Conversations with AI Part VI: AI-powered moderator bots: Enhancing empathy or eroding connection?

In the rapidly evolving narrative of our age, artificial intelligence (AI) has taken centre stage, weaving its influence into every facet of conversation, from the boardroom to the water cooler. The sheer velocity of innovation in this space is unparalleled – multi-modal, voice, and beyond. As with any transformative technology, there are polarized perspectives. Qualitative research is no exception to this unfolding dialogue. 

Some within our field have championed the potential benefits of generative AI. They envision it as a powerful tool that could liberate researchers from mundane tasks. Conversely, there exists a contingent that views AI’s encroachment into qualitative research with apprehension, advocating for caution and, for some, resistance against its pervasive influence. 

Navigating the complexities of AI in qualitative research can be difficult, and this challenge is amplified by the rapidly expanding use cases being added at breakneck speed. One such capability being explored in academic circles is Gen AI’s conversational abilities. Could this have a role in qualitative research? What if you dialled into a virtual qualitative interview moderated by a bot powered by generative AI? Would it be able to build rapport, go beyond surface-level responses to understand motivations, emotions, and interpret non-verbal cues effectively?

Recognizing these questions and challenges, we saw the need for reliable information to separate the hype from reality and aid our clients with responsible adoption for the right use cases. Hence, we undertook this self-funded research to explore the potential of Gen AI in assuming the role of a qualitative research moderator. Our past papers have delved into generative AI’s role in qualitative analysis, but this time we aimed to answer a fundamental question: Can a moderator bot powered by Gen AI play a role in qualitative research. Would it foster greater empathy, or does it leave us feeling empty?

Catch up on ‘Conversations with AI’:

Conversations with AI Part I: How generative AI and qualitative research will benefit each other
Conversations with AI Part II: Unveiling AI quality in qualitative workstreams
Conversations with AI Part III: How AI boosts human creativity in ideation workshops
Conversations with AI Part IV: AI-assisted knowledge libraries and curation
Conversations with AI Part V: Is there depth and empathy with AI twins?