In today’s data-driven business environment, organizations rely heavily on analytics to make strategic decisions. However, the effectiveness of analytics reporting depends on the quality, consistency, and reliability of data. This is where Master Data Management (MDM) plays a crucial role. By establishing a single, authoritative source of truth for critical data domains, MDM ensures that analytics reporting is built on a foundation of high-quality, trustworthy information.

The Role of MDM in Accurate Data Insights

1. Ensuring Data Consistency and Quality

One of the biggest challenges organizations face is inconsistent and poor-quality data. Disparate systems often contain duplicate, outdated, or conflicting records, leading to inaccurate analytics. MDM addresses this by creating a golden record—a unified, clean version of each critical data entity. Through robust data governance and validation processes, MDM ensures that data used for reporting is accurate, consistent, and complete, fostering trust among the user community.

2. Eliminating Data Silos and Enabling Systems Consolidation

Enterprises often struggle with fragmented data stored across multiple systems. This creates inefficiencies, as teams must reconcile conflicting records manually. MDM plays a pivotal role in systems consolidation by eliminating data silos and harmonizing information across the organization. By integrating data from various sources into a single, authoritative repository, MDM ensures that analytics tools and business intelligence platforms access consistent, up-to-date information.

3. Acting as a Bridge Between Enterprise Systems

MDM does not operate in isolation—it seamlessly integrates with enterprise systems through APIs and connectors. By syndicating critical data across platforms, MDM acts as a bridge between disparate applications, ensuring a smooth flow of reliable information. This integration enhances operational efficiency and empowers businesses to leverage advanced analytics and AI-driven insights more effectively.

4. Enhancing Data-Driven Decision-Making

With a reliable MDM framework in place, organizations can confidently use analytics to drive strategic decisions. High-quality data leads to more accurate reporting, allowing businesses to identify trends, optimize processes, and uncover new opportunities. By maintaining clean and governed master data, companies can fully realize the potential of data-driven decision-making.

Why Organizations Should Implement MDM

Organizations that invest in MDM gain a competitive edge by ensuring that their analytics and reporting efforts are based on trustworthy data. Key benefits include:

• Improved operational efficiency through reduced manual data reconciliation
• Higher confidence in analytics due to consistent and accurate data
• Streamlined data integration across enterprise systems
• Better compliance and governance with regulated data policies

By implementing MDM, businesses create a strong data foundation that fuels accurate analytics, fosters collaboration, and drives informed decision-making. In an era where data is a strategic asset, MDM is not just an option—it’s a necessity for organizations aiming to maximize their analytics potential.

Reference Data Management (RDM) plays a vital role in ensuring that standardized data—such as country codes, product classifications, industry codes, and currency symbols—remains uniform across all systems and applications. Without effective RDM, businesses risk inconsistencies that can lead to reporting errors, compliance issues, and operational inefficiencies. By centralizing the management of reference data, companies can enhance data quality, improve decision-making, and ensure seamless interoperability between different departments and software systems.

Beyond maintaining consistency, RDM is essential for regulatory compliance and risk management. Many industries, such as finance, healthcare, and manufacturing, depend on accurate reference data to meet regulatory requirements and adhere to global standards. Incorrect or outdated reference data can result in compliance violations, financial penalties, or operational disruptions. A well-structured RDM strategy not only helps businesses stay compliant but also enables greater agility by ensuring data integrity across evolving business landscapes. As organizations continue to embrace digital transformation, investing in robust Reference Data Management practices is no longer optional—it’s a necessity for maintaining competitive advantage and operational excellence.

Perficient’s longstanding partnership with Salesforce is a testament to our belief in this platform’s transformative power in solving complex business challenges and designing superior digital experiences.   

We strive to stay ahead of the evolving Salesforce ecosystem and actively shape its future. Our talented Salesforce professionals go beyond mere implementation; we focus on driving innovation, fostering connections, and creating meaningful change for our clients and the broader technology landscape.  

Whether you’re an experienced Salesforce expert or looking to develop your skills, joining Perficient’s Salesforce team gives you a refreshing opportunity to step into a role that challenges and inspires you to drive impact at a global scale.   

So, what makes Perficient’s Salesforce practice truly exceptional? Keep reading to learn more about:  

• The ways we’re redefining Salesforce innovation across industries  

• How our people and collaborative culture serve as the backbone of our Salesforce practice  

• How our ongoing impact through Salesforce solutions will facilitate continuous professional growth  

Spearheading Advanced Solutions with Salesforce  

Our colleagues are not just Salesforce experts—they are digital innovators. Perficient’s Salesforce team is dedicated to harnessing the full potential of Salesforce’s robust ecosystem, including Data Cloud, Einstein AI, Marketing Cloud, and Experience Cloud. 

We partner with clients across industries such as healthcare, life sciences, manufacturing, and financial services to solve complex problems, create personalized digital experiences, and drive sustainable growth.  

Perficient’s commitment to crafting meaningful and measurable solutions doesn’t end with clients; we ensure that our Salesforce professionals have access to continuous learning and development opportunities to stay ahead of industry trends and technologies.  

Our goal is simple—to deliver digital solutions that matter, while fostering a work environment where your skills and ideas are championed.  

“Our clients are always excited to see how the changes we make will help make their lives easier,” said Katie Wilson, who started as an associate technical consultant and is now a technical architect on our Salesforce team in Fargo. 

READ MORE: Katie Wilson Develops Her Career Through Client Relationships  

Delivering Real Impact Through Collaboration  

Our Salesforce experts don’t work in silos. We foster a collaborative culture where our consultants, architects, engineers, and strategists come together to build tailored solutions.  

“Perficient’s collaborative spirit is what truly sets us apart,” said Jideofor Onyeneho, lead technical consultant, Salesforce. “We work together seamlessly to develop effective solutions that address our clients’ critical business challenges.”   

READ MORE: Jideofor’s Contributions to Perficient’s Salesforce Team  

We leverage Salesforce products and expertise to address industry-specific challenges—whether that’s transforming patient experiences in healthcare, improving partner engagement in manufacturing, or empowering advisors in financial services.   

“I transitioned from web development to Salesforce because problem-solving has always been my passion,” says Carl Thress, technical architect, Salesforce. “The most rewarding part of my job is delivering Salesforce solutions that simplify our clients’ lives. I’m currently pursuing my sixth Salesforce certification to keep growing in my career.”   

LEARN MORE: Carl Thress Learns on the Job and Continues to Thrive   

 Our people are at the core of our success. We believe in creating an environment where professionals with a problem-solving mindset, a collaborator’s approach, and a creator’s mentality can thrive.  

READ MORE:  Highlights from Our Demo Jam Events 

Our promise to challenge, champion, and celebrate our people is at the heart of everything we do. We offer a supportive environment where your ideas matter and foster growth for everyone. Whether through our mentorship programs, our commitment to work-life balance, or our collaborative culture, you’ll find that Perficient is a place where you can thrive personally and professionally. 

