SAS Doubles Down on Data Over AI Hype

Data Before Drama

At its Innovate 2025 event in London, analytics pioneer SAS made a pointed departure from the frenzy surrounding generative AI. While acknowledging AI’s growing importance, the company argued that organizations must first fix foundational issues in data governance and quality. SAS executives warned that AI built on flawed or incomplete data risks producing unreliable outputs and eroding business trust. As enterprises grapple with integrating AI tools, SAS emphasized that high-value analytics begins with robust data infrastructure, not AI gimmickry. The message resonated in a room full of enterprise professionals facing mounting pressure to invest in flashy AI initiatives.

Strategic, Not Speculative AI

Rather than chasing trends, SAS showcased targeted applications of AI that align with regulatory frameworks and industry-specific needs. For example, the company highlighted data lineage and model explainability features built into its Viya platform—a nod to increasing legal scrutiny around how AI systems make decisions. SAS’s approach prioritizes transparency and control, championing AI as a tool of augmentation rather than automation for its own sake. This measured stance positions SAS as a pragmatic partner for enterprises wanting to explore AI without surrendering to the risks of overhyped, poorly understood technology deployments.