Maybe the better question is how it feels when it doesn’t. That uneasy moment when a brand seems to know a little too much, or when a recommendation feels robotic instead of relevant. These are signs that something is missing in the way data is being used. Too often, data is treated as a shortcut to results instead of a bridge to understanding. The goal becomes efficiency, not empathy, and that’s where the disconnect happens. For me, making data feel more human means designin