leftover budget wisely<\/a>\n                  <\/h3>\n                  <div class=\"meta\">\n                                        <em> 4 November 2025 <\/em>  - by <a href=\"https:\/\/savanta.com\/eu\/author\/caroline-hawkings\">Caroline Hawkings<\/a>                   <\/div>\n                <\/div>\n              <\/article>\n        \n            <\/div>\n          <\/div>\n        <\/div>\n\n              <\/div>\n    <\/section>\n\n\n  <\/div><\/div><\/div>","protected":false},"excerpt":{"rendered":"<p>Play Video Related content The Rise of UX panel discussion Ever since the phrase \u201cUX\u201d was coined, the relationship between market research and user experience research has been a mystery to many. Do the two co-exist or are they completely different? Read more When and how to measure usability Users will not think twice about moving to a competitor if their product \/ service is easier to use. In order to get it right, here are the components of usability and how to measure it. Read more Interrogating user experience to improve data quality Should we be actively questioning the user experience to maximise impact and quality of data? Read more Get in touch with us to find out more Contact us Knowledge centre Explore Youth Why data quality is now a boardroom problem 27 April 2026 &#8211; by Nick Baker Youth AI Investment in 2026: From change to opportunity 27 April 2026 &#8211; by Nick Baker Youth Virtual Personas by Savanta 26 March 2026 &#8211; by Nick Baker Youth The 4 shifts shaping research and marketing in 2026 11 November 2025 &#8211; by Caroline Hawkings Youth 4 quick-turn research ideas to spend your leftover budget wisely 4 November 2025 &#8211; by Caroline Hawkings<\/p>\n","protected":false},"author":52,"featured_media":53591,"parent":0,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"","meta":{"content-type":"","footnotes":""},"class_list":["post-53590","page","type-page","status-publish","has-post-thumbnail","hentry"],"acf":[],"aioseo_notices":[],"_links":{"self":[{"href":"https:\/\/savanta.com\/eu\/wp-json\/wp\/v2\/pages\/53590","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/savanta.com\/eu\/wp-json\/wp\/v2\/pages"}],"about":[{"href":"https:\/\/savanta.com\/eu\/wp-json\/wp\/v2\/types\/page"}],"author":[{"embeddable":true,"href":"https:\/\/savanta.com\/eu\/wp-json\/wp\/v2\/users\/52"}],"replies":[{"embeddable":true,"href":"https:\/\/savanta.com\/eu\/wp-json\/wp\/v2\/comments?post=53590"}],"version-history":[{"count":0,"href":"https:\/\/savanta.com\/eu\/wp-json\/wp\/v2\/pages\/53590\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/savanta.com\/eu\/wp-json\/wp\/v2\/media\/53591"}],"wp:attachment":[{"href":"https:\/\/savanta.com\/eu\/wp-json\/wp\/v2\/media?parent=53590"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}