SSON Research & Analytics benchmark data shows that Master Data Management has risen to become the fourth most common process managed within GBS, highlighting its growing role as a strategic enterprise capability rather than simply a back-office function. As organizations look to scale AI, improve decision-making, and orchestrate work across the enterprise, many are evolving beyond traditional MDM toward comprehensive data excellence capabilities spanning governance, stewardship, operations, and innovation. In this session, one GBS leader will share how their organization is transforming data into a trusted enterprise asset that enables AI adoption, strengthens business execution, and creates the foundation for enterprise impact.