What measures are being taken to ensure safe, ethical and responsible use of AI and GenAI?
Kantar’s Responsible AI Ethics Policy incorporates Kantar Business Principles and the latest relevant AI and data protection laws.
Our approach ensures that your systems, data and processes are protected from unauthorized access, misuse and vulnerabilities. These principles also guide the use of AI and digital systems, promoting transparency, fairness, and accountability. This section outlines how we implement these measures to protect privacy, maintain compliance, and maintain trust across our global operations.
Data protection policy: This policy is part of our data protection framework and outlines how we manage personal data, respond to incidents and protect the rights of individuals.
Data Ethics and Integrity Policy: Ensure responsible data collection and use, support quality assurance, and drive purpose-driven insights.
Cyber security policy for users: Provides guidelines for protecting Kantar’s systems and data, covering asset management, training, and compliance.
Responsible use of AI policy: Promote the ethical and lawful use of AI, based on the principles of transparency, fairness, accountability, and resilience.
Learn more https://www.kantar.com/campaigns/corporate-governance-and-trust-centre
What specific AI solutions does Kantar offer and what are its unique capabilities?
We have deployed AI and GenAI across the marketing lifecycle to address our clients’ most pressing needs, resulting in several AI-first products that deliver the predictive, large-scale analytics capabilities that only AI methodologies can provide. Some of our products are:
innovation: ConceptEvaluate AI predicts the likelihood of a new idea’s market success at scale, while TrendEvaluate harnesses the power of digital data to identify disruptive industry and consumer trends.
creative: LINK AI predicts the creative performance of new ads, giving clients the ability to test ads more than ever before, from idea to campaign launch.
media: LIFT ROI allows clients to simulate and optimize media allocation, assess the ROI of marketing efforts, and independently measure the impact on short-term sales and long-term brand building.
brand: BrandDynamics leverages TrendAI to predict brand KPIs and NeedScope AI to optimize emotional positioning and consistency of brand assets. Kantar AI Assistant (KAiA) allows clients to query brand tracking data (along with other sources) in real-time through a chat interface.
For more information, please visit our various solution areas https://www.kantar.com/solutions
Can synthetic data replace real data?
No, it cannot replace the actual data. Synthetic data augments real data rather than replacing it.
This is a power multiplier that extends and amplifies insights when real-world data is limited (niche cohorts, privacy-sensitive contexts, etc.).
Synthetic data cannot create credibility out of thin air and must be based on robust, up-to-date human data. Learn more https://www.kantar.com/campaigns/A-definitive-guide-to-synthetic-data-boosting-in-brand-health-tracking
Who can I talk to about ad hoc and custom applications of AI in market research?
The AI Lab is a center of AI technology and product development expertise, embedding AI across Kantar’s portfolio and value chain and driving meaningful collaboration with partners and clients.
Explore the frontiers of possibility, contact Kantar AI Lab to explore your needs, test and pilot together, and work together towards success. Click here for details https://www.kantar.com/campaigns/ilab
