
Lila de Alba
In the digital colosseum where data evangelists duel with dashboards and AI prophets peddle predictive panaceas, Martyn Jones arrives not with a sword, but a seltzer bottle. His latest tome, Laughing@Data.Com (self-published, 2025), is a riotous romp through the absurdities of the IT industry, a book that skewers the sacred cows of big data, machine learning, and that perennial favorite, “digital transformation,” with the precision of a Welsh coal miner’s pickaxe. Jones, a grizzled data architect who’s consulted for everyone from Adidas to the UN (and survived to tell the tale), channels the spirit of Swiftian satire into a manifesto that’s equal parts Wired’s gadget glee, CIO’s boardroom battle cry, and FT Weekend’s urbane eyebrow-raise. If Dave Trott’s advertising yarns met Stewart Lee’s stand-up scorn in a Zurich banker’s lounge, this would be the offspring: witty, worldly, and wonderfully wicked.
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