Driving Success Across Industries  

• Healthcare  

To expand its community impact and improve patient engagement, a leading pediatric health system partnered with Perficient to modernize its outreach strategy. The organization relied on a legacy CRM that lacked the scalability needed to support its growth ambitions. Managing critical data such as leads, forms, and campaign information became increasingly difficult, limiting its ability to connect with patients effectively. 

By integrating Salesforce Health Cloud with the organization’s existing Marketing Cloud, we created a unified platform that streamlined patient data management and enhanced communication capabilities. Additionally, we optimized system functionality to improve workflows and outreach efforts, making engagement more seamless and efficient.  

The results of this transformation were significant. Improved patient engagement became possible through enhanced data visibility, enabling more effective and personalized communications. Operational efficiency also saw a boost, as the integrated Salesforce ecosystem eliminated manual processes and streamlined workflows. 

This success story highlights the power of digital transformation in healthcare. As Perficient continues to partner with healthcare organizations, we remain committed to driving innovation that enhances patient care, optimizes operations, and strengthens community impact. 

READ MORE: Learn more about how we’re reshaping healthcare technology solutions. 

• Finance 

By leveraging Salesforce to streamline operations and unify data, financial organizations can improve efficiency, enhance customer experiences, and drive better business outcomes. 

For one of our leading clients in Mexico, inefficiencies in its lease platform caused integration gaps, reporting challenges, and manual processes that hindered call center performance. We automated dealer communication, digitized third-party vendor data, and updated Salesforce to address these issues to prevent future business disruptions. As a result, internal processes became more efficient, agent productivity improved, and management gained greater visibility into business operations. 

In another instance, a global financial organization sought to unify its marketing processes by consolidating multiple marketing automation platforms into Salesforce Marketing Cloud Engagement (MCE). Perficient developed a roadmap and architecture integrating multiple CRMs using Multi-Org in MCE and companion orgs in Data Cloud. 

This solution provided the marketing team with a centralized data hub, enabling consistent workflows, advanced segmentation, and seamless cross-organization communication.

• Manufacturing  

Manufacturing companies often face challenges in consolidating data from multiple systems and ensuring seamless sales operations. Perficient has helped industry leaders use Salesforce to streamline workflows, enhance data visibility, and drive revenue growth. 

For a leading manufacturer, the need to consolidate key sales data and generate actionable insights was critical to identifying new business opportunities. Perficient’s Agile global delivery team developed a custom digital sales analytics tool, integrating Google Cloud’s data storage and Tableau’s reporting into the Salesforce interface with a real-time API. This solution provided sales and marketing teams with a single, user-friendly platform to research prospects, follow up efficiently, and generate leads based on detailed asset and account data. As a result, productivity improved, and the company gained a scalable system for driving future revenue. 

Interested in learning more about our work within the manufacturing space? Click here.  

• Data 

In today’s digital-first world, businesses need a solid data foundation to deliver seamless, personalized experiences. For companies rolling out Agentforce, integrating Salesforce Data Cloud is a game-changer. By unifying customer data across multiple sources, Data Cloud enables agents and brokers to gain real-time insights, improve customer engagement, and make informed decisions that drive business growth. 

With AI-powered analytics, Salesforce Data Cloud enhances personalization by equipping sales teams with predictive insights, helping them anticipate customer needs and tailor interactions. Additionally, its scalability and security make it a future-proof solution for growing organizations. By centralizing and optimizing data, businesses can empower their teams to operate with agility and precision. 

READ MORE: Learn how Salesforce Data Cloud is transforming sales and customer engagement across industries. 

Insights From the Salesforce Manufacturing Summit 2025 

Our team had the opportunity to participate in the Salesforce Manufacturing Summit in Atlanta, an event that brought together over 800 attendees with more than 40 sessions and 20 product demonstrations. It was an exciting space for industry leaders, peers, and customers to engage in meaningful discussions about the future of manufacturing, with a strong focus on innovation and digital transformation. 

A key highlight of the summit was the increasing role of Generative AI in manufacturing, particularly within Salesforce’s Agentforce and Data Cloud solutions. These technologies are set to transform the industry by streamlining operations, enhancing efficiency, and improving customer satisfaction. According to the Salesforce State of Manufacturing Survey 2024, over 80% of manufacturers are now engaged with Generative AI. 

Salesforce’s Manufacturing Cloud was another major focus, with its goals centered on unifying digital experiences across the value chain. The platform aims to modernize commercial operations by streamlining sales and fulfillment processes, simplifying partner engagement by enhancing collaboration with suppliers and channel partners, and transforming service experiences by improving customer interactions and field service operations. 

The summit also featured exciting announcements, including new integrations with Revenue Cloud, agent-first field service capabilities, and expanded manufacturing-specific skills for Agentforce. These innovations further reinforce Salesforce’s commitment to helping manufacturers optimize operations and stay ahead in an evolving landscape. 

Read the full article here to dive deeper into the key takeaways, trends, and insights from the Salesforce Manufacturing Summit 2025. 

Join Our Salesforce Team   

If you’re ready to take the next step in your career and join a Salesforce team that’s leading the charge in digital transformation, we’d love to hear from you. With roles available such as lead technical consultant, senior project manager, and solutions architect, there’s a place for you to make an impact.  

Explore our open roles and become part of a global team dedicated to solving complex business problems through the power of Salesforce.   

Learn about current opportunities here. 

By joining Perficient, you’re not just advancing your career. You’re becoming part of a global community striving to shatter boundaries, obsess over outcomes, and forge the future.  

We’re excited to share that Perficient has been named the Gold Globee® Winner for Best Artificial Intelligence (AI) Service Provider in the 2025 Globee® Awards for Artificial Intelligence. The prestigious recognition highlights our leadership in delivering responsible and scalable AI solutions that are transforming businesses across various industries. 

“The 2025 winners reflect the innovation and forward-thinking mindset needed to lead in AI today,” said San Madan, President of the Globee® Awards. “This recognition truly represents industry-wide respect and validation.” 

Perficient was honored for its work helping enterprises rapidly adopt and scale AI technologies in collaboration with a broad ecosystem of partners. These include cloud providers and enterprise platforms with embedded AI capabilities, as well as leaders in generative AI (GenAI). Recent innovations include AI-powered assistants, intelligent automation solutions, and accelerators that reduce time-to-value and ensure the ethical implementation of AI. 

“Winning the Gold Globee is an incredible honor and a reflection of our team’s commitment to helping clients understand, adopt, and leverage AI to move faster with confidence,” said Santhosh Nair, senior vice president, Perficient. “Our AI expertise is helping businesses transform operations, elevate customer experiences, and unlock new growth opportunities.” 

Not only do we help clients harness the power of AI, but we also utilize it internally to enhance productivity, accelerate delivery, and elevate the quality and consistency of our work. By embedding AI into our processes, we can deliver greater output with fewer resources, reducing costs, increasing efficiency, and enabling clients to scale without increasing headcount. 

