Are we at risk of losing the human touch in consumer behaviour?

At a time when brands and advertisers are drowning in data, in a bid to understand audience behaviours and activities, are they running the risk of losing the human element by relying on algorithms to make sense of it all?
For years market research was how advertisers learnt about consumers and how to target ads towards them. However lately, such a spend has dipped. Previously, advertisers would look to bigger brands to see how market research was being handled, according to Carlos Serra, h