At Boomi World 2025, Alison Biggan sits down with Savannah Peterson and Paul Nashawaty of theCUBE Research. As Boomi’s CMO, Alison reflects on the evolution of the brand and how the company is fostering stronger industry connections through intelligent integration.
Biggan talks about how Boomi is combining marketing strategy with AI-powered transformation. She also outlines the role of automation in enhancing customer experiences and shares her perspective on aligning innovation with tangible business outcomes.
In addition, Alison introduces Boomi’s new agent studio, launching May 24. This tool allows organizations to activate AI more effectively across teams without adding complexity, she explains. It’s a strategic leap that underscores Boomi’s mission to empower users and make integration technology more human-centric.
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Alison Biggan, Boomi
At Boomi World 2025, Alison Biggan sits down with Savannah Peterson and Paul Nashawaty of theCUBE Research. As Boomi’s CMO, Alison reflects on the evolution of the brand and how the company is fostering stronger industry connections through intelligent integration.
Biggan talks about how Boomi is combining marketing strategy with AI-powered transformation. She also outlines the role of automation in enhancing customer experiences and shares her perspective on aligning innovation with tangible business outcomes.
In addition, Alison introduces Boomi’s new agent studio, launching May 24. This tool allows organizations to activate AI more effectively across teams without adding complexity, she explains. It’s a strategic leap that underscores Boomi’s mission to empower users and make integration technology more human-centric.
At Boomi World 2025, Alison Biggan sits down with Savannah Peterson and Paul Nashawaty of theCUBE Research. As Boomi’s CMO, Alison reflects on the evolution of the brand and how the company is fostering stronger industry connections through intelligent integration.
Biggan talks about how Boomi is combining marketing strategy with AI-powered transformation. She also outlines the role of automation in enhancing customer experiences and shares her perspective on aligning innovation with tangible business outcomes.
In addition, Alison introduces Boo...Read more
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What is being discussed at Boomi World 2025?add
What has changed for the Boomi platform in the past year and how do you believe the full end-to-end platform will benefit customers and the market as a whole?add
>> Good afternoon, Boomi community, and welcome back to sweltering Dallas, Texas. We're here midway through our first day of coverage at Boomi World 2025. My name is Savannah Peterson, here, bringing you all the fantastic stories with Paul. Paul, the day's just getting started, but I'm feeling great.
Paul Nashawaty
>> I'm feeling, yeah, amazing. The information that we're seeing around the show floor, it's really, really powerful. I'm really excited about it.
Savannah Peterson
>> It is, and I'm so glad we had the momentum from the keynote. We had Steve up here.
Paul Nashawaty
>> We did.
Savannah Peterson
>> And our next guest, Allison, was also on that main stage. Allison, welcome. Thank you so much for coming.
Alison Biggan
>> Thank you. Good to see you again.
Savannah Peterson
>> So nice. See you again, and I'm really glad we're not on Zoom this time around.
Alison Biggan
>> No, it's great to be in person.
Savannah Peterson
>> So we were hyping how excited we were going into this. Excellent, record attendance for y'all. So many partners on the floor, breakout sessions, sponsors a lot is happening. How are you feeling right now? Day, well, I guess it's kind of Day Two for y'all of the magic. Is it great?
Alison Biggan
>> Yeah, I mean, we are just feeling incredible. So we try to get a lot done in this couple of days. Right? We have-
Savannah Peterson
>> You do get a lot done. I will validate that.
Paul Nashawaty
>>
Alison Biggan
>> A lot of customers, a lot of partners, a lot of people from Boomi, and so we do jam a lot of stuff into the days that we're here. Really excited about how things have been going so far. We're about a day and a half in if we include all the things that happened yesterday and as you see and hear and feel, there's a lot of momentum.