“Winning the Globee Award for Best Artificial Intelligence Service Provider is a testament to our continued success as a disruptor in the technology services industry,” said Eric Walk, principal, enterprise data strategy, Perficient. “Our leadership in responsible AI-first management consulting and technology services allows us to simultaneously drive efficiency and growth for our clients through both AI-driven customer and employee experiences. This latest recognition alongside others for our LLM-as-Judge accelerator, our work in AI-driven Commerce with Coveo, and more highlights the true scale and diversity of our capabilities.” 

We also developed a proprietary GenAI Integrity accelerator that identifies and mitigates the risks of bias and misinformation in AI models. The solution recently earned a 2025 Artificial Intelligence Excellence Award, demonstrating the company’s leadership in responsible AI. 

“The GenAI Integrity solution is a reflection of our commitment to ethical and effective AI,” said Robert Bagley, director, AI, Perficient. “By proactively identifying risk, we help clients deploy AI responsibly and confidently.”

Building on that commitment, Perficient’s PACE Framework (Policies, Advocacy, Controls, and Enablement) provides organizations with a structured approach to responsible AI adoption. It helps define governance policies, foster cross-functional collaboration, manage risk, and empower teams with the tools they need to succeed. By combining strategic oversight with practical enablement, PACE ensures that AI solutions are implemented ethically, transparently, and at scale. 

This recognition follows the release of our Generative AI in the Workforce study, which revealed that while executives are enthusiastic about GenAI’s potential, many employees feel uncertain and unsupported due to limited communication and training. The study provides valuable insights to help organizations align their strategy and execution as they implement AI. 

“Our research shows how critical it is to bridge the gap between leadership vision and workforce readiness,” said Walk. “As organizations embrace GenAI, success depends on strategy, communication, and education.” 

Learn more about our award-winning AI consulting services that help businesses design and implement intelligent solutions responsibly. 

Data Summit 2025 is just around the corner, and we’re excited to connect, learn, and share ideas with fellow leaders in the data and AI space. As the pace of innovation accelerates, events like this offer a unique opportunity to engage with peers, discover groundbreaking solutions, and discuss the future of data-driven transformation. 

We caught up with Jerry Locke, a data solutions expert at Perficient, who’s not only attending the event but also taking the stage as a speaker. Here’s what he had to say about this year’s conference and why it matters: 

Why is this event important for the data industry? 

“Anytime you can meet outside of the screen is always a good thing. For me, it’s all about learning, networking, and inspiration. The world of data is expanding at an unprecedented pace. Global data volume is projected to reach over 180 zettabytes (or 180 trillion gigabytes) by 2025—tripling from just 64 zettabytes in 2020. That’s a massive jump. The question we need to ask is: What are modern organizations doing to not only secure all this data but also use it to unlock new business opportunities? That’s what I’m looking to explore at this summit.” 

What topics do you think will be top-of-mind for attendees this year? 

“I’m especially interested in the intersection of data engineering and AI. I’ve been lucky to work on modern data teams where we’ve adopted CI/CD pipelines and scalable architectures. AI has completely transformed how we manage data pipelines—mostly for the better. The conversation this year will likely revolve around how to continue that momentum while solving real-world challenges.” 

Are there any sessions you’re particularly excited to attend? 

“My plan is to soak in as many sessions on data and AI as possible. I’m especially curious about the use cases being shared, how organizations are applying these technologies today, and more importantly, how they plan to evolve them over the next few years.” 

What makes this event special for you, personally? 

“I’ve never been to this event before, but several of my peers have, and they spoke highly of the experience. Beyond the networking, I’m really looking forward to being inspired by the incredible work others are doing. As a speaker, I’m honored to be presenting on serverless engineering in today’s cloud-first world. I’m hoping to not only share insights but also get thoughtful feedback from the audience and my peers. Ultimately, I want to learn just as much from the people in the room as they might learn from me.” 

What’s one thing you hope listeners take away from your presentation? 

“My main takeaway is simple: start. If your data isn’t on the cloud yet, start that journey. If your engineering isn’t modernized, begin that process. Serverless is a key part of modern data engineering, but the real goal is enabling fast, informed decision-making through your data. It won’t always be easy—but it will be worth it.

I also hope that listeners understand the importance of composable data systems. If you’re building or working with data systems, composability gives you agility, scalability, and future-proofing. So instead of a big, all-in-one data platform (monolith), you get a flexible architecture where you can plug in best-in-class tools for each part of your data stack. Composable data systems let you choose the best tool for each job, swap out or upgrade parts without rewriting everything, and scale or customize workflows as your needs evolve.” 

Don’t miss Perficient at Data Summit 2025. A global digital consultancy, Perficient is committed to partnering with clients to tackle complex business challenges and accelerate transformative growth. 

Adobe Summit is the platform’s premier digital experience conference. This year it’s being held in Las Vegas at The Venetian Convention and Expo Center, March 18 – 20.

Attending the conference is a great way to learn about the latest digital trends, connect with peers and experts from around the world, and explore Adobe’s vision for the future of AI-powered digital experiences.

As a sponsor, our experts are excited to return to the Summit, connect with industry leaders, and share insights on how to grow their businesses and deliver exceptional digital experiences.

While we’re there, attendees will have several opportunities to engage with us. Read on to learn more about where to find us!

1. Women in Digital Breakfast

This highly popular breakfast event has been a Perficient tradition since 2017 and this year we’re excited to partner with Adobe to share it with Summit attendees again.

Attendees will join us before the opening keynote to grab a bite and have an opportunity to connect with peers and engage in meaningful discussions. Our panel of inspiring women in the digital space will share their journeys, insights, and strategies for success and making an impact in today’s digital landscape.

This year’s event has already sold out, but you can still join our waitlist.

Join the Waitlist

2. AI-Enabled, Consumer-Centric Find Care Experiences Lunch

When: Tuesday, March 18 | 11:30 A.M. – 1:30 P.M.

Where: Grand Lux Café in the Palazzo

What: Healthcare systems and providers are invited to join us for lunch and discover how AI-enabled, consumer-centric experiences can build brand loyalty, support better health outcomes, and improve satisfaction across the full care journey, starting with the steps to choose a provider–a critical decision that signals real-time intent.

Register: How AI-Driven Find Care Experiences Drive Growth and Loyalty

3. Welcome Reception in the Community Pavilion

When: Tuesday, March 18 | 5:30 – 7:00 P.M.

Where: Community Pavilion in The Venetian Convention and Expo Center

What: Stop by booth #1189 and see us! You can meet the team, learn more about Perficient’s capabilities, and enjoy refreshments.

4. Make Marketing Data and Your CDP Work for You Breakfast

When: Wednesday, March 19 | 8:00 A.M. – 9:30 A.M.

Where: Grand Lux Café in the Palazzo

What: Join us for breakfast before the day-two keynote and learn how to make sense of the data you need to meet customer experience objectives, boost your marketing team’s impact, and get the most out of your Adobe Experience Platform investment.

