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The emergence of artificial intelligence (AI) has revolutionized market research, particularly in the realm of verbatim coding. AI-powered tools can efficiently process vast amounts of verbatim data, automating the coding process and extracting key insights at scale. This enables researchers to focus their efforts on interpreting results, rather than spending excessive time on manual coding. AI algorithms also offer the potential for real-time analysis, empowering organizations to adapt quickly to evolving consumer preferences and demands.