PWC and Reltio: Driving Value with Agentic AI and MDM

Everyone talks about AI agents. Very few talk about what they actually change inside enterprises. At the DataDriven Conference, Ravit Jain sat down with Rajeev Krishnan from PwC to unpack what the agentic shift really means for data, governance, and Master Data Management.

PwC and Reltio have been working together for years, but the conversation is now moving beyond implementations to real business outcomes. Rajeev shared how their Agent OS ecosystem is being integrated with Reltio to deploy agents that handle tasks data teams have struggled with for years. Things like resolving match queues, auto-classifying records, and improving data quality without constant manual effort.

What makes this important is simple. Enterprises already know they need trusted master data. The challenge has always been the operational burden required to maintain it. Agentic AI is starting to change that equation by reducing operational cost while strengthening the data foundation needed for AI-driven decisions.

We also discussed what leaders are wrestling with in 2026. Two themes stood out.

First, governance is no longer just about data. It is about governing data in the age of AI.

Second, organizations are facing a real tension between using data to power AI and using AI to fix their data. The right path depends on the use case, not a one size fits all strategy.

It was a grounded conversation about how enterprises are moving from AI experiments to operational impact.

#data #ai #datadriven #reltio #theravitshow