Philip Morris International (PMI) transformed its Enterprise Architecture And Technology Transformation (EA&TT) function into a strategic enabler of business agility, innovation, and technology risk reduction. EA&TT now drives measurable outcomes across delivery speed, platform reuse, and AI-enabled transformation: It has accelerated system modularization, reduced technical debt, and enhanced decision-making across enterprise domains. This case study explores how PMI’s bold shift from governance to value creation earned it the Forrester EA Award for EMEA in 2025, which recognizes how architecture can be a catalyst for enterprisewide transformation.