Content Catalyst, the leading technology partner for market insight publishers, released the findings of its Analyst Research Leadership Survey 2026. Based on responses from 35 senior leaders at global analyst research firms, the report reveals an industry actively experimenting with artificial intelligence while navigating rapid technology change.

Competition from AI-powered, low-cost tools nearly doubles as a concern

The proportion of respondents citing AI-powered, low-cost research providers as their most significant threat almost doubled year-on-year, rising to 54%. Critically, the competition firms fear most is not from rival analyst houses, but from self-service AI tools that clients are increasingly using to conduct “basic” or “generic” analysis independently. This is pushing firms to work harder to demonstrate the depth, rigour and human expertise that differentiates professional research.

AI adoption is widespread but maturing slowly

The majority (57 per cent) of firms report being in the middle of the AI adoption curve, piloting AI projects or deploying AI in specific functions. AI is most commonly applied to entry-level tasks such as first drafts, transcription, data categorisation and proofreading, generally with significant human oversight.

Clients’ AI expectations are high

63 per cent of firms believe their clients already expect AI-enabled search and discovery functionality, yet only 40 per cent rate their portal as good or excellent in this area. Many clients are also believed to expect the ability to obtain AI-generated executive summaries or key takeaways (54 per cent) and to ingest content into their own AI tools (34 per cent). With most analyst research firms still piloting and experimenting with AI, it’s essential to move fast on this technology so the client expectation gap does not widen.

Daniel Lord, Founder of Content Catalyst said: “The analyst research industry is at a pivotal moment. Firms are discovering that implementing AI is more complex than anticipated, while accessible AI tools are simultaneously reshaping competitive dynamics. The firms that will thrive are those that lean into technology to free their analysts to do what they do best: provide the depth, context and trusted expertise that no AI tool can replicate.”