Data governance isn’t new for enterprises. However, trends in digital, analytics, self-service, and cloud investments demonstrate that enterprise architecture (EA) professionals haven’t positioned traditional data governance programs for these new ecosystems. They may even perceive data governance as a bottleneck to innovation, slowing everything down. But if data isn’t trustworthy, isn’t in tune with business scenarios, and fails to meet regulations, innovation investments will languish. This report introduces a strategy and techniques that put digital and AI to work for governance to take the friction out of data for the enterprise.