Savannah Peterson
>> A lot of momentum, a lot of fun and a lot of collaboration. There's a lot of interaction. There's so many activations on the show floor. The folks can't see it at home, but there's places to give you product feedback on the boards over there. You've got this agent garden with three different stages people can go through actually getting a certification, which is pretty special. How do you and the team come up with the experience and journey mapping that we all get to enjoy?
Alison Biggan
>> Yeah, well, listen, when we spoke a couple of weeks ago, I talked about obviously the importance of being able to get together in person, but also the expectation of the attendees that they're actually going to come and have an experience. Right?
Savannah Peterson
>> Yes.
Alison Biggan
>> It is of course about learning and meeting and networking, but the expectation is they're going to walk away with something unique or different or of value that makes them want to come back again year after year. And so obviously the agent garden is bringing one of our big product announcements to life and letting people actually interact with it. But also we hope that they go away and back to their companies and they feel educated and empowered because, as you and your audience may have heard, we actually are making our agent studio available to all of our customers. And as of May 24th, they will be able to start using it as part of their existing licenses.
Savannah Peterson
>> Exciting.
Alison Biggan
>> So we hope the people here are going to go back to their companies and really evangelize the opportunity and just accelerate the adoption and use of it.
Paul Nashawaty
>> Yeah.
Savannah Peterson
>> Yeah, go for it.
Paul Nashawaty
>> No, just this is amazing, right? You've done a great job at, I'll call it, you choose your own adventure. Right? You kind of walk through and you-
Savannah Peterson
>> It really feels that way, yeah.
Paul Nashawaty
>> Yeah, and you can kind of pick your own, which is great because when I talk to organizations about where they're at in their own journeys, there's various levels of maturity. Right? Some organizations are just getting started, others are fully mature, right? And they kind of get through this process. But what I really like about that May 24th announcement is the one platform. That one platform view is, it's really going to simplify that deployment, increase operational efficiencies. How do you see that really kind of helping with just the market in general and where it's going?
Alison Biggan
>> Yeah, so listen, if I think about where Boomi was a year ago, right, just about a year ago when we were at Boomi World together, we really were an integration vendor. Right? We announced that we were acquiring APM, we talked about a platform, but from then to now, we actually have sort of the full end-to-end platform, we have the integration and automation, we have the APM, the data management, and now the AI piece. And so to your point, every customer that we have may have a different part of our portfolio. They may have the whole portfolio. And so we have to meet them where they are.
Paul Nashawaty
>> Absolutely.
Alison Biggan
>> And allow for them to expand based on what their business needs are. That's one thing. The other is everybody's talking about AI. Right?
Paul Nashawaty
>> Sure. Yeah.
Alison Biggan
>> Everybody you talk to, everywhere all the time is talking about AI. And we feel really passionate about the importance of actually not just putting AI into users' hands and allowing them to use it, but actually giving them the tools to govern and oversee their sort of agents and their agent environment. And so that's a big part of what we're trying to do here is have people understand that while AI is game-changing and cool, and Steve loves to talk about it, right, the real opportunity is to make sure you have a solid platform underneath good data foundation and that you're using the AI opportunity responsibly and you're in a position where you can actually manage and govern it across your company. And then the last thing I'll say, because I can't help myself when we're at Boomi World, is everyone's talking about it, not many vendors are doing it. Right?
Paul Nashawaty
>> Yeah.
Savannah Peterson
>> Right.
Alison Biggan
>> And we have 33,000-plus agents active in our customers today. And as of May 24th, put the next evolution of our AI studio or agent studio into the hands of our customers. And so we feel really good about that we're not just showing, I think we talked about this too.
Savannah Peterson
>> Yeah, we did talk about this. Yeah, yeah.
Alison Biggan
>> We're telling, we're giving, we're offering, we're making it available. And we think that's a critical part of kind of AI competency as we move forward.
Paul Nashawaty
>> Right. You're not just AI washing, right? You actually have a platform. You're using it.
Savannah Peterson
>> Yeah, we're over that.
Paul Nashawaty
>> And yeah, we kind of are.
