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СпутникиРНSpaceXРоскосмосNASADoing market research generally demands a lot of time, effort, and budget. But with the advent of AI, you can leverage it as a highly productive assistant to do deep market research. Let’s see how.
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I want to show you the process with an example. Imagine I want to start a business in the education sector. The idea is this: for buying goods, we have a well-known platform, Amazon, that you can instantly open, search for your goods, compare them with similar goods, and finally purchase them. Amazon is usually top of mind for millions of people worldwide. Training Platform InitiativeNow, let’s think of training services. Is there any one-stop shop platform that you can open, search for your needs, find and compare them, and finally buy them? What would that look like?It should offer all types of training services like:Live instructor-led classesRecorded self-paced coursesCommunities of like-minded people around topicsAI teachers At the moment, there isn’t a one-stop shop training platform on the market. So, I want to use AI to do deep market research for this initiative. It should include:Market sizeGrowth rates in the next 10 yearsDemand for various training categoriesCompetitor analysisCompetitors’ monetization policies In fact, it will be a platform that connects trainers with learners worldwide. Let’s see how we can do this market research. Deep Research with ChatGPTTo do this market research, I use a specific feature of ChatGPT called Deep Research. You can open it at this link:https://chatgpt.com/features/deep-research/
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How it works Select ‘Deep research’Open ChatGPT, at the left-hand side of the input box, click the ‘+’ and choose ‘Deep research’ from the dropdown.
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Add your sourcesCurate and approve a set of URLs, connect trusted industry sources, and add private files or enterprise data as needed. Deep research prioritizes these sources over general web results. Guide the researchDescribe what you need, then review the proposed plan. Refine the scope, update sources, add constraints, or interrupt and redirect the work at any point. Follow how ChatGPT evaluates sources and assembles the report in real-time. Share or download your reportWhen the report is ready, you’ll receive a notification. Share it or download it as a PDF or DOCX, or continue refining it in chat. The good part is that whatever it generates, you can see a reference to a real source. So, you see good citations.Here is the result of my market research. It took 9 minutes to do the work. =======================================Market Size and GrowthThe global online learning market is enormous and expanding rapidly. For example, Statista projects $199.0B in online education revenue by 2026, and Allied Market Research estimates growth from ~$197B in 2020 to $840B by 2030 (≈17.5% CAGR). Corporate learning is similarly huge – one analysis values corporate/CAT (career and technical) training at $412.8B in 2024, rising to ~$809B by 2033 (≈7.8% CAGR). Niche segments are also surging: e.g. online language learning is forecast to climb from $22.1B (2024) to ~$54.8B by 2030 (≈16.6% CAGR). Overall, mobile devices, remote work, and continual upskilling are driving persistent 5–15%+ annual growth in most training markets. Demand by Training CategoryCorporate and professional upskilling remains dominated by technical skills. In 2025 the technical/IT training segment held the largest share of the corporate L&D market, as companies urgently upskill in software, cloud, AI, compliance and other tech areas. Soft skills (leadership, communication, teamwork, etc.) are also high-demand – LinkedIn identifies communication, customer service and leadership as top in-demand skills for 2024, and soft skills training (leadership, DEI, etc.) is growing fast in L&D. Other key areas include onboarding/compliance training (mandatory corporate content) and rapidly growing fields like AI/data/science courses. Beyond corporate needs, lifelong learners seek a broad mix of content – from language courses to business, creative arts, wellness, vocational and “upskilling” programs. For example, language learning, driven by globalization and AI-powered apps, is predicted to accelerate (see below).Figure: Global online language learning market projection (2024–2030). Competitive LandscapeNo single platform currently aggregates all training formats (live classes, on-demand courses, communities, AI tools) worldwide. Instead, the market is fragmented among several specialized leaders: Udemy / Coursera: These two public marketplaces recently merged, jointly serving ~290 million learners (as of 2025) with ~$1.5B combined revenue. Udemy allows any instructor to sell self-paced courses (one-off purchases); the platform then takes a commission (typically ~50% of sales, or ~3% on instructor-promoted sales). Coursera partners with universities and companies to offer degree programs, certificates and courses. Its model is freemium: many courses can be audited for free, but certificates and full specializations or degrees cost $50–$300+ each. Both platforms also sell enterprise/business access.LinkedIn Learning (Microsoft): A corporate/individual subscription service with ~27M users. It offers 22,000+ professional courses (tech, business, creative). Pricing is by subscription: roughly $239.88/year per learner (≈$20/month) for individuals, or about $379.88/year per seat for small teams. Larger enterprises negotiate custom contracts (typically $300–500+ per user/year) with admin dashboards and integration..Pluralsight: Focused on tech skills (software, IT, data, security), it offers 6,500+ courses plus hands-on labs. It operates on subscription: about $299/year per user for individuals (premium plan), and ~$399/user/year for teams. (Pluralsight also sells enterprise licenses with extra analytics and services.)Skillshare: Targets creative and lifestyle learning (design, illustration, photography, etc.). It uses a monthly subscription model. Teachers earn from a community fund: Skillshare allocates a monthly “Teacher Fund” (e.g. $1M) from