Inside Our PLM Innovation Breakfast in London

1. PLM Is No Longer Behind the Scenes

One theme echoed throughout the session: Product Lifecycle Management is no longer a support tool. It is the foundation that connects creativity, compliance, and commercial performance.

As one participant put it, “PLM now sits at the center of how brands operate.” From design and development through sourcing and supply chain transparency, PLM touches every stage of the product journey. Directly engaging suppliers within PLM strengthens collaboration across the supply chain and delivers measurable benefits to the brand. When implemented effectively, PLM becomes the system of record that feeds trusted, consistent product data across the business.

This shift is especially important as retailers navigate tightening regulations, rising consumer expectations, and new AI-driven shopping experiences. Without a strong PLM foundation, brands will struggle to keep pace.

2. Governance Comes Before Technology

A major takeaway from the discussion was the importance of governance before technology. Many PLM projects fail not because of software limitations, but because underlying processes are broken.

Standardized taxonomies, clean data structures, and shared definitions are essential. Several attendees emphasized the need to clear legacy practices before introducing new systems. Data must be entered at the point of need, not retrofitted later. This approach reduces friction, improves accuracy, and prevents PLM from becoming bloated or underused.

The consensus was clear. Technology cannot fix poor process. Strong governance sets the stage for PLM success.

3. Digital Product Passports Preparation is Urgent

Another key topic was the growing urgency around Digital Product Passports. With legislation accelerating, supply chain transparency is now a requirement.

Retailers must be prepared to provide audit-ready data that tracks products from raw materials through production and beyond. This has implications for sustainability reporting, compliance, and brand trust.

The group discussed how PLM plays a critical role in supporting Digital Product Passports by acting as a single source of truth. Whether ESG is positioned as a brand value or a compliance obligation, the data behind it must be accurate, structured, and accessible.

4. AI, ML, and Knowing the Difference

AI featured heavily in the conversation, with a clear distinction drawn between Generative AI and Machine Learning.

Generative AI is proving valuable for accelerating data population, image recognition, and content support. It helps teams move faster and reduce manual effort. However, many agreed that the real competitive advantage lies with Machine Learning.

Machine Learning uses structured historical data to drive predictive insights. This includes forecasting BOM costs, identifying supplier risk, and supporting smarter decision-making. Without clean PLM data, these capabilities fall apart. AI is only as strong as the data that feeds it.

5. Tackling Change Management will Increase your Success

While technology continues to advance, people remain the most powerful driver of success. A key opportunity lies in aligning generational expectations and leveraging diverse perspectives across teams.

Successful PLM adoption is strongest when every function understands its role in the end-to-end data flow and can clearly see how their contributions impact the broader business. With clear ownership, targeted training, and consistent communication, teams become more engaged and confident in the process.

Change management is most effective when treated as an ongoing journey rather than a one-time initiative. With sustained leadership support and strong cross-functional alignment, organizations can continuously evolve and maximize long-term value.

6. Product Data Shapes Discoverability

The session also explored the rise of Generative Engine Optimization and conversational commerce. With consumers already shopping through AI-driven interfaces, product data quality now directly impacts discoverability.

In this new landscape, PLM data does more than support operations. It fuels search, personalization, and digital engagement. Product data has become a core marketing asset.

7. ERP First or PLM First

The long-standing debate around ERP versus PLM surfaced once again. While ERP provides financial structure, the discussion reinforced a growing consensus. PLM is the creative birthplace.

To feed an ERP effectively, brands must first master their product DNA. Without structured product data, downstream systems cannot deliver meaningful results.