Bolt Insights maps how AI will reshape research by 2026

Bolt Insights has set out predictions for how artificial intelligence will shape research and consumer insight work in 2026, with a focus on real-time insight, dynamic personas, ethics and a changing role for researchers.

The company positions its platform as an AI-led approach to qualitative research. It also offers a quantitative survey product. Bolt Insights works with consumer and telecoms brands including Diageo, L'Oréal, Unilever, Vodafone, Danone and Reckitt.

Ester Marchetti, co-founder and chief innovation officer at Bolt Insights, said the next phase of change centres on how quickly organisations can get answers and how widely they distribute insight internally.

Real-Time Insight

Marchetti said teams will treat insight as a routine input rather than a periodic exercise.

"Insight is already moving away from solo, project-based work, towards always-on intelligence system. Instead of waiting weeks for answers, teams are increasingly able to ask a question and receive decision-ready insight in minutes. This changes how organisations operate. Marketing, product and UX teams no longer need to pause progress while research catches up. Leadership teams can explore scenarios, test assumptions and pressure-test decisions as they happen. That flexibility is the real breakthrough. Insight becomes something teams use every day, not something they schedule around. ," said Ester Marchetti, Co-Founder and Chief Innovation Officer, Bolt Insight.

Her comments reflect a wider shift in market research towards continuous programmes and faster decision cycles. Companies also face pressure to respond to changing consumer behaviour and fast-moving competitors.

Dynamic Personas

Marchetti said organisations will move away from static persona documents. She described a model that updates as new conversations and behaviours enter the dataset.

"Traditional personas were never wrong...but they were frozen in time. Built from a moment in data, they quickly lost relevance as markets and behaviours changed. In 2026, personas are evolving into living models. Dynamic Personas update continuously as new conversations and behaviours are added. They reflect how people actually move through attitudes, motivations and trade-offs over time. This matters because decisions rarely wait for the next research cycle. When personas evolve in real time, teams can adapt messaging, products and experiences with confidence, knowing their understanding of the audience is current. It also enables consistency across markets. Global teams can compare how the same persona behaves in different regions without losing nuance or local context. ," said Marchetti.

Bolt Insights describes Dynamic Personas as a feature that learns from new data. The firm also markets tools for meta-analysis across studies and for multilingual work. Companies increasingly run research across multiple markets. They also want consistent frameworks for comparing segments without losing local differences.

Ethics Focus

Marchetti said buyer scrutiny will increase as AI spreads across the research workflow. She pointed to the need for clarity on data sourcing, training and oversight.

"As AI becomes embedded across research workflows, trust has to be at the centre of any implementation. In 2026, ethical AI and data integrity will not be optional features, they will be core differentiators. This goes beyond compliance. It is about clarity around how data is sourced, how AI is trained, how decisions are made and where human oversight sits. Platforms that cannot explain their outputs or demonstrate responsible data practices will struggle to earn long-term trust. Ethical design is becoming a competitive advantage, not a constraint. ," said Marchetti.

The research sector already faces questions about sample quality, synthetic responses and provenance of data. Larger brands and regulated industries also demand documentation and internal controls.

Changing Roles

Marchetti said automation will change daily work for researchers and insight teams. She said AI already covers tasks including recruiting, moderation, analysis and summarisation.

"One of the most important changes ahead will be not technological, it will be human. AI is already automating many of the mechanics of research. Recruiting, moderation, analysing and summarisation are becoming faster and more consistent. But this does not reduce the role of researchers...it will push it to another level. Researchers become insight strategists who help organisations understand what the data means, not just what it says. AI handles scale and speed. Humans bring curiosity, judgement and meaning.," said Marchetti.

The prediction suggests a stronger emphasis on interpretation, decision design and internal influencing. It also implies a shift in how insight teams present work to stakeholders, with less focus on reporting and more on guidance.

C-Suite Access

Marchetti said easier access to insight will change how it flows through organisations. She said the same systems will serve day-to-day teams and executives.

"Perhaps the most powerful shift is how insight connects organisations vertically as well as horizontally. When insight is accessible, intuitive and trusted, it becomes embedded into daily workflows for marketing, product and UX teams. At the same time, it gains visibility and influence at executive level. This trend will become even more established in 2026. This creates alignment. Teams across the organisation are working from the same understanding of the consumer, while leadership can explore strategic questions without abstraction or delay. ," said Marchetti.

Bolt Insights says its core product, BoltChatAI, uses AI moderation for real-time conversations. It positions the approach as an alternative to static surveys. The company also sells BoltQ for quantitative surveys.

"2026 will be the year where technology and human insight will transform research. The partnership between technology and human expertise is what will define successful insight functions in 2026. The organisations that thrive will be those that treat insight as a living system, not a static output. One that evolves with people, earns trust through transparency and empowers humans to focus on what they do best...understanding other humans., " said Marchetti.