Generative AI in Social Intelligence

Generative and agentic AI are transforming how digital evidence is created, discovered, interpreted, and communicated. From AI-generated content and synthetic audiences to LLM-powered search and automated analysis, the foundations of social intelligence are evolving rapidly.

The Generative AI in Social Intelligence Council brings together practitioners, researchers, technology providers, and industry leaders to explore these changes and help the discipline respond with confidence. Together, we develop the principles, guidance, and professional practices needed to ensure AI strengthens social intelligence without replacing the interpretive expertise at its core.

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Why this Council exists

Generative AI is changing more than our tools.

It is reshaping the digital environments we study, the evidence we analyse, and the way organisations consume insight. Large language models increasingly sit between people and information, synthetic content is becoming part of everyday digital discourse, and AI-assisted analysis is rapidly entering professional workflows.

These developments create significant opportunities, but they also raise important methodological, ethical, and practical questions.

The Generative AI in Social Intelligence Council exists to help the discipline understand these changes, develop shared principles, and establish responsible approaches to using AI while protecting the professional judgement that defines high-quality social intelligence.

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What we're exploring

• LLM Listening: Understanding the role of conversational AI systems as emerging sources of digital evidence and exploring whether the discipline should establish shared approaches, benchmarks, and good practice.
• AI-Mediated Discourse: Examining how AI summarisation, conversational interfaces, and answer engines influence public discourse, visibility, and the interpretation of information.
• Synthetic Content: Developing guidance on when AI-generated content should—and should not—form part of social intelligence analysis.
• AI-Assisted Analysis: Exploring where generative and agentic AI can strengthen analytical practice while maintaining appropriate human oversight, accountability, and professional judgement.
• Synthetic Audiences & Research: Evaluating the opportunities, limitations, and implications of synthetic audiences, simulated research, and model-based approaches as they emerge across the insight industry.

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Current workstreams

The Council is currently focused on developing practical guidance across six priority areas:

• Exploring the future role of LLM listening within social intelligence.
• Understanding how AI-mediated discourse influences digital evidence.
• Developing principles for the inclusion of synthetic content in analysis.
• Defining responsible approaches to AI-assisted insight generation.
• Evaluating synthetic audiences and model-based research methodologies.
• Identifying where professional judgement remains essential as AI capabilities evolve.

These priorities will continue to evolve as new technologies emerge and the profession develops.

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What we're building together

The Council exists to create practical outputs that help the profession adopt AI responsibly.

Current and planned outputs include:

• Principles for the responsible use of AI in social intelligence.
• Guidance on identifying and managing synthetic content.
• Position papers exploring AI's role in insight production.
• Frameworks for validating AI-assisted analysis.
• Disclosure principles for AI-assisted insights.

These outputs are intended to strengthen professional practice across the discipline rather than evaluate products, endorse vendors, or benchmark technologies.

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How to get involved

The Generative AI in Social Intelligence Council is open to members who want to help shape how the profession responds to one of its biggest periods of change.

Whether you work in research, insight, analytics, technology, academia, government, or consulting, your perspective can help develop the guidance, principles, and professional practices that ensure AI strengthens—rather than diminishes—the value of social intelligence.

If you believe the future of AI depends on stronger methods, clearer thinking, and responsible professional practice, we'd love you to contribute.

Become a member and help shape the future of the discipline.

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