The expanded and strategic role of data and analytics in digital transformation is increasing the complexity of data, the number of variables to analyze and types of analysis and speed required for success. At the same time, to have an impact, data and analytics must be pervasive. This complexity is pushing the limits of current approaches and leading to unprecedented cycles of rapid innovation in data and analytics. AI is not the only thing driving rapid change in data and analytics. From the next generation of augmented analytics tools to the use of continuous intelligence to interpret streams of data from IoT or the potential of conversational interfaces, there is rapid evolution in how and where analysis can be deployed. Understanding the business impact of these changes will allow organizations to prioritize the innovations that will drive digital business.