At QMetrix our mission is to leverage technology to help organisations truly understand their business to drive performance. We explored this further at the Ataccama FWRD 2025 event, diving deep into what data-driven organisations should be paying attention to in 2026. Read on for our top takeaways.
Ataccama FWRD is the company’s flagship global event for data leaders and practitioners, bringing together experts, innovators, and teams pushing the boundaries of what’s possible with trusted data and AI. This year, more than 1,800 attendees joined to explore a question that sits at the centre of modern transformation: How do you build trust in data fast enough to keep up with the pace of AI?
QMetrix is an Ataccama partner and event sponsor. We joined the sessions and what stood out was how closely the themes at FWRD mirrored the conversations we have been having with organisations in the APAC region. The conversations have centred around seeking clarity, governance maturity, and data foundations that can support meaningful AI outcomes.
Below are our top takeaways, plus the on-demand sessions we recommend every data leader watch.
Trusted data is an essential foundation for enterprise AI
Across the keynotes, customer stories and panel discussions, one clear message echoed: AI initiatives succeed or fail based on the reliability of the data feeding them. Organisations progressing fastest with AI are those who have:
- Automated their data quality processes
- Strengthened lineage and transparency
- Embedded trust checks upstream
- Created repeatable, governed pathways into analytics and AI systems
This shift reflects a broader global trend that AI capability is no longer a distant ambition. It is happening now, and data trust is the determining factor in how far organisations can go.
Watch: Introducing Ataccama ONE Agentic (Product Keynote). The live demo shows how autonomous data quality and governance is transitioning from concept to reality.
Data teams and business teams must work together
Another strong theme at Ataccama FWRD was that the gap between “data” and “the business” is finally closing. Leadership teams increasingly expect that data functions:
- Influence operational performance
- Drive measurable value
- Reduce risk
- Provide clarity for decision making
As an example of this shift, Elisa Cottingham, SVP and Director of Consumer Data Insights and Governance, described data leaders as the bridge between information and insight, ensuring data helps to drives frontline decisions and customer outcomes. She shared how her teams work with data partners to sharpen decisions and streamline how the bank operates.
This perspective reflects what we see across organisations pursuing true data-driven transformation: the most successful data programs are embedded into business processes, not operating as separate functions.
Watch: Bridging Data and Business: Turning Insight Into Action
Unified platforms are replacing complex, fragmented data stacks
Enterprises are moving away from multi-tool stacks toward unified, intelligent data platforms that do more with less complexity. Why? Because fragmented stacks create:
- Unnecessary integration work
- Inconsistent governance
- Duplicated effort
- Slower adoption
- Higher long-term cost
Unified platforms like Ataccama ONE Agentic aim to reverse that pattern through consolidation, automation, and clarity. This is increasingly relevant for organisations seeking to simplify operating models while modernising data capabilities.
Watch: Customer 360 & Data Trust in Action: Thermo Fisher, Ortecha & MetLife where leaders talk about how they are building unified, high quality customer and product views to activate AI, personalise at scale, and improve KPIs.
The competitive advantage lies in the quality of your questions
In the closing keynote, Cassie Kozyrkov, former Chief Decision Scientist at Google, reframed the AI conversation: “When AI answers are cheap, the advantage shifts to those who ask better questions.”
So many are rushing into AI, but face significant challenges when it isn’t based on a strategic foundation. It was a reminder that while AI accelerates access to insights, decision making still depends on having clear a clear purpose, critical thinking, and high quality data.
Watch: When AI Answers Are Cheap, Are You Asking the Right Questions?
Dig into how the next generation of data leaders will distinguish themselves not by speed but discipline.
Data quality in the age of AI: QMetrix and Ataccama webinar
Following from this, we hosted a joint webinar designed to help organisations strengthen their data foundations: Data Quality in the Age of AI – Building Trustworthy Data for Smarter Decisions. This on-demand session explores:
- Current challenges organisations face when adopting AI
- How to build strong governance and quality foundations
- Practical steps for improving trust in your data
Watch: Why Data Quality is Critical for AI
FWRD 2025 underscored the shift we’re seeing across industries: For organisations modernising their data environments and preparing for AI-driven innovation, they first need to start with building trusted data, strong governance, and simplified operating models.
If you’re exploring how to strengthen your data foundations or want to understand what Ataccama ONE Agentic means for your organisation, start a conversation with our data specialists.
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