Data to become ‘Constant Influence’ by 2030

MediaGrowth article: "Data to become ‘Constant Influence’ by 2030"
As data volumes expand, it will be used to track and influence everyday interactions, but the cost of storing and processing that data will be a major factor in how we use it.

Machine learning will be commonplace, spawning its own data from the data it ingests.
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Data will be used as a decision maker, although for the most part it will be restricted to augmenting human decisions rather than replacing them. Its new role will change how we process and apply data.

By 2030 data will be considered a decision maker, an influencer and an input to our actions, not just a record of what has happened. This is a long emerging trend and today’s challenge of ‘too much data, too little insight’ will be a thing of the past. Data will envelop our everyday experience.

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Source: https://www.media4growth.com/research/data-to-become-constant-influence-by-2030-wpp-report-5369