The concept of Master Data Management (MDM) is evolving from a traditional system-based approach to a more intuitive, analytic, and intelligent view by leveraging graph databases. This shift in mindset enables MDM to sit between systems of record and systems of engagement, providing a hub for context in customer experience. By analyzing metadata from various sources, MDM can translate and evolve dynamically the full fidelity of customer identity through interactions, potentially leading to thousands of customer markers that define identifies. Graph databases offer dimensionality beyond relational database repositories, requiring little to no translation of how we view people based on data, providing a more semantic - human-centric approach. Innovative companies are adopting graph-based MDM solutions, such as Pitney Bowes Spectrum MDM, and leveraging tools like Neo Technology and Global IDs for data profiling and discovery. However, challenges persist, including scalability limitations, the need for semantic and graph skills, and the development of in-Graph MDM tools.