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At the Informatica World conference in May 2017, the company introduced new branding and simplified messaging to better align its broad ecosystem of information management product offerings with customer business objectives and outcomes.


  • The most significant announcement at the 2017 Informatica World event was the unveiling of the CLAIRE engine, which provides machine learning and AI capabilities to the entire Informatica product ecosystem.
  • Informatica deems its new core focus to be “enterprise cloud data management,” and the company’s offerings and messaging serve to reinforce a seamless cloud experience bound by the common metadata foundation.
  • Over the past six months, Informatica has entirely changed its relationships with business partners and has restructured its internal sales incentive system in order to facilitate channel sales and purpose-built solution packages for vertical markets.

Features and Benefits

  • Evaluates the changes in Informatica's marketing and branding strategy, given the historical context of the company's evolution.
  • Assesses the features and strengths of the CLAIRE AI engine within the Informatica product stack.
  • Identifies recent key changes to the company's partner and channel strategy, and assesses how they will impact sales.

Key questions answered

  • What were the key company announcements made at the 2017 Informatica World event?
  • How will the CLAIRE AI engine help bring AI and machine learning capabilities to the entire ecosystem of Informatica products?
  • Why is Informatica's common metadata model a key advantage for applying machine learning and AI to a large ecosystem of managed data?
  • How has Informatica adapted its products and messaging to serve a cloud-native market audience?
  • How have changes to the company's partner strategy opened the door for more tailored, purpose-built solutions?

Table of contents

Ovum view

  • Summary
  • CLAIRE thoroughly embeds machine learning functionality
  • New marketing messaging, geared toward a cloud-first world
  • Revamped focus on partners leverages deep industry expertise


  • Further reading
  • Author

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