“AI Can Spot the Trend, But Can It Feel the Ache?”
Artificial intelligence processes billions of data points in seconds. Yet, the question remains—can it feel the ache behind a consumer’s truth? According to creative strategists and brand experts: not quite. Let’s unpack the soul of what truly drives meaningful marketing—insight.
What is Insight? (And What It Is Not)
“An insight is not a fact. It’s not even an observation. It’s a tension.”
— Maria Smith, EVP Global Creative Strategy, McCann
Let’s break it down:
- Fact: Moms are busy.
- Observation: Moms multitask constantly.
- Tension: Moms feel guilty even while doing everything they can.
- Insight: That deep emotional guilt forms the bedrock of storytelling.
Insight is that uncomfortable truth we feel but rarely express. It sits where friction lives, and when a brand strikes that nerve—it creates magic.
“Data tells you what people do. Insight tells you why.”
— Michael Fassnacht, Former CMO, City of Chicago
When Insight Fuels Creativity
“A great insight doesn’t just inform the work. It inspires it.”
— Emma de la Fosse, CCO, Edelman UK
Consider:
- Always’ “Like a Girl” campaign flipped an insult into empowerment.
- Nike’s “You Can’t Stop Us” didn’t follow the trend, it pierced a cultural nerve.
- Amul’s topical ads turned national news into conversations, making dairy deeply personal.
Insight sparks:
- Bold strategy shifts
- Authentic storytelling
- Cultural resonance
AI’s Capabilities Are Impressive, But…
- 10M+ social posts/day analysed for trends (Brandwatch)
- 85% churn prediction accuracy (IBM Watson)
- 75% of Netflix views powered by recommendations
Capabilities include:
- Mass pattern recognition
- Dimensional reduction
- Predictive modelling
- Sentiment mining
But here’s the catch:
“AI can give you relevance. Insight gives you resonance.”
— Panel Discussion
Why Human Insight Still Wins
While AI can scale and predict, insight emerges from our messy, emotional, subconscious synthesis. It requires:
- Emotion-driven associations
- Tolerance for ambiguity
- Intuition and subconscious pattern recognition
- Cultural meaning-making
Real insight needs:
- The ache of internalized doubts
- The nuance of a whispered cultural tension
- The gut-feel that spreadsheets can’t provide
When Brands Lean Into Tension
AI might suggest people like comfort food after work.
But brands like Knorr built “Love at First Taste” around the deeper tension—we connect emotionally through food.
Starbucks didn’t just optimize ambiance—they responded to an unspoken yearning for a “third space”—neither home nor office.
Fevicol doesn’t sell glue. It sells our cultural stickiness.
Great Insight Lives in the Outliers
“Look at the extremes, not the averages.”
— Martin Weigel, CSO, AMV BBDO
You won’t find powerful insights in dashboards.
Instead, go to:
- Subcultures
- Fringe behaviours
- Forgotten voices
Example: Patagonia listened to climbers and activists—not fashion buyers—to build a brand driven by purpose, not trends.
How to Discover Real Insight? Feel It.
Real insights emerge from:
- Living rooms, not boardrooms
- Unscripted conversations, not curated surveys
“You have to be part anthropologist, part therapist.”
— Dede Laurentino, CCO, Ogilvy UK
4-Point Gut Check: Is It a Real Insight?
Ask yourself:
- Does it make you slightly uncomfortable?
- Is it deeply true for someone (but not everyone)?
- Does it spark a flurry of ideas?
- Does it reframe the problem?
If yes—you’ve struck gold.
Insight-Led Work Wins
Campaigns like:
- Dove’s Real Beauty
- Nike’s cultural storytelling
- Apple’s Shot on iPhone
…all started with an insight. Not data. Not tech.
Insight:
- Moves people
- Drives culture
- Builds brand equity
Conclusion: Insight is the Soul of Creativity
“Insight is the last unfair advantage.”
— Jasravee Kaur Chandra, closing the talk
AI can whisper “there’s something here.” But only human creativity can say what it means, why it matters, and how to change it.
So go beyond the dashboard. Chase tension. Feel deeply.
Stay jagged.
Jagged with Jasravee, the Marketing Show 
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