Do market researchers still need to conduct original research using human participants in their work? Not always, according to a new study. The study found that thanks to the increasing sophistication of large language models (LLMs), human participants can be substituted with LLMs and still generate similar outputs as those generated from human surveys.Do market researchers still need to conduct original research using human participants in their work? Not always, according to a new study. The study found that thanks to the increasing sophistication of large language models (LLMs), human participants can be substituted with LLMs and still generate similar outputs as those generated from human surveys.Business[#item_full_content]