Big data and artificial intelligence are now closely connected in the way modern organisations understand problems, make decisions, and plan for the future. In Innovation and Creativity in Digital Transformation, R. A. Carrasco explains that digital transformation depends not only on technology itself, but also on the ability to collect, process, analyse, and use information with purpose. This is where big data and artificial intelligence become essential partners.
Big data refers to the large volumes of information produced through business activity, online transactions, public services, healthcare systems, education, transport, agriculture, and many other sectors. On its own, this data may seem overwhelming. It can be too large, too varied, and too fast moving for traditional methods to handle effectively. Artificial intelligence gives organisations a way to draw meaning from this information. It helps identify patterns, support predictions, classify behaviour, and turn stored data into practical knowledge.
Carrasco shows that the rise of big data created new possibilities for artificial intelligence. Many AI and machine learning systems need large datasets in order to learn. The more relevant information they receive, the better they can recognise patterns and improve their performance. This is especially important in areas such as face recognition, speech recognition, image classification, medical support, business forecasting, and customer behaviour analysis. Without enough data, these systems remain limited. With rich and well managed data, they become far more useful.
The book also makes clear that big data is not only about size. Its value depends on how it is processed and applied. Organisations may collect huge amounts of information, but if they do not know how to interpret it, that information remains unused potential. Artificial intelligence helps bridge this gap by turning raw data into insight. It can support decision making in business, improve healthcare services, personalise education, assist agricultural planning, and help industries manage complex operations.
This connection is also important because modern problems are rarely simple. Many organisations now operate within complex systems where countless factors interact at once. Markets change quickly. Customers expect faster service. Public services must manage more information than ever before. Industries need to improve efficiency while reducing risk and waste. Big data provides the material for understanding these systems, while artificial intelligence provides the tools for analysing them.
However, Carrasco does not present technology as a magic answer. He reminds readers that digital transformation requires human judgment, creativity, and responsible leadership. Data must be accurate, relevant, and ethically managed. AI must be guided by clear goals and practical understanding. Organisations need people who can ask the right questions, recognise useful patterns, and apply digital tools wisely.
Innovation and Creativity in Digital Transformation is a valuable guide for readers who want to understand how information and intelligent systems are shaping the modern world. Through its discussion of big data, AI, automation, machine learning, and real world applications, the book shows that the future belongs to organisations that can transform information into knowledge and knowledge into meaningful action.
