Many data teams are under pressure to organizations leverage AI, but few recognize that AI is only as powerful as the data behind it. In this session, industry veteran Adam Greco will use humor and storytelling to explore why companies often struggle to centralize customer data and how fragmented, team-owned datasets undermine AI’s potential. He will highlight how executives sometimes turn to AI as a shortcut, overlooking the fundamental need to fix core data challenges first.

Drawing on decades of experience, Adam will explain how AI inevitably magnifies the quality of your current data—accelerating either insights or errors. He will show how the urgency of AI adoption can serve as a catalyst for improving data governance, centralization, and accessibility. Once organizations establish a single source of truth, AI can be harnessed to deliver meaningful efficiencies, empower marketers with real-time access, and drive smarter decision-making across the enterprise.

Attendees will walk away with a practical understanding of why clean, centralized data is the foundation of AI success—and how to position AI as an enabler of transformation, not a distraction from data realities.