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BASES AI: Past, Present, and Future

At NIQ BASES, our AI-powered vision for marketing research is not just a dream—it’s a reality we’re actively shaping every day. Together with our clients, we’re redefining what’s possible, driving innovation, and unlocking new opportunities for growth in an ever-evolving marketplace.
Join us on this journey, and let’s pioneer the future of marketing research together.

Seemingly small changes to the prompt can result in significant changes in the response

Changes in model behavior across different versions of the same model. (E.g., GPT4 of March 2023 compared to GPT-4 of June 2023)

The tendency of LLMs to generate seemingly plausible responses that are disconnected from reality or inconsistent with the prompt content

LLM models can inadvertently learn biases present in the training data and have often displayed gender and racial bias

Potential to generate different outcomes with the same prompt

Evolving legislation on the use of data within GenAI and outputs from GenAI