H-ON Mag April: Artificial Intelligence Breathes New Life into Data Management

In its 2025 Trends report titled “After AI Reinventing Data, Insights, and Action Amidst the Noise,” the business intelligence leader Qlik highlights a significant change in data analytics: data is increasingly becoming a crucial asset for companies that produce it.

Qlik’s report outlines three key themes:

1. Authenticity – With the rise of AI-generated content, businesses are confronting a challenge in maintaining data integrity.
2. Applied Value – Authentic data, when effectively utilized, offers substantial value to organizations integrating AI into practical applications.
3. Agents – Autonomous systems that can take action, interact, and adapt are emerging as a fundamental element of digital transformation.

Dan Summer, Market Intelligence Lead at Qlik, notes, “AI is fundamentally reshaping both society and business, sparking debates among tech optimists and pessimists about its transformative potential and unintended consequences.”

As AI-generated content proliferates online, authenticity is increasingly crucial. A study suggests that 57% of online content is now AI-generated, potentially leading to AI-trained models relying heavily on AI-generated data. This shift underscores the importance of data quality and authenticity as strategic imperatives, emphasizing the criticality of provenance and traceability.

Dr. Rumman Chowdhury, Founder of Humane Intelligence and a member of the Qlik AI Council, emphasizes the need to build trust, validate sources, and ensure rigorous traceability to address these challenges.

The report identifies four key trends shaping authenticity in 2025, including the concept of “Trust is Your Data Currency,” highlighting the growing complexity of verifying data quality and the need for mechanisms like an AI Trust Score to evaluate data based on factors such as provenance, traceability, and diversity.