Graph databases are being used to solve tough problems in master data management, a critical component of business operations. Master data is often fragmented and requires adaptable foundational technology to function effectively. Graph technology allows companies to connect and evolve with the needs of their business, as seen in the case study of Airbnb. By using graph databases, businesses can model and store hierarchies, metadata, and connections in their master data, making it easier to query and providing a consistent view of enterprise data. This approach enables real-time access to relevant information, supporting data-driven decision-making and improving business agility.