In this session, we’ll introduce Zerobus Direct Write API, part of Lakeflow Connect, which enables you to push data directly to your lakehouse and simplify ingestion for IOT, clickstreams, telemetry, and more. We’ll start with an overview of the ingestion landscape to date. Then, we'll cover how you can “shift left” with Zerobus, embedding data ingestion into your operational systems to make analytics and AI a core component of the business, rather than an afterthought. The result is a significantly simpler architecture that scales your operations, using this new paradigm to skip unnecessary hops. We'll also highlight one of our early customers, Joby Aviation and how they use Zerobus. Finally, we’ll provide a framework to help you understand when to use Zerobus versus other ingestion offerings—and we’ll wrap up with a live Q&A so that you can hit the ground running with your own use cases.