membership revenue and pays instructors based on minutes-watched and engagement. (Referral bonuses for new members can pay teachers up to 90% of a subscription’s first payment.)MasterClass: A premium platform of celebrity-taught video courses. It sells annual memberships only (no individual courses). Plans range from $120–$240/year (Standard to Premium), allowing access to ~200+ classes.Others: Numerous other platforms address parts of the market: e.g. edX (2U) and FutureLearn offer university MOOCs (freemium model with paid certificates), Alison offers free courses (pay for certs), Duolingo and Rosetta Stone for languages, Khan Academy (free K-12), and vertical bootcamps (e.g. coding, data science). Creators also use LMS builders like Teachable/Kajabi to sell courses independently (no single marketplace). Monetization & Business ModelsTraining platforms use several models (often combined): Commission-based sales: (Udemy-style) The platform charges a cut of each course sale. For example, Udemy generally takes ~50% of course sales (lowering to ~3% if the instructor provides the customer). This aligns platform revenue with instructor success.Subscription (SaaS) fees: (LinkedIn, Pluralsight, Skillshare) Learners pay a fixed recurring fee for unlimited access. This yields predictable income and higher engagement. LinkedIn Learning charges ~$239/year per user, Pluralsight ~$299–$399/year, and Skillshare ~$15–$20/month per learner.Freemium / certificate fees: (Coursera, edX) Core content is free (audit), but official certificates or graded programs incur fees. Coursera certificates range ~$49–$300 each, and many learners pay for specialization bundles or Masters-in-a-box, generating substantial revenue.B2B / Enterprise licensing: Many platforms sell bulk access to companies, schools, or governments. Corporate plans often include custom content, LMS integration, analytics and support. For instance, “Coursera for Business” and LinkedIn’s enterprise subscriptions are a major revenue source. Licensing at scale can bring in $300–$500+ per corporate user per year (often discounted for large volumes).Promotions and extras: Some sites charge instructors for better placement (featured listings) or learners for extras (coaching, webinars, content bundles). Platforms may also earn from affiliate marketing or sponsorships.Donations/Grants: Non-profits like Khan Academy rely on donations; likewise some “free learning” platforms ask learners to donate or pay for optional services.These models often coexist. For example, LinkedIn Learning and Pluralsight mainly use subscriptions, while also offering certificates at no extra cost. Udemy combines per-course sales with occasional promotions. Skillshare essentially pools subscription revenue and redistributes it (teacher fund). Coursera and edX blend free access with premium offerings. Market Opportunities, Risks and RecommendationsThe opportunity is significant: billions of learners and trillions in budgets are already spent on training, yet no single “Amazon of Learning” dominates. The fragmented landscape and rapid growth open room for a unifying platform. Key opportunities include: easy search and comparison (few sites let learners compare multiple courses/providers side-by-side); support for multiple formats (live classes, on-demand, communities, AI tutors) to meet diverse preferences; and global reach (localizing content for fast-growing regions in Asia and Latin America, which are projected to outpace North America). Special features like AI-driven personalization or vetted communities could differentiate the platform. However, there are risks. Incumbents have strong brand and content libraries (e.g. Coursera’s universities, LinkedIn’s business tie-ins). Curation and quality control are major challenges when aggregating courses worldwide. Monetization will require balancing free/instructor incentives vs. paid models. Also, platform economics are two-sided: attracting good instructors and sufficient paying learners at scale is critical (as seen in other marketplaces). Legal and accreditation issues (especially for credentialing courses) may arise. Finally, new platforms must contend with the fact that existing learners already use popular sites or their companies’ chosen vendors. Recommendations / Go-to-Market Strategy: To launch successfully, focus on a specific niche or customer segment first (e.g. corporate upskilling or a high-demand skill area) to build critical mass. Partner with well-known training providers (universities, industry experts) to seed quality content. Emphasize superior search, course comparison, and user reviews to mimic the “Amazon experience.” Offer flexible pricing (e.g. both pay-per-course and enterprise subscriptions) and use tiered revenue-sharing to attract instructors. Build community features (discussion forums, project groups) to increase engagement. Leverage data and AI to recommend courses and even provide AI tutor assistants (an emerging trend). Finally, pilot with targeted markets (e.g. tech/IT or healthcare training in North America) while preparing global expansion: notably, Asia Pacific training is expected to grow fastest. With thorough execution and unique features, a new platform could capture a meaningful share of this vast, growing market.Sources: Market forecasts and industry analyses; skill demand studies; competitor data and models, and company pricing/policies.=======================================The result was amazing. Specifically, I loved the competitor analysis section.Hopefully, you enjoyed it. It can save you hundreds of hours. Don’t miss this powerful AI capability when you want to do market research. =====================================================What Is The Next Step For Product Owners?AI is redefining every job, and Product Owners are no exception. So, upgrading your role identity by acquiring AI knowledge is inevitable, and it doesn't happen unless you invest in learning AI.Here is an exclusive Welcome Shelf for Product Owners who are Scrum.org followers. It gives you all the information you need before choosing a Professional Scrum Product Owner - AI Essentials class, like a purchasing guide. Click here to unpack your Welcome Shelf.
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