Hammad El Filali

We've spent years promising that AI will transform our organizations. But here's the uncomfortable truth: no model, no matter how powerful, can outrun bad data. And yet, most teams are still playing catch-up, discovering quality issues after the damage is done, in production, in front of users, in business decisions that can't be undone. It doesn't have to be this way. This keynote is a call to build differently. To stop patching and start designing, making quality and observability first-class citizens of every data pipeline, product, and platform. From data contracts to lineage, from freshness SLOs to clear ownership, we'll explore what it concretely means to treat data as a trustworthy foundation for AI, not just a raw input. Because in the AI era, the teams that win won't be those with the best models. They'll be the ones with data they can actually trust.