Data is what uncreatives turn to when out of ideas.

An equally cynical but opposite take is that data is what you turn to when you want to dispel with the mythology, hand-waving, and general bullshit that self-described “creatives” wrap themselves in in order to avoid admitting that they may not actually understand why something works or doesn’t work (and by extension, that their success may be dumb luck rather than talent).

I don’t think truth aligns with either extreme. Both are approaches that have their place. But if it was an “uncreative” with no ideas that simply took the time to look and discovered that the three point shot was absurdly more efficient than basically any other shot in basketball, what does that say about all the “creative” coaching geniuses who failed to discover it in half a century? And if basketball is now “less creative” because of it, that’s an indictment of the fact that the league refuses to address the underlying issue.

I think it’s telling that no one bemoans the fact that we design our medicine using data driven methods. I’m sure it would spice up our lives if the pharma companies dropped the boring data analysis and statistical methods and just slapped some compounds together through free-flowing creative passion!

It is often not the beginning of processes but the end of them. This is the problem with a lot of AI, i.e. it takes data and mixes it up instead of doing things afresh.

Creativity doesn't win elections. Getting 50%+1 of the votes does.

And you do that today with maths, algorithms and quick information analysis and response.