So What?
Research · June 2026

How AI is changing the Data industry

By drawing on a survey of 100+ companies and qualitative interviews with 10 senior leaders and executives of Data teams, this report covers: how data professionals are experiencing the shift, where organizations are successfully making progress, and where the gap remains in a rapidly developing AI space.

40+ pages100+ companies surveyed10 leader interviews
Get the report in your inbox
Report cover: How AI is changing the Data industry
Inside the report

The four findings at a glance.

1

AI is an unprecedented opportunity for data leaders

Data leaders who have evolved into building and implementing AI strategy have been able to increase their influence at their organization.

2

Companies are investing in tools ahead of the foundations

Companies are moving fast on buying and deploying AI tools, but many are not investing in the foundations: a robust data foundation layer, a governance program and evaluations framework.

3

Technical skills are being commoditized

Role boundaries are blurring and soft skills are moving to the center of data work. Technical skill alone is no longer enough.

4

Leaders must make space for their teams to learn

Expecting employees to upskill on their own time will fail. Leaders are protecting time for learning, creating accountability, and sharing knowledge across the team.

Also inside
  • Conversations with Data leaders — ten named profiles on how the best are adapting
  • Additional survey results — adoption, ROI, governance and tooling, charted
From the report
Report page preview: The four findings at a glance
The four findings at a glance
Report page preview: Finding #1 — the opportunity for data leaders
Finding #1 — the opportunity for data leaders
Report page preview: Warehouses are common; semantic layers are not
Warehouses are common; semantic layers are not
Report page preview: Conversations with Data leaders
Conversations with Data leaders

… and 40 more pages of findings, conversations and charts.

Get the report

The full PDF, in your inbox.

Tell us a little about you and we’ll email you the full report — 40+ pages on how AI is changing the Data industry.

01Where is your team on the AI journey?
02When do you want to make progress?
03What's your role in the decision?
04Budget set aside for data & AI work?

We’ll send the report and nothing else unless you ask. Conducted by So What Data, June 2026.