Yavor Bozhanov and Edward McFowland III, both Harvard Business School professors, delve into Pernod Ricard's digital transformation journey. They discuss how the company embraces AI to enhance data-driven decisions while overcoming internal resistance. The need for a strong data culture is emphasized, along with leadership's role in integrating AI. Additionally, they highlight the challenges of maintaining data integrity across global operations and the vital importance of a collaborative environment to successfully implement these technological advancements.