Opinion Piece: the AI imperative in audience measurement

Posted by asi on 18 February 2025.

Artificial intelligence sparks both excitement and discomfort amongst many – how are research suppliers using it? Does the future outlook convey beauty or beast?

Amongst the many speakers during our joint session at the 2025 Conferences in Copenhagen, Bas de Vos of Kitsune Audiences & Data Consulting shone a light on these questions. With in-depth interviews with practitioners from some of the largest research suppliers, Bas argued that AI’s arrival in audience measurement is not another technology cycle – it is a generational change that we ignore at our cost.

We are pleased to publish an opinion piece that builds on this presentation, summarising Bas’ key take-outs from the interviews alongside his own perspective. The AI imperative for audience measurement is clear in his opinion: be at the table or be on the menu!

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Watch Bas de Vos speaking at the 2025 asi International Conferences, 5th-7th November in Copenhagen, Denmark:

 

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