An LLM is an averaging machine, so it is good at themes and bad at exactly the un-average details that make customer research actionable.

Founder of WP Engine and Smart Bear

if you think about it, it sort of makes sense because the LLM is an averaging machine, right? It's predicting the most likely that's an averaging kind of a thing. And so when what you're looking for is a kind of average, it's usually pretty good. So, summarization, topics, themes. But when you're asking for like what is interesting and not average, it's actually pretty bad at it.