As we start another year full of promise, we have Chat GPT as the new hot topic, computers taking over the world and more brands calling for data-informed creativity. There are endless possibilities of how we can go about collecting, analysing, and importantly inspiring creativity with data, yet 95 per cent of people are still more comfortable using Excel tables, some people are still even more comfortable using calculators. But does having access to advanced technology automatically make us all data wizards, or does it just cloud the water even more?
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