New times, new hype. Buzzwords like big data and Hadoop have been changed to AI and machine learning. But it's not technology, old or new, nor machine learning that separates companies that get value from data from the companies that struggle . When big data was at its peak, several young, technology-intensive companies succeeded in absorbing big data successfully. They acquired large Hadoop clusters, learned to master data and created valuable products with machine learning. However, big data has had a limited impact at traditional companies, and the list of long and expensive data lake and Hadoop projects is long. The key to implementing successful projects that transform data into business value is to democratise data - making it accessible and easy to use within an organisation.