Are we mar­ket rese­ar­chers, inno­va­tion deve­lo­pers and desi­gners still nee­ded at all, or is AI taking over our jobs because it can do it bet­ter? Vice versa, can AI be of any use to us at all in our pro­fes­sio­nal pro­ces­ses, or is the best way a happy win/win team? We explo­red this ques­tion in an experiment.