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Telling Data Stories for Humans in the Age of AI

September 2025
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Summary

Telling data stories effectively in the age of AI is essential for engaging audiences and driving business impact. Richie Cotton hosts a session with experts Paulina Davila, Leah Pica, and Simon Rowe, who share insights on transforming data into compelling narratives. They discuss the importance of storytelling in making data accessible, the role of AI as a supportive tool, and strategies for adapting stories to different audiences. The session emphasizes the need for a structured approach, using frameworks and understanding audience psychology to enhance storytelling skills.

Key Takeaways:

  • Storytelling transforms data from a static asset to a strategic driver of action.
  • AI can assist in editing and brainstorming but requires human insight for effective storytelling.
  • Understanding audience context and biases is crucial for adapting data stories.
  • Frameworks like PREP and the PICA Protocol provide structured approaches to storytelling.
  • Effective data storytelling requires a blend of technical skills and communication abilities.

In-Depth Insights

The Power of Storytelling in Data

Storytelling in data is about transforming raw numbers into narratives that resonate with audiences. Paulina Davila highlights how storytelling can shift data from being a static asset to a strategic driver of action. By making data more accessible, storytelling reduces missed business opportunities and enhances decision-making. Simon Rowe shared a story about fighting cholera and Paulina shared an impactful story about the wage gap in Texas, illustrating how data can evoke strong emotions and inspire action. The key is to present data in a way that is relatable and ...
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prompts audiences to engage and act.

AI as a Copilot in Data Storytelling

AI plays a supportive role in data storytelling by assisting with tasks like editing and brainstorming. Simon Rowe explains that AI can help condense information and generate content ideas, but it lacks the human insight needed to fully understand audience needs and business goals. Paulina Davila adds that AI can be used to simulate audience feedback, providing valuable perspectives that might be overlooked. However, the consensus is that AI should be seen as an assistant, not a replacement, in the storytelling process.

Frameworks for Effective Storytelling

Using structured frameworks can greatly enhance the storytelling process. Paulina Davila introduces the PREP method, which focuses on understanding audience preconceptions, relevance, experience, and priority. Leah Pica's PICA Protocol emphasizes purpose, insight, context, and aesthetics, guiding storytellers from initial data exploration to final presentation. These frameworks help storytellers maintain focus, ensure clarity, and effectively communicate insights, making the data more impactful and memorable.

Adapting Stories to Your Audience

Understanding your audience is crucial for effective data storytelling. Adapting stories involves considering the audience's existing knowledge, biases, and what matters to them. The PREP method provides a structured approach to adapting stories, ensuring that the narrative resonates with the audience's needs and priorities. By using relatable examples and simplifying complex data, storytellers can engage audiences more effectively and drive home the intended message.

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