Beware the dangers of data

Managers are better equipped than ever to make good decisions. They are more aware that human judgment is fallible. They have oodles of data about their customers and products. They can use artificial intelligence (AI) to analyse, summarise and synthesise information with unprecedented speed. But as the pendulum swings inexorably away from gut instinct and towards data-based decisions, firms need to be alive to a different set of dangers.