Making Composability Count: The MACH Alliance’s Vision for Business Value Now
The MACH Alliance is helping businesses navigate complexity, prove value, and build composable strategies that deliver results, fast.
The message from the MACH Alliance at The Composable Conference 2025 last week was clear: composability has grown up. With a wave of new initiatives, the Alliance is not just championing composable thinking; it's enabling composable doing. And delivering real business value as a result.
That shift from theory to execution was reflected across keynote sessions and panels. In the opening address, MACH Alliance President Casper Rasmussen emphasized the dangers of "tribalization" and championed the power of global community to unlock innovation. At its best, he argued, MACH is not simply about modular technology. It's a movement centered on interoperability, shared frameworks, and mutual accountability.
This evolution is also evident in how MACH-certified brands and vendors are framing their work. The conversation is no longer about whether to go composable. It's about how fast, how efficiently, and how confidently they can move, and what measurable value they're getting in return.
Accelerating Value, Not Just Velocity
One of the strongest signals from the event: composability isn’t about breaking things apart for the sake of flexibility, it’s about unlocking faster paths to value.
Mauricio Prado, VP Digital Technology of Wynn Resorts shared how composable principles helped reduce project delivery time from 18 months to just 6 weeks. Shawn Mandel, Chief Digital and Data Officer of Parkland spoke about launching nine loyalty programs in rapid succession by repurposing existing MACH infrastructure. These aren’t just IT wins, they’re direct enablers of customer experience and cost reduction that translate into tangible, meaningful business outcomes.
We’ve all heard the stalwart advice "Don’t build what you can’t measure” and it's clear that in today’s economic climate, MACH leaders have taken that to heart, leaving the ideological, aspirational agenda behind and winning budget instead with proof.
Governance Is the New Differentiator
Governance emerged as another central theme across the conference, signaling a broader shift in how organizations are operationalizing composability. As ecosystems scale, the ability to drive reuse, ensure consistency, and manage oversight is becoming the cornerstone of long-term success.
Danson Huang of Diageo and Nat Gross of KPMG shared how Diageo has institutionalized governance through an internal design authority— an approach that’s helped streamline delivery, reduce duplication, and align teams across markets and projects. Their message echoed across other sessions: composability without structure breeds friction. Composability with a clear, shared framework unlocks speed and scale.
In response, the MACH Alliance is doubling down on its support for governance best practices, with a focus on helping members adopt reference models, shared recipes, and repeatable patterns that serve both technology and business goals.
Building Together: The Open Data Model and MACH AI Exchange
Perhaps the most important example of the Alliance’s evolution is its investment in foundational tooling and peer knowledge-sharing, specifically geared towards strengthening interoperability and flexibility for the AI era.
Two new initiatives stood out:
- The Open Data Model is designed to help organizations align around a shared language and set of content models, enabling systems to communicate and integrate more easily. Rather than offering a rigid schema, it provides flexible, best-practice templates and domain patterns that help businesses scale without reinventing the wheel.
- The MACH AI Exchange, launched at the conference, is a professional peer network focused on real-world AI adoption in composable environments. With founding members from Valtech, Google Cloud, and Bloomreach, the Exchange aims to de-risk AI implementation by accelerating the spread of architectural insights and integration best practices. The Alliance’s own research shows that companies well into their MACH journey are more than twice as likely to be actively leveraging AI.
Xun Wang, CTO of Bloomreach and one of the founding members of the Open AI Exchange emphasized that the same principles underwriting composability are necessary for AI adoption, saying in the press release announcing the initiative, “Just like MACH de-risks change by making technology adaptable, open, and connected, AI adoption requires the same foundation.”
The Real Job: Helping Brands Make the Business Case
Across the conference, one phrase kept surfacing: "You can’t go it alone." From enterprise brands to vendor leaders, there was broad acknowledgment that success in MACH isn’t about tech stacks, it’s about ecosystems, collaboration, and building something greater than the sum of its parts together.
That ethos is shaping how the MACH Alliance operates. It’s not just certifying tools and promoting architecture. It’s convening problem solvers, surfacing real examples, and empowering members to make the case for composability in financial terms.
As MACH Alliance Executive Board Member Jen Jones put it, “If you’re not showing increased revenue, responsiveness, or resilience, you’re only telling half the story.”
By investing in accelerators, governance tools, and peer-led exchanges, the MACH Alliance is helping to write the full story— one where composable technology isn’t just more flexible, but also more valuable.
Leigh Bryant
Editorial Director, Composable.com
Leigh Bryant is a seasoned content and brand strategist with over a decade of experience in digital storytelling. Starting in retail before shifting to the technology space, she has spent the past ten years crafting compelling narratives as a writer, editor, and strategist.