Ipsos is committing €1 billion to an AI-led reinvention, signalling one of the most ambitious transformation moves in the global market research industry. The investment underpins a new strategy centred on AI-powered platforms, real-time insight delivery, and deeper global integration, as the company targets 5%+ organic growth and a 13.5% operating margin by 2028.
At the heart of the strategy is what CEO Jean Laurent Poitou calls an “Augmented Ipsos”—a model where AI enhances speed, scale, and responsiveness without diluting methodological rigour. This positioning is deliberate. As clients demand faster answers and always-on insights, traditional research timelines are under pressure. Ipsos is responding by embedding AI across its workflows, from data collection and processing to analysis and activation.
The move reflects a broader shift in the insights industry. Research is no longer episodic; it is becoming continuous, decision-linked, and operational. By investing heavily in unified platforms and global systems, Ipsos aims to break down regional silos and deliver consistent, real-time intelligence across markets. That integration is also key to margin expansion, allowing the firm to scale insight delivery without linear increases in cost.
Strategically, the €1B commitment is as much about defensive resilience as offensive growth. As AI-native competitors emerge and clients experiment with automated insight tools, Ipsos is choosing to lead the transition rather than react to it. The focus on reliability and trust core strengths of the brand positions the company to remain relevant in a world where speed alone is no longer enough.
If successful, Ipsos’ transformation could redefine what enterprise-grade research looks like in the AI era: faster, smarter, globally connected, and still grounded in credibility. For an industry at an inflection point, this is a clear statement of intent.
