The webinar, organized by Target and the Franco-Congolese Chamber of Commerce and Industry (CCIFC), delved into the transformative role of Artificial Intelligence (AI) in market research, offering valuable insights from industry experts and highlighting its impact on business operations and market understanding.

Serge Mumbu, General Manager of Target, set the stage by discussing the significance of AI in today’s world, where technological advances are reshaping industries across the globe. He emphasized that market research cannot afford to ignore these developments, as AI is becoming integral to understanding and responding to consumer needs and behaviors.

Hélène Duffar, Director General of the Franco-Congolese Chamber of Commerce and Industry, briefly introduced the chamber’s activities, including business lunches, training, market research, and events such as French Week. She also shared insights into the chamber's international reach, contributing to the chamber's ongoing mission to facilitate business relations.

Serge Mumbu then presented findings from a study conducted by Target Sarl, which explored the perception and usage of AI among the Congolese population. The results revealed that only 32% of respondents were familiar with AI, with a notable gender gap (40% of men versus 23% of women). These statistics highlight a significant challenge in terms of awareness, education, and adoption of new technologies in the Democratic Republic of Congo (DRC).

Dharmendra Jain, Founder of Actnable AI, shared his perspective on the role of AI in business, drawing on his experience since the early adoption of AI technologies in 2014. He highlighted how AI enhances efficiency, improves quality, and adds value to work across industries. Jain confidently stated that AI will "transform our future, transform lives, and redefine working methods across all sectors," underscoring its potential to shape the future of business.

Mehdi Aman, Associate Director of Technology and Analysis at Integrate Consulting (Morocco), emphasized the critical role of AI in market research. He demonstrated how AI is revolutionizing the process of generating insights, designing surveys, writing proposals, and capturing structured data. His concrete examples and live demonstrations illustrated the practical applications of AI in market research, making it clear that AI is a powerful tool for driving innovation and enhancing research outcomes.

Drawing on years of experience, Mehdi Aman concluded that while AI is a transformative force, it is not a replacement for human expertise. Instead, it acts as a catalyst for growth and efficiency. He cautioned that businesses failing to leverage AI risk falling behind those who embrace its potential.

The webinar concluded with a dynamic Q&A session, where participants had the opportunity to engage with the speakers, deepening their understanding of AI’s role in market research and its broader implications for business and society. For more insights and to access the webinar video and presentation materials, visit the link below: https://urlr.me/zJM48v.