The Canadian Research Insights Council (CRIC)

Guiding Principles for Artificial Intelligence Use in Market Research-July 2026 provide a framework for the use of Artificial Intelligence (AI) and Generative Artificial Intelligence in market research.

The aim is to ensure the strategic, ethical and responsible use of AI tools. The principles cover transparency, data security, protecting participants from harm, minimizing bias, and ensuring oversight when using artificial intelligence in market research.

The CRIC AI Ethics Subcommittee has added addenda to several sections aimed at strengthening, rather than fundamentally changing, the guiding principles.

The Guiding Principles were updated by the AI Ethics Subcommittee of the CRIC AI Committee. Members of the AI Ethics Subcommittee are Paul Acerbi, Margaret Chapman, Michael Williams, Cody Dodd and Gabriel Gagnon.