A true revolution in marketing research: the alliance between Human Intuition and Artificial Intelligence
What if the real breakthrough came not fromartificial intelligence alone, but from its encounter with human intuition?
This is the conviction thatActFuture defends in the latest Survey Magazine, in an exclusive feature written by Isabelle Fabry-Frémaux.
AI amplifies. Humans interpret.
At the crossroads of the two, a silent revolution is taking place, one that is transforming the way we listen, analyze and anticipate behavior.
This unprecedented approach heralds a new era in marketing research:
- itidentifies weak signals before anyone else,
- transform uncertainty into strategic vision,
- and put human intuition back at the heart of technological performance.
Neither a cult of technology, nor nostalgia for a “before AI”: a new approach, lucid and forward-looking, that brings together data and meaning, intelligence and emotion.
Read more in Survey Magazine – 4th Quarter 2025
An article by Isabelle Fabry-Frémaux that sheds light on this methodological revolution: how the alliance between human intuition and artificial intelligence is redrawing the boundaries of customer understanding and paving the way for more powerful, more human and more accurate insights.
In a nutshell: Anticipating the future by combining people, emotion and artificial intelligence
In her article published in Survey Magazine, Isabelle Fabry, founder ofActFuture, reveals how the synergy between human intuition, emotional analysis and artificial intelligence opens up a new way of understanding and anticipating consumer behavior.
Inspired by Bergson’s thought that “forecasting consists in projecting into the future what we have perceived in the past”, she shows that human emotions, rooted in lived experience, are the key to detecting weak signals andnurturing truly human innovation.
At ActFuture, we believe that data alone is not enough.
It’s in the encounter between felt emotion, the intelligence of verbatims and the power of AI that the deepest insights and the most accurate decisions are born.
Our unique approach enables :
- identify weak signals heralding tomorrow’s trends,
- analyze emotions in consumer discourse and behavior,
- validate insights through qualitative/quantitative complementarity,
- reduce strategic risks while maximizing the relevance of innovations,
- and project brands into the future with confidence and agility.
ActFuture is where human intuition meets technological performance: an emotional, analytical and forward-looking approach that helps brands turn uncertainty into opportunity.
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