ANTWERP, Belgium & RALEIGH, N.C. & LONDON - Sept. 22, 2026 - PRLog -- Data Tiles is calling for a change in how organizations build data products, arguing that faster engineering alone does not solve the challenge of getting trusted information to the point of decision.
Speaking at the 3rd Industry Summit on Data Product-Oriented Architectures at Antwerp Management School, Data Tiles Founder & CEO Cameron Price challenged the traditional model in his presentation, "Stop Building Data Products in the Data Team."
"The problem isn't that we don't have enough data," said Price. "The problem is that the data is too far from the decision."
Price argued that data products have traditionally been designed from the data forward: sources move through data teams, products and reports before eventually reaching the person making the decision.
His proposition is to reverse that model: start with the decision and work backwards to the data, asking what context, evidence and rules are required to make that decision well.
This does not remove the need for engineering, architecture or governance. Instead, Price argues that business users should not need to understand schemas, joins, relational models or other technical structures to work with trusted enterprise data.
"The technical complexity doesn't disappear," said Price. "It still needs to be handled properly, but it doesn't need to be the business user's experience."
Data Tiles has built this philosophy into Latttice, its zero-code, AI-powered Data Product Workbench. Behind the business-facing experience, Latttice combines technical and business metadata to create semantic understanding while maintaining governance and access controls.
Complexity is abstracted away. Control is not.
As organizations move from BI to AI, the issue becomes more urgent. AI assistants and agents need trusted context, meaning and governance available at the point of decision.
"AI dramatically shortens the acceptable distance between a question and an answer," Price said. "Whether the decision is made by a person or supported by a machine, trusted context needs to be available at the point of decision."
Once created, governed context can be reused across business users, BI, applications, workflows, AI assistants and agents.
Price summarized the approach in Antwerp simply: "Business knows the decision. Data knows the evidence. Bring them together and build backwards from the decision."
Continue the conversation
Explore what a decision-driven approach to data products could mean for your organization. Connect with Cameron Price, Founder & CEO of Data Tiles, to continue the conversation.
Connect with Cameron on LinkedIn
https://linkedin.com/in/cam-price
Learn more about Data Tiles
https://data-tiles.com/
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Source: Data Tiles Ltd
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