July 27, 2026, Toronto. The Canadian Research Insights Council (CRIC) is pleased to announce the release of its enhanced Guiding Principles for Artificial Intelligence Use in Market Research.  The Guiding Principles 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 enhanced Guiding Principles are designed to continue to encourage the responsible use of Artificial Intelligence in compliance with CRIC Standards,” stated Margaret Brigley, Chair of CRIC and Chair of the CRIC Standards Committee.

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.

“These updated principles help organizations innovate with AI while staying firmly aligned with CRIC Standards,” said Jason Zweig, Chair of the CRIC AI Committee and Treasurer of CRIC.

About CRIC

The Canadian Research Insights Council (CRIC) is Canada’s voice of the research, analytics, and insights profession both domestically and globally. CRIC represents the highest standards, ethics, and best practices; provides effective promotion and advocacy of the industry; serves as a source of information and thought leadership; and is a forum for collective industry action. CRIC’s members include Canada’s leading research agencies as well as client organizations, academic institutions, and other industry partners.

For more information, visit www.canadianresearchinsightscouncil.ca or contact Grace Woo at [email protected] or John Tabone at [email protected].

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