B
Evidence Grade B
Graded
accuracy verified by the review judge
Safe to Cite
Recent
65%
65% -- information retention rate for consumers (storytelling research) (2025)
Listeners retain around 65–70% of information when numbers are embedded inside stories.
- Reported as a range of 65–70%
Attribution:
View source
Lighthouse Research Team
Last verified:
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Source verified
Evidence graded
Value
65%
Unit
Percentage
Data Vintage
2025
Entity
Evidence Quality
B
Strong, reliable evidence
Sourced from a well-regarded research firm or industry leader with transparent methodology and a reasonably large sample.
Single source - not yet corroborated
Score breakdown
Extraction
50
Source Trust
60
Citation Chain
20
Independence
30
Methodology
45
Freshness
95
Source
geistm.com
Primary
Tier C
https://geistm.com/ai-vs-human-storytelling-in-marketing/ ↗
Source Article
Human vs AI: Why Storytelling Still Wins in Modern Marketing - GeistM
Human vs AI: Why Storytelling Still Wins in Modern Marketing
The surge of Generative AI mirrors past shifts, such as the automation of customer service (i.e. AI chatbots) or the rise of programmatic ad buying. These technological developments changed the game but didn’t erase the need for human insi…
Original Research
geistm.com
· Original study ↗
Methodology
Range 65–70% for stories vs 5–10% for standalone facts; midpoint used
Methodology documented
Segmentation
Industrymarketing
Cite this stat
Plain Text
consumers (storytelling research): 65% information retention rate. Source: geistm.com (2025). Via Lighthouse Intelligence -- https://lighthousedata.io/data/information-retention-stories-vs-facts
HTML Embed
<blockquote cite="https://lighthousedata.io/data/information-retention-stories-vs-facts" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>65%</strong> -- information retention rate for consumers (storytelling research)<br><small>Source: geistm.com (2025) · <a href="https://lighthousedata.io/data/information-retention-stories-vs-facts" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>
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