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In the burgeoning world of artificial intelligence, while structured data garners much attention, it’s the untamed realm of unstructured data – encompassing emails, videos, social posts, and more – that holds transformative potential. Estimated to constitute a staggering 80% of all data, its sheer volume, variety, and velocity pose unique management challenges. This chapter illuminates these intricacies, from the issues of volume and veracity to the cutting-edge techniques and tools that businesses can employ to harness their formidable power. Dive in to unravel the secrets of effectively managing and optimizing unstructured data in an AI-centric landscape.