Register: Make Marketing Data and Your CDP Work for You

5. Beyond GenStudio: Crafting a Modern Content Supply Chain Vision Lunch

When: Wednesday, March 19 | 11:30 A.M. – 1:30 P.M.

Where: Grand Lux Café in the Palazzo

What: Join us for lunch before heading back to afternoon sessions and explore why having a clear, strategic vision is essential before deploying new technologies. We’ll discuss how GenStudio and other tools can fit into your existing content workflow to maximize efficiency and creativity.

Register: Beyond GenStudio: Crafting a Modern Content Supply Chain Vision

6. Summit Session: Marketo Engage Data Hygiene Strategies With Qualcomm

When: Thursday, March 20 | 1:00 – 2:00 P.M.

Where: The Venetian Convention and Expo Center

What: Delve into advanced Marketo Engage strategies for maintaining data hygiene using executable campaigns. During this session, you’ll learn how to implement a governance framework for managing required fields and validation rules while improving both the quality of data and the efficiency of your marketing operations.

Add to Schedule: Adobe Summit – Sessions

7. Join Us in The Grand Lux Café at The Palazzo

When: Tuesday, March 18, and Wednesday, March 19 from 8:00 A.M. until 5:00 P.M.

Where: The Grand Lux Café in the Palazzo (Note: The Grand Lux Café at The Palazzo is different from The Grand Lux Café at The Venetian)

What: Located on The Palazzo side of the resort, The Grand Lux Café provides a quiet and comfortable space for meetings with Perficient experts and executives.

To find us, stroll through the waterfall atrium and past the Love sculpture. Head north toward Sands Avenue, through the Palazzo Casino, and you’ll see The Grand Lux in the right corner.

See You at Adobe Summit!

From Sneaks to Bash, and all the innovation in between there is so much to look forward to at Adobe Summit.

No matter what your conference schedule looks like, we hope to see you there.

[BONUS] Join Us After Adobe Summit

Following Adobe Summit, we are co-hosting a virtual Adobe user group meetup to discuss the latest innovations that will be announced at the conference. It’ll be an opportunity to debrief on what attendees learned and what they’re excited about and gain insights from Adobe experts.

Adobe Summit 2025: Top Insights, Favorite Sessions, and What’s Next!

Sign Up Here

“Data is everywhere—so how do we make it work for us?” 

Imagine walking into your favorite store, and before you even reach the counter, your phone buzzes with a personalized discount for an item you’ve been eyeing. This isn’t the future—it’s happening now. Adobe and Perficient are revolutionizing digital experiences, making personalization smarter, faster, and more intuitive.

Ross Monaghan, Principal of Perficient’s Adobe practice, breaks it down: “There’s a lot of different parts of a customer that are left in a multitude of places. Some individuals may have multiple devices, in-store experiences—there’s a lot of data to stitch together.” The challenge? Unify this scattered data into a single, actionable profile. The solution? Adobe’s AI-powered ecosystem, coupled with Perficient’s expertise, turns raw data into seamless, hyper-personalized experiences.

Why Data Readiness is the Key to Success 

Most businesses have enormous amounts of data but struggle to use it effectively. Often, IT controls the data, leaving marketers without the access they need. Perficient helps bridge this gap through its Adobe Data Factory Jumpstart, allowing marketing and IT teams to collaborate, unify attributes, and act on real-time customer insights.

“We bring all those different sources of data together and unify them within a profile that’s constantly enriched,” Ross explains. This means that every new interaction—whether online, in-store, or via mobile—enhances the customer’s profile, allowing brands to communicate with precision, relevance, and consistency.

The Future is AI-Driven & Dynamic 

Adobe Experience Cloud is a game-changer, enabling businesses to leverage AI-powered automation for content creation, audience segmentation, and journey optimization. Instead of relying on manual A/B testing, companies can now dynamically generate and deploy personalized ads, website experiences, and messaging in real time.

“Leveraging Adobe’s GenStudio and Firefly, we can dynamically create new imagery and messaging at scale,” says Ross. “This isn’t about replacing creativity—it’s about amplifying it.” The result? Highly relevant, on-brand experiences that resonate with customers and drive conversion.

Personalization That Delivers Results 

True personalization is about being in the right place, at the right time, with the right message. With Adobe Journey Optimizer, brands can send contextual notifications based on real-time triggers. Picture this: A loyal customer enters your store, and their phone alerts them to use their $20 loyalty reward—right at the perfect moment.

Ross highlights the power of this, “These are highly relevant contextual experiences that matter, and Adobe’s experience platform really allows you to satisfy that end-to-end.” By leveraging AI-driven insights and real-time customer profiles, businesses can enhance loyalty, increase engagement, and maximize revenue.

 The Perficient Advantage: Turning Data into Actionable Personalization 

Implementing personalization at scale isn’t easy. Data readiness, AI adoption, and seamless customer journeys require the right strategy and execution. As an Adobe Platinum Partner, Perficient has the expertise to help businesses unlock their full digital potential.

“These are complex topics, but Perficient is ready to help you take your digital marketing to the next level,” Ross assures. Whether you’re looking to optimize your content strategy, enhance your customer journey, or scale your personalization efforts, our team is ready to bring your vision to life. Let’s unlock the full potential of your digital marketing strategy together.

Get in touch with us today and take the next step toward digital excellence. 

Salesforce has been giving us a ‘No Code’ way to have Data Cloud notify Sales Cloud of changes through Data Actions and Flows.   But did you know you can go the other direction too?

The Data Cloud Ingestion API allows us to setup a ‘No Code’ way of sending changes in Sales Cloud to Data Cloud.

Why would you want to do this with the Ingestion API?

1. You are right that we could surely setup a ‘normal’ Salesforce CRM Data Stream to pull data from Sales Cloud into Data Cloud.  This is also a ‘No Code’ way to integrate the two.  But maybe you want to do some complex filtering or logic before sending the data onto Sales Cloud where a Flow could really help.
2. CRM Data Streams only run on a schedule with every 10 minutes.  With the Ingestion API we can send to Data Cloud immediately, we just need to wait until the Ingestion API can run for that specific request.  The current wait time for the Ingestion API to run is 3 minutes, but I have seen it run faster at times.  It is not ‘real-time’, so do not use this for ‘real-time’ use cases.  But this is faster than CRM Data Streams for incremental and smaller syncs that need better control.
3. You could also ingest data into Data Cloud easily through an Amazon S3 bucket.  But again, here we have data in Sales Cloud that we want to get to Data Cloud with no code.
4. We can do very cool integrations by leveraging the Ingestion API outside of Salesforce like in this video, but we want a way to use Flows (No Code!) to send data to Data Cloud.

Use Case:

You have Sales Cloud, Data Cloud and Marketing Cloud Engagement.  As a Marketing Campaign Manager you want to send an email through Marketing Cloud Engagement when a Lead fills out a certain form.

