On  2 August 2025, the second phase of the Act came into force, introducing new compliance standards for providers of general-purpose AI models. These updates mark a significant step in ensuring AI systems are not only powerful but also trustworthy. 

Paolo Gambetti, Head of Innovation, recently attended the IIEX Europe Innovation conference in Amsterdam. In this blog, he summarises his key takeaways from AI-moderated interviews, smarter visual and behavioural testing, data quality and efficiency and thinking outside the (AI) box.

The research world is buzzing with AI. Everywhere you look, new tools promise faster, deeper, cheaper insights. But if you peel back the marketing gloss, a more nuanced question emerges: Where does AI genuinely help—and where does it fall short?

Artificial Intelligence (AI), particularly Generative AI, marks a substantial breakthrough in market research. In the ever-evolving landscape of applications and tools, staying current is half the battle. At Purdie Pascoe, we prioritize staying updated and adapting to market shifts while also being prudent in deploying AI, upholding data and privacy compliance.