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The neural network revolution, embodied by models such as ChatGPT, seems to be bringing about a democratization of research, freeing business leaders from technical barriers. This article proposes an experiment to explore the impact of generative AI on market exploration processes. Despite the increased accessibility offered by this innovative tool, caution is called for due to the approximate nature of the data generated. Thus, human reflection remains at the heart of the process. This innovative perspective offers an in-depth reflection on the dynamic co-evolution between AI and quantitative research, marking an era when humans are called upon to harness the power of AI to push back the frontiers of knowledge.