In 2009, the average person consumed nearly 34GB of information daily according to researchers at the University of California-San Diego. Over the last decade, we’ve added content and channels in an exponential fashion. Twitter feeds, TikTok videos, Instagram stories, WhatsApp messages, Slack channels- all continually refreshing, all begging for our attention. In a world where terabytes have replaced gigabytes, 34GB sounds like a digital detox.

As it makes us smarter, all this information can make us slower. As insights sharpen, we can often be paralysed by an infinite set of customer data. For modern marketers, every conversation about artificial intelligence and machine learning includes the realisation that we’re drowning in data — just look at this mind-blowing infographic by marketing technology blogger Scott Brinker.

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