AI is now a constant presence in market research. It shows up in client conversations, conference agendas, procurement reviews, and internal planning. At Fieldwork, we believe the right response is not avoidance or acceleration for the sake of innovation. Our stance is grounded in responsible integration, strong privacy protections, and continued human oversight.
AI can be useful. It can also introduce real risk. How it is applied matters more than whether it is used at all.
Responsibility Comes First
Fieldwork evaluates AI through the same lens we apply to every part of our work. We start by asking whether a tool supports research quality, protects sensitive information, and improves the experience for respondents and clients. If it does not meet those standards, it does not move forward.
Protecting respondent privacy is non negotiable. The same is true for client information and project specific details. No use of AI is acceptable if it compromises data security or creates uncertainty about where information is stored, how it is used, or who controls it.
AI does not change our ethical obligations. It raises the bar for how carefully we must uphold them.
Ethics Still Apply
The principles that guide responsible research did not begin with AI. Transparency, duty of care, fit for purpose, privacy, and data stewardship have always been central to our work. AI introduces new applications and new risks, but it does not replace the need for ethical judgment.
Industry guidance from the Insights Association reinforces this approach. Their work on artificial intelligence and insights ethics emphasizes intent, risk, respondent care, representation, recency, and repeatability. These considerations help ensure that innovation does not outpace responsibility.
At Fieldwork, these principles are not theoretical. They actively shape how we evaluate tools, set boundaries, and communicate with clients.
Where AI Fits at Fieldwork
We believe AI can play a role in reducing friction in certain operational workflows. Automation can support teams by handling repetitive tasks, allowing people to focus on work that requires attention, judgment, and care.
For example, tools that streamline identity verification or assist with recruitment outreach can create more time for teams to focus on respondent comfort, engagement, and quality control. In these cases, AI supports the work rather than redefining it. Our approach to recruitment remains rooted in people led processes and multi step screening.
Any use of AI must improve outcomes without introducing unnecessary risk. Human oversight remains essential at every stage.
Where We Draw Clear Lines
There are firm boundaries around how AI is used at Fieldwork.
Sensitive information such as respondent PII, client screeners, project specifications, and client identities is never entered into public or generative AI platforms. AI does not replace human review or quality checks. Recruiting remains a people led function supported by experience, accountability, and clearly defined protocols outlined in our recruitment experience.
When questions arise about appropriate use, teams are directed to escalate rather than improvise. This ensures consistency, protects trust, and prevents well intentioned shortcuts that could have long term consequences.
How We Talk About AI With Clients
There is no single answer that fits every client. Some want to understand how AI is being incorporated. Others want assurance that it is not. Our role is to meet clients where they are with transparency and clarity.
We focus on explaining how decisions are made, what safeguards are in place, and where human involvement remains central. We do not oversell capability or minimize risk. We believe trust is built through honest conversations, not broad promises. That same philosophy guides how we support clients through our market research support services.
A Measured Path Forward
AI will continue to evolve and so will the conversations around it. Fieldwork will continue to evaluate new tools thoughtfully, test where appropriate, and move forward when the benefits are clear and the risks are understood.
Innovation does not require rushing. It requires intention.
Our stance is simple. AI should support high quality research, not compromise it. Privacy and security must remain central. Human judgment remains essential. That is how Fieldwork will continue to engage with AI in the industry.