TOPIC: MICHAEL WOOLDRIDGE
What SAS Innovate 2025 revealed about the future of enterprise analytics
21st June 2025SAS Innovate 2025 comprised a global event in Orlando (6th-9th May) followed by regional editions on tour. This document provides observations from both the global event and the London stop (3rd-4th June), covering technical content, platform developments and thematic emphasis across the two occasions. The global event featured extensive recorded content covering platform capabilities, migration approaches and practical applications, whilst the London event incorporated these themes with additional local perspectives and a particular focus on governance and life sciences applications.
Global Event
Platform Expansion and New Capabilities
The global SAS Innovate 2025 event included content on SAS Clinical Acceleration, positioned as a SAS Viya equivalent to SAS LSAF. Whilst much appeared familiar from the predecessor platform, performance improvements and additional capabilities represented meaningful enhancements.
Two presentations, likely restricted to in-person attendees based on their absence from certain schedules, covered AI-powered SAS code generation. Shionogi presented on using AI for clinical studies and real-world evidence generation, with the significant detail that the AI capability existed within SAS Viya rather than depending on external large language models. Another session addressed interrogating and generating study protocols using SAS Viya, including functionality intended to support study planning in ways that could improve success probability.
These sessions collectively indicated a directional shift. The scope extends beyond conventional expectations of "SAS in clinical" contexts, moving into upstream and adjacent activities, including protocol development and more integrated automation.
Architectural Approaches and Data Movement
A significant theme across multiple sessions addressed fundamental shifts in data architecture. The traditional approach of moving massive datasets from various sources into a single centralised analytics engine is being challenged by a new paradigm: bringing analytics to the data. The integration of SAS Viya with SingleStore exemplifies this approach, where analytics processing occurs directly within the source database rather than requiring data extraction and loading. This architectural change can reduce infrastructure requirements for specific workloads by as much as 50 per cent, whilst eliminating the complexity and cost associated with constant data movement and duplication.
Trustworthy AI and Organisational Reflection
Keynote presentations addressed the relationship between AI systems and organisational practices. SAS Vice President of Data Ethics Practice Reggie Townsend articulated a perspective that reframes common concerns about AI bias. When AI produces biased results, the issue is not primarily technical failure, but rather a reflection of biases already embedded within cultural and organisational practices. This view positions AI as a diagnostic tool that surfaces systemic issues requiring organisational attention rather than merely technical remediation.
The focus on trustworthy AI extended beyond bias to encompass governance frameworks, transparency requirements and the persistent challenge that poor data quality leads to ineffective AI regardless of model sophistication. These considerations hold particular significance in probabilistic AI contexts, especially where SAS aims to incorporate deterministic elements into aspects of its AI offering.
Natural Language Interfaces and Accessibility
Content addressing SAS Viya Copilot demonstrated the platform's natural language capabilities, enabling users to interact with analytics through conversational queries rather than requiring technical syntax. This approach aims to democratise data access by allowing users with limited technical knowledge to directly engage with complex datasets. The Copilot functionality, built on Microsoft Azure OpenAI Service, supports code generation, model development assistance and natural language explanations of analytical outputs.
Cloud Migration and Infrastructure Considerations
A presentation on transforming clinical programming using SAS Clinical Acceleration was scheduled but not accessible at the global event. The closing session featured the CIO of Parexel discussing their transition to SAS managed cloud services. Characterised as a modernisation initiative, reported outcomes included reduced outage frequency. This aligns with observations from other multi-tenant systems, where maintaining stability and availability represents a fundamental requirement that often proves more complex than external perspectives might suggest.
Content addressing cloud-native strategies emphasised a fundamental psychological shift in resource management. Rather than the traditional capital expenditure mindset where physical servers run continuously, cloud environments enable strategic use of the capability to create and destroy computing resources on demand. Approaches include spinning up analytics environments at the start of the working day and shutting them down at the end, with more sophisticated implementations that automatically save and shut down environments after periods of inactivity. This dynamic approach ensures organisations pay only for actively used resources.
Presentations on organisational change management accompanying technical migrations emphasised that successful technology projects require attention to human factors alongside technical implementation. Strategies discussed included formal launch events to mark transitions, structured support mechanisms such as office hours for technical questions and community-building activities designed to foster relationships and maintain engagement during periods of change.
Platform Integration and Practical Applications
Content on SAS Viya Workbench covered availability through Azure and AWS, Python integration, R compatibility and interfacing with SAS Enterprise Guide, with demonstrations of several features. As SAS expands support for open-source languages, the presentation illustrated how these capabilities can provide a unified platform for different technical communities.
A presentation on retrieval augmented generation with unstructured data (such as system manuals), combined with agentic AI for diagnosing manufacturing system problems, offered a concrete use case. Given the tendency for these subjects to become abstract, the connected example provided practical insight into how components can function together in operational settings.
