Data is king in the modern digital era. It is the foundation of innovation, the force behind everything from commercial choices to scientific breakthroughs.
However, data on its own is merely raw information; the concepts that emerge from it are what mould our environment. This piece will examine the adage “the idea is the bullet, data is the gun,” examining how data enhances and empowers our capacity to come up with powerful ideas.
Let’s break down the gun and bullet example first to better comprehend the relationship between ideas and data. A bullet is a tiny, metal projectile that can bring about change, yet it is inactive on its own and needs a gun to propel it forward precisely and forcefully.
In the same vein, data stays untouched and immobile in the absence of interpretation and analysis. Data is transformed into a potent force for innovation by the frameworks and tools we use to process and use it.
Is a data backlash currently underway?
It’s conveyed loudly in places full of power, yet it can also be done quietly at times. And the criticism is usually the same: data restricts creativity and places restrictions on advertising.
This is accurate, but discarding data is not the solution. The goal is to change how data is used. Ideas shouldn’t be generated, dictated, or instructed using data. Generating creative ideas is a human endeavour.
Rather, ideas should be put into practice through the use of facts. To convince individuals of the idea’s widespread applicability, to showcase its potential, and to inspire action.
This is the superpower of quality data, and it is more important than ever for advertising.
When data is used to generate concepts, difficulties arise
The critics of data are correct when they argue that it can only describe the past; it cannot envision a better future. They are also correct when they argue that there is no advantage available to rivals who share the same account of their past.
Examine advertisements created by AI to understand why. AIs watch old advertisements, evaluate what worked and what didn’t, and then repeat and mix the most effective elements into fresh formats. It’s the enhanced process of generating concepts using efficacy data and analysis.
There’s growing evidence that this functions initially. AI advertisements do better than human-made ones. For instance, the graphic below contrasts the brand health rankings for individuals in pink and data-driven and AI-generated automobile advertisements in blue. AI advertisements typically result in a better brand health score and an increased likelihood that you won’t run a bad commercial.
The study’s authors acknowledge that the algorithm needs to be trained on something, but they are optimistic about the potential of AI in the creation of advertising. Thus far, research has indicated that this human-made advertisement was successful.
Can AI, however, still outperform humans in this regard?
New advertisements will all start to look the same if AI systems are trained to make advertising using the same previous collection of successful ones.
AI will then begin to learn from their previous iterations of the initial set of concepts. People who see advertising will grow increasingly disinterested and it will all cease to function as the supply of fresh, human-made ideas declines.
John Hegarty made this forecast a long time before generative AI became a thing. It’s unclear if advancements in AI will disprove him, but it’s feasible that by 2024 his prediction will become more probable than not.
Dreams plus information = action
However, it is incorrect to claim that data has no role in marketing and advertising. Not only does expressing stuff like that in public make you seem old, but data has more force when combined with ideas.
Data may and need to be used to evaluate the viability of theories and determine how broadly applicable discoveries are. And once those tests are completed, data gives a concept of a strong, dependable, and secure quality. It can be used to give people the confidence to take action.
When data is used by professionals with the necessary skills, it can drive ideas forward and help us target effectively. Data provides the insights and facts required to support and confirm our ideas, whether it comes from scientific findings, market research, or customer
feedback. It acts as the cornerstone of reasoned decision-making, pointing us in the direction of answers based on facts rather than speculation.
It’s crucial to understand, though, that data by itself cannot spur creativity. Data without original thought and vision is aimless, much like a pistol without a proficient marksman. Revolutionary ideas are the result of combining human creativity and inventiveness with data-driven insights.
Furthermore, the wealth of data in today’s digital environment comes with its own set of difficulties. Sorting through the petabytes of data that are created every day can be a difficult undertaking. In-depth methods and tools for gathering, storing, analysing, and visualising data are needed, in addition to the knowledge necessary to understand the results and take appropriate action.
To sum up, the saying, “the idea is the bullet, data is the gun” captures the mutually beneficial interaction that exists between ideas and data. Data gives us the fuel to pursue creativity and allows us to seek impact and innovation.
We can create a better future and open up new avenues by combining human creativity and inventiveness with the power of data-driven insights.
(Tashia Bernardus)