Generative AI is transforming market research, with synthetic respondents—AI-generated survey partici- pants—emerging as a potential tool for consumer insights. But can AI truly replicate human responses? Researchers at the Nuremberg Institute for Market Research compared survey results from 500 real U.S. consumers and 500 AI-generated respondents for each of three key topics: sportswear, soft drinks, and political opinions. The findings reveal both promise and pitfalls. AI offers an efficient and cost-effective way to gather and act on large-scale consumer data quickly, as it can analyze trends, streamline market research, and provide insights that help brands make informed decisions. However, the study highlights critical limitations. AI responses often favor main- stream brands and widely accepted opinions, overlooking niche markets and emerging trends. Additionally, AI-generated responses tend to be overly positive, lacking the depth and variability found in human perspectives. In politically sensitive topics, AI also demonstrated biases, raising concerns about its reliability in capturing diverse viewpoints. These findings have important implications for marketers, consumers, and society. For marketers, AI can improve research efficiency but should not replace human insights. Its biases and generalizations require oversight to ensure reliable decision-making. Consumers may benefit from more responsive marketing, yet AI-driven insights risk misinterpreting preferences, leading to less personalized experiences. On a societal level, AI’s biases can reinforce stereotypes and marginalize minority viewpoints, making responsible implementation essential. While AI is a valuable tool, businesses must critically assess its limitations and use it to complement, not replace, human analysis.