You only want to send the email if the Lead is from a certain state like ‘Minnesota’ and that Email address has ordered a certain product in the past.  The historical product data lives in Data Cloud only.  This email could come out a few minutes later and does not need to be real-time.

Solution A:

If you need to do this in near real-time, I would suggest to not use the Ingestion API.  We can query the Data Cloud product data in a Flow and then update your Lead or other record in a way that triggers a ‘Journey Builder Salesforce Data Event‘ in Marketing Cloud Engagement.

Solution B:

But our above requirements do not require real-time so let’s solve this with the Ingestion API.  Since we are sending data to Data Cloud we will have some more power with the Salesforce Data Action to reference more Data Cloud data and not use the Flow ‘Get Records’ for all data needs.

We can build an Ingestion API Data Stream that we can use in a Salesforce Flow.  The flow can check to make sure that the Lead is from a certain state like ‘Minnesota’.  The Ingestion API can be triggered from within the flow.  Once the data lands in the DMO object in Data Cloud we can then use a ‘Data Action’ to listen for that data change, check if that Lead has purchased a certain product before and then use a ‘Data Action Target’ to push to a Journey in Marketing Cloud Engagement.  All that should occur within a couple of minutes.

Sales Cloud to Data Cloud with No Code!  Let’s do this!

Here is the base Salesforce post sharing that this is possible through Flows, but let’s go deeper for you!

The following are those deeper steps of getting the data to Data Cloud from Sales Cloud.  In my screen shots you will see data moving between a VIN (Vehicle Identification Number) custom object to a VIN DLO/DMO in Data Cloud, but the same process could be used for our ‘Lead’ Use Case above.

1. Create a YAML file that we will use to define the fields in the Data Lake Object (DLO).  I put an example YAML structure at the bottom of this post.
2. Go to Setup, Data Cloud, External Integrations, Ingestion API.   Click on ‘New’
   
   1. Give your new Ingestion API Source a Name.  Click on Save.
      
   2. In the Schema section click on the ‘Upload Files’ link to upload your YAML file.
      
   3. You will see a screen to preview your Schema.  Click on Save.
      
   4. After that is complete you will see your new Schema Object
      
   5. Note that at this point there is no Data Lake Object created yet.
3. Create a new ‘Ingestion API’ Data Stream.  Go to the ‘Data Steams’ tab and click on ‘New’.   Click on the ‘Ingestion API’ box and click on ‘Next’.
   
   1. Select the Ingestion API that was created in Step 2 above.  Select the Schema object that is associated to it.  Click Next.
      
   2. Configure your new Data Lake Object by setting the Category, Primary Key and Record Modified Fields
      
   3. Set any Filters you want with the ‘Set Filters’ link and click on ‘Deploy’ to create your new Data Stream and the associated Data Lake Object.
      
   4. If you want to also create a Data Model Object (DMO) you can do that and then use the ‘Review’ button in the ‘Data Mapping’ section on the Data Stream detail page to do that mapping.  You do need a DMO to use the ‘Data Action’ feature in Data Cloud.
4. Now we are ready to use this new Ingestion API Source in our Flow!  Yeah!
5. Create a new ‘Start from Scratch’, ‘Record-Triggered Flow’ on the Standard or Custom object you want to use to send data to Data Cloud.
6. Configure an Asynchronous path.  We cannot connect to this ‘Ingestion API’ from the ‘Run Immediately’ part of the Flow because this Action will be making an API to Data Cloud.  This is similar to how we have to use a ‘Future’ call with an Apex Trigger.
   
7. Once you have configured your base Flow, add the ‘Action’ to the ‘Run Asynchronously’ part of the Flow.    Select the ‘Send to Data Cloud’ Action and then map your fields to the Ingestion API inputs that are available for that ‘Ingestion API’ Data Stream you created.
   
8. Save and Activate your Flow.
9. To test, update your record in a way that will trigger your Flow to run.
10. Go into Data Cloud and see your data has made it there by using the ‘Data Explorer’ tab.
11. The standard Salesforce Debug Logs will show the details of your Flow steps if you need to troubleshoot something.

Congrats!

You have sent data from Sales Cloud to Data Cloud with ‘No Code’ using the Ingestion API!

Setting up the Data Action and connecting to Marketing Cloud Journey Builder is documented here to round out the use case.

Here is the base Ingestion API Documentation.

At Perficient we have experts in Sales Cloud, Data Cloud and Marketing Cloud Engagement.  Please reach out and let’s work together to reach your business goals on these platforms and others.

Example YAML Structure:

openapi: 3.0.3
components:
schemas:
VIN_DC:
type: object
properties:
VIN_Number:
type: string
Description:
type: string
Make:
type: string
Model:
type: string
Year:
type: number
created:
type: string
format: date-time

This week, the Perficient team had an amazing time at the Salesforce Manufacturing Summit in Atlanta. The event was filled with energy and innovation, and we were excited to be a part of it. With over 800 attendees, more than 40 sessions, and 20 product demonstrations, the summit provided a fantastic opportunity to connect with industry leaders, peers, and customers.

Event Overview 

The Manufacturing Cloud Summit 2025 brought together industry leaders, peers, and customers to explore the latest advancements and trends in the manufacturing sector. With a strong focus on innovation and technology, the summit provided a platform for meaningful connections and insightful discussions. 

Key Highlights 

Generative AI Takes Center Stage 

One of the most exciting aspects of the summit was the emphasis on Generative AI, particularly through Salesforce’s Agentforce and Data Cloud. These technologies are set to revolutionize the manufacturing industry by enhancing efficiency and customer satisfaction. Salesforce is actively building a library of Agent “skills” designed to work seamlessly with users, partners, and customers, reducing friction and improving overall experiences. 

AI Engagement in Manufacturing 

According to the Salesforce State of Manufacturing Survey 2024, over 80% of manufacturers are now engaged in Artificial Intelligence. This statistic underscores the growing importance of AI in driving innovation and competitiveness in the manufacturing sector. 

Manufacturing Cloud Goals 

Salesforce’s Manufacturing Cloud aims to unify digital experiences across the value chain with data. Here are the primary goals outlined at the summit: 

1. Modernize Commercial Operations: The Manufacturing Cloud enables businesses to manage their entire book of business, from sales opportunities to order fulfillment, streamlining operations and improving efficiency. 

1. Simplify Partner Engagement: By enhancing visibility, engagement, and performance of suppliers and channel partners, the Manufacturing Cloud fosters stronger and more productive partnerships. 

1. Transform Service Experience: The Manufacturing Cloud optimizes service experiences from contact centers to field service and customer interactions, ensuring faster and smarter asset-centric service. 

Announcements & Showcases 

The summit also featured several exciting announcements and showcases, including: 

• Integration with Revenue Cloud: The ability to extend Manufacturing Cloud functionalities with Revenue Cloud was a significant highlight, offering enhanced capabilities for managing revenue streams. 

