However, while AI provided interesting data points, the depth of understanding was lacking, and systems such as ChatGPT required multiple human prompts to steer the work in the right direction.
Humans choose data differently from the machine – both in the process and in the content. In terms of process, they put the raw data into spreadsheets and reviewed the data together as a human team in Excel. While time-consuming (at 5-7 hours), this allowed for a detailed analysis of the data, identifying significant patterns and trends without missing the human story behind the numbers. The RedC team then collaborated on a summary of 15 slides, a visually engaging PowerPoint that encapsulated the key story headlines, offering a high-level overview of the most important findings and promoting the WIN data - as per the brief. The human participants' ability to distil complex information into attractive and digestible formats highlighted their talent in storytelling and their commitment to transforming data into creative and powerful narratives.
What can we learn from each other? To leverage the human effect for storytelling
The experiment, while a fun exercise in the man vs machine debate, highlighted a crucial question: What can we learn from each other to the benefit of both? Both the AI and the human team demonstrated a unique set of strengths and weaknesses for storytelling and data. AI impressed us with its speed and efficiency, while humans showcased their intuitive understanding of narrative construction, context and the ability to distil complex information into compelling stories. To truly harness the power of storytelling, the innate creativity, empathy, and nuanced understanding of behaviour and socialisation is a tool that remains unique to people, not machines. If you’d like to see the actual results (the presentations, the press release, follow-up report and the LinkedIn posts), please let me know.
The trick to making the most of AI is to approach it as what it was intended to always be, a tool, not a complete solution. Working out how best to integrate that tool into the research process makes it, in the words of Richard Colwell of RedC, “a game-changer”. Once harnessed, AI can help to amplify humankind’s natural storytelling abilities, integrating the ones and zeros into captivating narratives to help us better understand ourselves.