For more than ten years, he has been at the forefront of solving challenges related to product data management. At the beginning of his journey—still as a programmer and a junior consultant—he travelled across Europe to help kick off new projects.
He spent time in Switzerland, delivered hundreds of customer implementations, and contributed to the development of solutions now used by companies throughout Europe.
Today,
Martin Oprsal, Director at Allium Deutschland GmbH, expert on PIM (Product Information Management)
and DAM (Digital Asset Management),
and current Product Manager of Pimics—one of the leading PIM solutions built on Microsoft 365 Business Central—shares his personal perspective on current challenges and trends shaping the PIM market.
This article will show you why product data matter and answer a key question:
“Why do companies that manage their product data effectively today gain a massive competitive advantage for tomorrow?”
And you’ll hear it from someone who truly understands the field.
PIM is no longer a backend tool — It’s a strategic advantage
We are well into an era where every company needs to address how it manages its data. As Martin puts it:
“All data is one of the most important assets a company has.” Their quality, availability, and—above all—the speed and efficiency with which teams can work with the data determine how fast a company can grow and how well it can respond to the needs of customers, partners, and the market.
But product data itself is rarely the issue—the real problem is chaos.
Many companies have data, but very few manage them properly. Martin sums it up clearly:
“It’s not just that the data exist somewhere. What matters is how we work with them. There must be clear processes, responsibilities, and tools that make the work easier.”
That is exactly why traditional “product administration inside the e-commerce or ERP” is no longer enough. Yes, many systems can
hold data—but they cannot replace the full functionality required from a modern PIM solution.
“Just like we no longer debate whether we need a billing system or a dedicated CRM, we also need a system to ensure product data are properly maintained.”
A true PIM ensures product data is always correct, up to date, instantly accessible, and ready for further use. At Pimics, we’ve repeatedly seen how these capabilities improve not only e-commerce operations, but also customer support and overall business processes.
PIM Market Evolution — AI will
define the Next Leaders
“PIM is no longer a new technology,” Martin explains.
“There will be fewer PIM solutions on the market. It won’t be easy to enter this space anymore because the demands for quality are increasing.” Quality here means the breadth and depth of available capabilities.
Companies will increasingly evaluate how a PIM fits into their IT architecture—and investment in AI will be crucial. AI will drive the biggest transformation the industry has ever seen.
AI will change everything — From reading technical drawings to generating content
Martin’s vision of the future leans toward the era of “agents”—realistic and yet revolutionary:
“AI will gradually replace many manual steps. If there is an input—document, drawing, file—agents will extract data and automatically insert it to the PIM.”
This includes:
- automated extraction of information from technical drawings and PDF documentation
- generating product descriptions
- even creating product images before the product physically exists
“If I have a technical drawing, AI can generate a product and place it in a real environment.”
E-commerce teams will have product images long before the product arrives. This is a breakthrough moment—time-to-market can shrink from weeks to minutes.
Our Pimics customers already use AI-powered features such as:
- marketing text generation
- structured data suggestions
- translations into multiple languages
- PDF-to-Pimics structured data import
Furthermore, together with Mendel University in Brno, we’re currently developing our own advanced AI agent for intelligent product data transformation using NLP (Natural Language Processing) techniques. The vision is clear—and the goal is ambitious for sure!
The biggest gamechanger?
An outstanding USP that transforms everything!
PIM directly inside Microsoft Dynamics 365 Business Central!
While many companies still see PIM as a separate system, Martin highlights what truly matters today:
“You must look at how everything fits into your internal infrastructure.” And this is where Pimics offers a major competitive advantage! Today’s businesses don’t need more isolated tech systems but rather sustainable solution that fit perfectly into their IT landscape—without difficult integrations.
Pimics delivers exactly that!
- PIM inside Microsoft Dynamics 365 Business Central.
- No switching between tools.
Product data live directly in the ERP—alongside logistics, purchasing, finance, and production. For companies running Business Central, this is often the factor that seals the decision.
The AHA Moment!
When a company realizes PIM
is not optional but necessary?
According to Martin, this moment is easy to recognize:
“When communication and repeated inquiries about details become overwhelming… when people can’t respond quickly and constantly need to ask colleagues for information.” In other words—when a company can no longer keep up with its own operations.
Slow reactions, poor data findability, and manual handovers are clear signs of inefficiency. And this impacts not only internal teams but most importantly customers.
PIM solves these problems across three key areas:
1. Agility and speed:
“When a question comes in, I know where to find the data and that I can use it immediately.”
2. Minimal manual work:
“Streamline the entire process so there is as little human work as possible.”
3. Faster time-to-market:
“From the moment a supplier tells me I can sell something new to the moment I publish it.”
How Should CEOs and CIOs
choose the right PIM?
Decision-makers should evaluate three essential areas:
- ROI and clear metrics
- Integration with the entire IT infrastructure
- AI‑readiness: “Automation, extraction, data generation—this is no longer the future but the required standard.”
- + Martin adds on one more advice: Avoid custom in‑house development: “Don’t try to build your own PIM internally. That’s not the right path. Focus on what creates real value for your business.”
Why now? Because the future belongs to companies with their product data under control!
PIM is no longer “just another tool.” It’s a fundamental component of a company’s core infrastructure.
At the end of the day, companies that invest in structured, scalable product data management are positioning themselves for long‑term success.
And in this context, Pimics offers something rare:
- fully integrated PIM inside Microsoft Dynamics 365 Business Central
- powerful PIM features in one place
- no complex integrations
- a clear AI‑driven vision for the future
In an increasingly competitive and digital-first world, having complete control over product data is a strategic advantage that directly shapes how fast and how far a company can grow.
Product Information Management is becoming essential.
Are you ready to keep up?
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