Savannah Peterson
>> So over it.
Paul Nashawaty
>> But the other fact is I really like this launch that you're coming out with. Again, it talks about the enablement of across the board. AI is not just a technical conversation, it's a business conversation.
Savannah Peterson
>> Absolutely.
Paul Nashawaty
>> Yeah. And when you start driving the KPIs, the business KPIs into organizations, lines of businesses have to be able to have results and show results. So the one platform view, right, that one platform view is really going to enable the citizen developer, the lines of businesses, but also allow the professional developer to innovate even more, which I think is really powerful. And again, I'll go back to the whole maturity piece. You'll have organizations that are just starting and they can start with a low-code, no-code delivery, or they can go in and go, well, we want to get really advanced code and build it. So you're meeting them where they are and their journey.
Alison Biggan
>> We are. But I think the other really important thing you said there is a lot of the AI use cases, if you will, right, where the biggest impact is going to be are actually going to be identified by the business. Right? The technology is capable of amazing, incredible things, but where to put the most important use cases, the business is actually going to identify those, right? I'm going to say as a CMO, "I need to use AI to expedite my lead to cache process. I need to be able to follow up better. I need to be able to put tools in the hands of my SDRs and my team."
Savannah Peterson
>> To personalize things. Definitely. Yeah.
Alison Biggan
>> To create content, right? And so the role of the business is really important as well. So you give the platform, you have developers, we have low no code, we have very composable solutions, but we're also opening the door to business users to say, "Gosh, imagine if I could use this technology to solve these things that I currently use five different technologies to do." And we really do think those are the things that'll be possible in the future.
Paul Nashawaty
>> But you're also staying true to your heritage, right?
Savannah Peterson
>> Yeah.
Paul Nashawaty
>> Your heritage of the iPads and kind of growing and integration, that market, as we know and we see in our research, is growing significantly. Right? So with that growth, you're there and you're maintaining that as you're growing, but you're also moving to the next evolution of where businesses are going, which is difficult.
Alison Biggan
>> Yeah, and look, foundationally the core of being able to successfully take advantage of our platform and AI is still going to be connectivity.
Paul Nashawaty
>> Right.
Alison Biggan
>> Right?
Paul Nashawaty
>> Right.
Alison Biggan
>> You're still going to have that integration and connection points, it's just that the actual situation between those connection points should be less complex. Right? And made more powerful through the use of AI.
Savannah Peterson
>> I was just going to say, this all comes down to decreasing complexity.
Alison Biggan
>> Yeah.
Savannah Peterson
>> And that's always been a big part of Boomi. It doesn't matter what level of your maturity you are at, it's always been about making things easier for the people building the solutions that power our future.
Alison Biggan
>> Absolutely.
Savannah Peterson
>> So it makes total sense. Makes sense that there's this evolution here happening as we agent-ify everything, as Steve was talking about in this morning's keynote. But it comes down to that orchestration and being able to say, "Okay, now there's going to be more things to be watching out there," or these teams or swarms of agents, whatever that might be. It's going to be exponentially more complex, which is why it makes so much sense that everyone's coming to y'all and trusting you. I heard a fact last night that your brand awareness has increased 40%.
Alison Biggan
>> So our unaided brand awareness from last year to this year went up just about 40%. I round up to 40, it's like 39-point-something. Yeah, and it was a very deliberate effort on our part to make sure that we were bringing the Boomi brand to people who maybe weren't aware of us or what we were doing. And that's a really important part of it. And I also think, you see, we have 50% more registrants here this year. We doubled our partner attendance. I was at the partner summit yesterday and we had 350 partners registered to attend, which is, it was over capacity and we were putting chairs in the back of the room. It kind of shows the momentum and the awareness and just the enthusiasm across our ecosystem for Boomi.
Paul Nashawaty
>> I think that's big, it's evident in the show.
Savannah Peterson
>> It's huge. Yeah, yeah.
Paul Nashawaty
>> Right? And you're seeing that.
