MDM is back. And this time, it is tied directly to AI outcomes. At DataDriven Conference 2026 by Reltio, I had a great conversation with Avinash (Avi) Deshpande, Field CTO at Workato, about how integration, MDM, and agentic workflows are coming together.

One thing was clear. MDM is no longer a back-office data discipline. It is becoming the context engine for AI.

Workato plays a critical role in this ecosystem. As a strategic partner with Reltio, they act as the integration hub powering the data layer. That means enabling inbound data, enriching it with external sources like Dun & Bradstreet, and activating it across the business for real consumption.

But the bigger shift we discussed was agentic flow.

This is where traditional MDM is being reimagined. Instead of static processes, agents operate within workflows to improve automation, user experience, and speed. The industry is moving past experimentation and toward business enablement. By mid-year, Avinash expects most enterprises to be done testing and focused on measurable impact.

And that is what leaders care about. Real ROI.

The combination of integration, trusted master data, and agentic capabilities is no longer theoretical. It is accelerating outcomes across enterprises.

#data #ai #datadriven #reltio #theravitshow