Everpure shifts from hardware to data-centric model as governance emerges as the key to AI returns
Enterprises racing to deploy artificial intelligence are discovering that the bottleneck is not compute or models, but rather the failure to adopt a data centric model to resolve unmanaged, ungoverned data sitting across silos that cannot be classified, accessed, or trusted at production speed.
That pressure is precisely what drove Everpure Inc.’s rebranding from Pure Storage and its pivot toward a data centric model built around intelligence and governance. The company is no longer positioning itself as a storage provider that happens to run AI workloads — it is staking out the full data layer, according to Lynn Lucas (pictured, left), chief marketing officer of Everpure Inc.
“The business strategy to move and expand into data management, and now Data Intelligence, we felt might not be as resonant with a company name with storage in it for the new audience that we are expanding into,” Lucas said. “The newer folks that we are addressing, chief data officers, chief AI officers … really felt like storage in our name might be limiting.”
Lucas and Phil Goodwin (right), research vice president of multicloud data management and protection at IDC Corp., spoke with theCUBE’s Christophe Bertrand and Alison Kosik at Pure Accelerate 2026, during an exclusive broadcast on theCUBE, SiliconANGLE Media’s livestreaming studio. They discussed the company’s rationale for rebranding, Everpure’s shift toward a data centric model, and the governance gap that prevents enterprises from realizing AI return on investment. (* Disclosure below.)
