Does too much data stifle creativity? Elda Choucair speaks to Campaign Middle East

Elda Choucair, managing director of PHD UAE answers the question, “Does too much data stifle creativity?”

“No, neither too much nor too little data should stifle creativity as long as that data is purposeful; as long as there is a data strategy. The point of data is to uncover insights which usually drive creativity. Today you have tools that aggregate data, you have data analysts who know how to manage data and where to look for insights.

Having too much data doesn’t mean you have to use all of it. You need to use what matters; what’s meaningful. That’s why machines are not creative (at least not yet). We need to continue to use our instinct to create. We need to be strong enough “to let go” when data does not give us meaningful patterns and look towards what always drove creativity, our instinct.”

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