The Potential of Dark Data

Splunk’s recent research revealed a striking insight - over 55% of enterprise data is “dark data”.

But what exactly is dark data?

It’s the data that organisations collect but don’t actually use. It sits idle - untapped and under-analysed - even as businesses increasingly rely on data to drive progress, particularly in the age of AI.

AI thrives on quality data. If that foundation is weak, AI models can produce unreliable results - known as “hallucinations” - where outputs seem plausible but are fundamentally incorrect. Without structured, trusted data, AI simply can’t deliver the strategic value organisations expect.

So how do we unlock the value of this hidden data and build a reliable foundation for AI?

It starts with three essential focus areas.

1. Build a Solid Data Foundation

Begin with a clear and robust data strategy. This includes governance, strong data management practices, and a commitment to data quality. Continuously improve data integrity while addressing security, risk, and appropriate access controls. Understanding who should access which data - and why - is vital.

2. Orchestrate Your Resources 

The true value of data is realised through collaboration between technology and business teams. Data quality improves when insights from subject matter experts are combined with technological enablement. It’s not about giving everyone access to everything - it’s about ensuring the right people access the right data at the right time.

3. Enhance with AI Technologies 

Whether it’s Machine Learning, Natural Language Processing, or Robotic Process Automation, every AI capability depends on clean, structured, and relevant data. As organisations explore these technologies, their data maturity must evolve in tandem.

This week’s blog explores how recognising and managing dark data can elevate your AI initiatives and help build smarter, more responsive organisations.

Data is no longer just a technical asset - it’s the cornerstone of intelligent decision-making.

If you'd like to explore your organisation’s data maturity and how it intersects with AI potential, feel free to get in touch for a conversation.