AI at WMM
We use artificial intelligence deliberately where it adds genuine value, and deliberately not where empathy, interpretation and human judgement decide the outcome. Here is our position in detail.
Yes, deliberately where it offers genuine value — such as transcription, translation, and first-pass thematic coding of large volumes of data. Interpreting the results remains with our experienced researchers in every project.
At WMM, only experienced humans moderate. Hesitation, tone of voice, body language, and group dynamics emerge in genuine conversation — this cannot be replaced by AI, and we deliberately do not use it there.
We use exclusively GDPR-compliant tools that process data on EU servers. Clients and participants are informed transparently whenever and however AI is used in their project.
AI helps us pre-qualify large numbers of applicants. But as a matter of principle, our recruiters speak with every person individually. That is the only way, we can pick up the nuances an automated system would miss. This approach safeguards our high quality standard.
Wherever interpretation, empathy, and human judgement are required: in analysing the meaning behind data, in sensitive recruitment conversations, and in moderation itself. For us, AI is a tool — not a substitute for the core competence of qualitative research.
Yes. For certain services — such as translation — we offer both high-quality traditional options and cost-efficient, AI-assisted alternatives. We advise transparently on which option makes sense for your project and budget.
Yes. We communicate the use of AI very clearly and transparently as a rule. Whenever AI is used in a project, we point this out — including in the quote. For services where different variants are possible, we offer options: for example, AI transcription as a cost-efficient alternative to manual transcription. You decide which variant suits your project.
