# Transforming qualitative research in phygital settings: the role of generative AI

> Research article (Qualitative Market Research An International Journal, 2023) · cited 21× · AI/ML

**Wikidata**: [openalex:W4390085507](https://www.wikidata.org/wiki/openalex:W4390085507)  
**Source**: https://4ort.xyz/entity/transforming-qualitative-research-in-phygital-settings-the-role-of-generative-ai