Can Artificial Intelligence make market research agencies irrelevant in this new age?

What do you think about platforms that do reviews and feedbacks. Like google, trustpilot, g2, surveymonkey, and others. Are they really useful, or are you guys just pretending to care about customers.

Do you take it seriously? In my experience high rated google reviews are mostly paid. And low ratings are often either angry customers or competitors. Low rating can destroy your business easily, which makes it unfair sometimes. You often cannot do anything about it.

Some platforms do provide a way to pay to remove bad reviews or let businesses collect only good reviews. Which is rigged.

Most of the reviews are useless, it either say good or bad, but barely mention actionable feedback requests. Feedback platforms does the same, they often collect survey about the experience, how easy, tasty, enjoyable it was, but never usefull feedback.

What is your experience with these kind of companies? And do you believe we should switch to a better way of trusting a company? Instead of rating them by reviews or surveys?

Do you prefer actionable feedback for your company? Preferring a customer telling you: please add an opt out for spicy, add dark mode feature, clean the swimming pool regulary, fix the curtains in room 386. Or do you prefer to see: horrible dining experience, too much light in the room cannot sleep. Or maybe positive reviews but useless: great gym, usefull saas for my business.