>BI shouldn’t handle data ingestion and storage I've been working in the BI industry for almost 20 years and I don't know why the author believes that the "Ori

>BI shouldn’t handle data ingestion and storage I've been working in the BI industry for almost 20 years and I don't know why the author believes that the "Original BI" includes ETL/storage. He mentions BusinessObjects and Microstrategy as an example of traditional BI tools popular 20 years ago, but neither of them had ETL/storage capabilities. Both were basically visual SQL generators. (Although, BusinessObjects later acquired an ETL company). Qlik has a bit of everything - ETL, columnar storage, and dataviz. But that's more of an exception than a rule. Nevertheless, the author has a point - BI seems to not have a clear path forward. There are experiments with natural language queries (won't work), automatic text summary generation (useless), AI-assisted automatic insights (might be a nice feature, but barely a "product"), and a few more. The self-service story of BI never really took off (I believe self-service ETL is a more interesting story [1]). Neither did story-telling. Dashboards are oversold and are mainly used to impress CxOs to close big deals. Geospatial dataviz is useful, but has limited application. I would envision two possible directions to advance for the BI industry: 1) Analytical notebooks, something like Jupiter Notebooks but no-code and for BI might be a good idea to explore, but I haven't seen anything like that. 2) No-code/lo-code analytical app building. Reporting and dashboarding tools are just highly specialized app builders. Why not make a step further and generalize it a bit? [1] https://easymorph.com https://easymorph.com (Disclaimer: it's my company)