• Agent-first Field Service: New capabilities for field service operations were introduced, emphasizing an agent-first approach to improve service delivery. 

• New Manufacturing Skills for Agentforce: Salesforce unveiled new manufacturing-specific skills for Agentforce, further enhancing its utility and effectiveness in the industry. 

Additional Resources 

For those interested in exploring the trends and insights discussed at the summit in more detail, the Global Trends Report is a must-read. This report offers a comprehensive overview of the current state and future direction of the manufacturing industry. 

Salesforce Agentforce Readiness Assessment 

Evaluate your AI readiness with Perficient’s comprehensive assessment. Identify key use cases, ensure data security, and develop a tailored roadmap for deploying Agentforce. 

Transform with Agentforce 

Discover tailored AI solutions and industry-specific use cases. Leverage pre-built templates and secure data access to enhance productivity across various business departments. 

Salesforce Data Cloud Readiness Assessment 

Assess your infrastructure and data readiness for Data Cloud adoption. Highlight areas for improvement and create a solid migration plan to ensure a smooth transition to the cloud. 

These resources provide valuable insights and practical steps to help businesses successfully implement and leverage Agentforce and Data Cloud solutions. 

Ready to start your Agentforce journey? Contact us today to learn more and get started! 

Artificial Intelligence (AI) is revolutionizing B2B ecommerce, enabling capabilities such as personalized product recommendations, dynamic pricing, and predictive analytics. However, the effectiveness of these AI-driven solutions depends heavily on the quality of the underlying data. Despite AI’s potential, poor data governance remains a significant challenge in the industry. A recent Statista survey revealed that 25% of B2B ecommerce companies in the United States have fully implemented AI technologies, while 56% are experimenting with them.

As AI adoption grows, B2B companies must address data quality issues to leverage AI’s benefits fully. Anyone who has spent time in the B2B industry will acknowledge that quality data is often a struggle. This article explores the critical importance of clean data in AI applications and offers strategies for improving data governance in the B2B ecommerce sector.

Common Symptoms of Bad Data Governance

Bad data governance is a pervasive issue in the B2B ecommerce landscape, particularly in industries like manufacturing, where complex supply chains and product catalogs create unique challenges. Here are some of the most common symptoms:

1. Duplicate Records: Customer and product data often contain duplicate entries due to inconsistent data entry processes or a lack of validation protocols. For example, a single customer might appear in the database multiple times with slight variations in name or contact information, leading to inefficiencies in communication and order processing.
2. Inconsistent Formatting: Manufacturing and distribution often involve extensive product catalogs, and inconsistencies in SKU formats, product descriptions, or units of measurement can disrupt operations. For instance, some entries might use “kg” while others use “kilograms,” confusing systems and causing inventory management and procurement errors.
3. Outdated or Missing Data: Stale data, such as outdated pricing, obsolete product details, or inactive customer accounts, can lead to misinformed decisions. Missing data, like incomplete shipping addresses or contact details, can result in delayed deliveries or lost opportunities.
4. Siloed Data Systems: Many B2B companies, especially in manufacturing, rely on disparate systems that don’t communicate effectively. A lack of integration between ERP systems, CRMs, and ecommerce platforms leads to fragmented data and manual reconciliation efforts, increasing the risk of errors.
5. Unreliable Vendor and Supplier Information: Manufacturing businesses often deal with a large network of suppliers, each with varying formats for invoices, contracts, and delivery schedules. Poorly managed supplier data can result in delayed production, stockouts, or overordering.

Why is Bad Data Governance So Prevalent in B2B Manufacturing?

Unlike B2C industries, where streamlined data processes are often a core focus, manufacturing businesses face unique challenges due to their operations’ complexity, reliance on legacy systems, and decentralized structures. Understanding why these problems are so prevalent is key to addressing the underlying causes and fostering long-term improvements.

1. Complexity of Operations: Manufacturing involves numerous moving parts—raw materials, suppliers, distributors, and customers—making data governance inherently more challenging. The sheer volume of data generated across the supply chain increases the likelihood of inconsistencies.
2. Legacy Systems: Many B2B manufacturing companies rely on outdated legacy systems not designed for modern ecommerce integration. These systems often lack robust data validation and cleaning mechanisms, perpetuating bad data practices.
3. Decentralized Operations: Manufacturing companies frequently operate in multiple locations, each with its own systems, processes, and data entry standards. This decentralization contributes to a lack of standardization across the organization.
4. Focus on Production Over Data: In traditional manufacturing mindsets, operational efficiency and production output take precedence over data accuracy. Thus, data governance investments may be considered a lower priority than equipment upgrades or workforce training.
5. Limited Awareness of the Impact: Many B2B organizations underestimate the long-term impact of bad data on their operations, customer satisfaction, and AI-driven initiatives. The focus often shifts to immediate problem-solving rather than addressing root causes through improved governance.

By recognizing these symptoms and understanding the reasons behind poor data governance, B2B manufacturing companies can take the first steps toward addressing these issues. This foundation is critical for leveraging AI and other technologies to their fullest potential in ecommerce.

Why Clean Data Governance is Non-Negotiable in the AI Era

AI thrives on data—structured, accurate, and relevant data. For B2B ecommerce, where AI powers everything from dynamic pricing to predictive inventory, clean data isn’t just a nice-to-have; it’s the foundation for success. Without clean data governance, AI systems struggle to provide reliable insights, leading to poor decisions and diminished trust in the technology.

As the B2B commerce world embraces AI, those who recognize and prioritize addressing a systemic industry problem of bad data will quickly move to the front of the pack. Garbage in, garbage out. Implementing AI tools with bad data will be doomed to failure as the tools will be ineffective. Meanwhile, those who take the time to ensure they have a good foundation for AI support will overtake the competition. It’s a watershed moment for the B2B industry where those who recognize how to get the most value out of AI while those who refuse to alter their own internal workflows because “that’s the way it’s always been done” will see their market share diminish.

1. Accuracy and Relevance: AI models rely on historical and real-time data to make predictions and recommendations. If the data is inaccurate or inconsistent, the AI outputs become unreliable, directly impacting decision-making and customer experiences.
2. Scalability and Growth: In an era where B2B companies are scaling rapidly to meet global demands, clean data ensures that AI systems can grow alongside the business. Bad data governance introduces bottlenecks, stifling the scalability of AI-driven solutions.
3. Customer Experience: AI-powered personalized recommendations, accurate delivery timelines, and responsive customer service are critical to building customer trust and loyalty. These benefits rely on clean, well-governed data. A single misstep, like recommending the wrong product or misquoting delivery times, can damage a company’s reputation.
4. AI Amplifies Data Issues: Unlike traditional systems, AI doesn’t just process data—it learns from it. Bad data doesn’t just result in poor outputs; it trains AI systems to make flawed assumptions over time, compounding errors and reducing the ROI of AI investments.
5. Competitive Advantage: Clean data governance can be a differentiator in a competitive B2B market. Companies with well-maintained data are better positioned to leverage AI for faster decision-making, improved customer service, and operational efficiencies, giving them a significant edge.

