The Future of Insights: From Dashboards to Decision Intelligence

Why AI-powered insights are the next big leap for marketers who rely on cultural data.

For years, dashboards have promised to be the solution for data overload. At Collage, we started with our path to AI through our own set of dashboards 2 years ago with fluen.ci.  But while fluen.ci and Spark both helped visualize data, they haven’t solved the most important problem: helping marketers make better decisions, faster.

At Collage, we work with marketers at some of the world’s leading brands, across CPG, financial services, media, and more. And what we hear time and again is this:

“I can see the data. But what should I do with it?”

We built our platforms—Spark and Insights Hub—to make cultural insights accessible. But today, we’re going even further. With the integration of generative AI, we’re helping our clients move from data exploration to decision intelligence.

The Insight Gap Is Real

Imagine this: You filter a national survey to show soft drink consumption among Black Gen Z consumers. You see a spike in preference. You know this matters… but what does it mean for your marketing plan? Messaging? Media targeting?

This is where many insights platforms stop—at the data table. But marketers don’t need more data. They need direction.

That’s the gap we’re closing.

How Generative AI Closes the Gap

This fall, Collage is launching a new innovative capability powered by large language models (LLMs). It’s designed to bridge the gap between seeing a pattern and acting on it.

With a single click, users can:

• Get instant, natural-language summaries of what’s happening in the data.
• Discover brand-specific actionable recommendations, from messaging optimization to identifying growth audiences.
• Dive deeper with follow-up prompts like “Where should I focus?” or “Where are the gaps?”
• Summaries that are linked to sources to enable deeper exploration

And because these takeaways are visible across your team, they don’t just inform individual users—they create alignment across organizations.

More Than AI, our AI Knows Culture

What sets Collage apart isn’t just the use of AI—it’s the data the AI is trained on.

Unlike generic consumer insights platforms, we’ve built a proprietary knowledge base from our research and cultural experts’ insights around race, ethnicity, generation, LGBTQ+ identity, intersectional cultural segments, and psychographics. That means our AI isn’t just accurate—it’s culturally fluent.

Cultural fluency is the ability to use cultural intelligence to efficiently & effectively connect across segments.  At Collage, we measure this through our proprietary Brand Cultural Fluency Quotient (B-CFQ). This index, which includes a proprietary analysis of key components, is predictive of brand favorability and purchase intent, as leading indicators of market share growth.

So when you ask, “How can I position my beer brand to gain market share among Hispanic consumers?”—you’re not getting a generic answer. You’re getting insights grounded in data that reflects the lived experiences and preferences of these segments.

Built for the Way You Work

Whether you’re in marketing strategy, insights, brand, or innovation, you’ll find value in:

• Fast interpretations of complex data
• Collaboration-friendly summaries to keep teams aligned
• Freshness guarantees, with old insights flagged and new ones regenerated
• Quality you can trust, powered by Collage’s proprietary cultural data and expert analysis — every AI-generated insight is tied back to the underlying data and reports

Plus, we’re giving your dedicated Customer Success Managers full visibility into the insights you generate—so they can build on them in workshops, decks, planning sessions, and answer your questions on demand.

What’s Next?

This is just the beginning. Over the coming weeks, we’ll be sharing more about the technology behind our generative AI, how teams are already using it, and what’s coming next for Insights Hub.

At Collage, we believe the future of insights isn’t about sifting through dashboards.

It’s about AI that thinks like a strategist—and understands culture like a human.

Follow along as we unveil more features leading up to launch—and get ready to rethink how you turn data into impact.