But how can marketers effectively integrate tools like ChatGPT into their own research processes? This webinar provides a practical guide to leveraging large multimodal models (LMMs) at different stages of consumer research, from idea generation and experimental design to data analysis and reporting. Based on findings from a study that tested AI’s capabilities across 35 published marketing studies, we’ll explore where LMMs deliver the most value, where their limitations lie, and how to use them responsibly to maintain research quality. As AI adoption grows in marketing research, this session will highlight both opportunities and challenges, emphasizing the need for ethical guidelines and best practices to ensure reliable, high-quality insights.