The buzz surrounding Generative AI (GenAI) and its potential to revolutionize market research is undeniable, but it's crucial to recognize the significant risks and shortcomings that could undermine its success. Despite the hype, GenAI integration in research seems more like an overambitious experiment with serious fundamental flaws. As experts, we must take a step back and critically assess whether this is the next big leap in research or just another case of tech overpromise and underperformance.