Generative AI raises high expectations – even leading to the vision of a fully automated insight machine. Yet true insights do not arise from probabilities, but through human interpretation, hypotheses, and judgment. Siegfried Leiner explains in this third part of the planung&analyse series "AI in Market Research: Between Hybris, Hype, and Real Insight" why Human-Centered AI points the way toward a more realistic and impactful path for market research – and why the course must be set now, following up on the opinions of Sebastian Klein and Stephan Telschow. read more