Everyone’s talking about GenAI. But here’s the twist: the biggest blocker isn’t skepticism, it’s hesitation. Not fear of missing out, but fear of joining in (FOJI). FOJI is quietly spreading across insights teams, as leaders weigh tools, timing, and risks with growing uncertainty. With GenAI evolving faster than most teams can keep up, many are stuck in limbo. Should we adopt now or wait for the next wave? What if we choose the wrong tool?
That tension came up often in conversations at this year’s Quirk’s event. GenAI dominated every session and vendor pitch. But beneath the buzz, it was the demand for clarity and confidence that stood out. Here’s what we heard:
FOJI is real, but clarity wins
GenAI has quickly become part of the standard toolkit. With so many similar tools vying for attention, insights teams are looking for solutions that are easy to use and clearly integrated into how they already work. The differentiator isn't more features, it's a cleaner experience and a clearer path to results.
From AI avatars delivering debriefs to curated summaries designed for specific decisions, insights storytelling is getting an upgrade. This shift isn’t just about format, it reflects a bigger truth: insights need to drive influence, not just deliver information. The teams getting traction are the ones who are rethinking how insights are packaged, delivered, and remembered.
More companies are operating with smaller insights teams, yet the demand for insights keeps growing. Insights leaders are being asked to support more stakeholders, answer more questions, and demonstrate clear ROI. But they’re doing it with the same or fewer resources. That’s shifting the focus away from generating new research and toward activating the research that already exists.
While AI took center stage, one message kept bubbling up: the basics still matter. Many teams shared a familiar frustration, “We have the research. We just can’t find it.”
The problem isn’t a lack of information. It’s that valuable insights are scattered, siloed, or buried in systems that aren’t built for fast discovery. The result? Duplicated work, missed opportunities, and decisions made without the full picture.
Even in an era of GenAI, the need for strong knowledge management has not gone away. If anything, it has become more urgent.
The insights you need may already be in your organization. The challenge is making them findable, usable, and relevant in the moment of need. That’s where insights platforms built for enterprise teams come in, by centralizing research, enabling smarter search, and helping teams connect the dots across past work.
If you’re facing similar challenges, you’re not alone. Stravito helps insights teams reuse and activate research at scale, without adding complexity. Companies like Heineken and Delta Airlines are already doing this and seeing real business impact.
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