I’m sure you’ve heard about the MoSCoW method from strategy gatherings — Must-have, Should-have, Could-have and Won’t-have. It’s a simple but powerful way to prioritize what really matters, particularly when resources are tight and the stakes are high. In 2025, I firmly believe customer data platforms (CDPs) have moved squarely into the “Must-have” category for any organization that wants to unlock the full potential of AI/ML and GenAI. Let me explain why.
Customer data chaos is the elephant in the room
Let’s be honest & concede, customer data is the elephant in the room for most organizations. It’s scattered everywhere, from CRM and ERP to marketing automation, ecommerce, and other martech tools. I’ve lost count of how many times I’ve tried to get a 360-degree view of a customer, only to feel like I was flying blind. If you’ve ever felt the same, you’re not alone. Customers expect us to know them, to treat them as more than just a number and to anticipate their needs. The reality is, most of us are still struggling to connect the dots.
So, what’s the North Star for companies trying to navigate this new world? For me, it’s the genAI-powered CDP. Over the last six months, I’ve seen a 20% uptick in queries, proof-of-concept projects and MVP solutions focused on genAI-centric customer 360-degree views. The message is clear that CDPs are no longer a “nice-to-have but they’re a must-have.
