MIT Sloan Management Review published research by Thomas H. Davenport (Babson College) and Viktor Dörfler (University of Strathclyde) based on interviews with customer and market insight leaders at eight consumer-oriented companies plus several GenAI vendors and a market research agency. The authors report that retrieval-augmented generation over proprietary insight archives improves access and summarization but leaves older knowledge-management obstacles intact. Named examples include Novartis's vendor-built 'Sherlock' system with curated 'Knowledge Zones' and a 'WatchOut' flag for geographically limited data, credited with saving over $29 million in primary market research costs in one year; PepsiCo's 'Ask Ada' platform covering synthetic-customer creative testing, social listening and predictive modeling; and P&G's in-house GenAI analysis and tagging layer.