While many challenges in data management and IT infrastructure have been resolved, there is a next generation of IT and business challenges. Yes, we have new unimaginable data sources and improvements in data storage, machine learning, and BI tools... But our customers are asking ​'so what?' How can we best make sense of the enormous and growing amount of data available to us? How can we find more insights in our data and further enhance it with external or alternative data sources to unlock entirely new types of business solutions? How can we leverage generative AI and new technologies to optimize costs and ignite growth?