Why Data Quality Is the #1 Factor Behind AI Success—And How Microsoft Fabric + Purview Deliver It

AI Without Trustworthy Data Is a Risk—Not a Strategy 

If you’re leading AI, analytics, or digital transformation, you’ve likely heard the promises: 

"Unlock real-time insights!"  

"Deliver hyper-personalized experiences!"  

"Predict your customer’s next move!" 

But for many, the results fall flat. Dashboards misalign, predictions feel off, and personalization efforts backfire. 

The culprit? Data quality. 

As a Microsoft Solutions Partner in Data & AI, we’ve seen this firsthand: AI that underperforms not because the model was wrong—but because the inputs were flawed. 

The Hidden Flaws That Undermine AI 

Let’s deconstruct what bad data looks like inside modern enterprises: 

Data Issue	Business Impact
❌ Fragmented sources	Incomplete customer profiles, inconsistent KPIs across departments
❌ Inconsistent definitions	“Revenue” or “Churn” varies between teams → reporting chaos
❌ No lineage visibility	No traceability → failed audits, low stakeholder trust
❌ Outdated or ungoverned	Compliance violations, incorrect AI triggers, faulty automation

AI Needs More Than Data—It Needs Clean, Governed, Auditable Data 

That’s Where Microsoft Fabric + Microsoft Purview Come In 

Together, they form the Modern Data Trust Layer that AI needs to be: 

• Reliable (validated sources with schema alignment) 

• Explainable (lineage and transformations tracked end-to-end) 

• Compliant (policies enforced, sensitive data classified) 

• Real-Time (data flows monitored for freshness and integrity) 

What’s Inside the Fabric + Purview Trust Stack? 

Layer	Functionality
OneLake (Fabric)	Unified storage layer—one source of truth across structured, semi-structured, and streaming data
Data Activator & Synapse	Detect anomalies, trigger alerts, power live analytics from clean event streams
Purview + Fabric Catalog	End-to-end data lineage, sensitivity labeling, automated classification of PII, PHI, regulated datasets
Power BI + Copilot	AI-generated insights only from certified datasets; explainability through AI lineage annotations
Governance Dashboards	View stale datasets, lineage gaps, and policy exceptions in real time

Why Data Quality Isn’t Just a Tech Issue—It’s a CXO Imperative 

Imagine this: 

You're a CDO launching a predictive churn model for an e-commerce app. But… "Last Purchase Date" is 90 days off because the ETL job failed silently. You target loyal customers with “We miss you” emails. 

Result? Brand damage. Reduced customer trust. Lower AI ROI. 

Without trusted data, AI initiatives collapse under their own weight.

Exult Global’s Proven Approach to AI-Ready Data 

As your Microsoft-certified partner, here’s how we bring trust to your data and AI: 

1. Data Quality Assessment 

• Map fragmentation hotspots 

• Identify schema drift, missing governance, duplication 

2. Fabric + Purview Deployment 

• Stand up OneLake, Synapse pipelines, Data Activator 

• Enable automated PII classification, business glossary, lineage views 

3. AI Trust Framework Design 

• Map critical datasets to AI use cases 

• Apply AI readiness scoring to each source system 

4. Governance Enablement 

• Set up access policies, audit logs, role-based tagging 

• Train users to create AI models only from certified sources 

Real Business Outcomes 

Industry	Use Case	Outcome
Retail (Apparel)	Customer Segmentation	22% uplift in personalized campaign click-through rates
Healthcare	Predictive Analytics for Readmits	40% reduction in false positive triggers from better patient data curation
Manufacturing	Fabric-based Dashboards	Reduced time-to-decision by 80% via data lineage and freshness scoring

Ready to Get Ahead of AI Pitfalls? 

Book a Free Consultation

Talk to our CDO Advisory Team about quick wins in your data estate 

Email us at happytohelp@exultglobal.com

Visit us at www.exultglobal.com

Call us at +1 (949) 761-3012