Winfried Etzel, a data governance enthusiast and host of MetaDema, rethinks the role of governance for the AI era. He proposes a fresh approach, viewing data governance through the lenses of Data Negotiator, Director, and Accountant. The conversation navigates the need for adaptable strategies that foster a culture of accountability, emphasizing that every data professional can be a governance champion. Winfried illustrates the transformation of data governance in automated environments and the critical balance between compliance and human oversight.