This is not market research, it is fraud. (We’re done being polite about it.)

By Rebecca Brooks, CEO of Alter Agents

Even if you haven’t heard about the huge recent upset in the market research sector, you’ve probably heard that the Academy just cleared the use of AI in film. According to the latest Oscar eligibility guidelines, the use of generative artificial intelligence “neither helps nor harms” a film’s shot at nomination. There are so many implications and potential repercussions surrounding this decision, I can’t even begin to delve in.

We’re now living in a world where even the highest honors in creative arts no longer distinguish between human ingenuity and machine-generated content. And that same boundaryless approach is seeping into industries that depend on human behavior and honest storytelling, such as market research.

Earlier this month, an indictment charged eight individuals in a years-long scheme to generate and sell fake market research data. They built a fake panel of “ants,” used VPNs to cover their tracks, and made millions off lies, all while eroding the credibility of our industry. Unlike the Oscar’s ruling, there wasn’t explicit use of AI, but it somehow feels the same in its duplicity. This is a group of people who decided to exploit trust, game the system, and drag our industry down with them. And I am furious.

Shame on every single person who participated, on the leaders who knew and did nothing, and on those who saw dollar signs instead of ethics.

This is exactly why strong values matter, something I’ve written about extensively before, especially in times of crisis.

At Alter Agents, our clearly defined values are the lens through which every decision is made. We are candid. Adaptive. Symphonic. Playful. These principles are not just aspirational, they are operational. They guide how we build teams, how we run projects, and even how we select partners.

We don’t trust a vendor just because they look good on paper. We trust them because we’ve worked with them - often for decades - and if something needs attention, we can call the CEO directly and get an honest answer. Partners like OpinionRoute, Rep Data, and TestSet share our values. They invest in people, process and transparency. That’s why we work with them, and they are a big part of the reason why we can deliver work we stand behind.

And let’s not ignore the deeper issue here, things like AI are moving so fast that ethical standards can't keep up. The tools we have at our disposal can enhance quality and speed. But without boundaries, they also open the door to massive abuse. If you’re using AI - or fake respondents (ants) - to replace human insight rather than enrich it, that isn’t innovation, it is plain old fashioned cheating.

Real research is complex and deeply human, demanding care, close listening and, above all, integrity.

To our industry: stop acting surprised when these headlines hit. Fraud only thrives when too many people look the other way. It’s time to stop enabling bad actors through silence, convenience, or willful ignorance.

To our clients: don’t be afraid to ask questions. Dig deep. Choose research partners who prove their values through action, not spin.

To the next person thinking about gaming the system: your shortcut puts the rest of us at risk. And we are watching.

We built Alter Agents on values that hold steady no matter what is going on around us. We’ve used them as our compass for years, and we’ll keep using them. They are our non-negotiable.

— Rebecca Brooks is the CEO of Alter Agents