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Commentary explores challenges of AI in qualitative research, indicating implications for practice and theory.
In this commentary, I provide a succinct overview of the ongoing digitalisation of qualitative research in marketing and consumer research, reflecting on implications for theoretical advancements and qualitative practice. Key issues arise from the growing use of AI systems, which I argue are not always consistent with qualitative research principles. To address these challenges postphenomenology, the sociology of AI, and human-centred AI are presented and then applied to outline key questions that demand our pressing attention.
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Janice Denegri-Knott (2026) studied this question.
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