Is retail data integration a business problem or a tech problem?

As retailers adopt hybrid models (click & collect, curbside, ship-from-store), data silos are multiplying. Traditional providers like Circana track offline, while e-com insights often come from third parties like Profitero.
CIOs and data leaders:

Do you see this challenge as primarily a governance/ownership issue or a technology/integration issue?

Should businesses invest in vendor partnerships or in-house data engineering?

What role should AI play in shaping a “single version of truth”?