Artificial intelligence. It's unavoidable; in every newsletter, at every conference, and increasingly in our daily lives, both personal and professional. From the simplest (AI-enhanced search results) to the most complex uses (predicting protein folding), we are witnessing AI's triumphant march across various sectors, particularly in industries ripe with complex data and intricate processes like the life sciences. But a significant disparity exists between its successes in technical domains and its application in creative professional services. This gap, which we term the "technical-creative continuum," is especially evident in marketing research and warrants careful examination.