Ignoring data governance in the AI era isn’t just a missed opportunity—it’s a liability. Poor data practices lead to inefficient AI models, frustrated customers, and, ultimately, lost revenue. Moreover, as competitors invest in clean data and AI, companies with bad data governance risk falling irreparably behind.

Clean data governance is no longer optional; it’s a strategic imperative in the AI-driven B2B ecommerce landscape. By prioritizing data accuracy and consistency, companies can unlock AI’s full potential and position themselves for long-term success.

How B2B Companies Can Address Bad Data Governance

Tackling bad data governance is no small feat, but it’s a journey worth undertaking for B2B companies striving to unlock AI’s full potential. The solution involves strategic planning, technological investment, and cultural change. Here are actionable steps businesses can take to clean up their data and ensure it stays that way:

1. Conduct a Comprehensive Data Audit
2. Standardize the Data Entry Process
3. Implement Master Data Management (MDM)
4. Leverage Technology for Data Cleaning and Enrichment
5. Break Down Silos with Integration
6. Foster a Culture of Data Ownership
7. Commit to Continuous Improvement

The first step is conducting a thorough data audit—think of it as a spring cleaning for your databases. By identifying gaps, redundancies, and inaccuracies, businesses can reveal the full extent of their data issues. This process isn’t just about finding errors; it’s about creating a baseline understanding of the company’s data health. Regular audits prevent these issues from snowballing into more significant, costly problems.

Once the audit is complete, it’s time to set some ground rules. Standardizing data entry processes is critical for ensuring consistency. Clear guidelines for formatting SKUs, recording customer details, and storing supplier information can prevent the chaos of mismatched or incomplete records. Employees should be trained on these standards, and tools like automated forms or validation rules can make compliance seamless.

Of course, even the best data entry standards won’t help if different systems across the organization aren’t communicating. That’s where Master Data Management (MDM) comes in. By centralizing data into a single source of truth, companies ensure that updates in one system are automatically reflected across all others. With MDM in place, teams can work confidently, knowing that their data is accurate and consistent.

But standardizing and centralizing aren’t enough if you’re already sitting on a mountain of messy data. Performing this step by hand is significantly time-intensive. Enter data cleaning and enrichment tools. AI-powered solutions can quickly identify and correct errors, deduplicate records and fill in missing fields. These tools don’t just clean up the past; they automate routine processes to keep data clean moving forward.

For many B2B companies, fragmentation is one of the biggest hurdles to clean data. Silos between ERP systems, CRM platforms, and ecommerce tools create inconsistencies that ripple across the business. Breaking down these silos through system integration ensures a unified flow of data, improving collaboration and decision-making across departments. This requires a thoughtful integration strategy, often with the help of IT experts, but the payoff is well worth the effort.

Clean data isn’t just a technical problem—it’s a cultural one. Companies must foster a culture of data ownership, where employees understand the importance of the data they handle and feel accountable for its accuracy. Assigning clear responsibilities, such as appointing a Chief Data Officer (CDO) or similar role, can ensure that data governance remains a priority.

Finally, data governance isn’t a one-and-done project. Continuous improvement is essential. Regular review of data policies and feedback from team members help refine processes over time. Establishing KPIs for data quality can also provide measurable insights into the success of these efforts.

By taking these steps, B2B companies can move from reactive problem-solving to proactive data management. Clean, well-governed data isn’t just the backbone of AI success—it’s a strategic asset that drives better decisions, smoother operations, and stronger customer relationships. In an increasingly data-driven world, those who master their data will lead the way.

Conclusion: Turn Your Data into a Competitive Advantage in the AI Era

In the rapidly evolving landscape of B2B ecommerce, integrating AI technologies offers unprecedented opportunities for growth and efficiency. However, as we’ve explored, the effectiveness of AI is intrinsically linked to the quality of the underlying data. Companies risk undermining their AI initiatives without robust data governance, leading to inaccurate insights and missed opportunities.

Perficient stands at the forefront of addressing these challenges. With extensive experience in implementing comprehensive data governance frameworks, we empower B2B organizations to harness the full potential of their data. Our expertise encompasses:

• Product Information Management (PIM): We assist in managing all aspects of your product data—from SKUs and descriptions to stock levels and pricing—ensuring consistency and accuracy across all platforms.
• Digital Asset Management (DAM): Our solutions help organize and distribute digital assets related to your products, such as photos and videos, enhancing the efficiency of your operations.
• Data Integration and Standardization: We streamline your data processes, breaking down silos and ensuring seamless communication between systems, which is crucial for effective AI implementation.

Investing in clean data governance is not just a technical necessity but a strategic imperative. With Perficient’s expertise, you can transform your data into a powerful asset, driving informed decision-making and sustainable growth in the AI era.

In the face of electrification, evolving consumer behavior and expectations, sustainability initiatives, regulatory pressures, and geopolitical volatility, oil and gas companies are being challenged to shift their approach and innovate to stay competitive. While there’s a continued focus on the digital experience for customers especially in the downstream sector, companies are also pressured to address ESG policies and reporting from production to transport and sale of their products. The development of plans to utilize emerging technologies with data-driven approaches remains integral, however, they’re executing on these all while weaving through one merger and acquisition after another.

We are excited to announce that Perficient was recently recognized by a leading global technology research and advisory firm’s report highlighting notable oil and gas industry consultancies in the U.S. and Europe. Perficient experts have worked closely with organizations within the industry to overcome challenges and gain a competitive advantage with digital transformation.

“A key differentiator for Perficient is approaching each challenge with a deep understanding of the oil and gas industry while also tapping into innovative solutions that have secured real results in other industries.” – John Latham, GM, Houston

By keeping a pulse on the ever-changing trends and pain points within the industry, maintaining cutting-edge capabilities in technology, and conducting first-party research to inform strategy, we deliver results-driven solutions that our partners are seeking.

Data Analytics and App Development for Improved Worker Safety

Like in many industries, oil and gas companies are not immune to siloed and inaccessible data. We help these organizations access, consolidate, and manage that information easily. We’ve completed numerous projects in app development, such as shift handover applications and integrated many worker safety programs, including a system to monitor gas within trucks without the need to open lids and send personnel onto dangerous catwalks.

Streamlined Transitions Throughout Mergers and Acquisitions

Over the years, we’ve helped oil and gas companies navigate the growing number of mergers and acquisitions in the industry. When one company acquires another, they want system integration as quickly as possible. Post-merger integration, supply chain and logistics, supplier management, and standardizing systems across processes are playbooks we’ve written for not just oil and gas, but every industry we’ve worked in. Further, the abundance of data that occurs due to mergers is something we expertly handle to prevent further siloing.

