AI without insight is just noise – Global Web Index’s perspective

The analysis deployed by Global Web Index (GWI) highlights a critical issue for marketers: even though many organizations claim to be “data-obsessed”, around 50% of business decisions are still being made without consumer insight.

The rise of AI hasn’t automatically solved that – in fact, deploying AI tools without high-quality, verified consumer data can lead to what one leader describes as “generic AI slop”: outputs that are fast, shiny, but ultimately noise rather than insight.
To bridge that gap, GWI argues there is a “magic formula” composed of three core elements: a trusted data source (human-validated, updated, representative), a standardized interface to integrate AI agents and tools, and human judgement layered on top. 

When AI is plugged into solid data and kept anchored with human insight, the result is meaningful and actionable – not just automation for automation’s sake. Read the full analysis.

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