Digital Twins and Immersive Simulation
A notable announcement at the global event involved the partnership between SAS and Epic Games to create enhanced digital twins using Unreal Engine. This collaboration applies the same photorealistic 3D rendering technology used in Fortnite to industrial applications. Georgia-Pacific piloted this technology at its Savannah River Mill, which manufactures napkins, paper towels and toilet tissue. The facility was captured using RealityScan, Epic's mobile application, to create photorealistic renderings imported into Unreal Engine.
The application focused on optimising automated guided vehicle deployment and routing strategies. Rather than testing scenarios in the physical environment with associated costs and safety risks, the digital twin enables simulation of complex factory floor operations including AGV navigation, proximity alerts, obstacles and rare adverse events. SAS CTO Bryan Harris emphasised that digital twins should not only function like the real world but also look like it, enabling more accessible decision-making for frontline workers, engineers and machine operators beyond traditional data scientist roles.
The collaboration extends beyond visual fidelity. SAS developed a plugin connecting Unreal Engine to SAS Viya, enabling real-time data from simulated environments to fuel AI models that analyse, optimise and test industrial operations. This approach allows organisations to explore "what-if" scenarios virtually before implementing changes in physical facilities, potentially delivering cost savings whilst improving safety and operational efficiency.
Marketing Intelligence and Customer Respect
Content on SAS Customer Intelligence 360 addressed the platform's marketing decisioning capabilities, including next-best-offer functionality and real-time personalisation across channels. A notable emphasis concerned contact policies and rules that enable marketers to limit communication frequency, reflecting a strategic choice to respect customer attention rather than maximise message volume. This approach recognises that in environments characterised by notification saturation, demonstrating restraint can build trust and ensure greater engagement when communications do occur.
Financial Crime and Integrated Analytics
Presentations on financial crime addressed the value of integrated platforms that connect traditionally siloed functions such as fraud detection, anti-money laundering and sanctions screening. Network analytics capabilities enable identification of patterns and relationships across these domains that might otherwise remain hidden. Examples illustrated how seemingly routine alerts, when analysed within a comprehensive view of connected data, can reveal connections to significant criminal networks, transforming tactical operational issues into sources of strategic intelligence.
Data Lineage and Transformation Planning
Content on data lineage reframed this capability from a purely technical concern to a strategic tool for transformation planning. For large-scale modernisation initiatives, comprehensive mapping of data flows, transformations and dependencies provides the foundation for accurate effort estimation, budgetary planning and risk assessment. This visibility enables organisations to proceed with complex changes whilst maintaining confidence that critical downstream processes will not be inadvertently affected.
Development Practices and Migration Approaches
Sessions included content on using Bitbucket with SAS Viya to support continuous integration and continuous deployment pipelines for SAS code. Git formed the foundation of the approach, with supporting tools such as JQ. Given the current state of manual validation processes, this content addressed a genuine need for more robust validation methods for SAS macros used across clinical portfolios, where these activities can require several weeks and efficiency improvements would represent substantial value.
Another session provided detailed coverage of migrating from SAS 9 to SAS Viya, focusing on assessment methods for determining what requires migration and techniques for locating existing assets. The content reflected the reality that the discovery phase often constitutes the primary work effort rather than a preliminary step.
A presentation on implementing SAS Viya on-premises under restrictive security requirements described a solution requiring sustained collaboration with SAS over multiple years to achieve necessary modifications. This illustrated how certain deployments are defined primarily by governance, controls and assurance requirements rather than by product features.
Technical Fundamentals and Persistent Challenges
A hands-on session on data-driven output programming with SAS macros provided practical content with life sciences examples. Control tables and CALL EXECUTE represented familiar approaches, whilst the data step RESOLVE function offered new functionality worth exploring, particularly given its capability to work with macro expressions rather than being limited to macro variables in the manner of SYMGET.
A recurring theme across multiple contexts emphasised that poor data quality leads to ineffective AI and consequently to flawed decision-making. The technological environment evolves, but fundamental challenges persist. This consideration holds particular significance in probabilistic AI contexts, especially where SAS aims to incorporate deterministic elements into aspects of its AI offering.
London Event
Overview and Core Themes
The London edition of SAS Innovate 2025 on Tour demonstrated the pervasive influence of AI across the programme. The event concluded with Michael Wooldridge from the University of Oxford providing an overview of different categories of AI, offering conceptual grounding for a day when terminology and ambition frequently extended beyond current practical adoption.
The opening session presented SAS' recent offerings, maintaining consistency with content from the global event in Orlando whilst incorporating local perspectives. Trustworthiness, responsibility and governance emerged as prominent themes, particularly relevant given the current industry emphasis on innovation. A panel discussion included a brief exchange regarding the term "digital workforce", reflecting an awareness of the human implications that can be absent from wider industry discussion.
Life Sciences Stream Content
The Life Sciences stream focused heavily on AI, with presentations from AWS, AstraZeneca and IQVIA addressing the subject, followed by a panel discussion continuing this direction. The scale of technological change represents a tangible shift affecting all parts of the ecosystem. A presentation from a healthcare professional provided context regarding the operational environment within which pharmaceutical companies function. SAS CTO Bryan Harris expressed appreciation for pharmaceutical research and development work, an acknowledgement that appeared both substantive and appropriate to the setting.