The text highlights the growing demand for Artificial Intelligence (AI) and the need for high-quality data to fuel its success. Traditional storage solutions, such as traditional data warehouses, often fail to meet the scale and flexibility required for advanced AI projects. Data lakes are emerging as an ideal solution, offering a cost-effective, scalable, and flexible approach to data management that can support the growing volume, complexity, and variety of data. Modern data lakes combine the benefits of both structured and unstructured data storage, enabling organizations to handle large amounts of diverse data, reduce costs without compromising performance, and secure their data and brand reputation. The text also shares a success story from Tinuiti, a leading digital marketing agency, which transformed its AI-driven marketing operations with Fivetran's Managed Data Lake Service, accelerating client onboarding and eliminating manual data maintenance work, allowing engineers to focus on high-value initiatives like AI and predictive modeling.