The AI Challenge — Why Data Control and Governance Matter More Than Ever

The past year has been an energizing journey for Chief Data Officers (CDOs), navigating a dynamic landscape of rapidly advancing AI solutions and platforms. As these solutions were studied and analyzed for practical use within the enterprise, it became clear that an ability to source high-quality and consented data in real time would be a cornerstone of any successful initiative.

For any enterprise wanting to succeed in an AI-driven future, mastering data strategy is not optional. It is a necessity. AI is now a boardroom priority in every business. Management teams are being presented with two challenges.

• First, utilize AI to enhance customer experiences (CX) and bolster relationships to drive top-line growth.

• Second, utilize AI to enhance operating efficiency in an increasingly competitive landscape. 

CDOs and their teams are tasked with evaluating new AI tools and discerning the right use cases to solve these challenges.

The exponential acceleration we are seeing in AI tools and platforms is fueled by a battle royale where the winning attributes will be accessibility, usability, and costs. This will democratize AI usage. None of these attributes, however, solve an organization’s level of data readiness and the requirement to adhere to complex and growing data privacy regulations. While algorithms have become commoditized over the past decade, data remains the linchpin for AI success.

To ensure compliance, enterprises must embrace a paradigm shift in data collection strategies, incorporating consent tracking, data enrichment, and a robust data distribution architecture that preserves the provenance of data, including usage rights and restrictions from point of origin to point of activation. By establishing a centralized “air traffic control” for data management, operating in real-time, organizations can unlock the full potential of their data and ensure compliance.

Such an architecture helps provide a consented layer of real-time data able to connect previously disconnected data silos. This connection is needed to deliver on the experiences customers will now expect given what they are able to do with consumer GenAI tools. Personalized, predictive experiences with up-to-the-second context and memory regarding past interactions will be table stakes for companies desiring to remain competitive.

Quality data is critical for the accuracy, consistency, and performance of AI models. Just as a sturdy foundation is essential for a house, accurate and comprehensive data is necessary for AI systems to learn patterns and make informed predictions. Conversely, inaccurate or incomplete data can lead algorithms astray, resulting in flawed conclusions and unreliable outputs. Clean, well-organized data streamlines the learning process, leading to more accurate results, improved user experiences, cost-effectiveness, and better business outcomes.

As we embark on this journey, technology partners also play a pivotal role as catalysts for innovation and partners in compliance. By prioritizing customer-centric data controls and adhering to privacy-by-design principles, pioneering companies can safeguard against the physical and digital security risks posed by these new technologies.

The road ahead necessitates a symbiotic relationship between technology and humanity, where vigilance in data control and utilization ensures individual safety amidst the sea of AI-driven possibilities. Let us embark on this journey with determination and foresight. In the realm of AI, data security, quality, and governance will reign supreme and enterprises who embrace real-time architectures that preserve consent provenance and enable on-the-fly enrichment and filtering will win the day.

About the Author:

Jeff Lunsford is the CEO of Tealium, the world’s first cloud-based Customer Data Hub for global enterprises, and Chairman of DefenseStorm, a real-time cyber safety and soundness platform for financial service providers.

Lunsford has three decades of experience as a Builder, having previously served as Chairman of nCino, a cloud banking pioneer; CEO of Limelight Networks, a global high-performance content delivery network; CEO of WebSideStory, the inventor of real-time web analytics that is now part of Adobe, and CEO of TogetherSoft, a software development tools company. He received a B.S. in Computer Science from Georgia Tech and served in the U.S. Navy flying F/A-18 Hornets before becoming a serial technology entrepreneur.