Cross-Industry Solutions in Oil and Gas

Oil and gas companies are stretching beyond their role as service providers to act as retailers and manufacturers. They are beginning to delve into solutions like loyalty programs and hiring executives from Target and other big box retail environments. Gas stations are now mini supermarkets striving to increase foot traffic and the size of customer baskets.  Further, all eyes are on the automotive industry as energy companies are attempting to predict the demand for gasoline and what it would look like to provide electric vehicle charging stations.

Our work across industries has made us a trusted partner and resource for these organizations hoping to build on strategies and insights from other markets. Our inclusion in this report reflects the countless hours devoted to our partnerships and understanding the work that matters to them so that we deliver real results.

Learn more about Perficient’s energy and utilities expertise.

In the world of AI, we often hear about “Responsible AI.” However, if you ask ten people what it actually means, you might get ten different answers. Most will focus on ethical standards: fairness, transparency, and social good. But is that the end of responsibility? Many of our AI solutions are built by enterprise organizations who aim to meet both ethical standards AND business objectives. To whom are we responsible, and what kind of responsibility do we really owe? Let’s dive into what “Responsible AI” could mean with a broader scope. 

Ethical Responsibility: The Foundation of Responsible AI 

Ethical responsibility is often our go-to definition for Responsible AI. We’re talking about fairness in algorithms, transparency in data use, and minimizing harm, especially in areas like bias and discrimination. It’s crucial and non-negotiable, but ethics alone don’t cover the full range of responsibilities we have as business and technology leaders. As powerful as ethical guidelines are, they only address one part of the responsibility puzzle. So, let’s step out of this comfort zone a bit to dive deeper. 

Operational Responsibility: Keeping an Eye on Costs 

At its core, AI tools are a resource-intensive technology. When we deploy AI, we’re not just pushing lines of code into the world; we’re managing data infrastructure, compute power, and – let’s face it – a budget that often feels like it’s getting away from us.  

This brings up a question we don’t always want to ask: is it responsible to use up cloud resources so that the AI can write a sonnet? 

Of course, some use cases justify high costs, but we need to weigh the value of specific applications. Responsible AI isn’t just about can we do something; it’s about should we do it, and whether it’s appropriate to pour resources into every whimsical or niche application. 

 Operational responsibility means asking tough questions about costs and sustainability—and, yes, learning to say “no” to AI haikus. 

Responsibility to Employees: Making AI Usable and Sustainable 

If we only think about responsibility in terms of what AI produces, we miss a huge part of the equation: the people behind it. Building Responsible AI isn’t just about protecting the end user; it’s about ensuring that developers, data scientists, and support teams innovating AI systems have the tools and support they need.  

Imagine the mental gymnastics required for an employee navigating overly-complex, high-stakes AI projects without proper support. Not fun. Frankly, it’s an environment where burnout, inefficiency, and mistakes become inevitable. Responsible AI also means being responsible to our employees by prioritizing usability, reducing friction, and creating workflows to make their jobs easier, not more complicated. Employees who are empowered to build reliable, ethical, and efficient AI solutions ultimately deliver better results.  

User Responsibility: Guardrails to Keep AI on Task 

Users love pushing AI to its limits—asking it quirky questions, testing its boundaries, and sometimes just letting it meander into irrelevant tangents. While AI should offer flexibility, there’s a balance to be struck. One of the responsibilities we carry is to guide users with tailored guardrails, ensuring the AI is not only useful but also used in productive, appropriate ways.  

That doesn’t mean policing users, but it does mean setting up intelligent limits to keep AI applications focused on their intended tasks. If the AI’s purpose is to help with research, maybe it doesn’t need to compose a 19th-century-style romance novel (as entertaining as that might be). Guardrails help direct users toward outcomes that are meaningful, keeping both the users and the AI on track. 

Balancing Responsibilities: A Holistic View of Responsible AI 

Responsible AI encompasses a variety of key areas, including ethics, operational efficiency, employee support, and user guidance. Each one adds an additional layer of responsibility, and while these layers can occasionally conflict, they’re all necessary to create AI that truly upholds ethical and practical standards. Taking a holistic approach requires us to evaluate trade-offs carefully. We may sometimes prioritize user needs over operational costs or support employees over certain ethics constraints, but ultimately, the goal is to balance these responsibilities thoughtfully. 

Expanding the scope of “Responsible AI” means going beyond traditional ethics. It’s about asking uncomfortable questions, like “Is this AI task worth the cloud bill?” and considering how we support the  people who are building and using AI. If we want AI to be truly beneficial, we need to be responsible not only to society at large but also to our internal teams and budgets. 

Our dedicated team of AI and digital transformation experts are committed to helping the largest organizations drive real business outcomes. For more information on how Perficient can implement your dream digital experiences, contact Perficient to start your journey.

Intelligence is the new currency of business: the ability to transform raw data into actionable insights isn’t just a competitive advantage, it’s a strategic imperative. Organizations are rapidly discovering that enterprise intelligence is the key to unlocking unprecedented business value, driving decision-making, and creating transformative experiences.

IDC Market Glance: Enterprise Intelligence Services, 3Q24

We’re proud to be included in the IT Services Providers with Enterprise Intelligence Services offerings category for the IDC Market Glance: Enterprise Intelligence Services report (doc #US51423524, September 2024). IDC defines Enterprise Intelligence as “an organization’s capacity to learn combined with its ability to synthesize the information it needs in order to learn and to apply the resulting insights at scale by establishing a strong data culture”.

Our enterprise intelligence expertise and proven ability to execute comprehensive technology transformations demonstrate why we believe we’ve been included in this report. Our consistent commitment to delivering solutions helps harness untapped potential and drive measurable business results for our clients.

Turning Data into Strategic Advantage

Our approach goes beyond traditional data services. We don’t just implement technology—we create intelligent ecosystems that breathe life into your data strategy and accelerate transformation. Our Data and Intelligence practice encompasses all enterprise intelligence facets and focuses on technical strategy, implementation, integration, and support of cutting-edge, end-to-end intelligence technologies that transform how businesses operate.

The evolution of enterprise intelligence is about more than collecting data—it’s about creating a living, breathing intelligence framework that adapts, learns, and drives strategic decision-making. We understand that today’s IT leaders are tasked with more than technical execution; they’re architects of business transformation.

Beyond Technology: A Holistic Data Approach

We understand that insights alone aren’t enough – they must be paired with a comprehensive strategy, actionable automation, and fully scalable solutions. Our expertise spans the digital transformation landscape, where we combine AI-powered architectures with advanced analytics to reduce manual workloads and create self-optimizing systems. We don’t just implement solutions; we create intelligent strategies that align technology with your critical business objectives.

By embedding intelligent technologies into platforms, products, and experiences, we help transform data from a passive resource into an active, strategic asset. Our solutions operationalize insights into a continuous cycle of improvement, enhancing employee experiences and delivering measurable business outcomes.

To discover how Perficient can help you harness the power of enterprise intelligence and stay ahead of digital disruption, visit Data + Intelligence/Perficient.