Savannah Peterson
>> And I'm curious, so you mentioned being very strategic about how you were increasing that brand awareness.
Alison Biggan
>> Yeah.
Savannah Peterson
>> What did you do?
Alison Biggan
>> Well, I think that you can get very quickly caught up in spending a lot of money for things that are very hard to measure. And look, marketing and advertising can be very hard to measure, but we were very specific about who the audience we wanted to reach were, the things that mattered to them, and the places that they went to get their information. And I think that we don't have endless amounts of budget. Right? We have to be pretty specific and surgical about what we do. And so we were just very thoughtful in where we spent our money and how we spent our money. And we also did a lot of work on what are the messages that were most important to those audiences. They don't actually want to hear what Boomi thinks about Boomi. Right? They want to hear why Boomi can help them solve the problems they have. And so we're really doubling down on that. And we have a new brand and some new messaging that's coming out this year, and it's really about we solve complexity, but once you solve complexity, what's actually in front of you is possibility.
Paul Nashawaty
>> Yeah.
Alison Biggan
>> Right?
Savannah Peterson
>> Yeah.
Alison Biggan
>> And so we really feel like we can take this very optimistic approach to, we're going to help you solve the messy things and we're going to set you up for this world of infinite possibilities in the future powered especially by sort of the AI opportunity.
Paul Nashawaty
>> Yeah. And not only do you have the marketing or brand awareness that you're building on, but you have the technical execution with the partner ecosystem, and that's really where the rubber hits the road. Right?
Savannah Peterson
>> Absolutely.
Paul Nashawaty
>> I think that's really where it's really powerful. So yeah, it's cool.
Savannah Peterson
>> Yeah. It really is really powerful. It's obviously an explosive week for y'all here this year. I was giggling when I was reviewing some of our tape from last year in preparation for this, we were still calling agents AI chatbots.
Alison Biggan
>> We were.
Savannah Peterson
>> Back then. And I mean, wow. And that feels like the dinosaur era right now, if I'm thinking about how the velocity that we're moving at. I was joking with Steve, we're moving at McLaren speed right now, since he's a McLaren fan. I'm curious, final question for you, what do you hope to be able to say, or what will we be giggling about next year, this time next year when we sit down on the news desk?
Alison Biggan
>> Well, I mean, obviously I think it has to come down to sort of the proliferation and explosive growth of AI. I think, again, to your point, last year we were talking about chatbots, and we started to talk a little bit about, we launched our first six agents last year at Boomi World, and then we made them available to our customers. In the partner summit yesterday they talked about us wanting to have a hundred agents available in our marketplace by Boomi World. We're at like 250.
Savannah Peterson
>> That's awesome.
Alison Biggan
>> We had a bunch of partners, we had hackathons, and they built a bunch more. There's a bunch more coming. I just wonder if we'll be a little bit about, did we underestimate the pace and the opportunity and the volume of the things that are going to come?
Savannah Peterson
>> Interesting take. Yeah.
Alison Biggan
>> And it's hard to imagine things could move faster, but I think as the agents start to take hold and the systems of governance take hold, you actually will start to see the true promise of the age agentic future. They will be able to act autonomously, but they'll do it in a safe, responsible way. And I think that will just drive exponential growth.
Savannah Peterson
>> Yeah. Oh, I can't wait to talk all about it. I love telling the Boomi story with you, Allison. Thank you so much for inviting us both to be here with you.
Paul Nashawaty
>> Yeah, thank you very much.
Savannah Peterson
>> And to hang out with your really amazing community.
Alison Biggan
>> Great. Well, thank you for being here. We're thrilled to have you.
Savannah Peterson
>> It is a pleasure. And I hope all of you are having as much fun as we're having here at Boomi World 2025 in Dallas, Texas. My name's Savannah Peterson. You're watching theCUBE, the leading source for enterprise tech news.
Savannah Peterson
Paul Nashawaty