Take the phrase active customer. In the sales dashboard it counts anyone who bought something in the past twelve months. In the finance report it counts anyone with an open contract. In a spreadsheet a departed analyst built in 2019, it counts both, and a few of them twice. Someone who knew the company knew which of the three to trust, and which had been abandoned years ago.
Most companies are now putting an AI answer layer on top of exactly that, according to a survey of senior data leaders: years of unused, contradictory reports, left as they are. An assistant asked a question in ordinary language does not rank its sources. It finds a table, reads what is in it, and writes one clean sentence in seconds.
The analytics firm Omni, writing up a 2026 industry survey, describes the most common form of this: the same measure defined in more than one system, with the analytics team, the dashboards and the AI copilot each keeping their own version, so a change to one definition has to be made three times.
Cloudera's report this year, drawn from 1,270 IT leaders at companies with more than 1,000 staff, has 96% saying AI is in their core business processes and 85% saying they have a clear data strategy, while about 80% say they still cannot reach all of their own data across the systems holding it.
A Strategy survey of 100 senior data and technology leaders at companies above $2 billion in revenue found that nearly 80% of their data teams spend more than half their time preparing data rather than answering questions with it.