Boomi said it has acquired Thru in a move that will give it the ability to extend its platform into unstructured data. Boomi laid out the case that it should be a platform for AI-driven automation.
Speaking at Boomi World 2025, Boomi CEO Steve Lucas announced the deal. "We've entered into an agreement to acquire a Managed File Transfer platform called Thru," said Lucas. "Thru will give every single one of you the capability to extend Boomi beyond structured data into the world of unstructured."
The extension into unstructured data was part of a broader argument from Lucas that AI agents are a part of a bigger picture that revolves around the intersection of orchestration, automation and integration.
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Lucas argued that Boomi customers are integrators that are the "digital alchemists" that power AI transformation. Boomi announced a broader partnership with AWS, availability of Agentstudio and other additions to broaden its platform.
The goal for Boomi: "We are going to commoditize creating AI agents," said Lucas. He walked through Boomi agent building tools for cash to order processes and other workflows. Boomi Agentstudio demos highlighted how agents can find new shipping options and integration with Amazon Q. "We can agentify everything," added Lucas.
He said:
"What is coming is the largest transformation in business, in human not business history. Digital transformation will pale in comparison. What is going to happen? Every software application will be rewritten. The user interface, as we already argued, will change entirely. We won't log into systems, but so much more will be rewritten. Entire software stacks will be built natively around AI. This will all happen. We are not going back."
AI agents have the potential to collapse complexity in businesses and enterprise technology. "What will happen over the next 24 months? It will not take longer, because we will demand it is you'll have an AI agent," said Lucas.
But there's a catch: AI agents are going to add another layer of complexity. Lucas said:
"We have hundreds of apps in our organizations. We have 1000s of databases, 10s of 1000s of APIs. How many agents will we have? If you ask Jensen over at Nvidia, he says 10s of billions with a beat. He didn't even like slow roll that in their line. He was like, well, it could be a lot. He was like, No, 10s of billions. Okay. Well, if there's 10s of billions who's watching them?"
Other takeaways from Lucas' keynote:
Boomi is going with ServiceNow CRM and 'a little petty is fun.' Lucas walked through the ServiceNow partnership. ServiceNow has embedded Boomi into its Workflow Data Fabric. Lucas noted that Boomi is a ServiceNow customer across multiple functions and is now going for ServiceNow CRM. "We're moving to ServiceNow for sales, which means we will be removing gladly, I might add, Salesforce," said Lucas.
AI haves and have nots: "We are in this incredible moment, and I believe that we're seeing this divide, and this divide is something I'm not comfortable with. It's the AI haves and have nots. This is what I worry about. I worry about the small companies, the ones that aren't spending billions of dollars on AI research. Those companies. How will you compete?"
Enterprise software regrets: "I am going to do a little teeny, tiny mea culpa here for a moment, because for 30 years I have participated in this. You got a software thing? I show up. Some of you see me, I'll be like, Hey, man, you want some sap? I got some, right? And Salesforce here, right? We do that. And the pitch, there's always a slide in the deck, and it says, if you just buy this, you will be profoundly happier and super productive, right? It's that is a universal software slide. Everyone has it. It's a thing, and so we buy it. The average company today has 360 SaaS applications alone in the enterprise, 360 so is it 361 that's just gonna fix everything. But we know one universal truth about software is there will always be more of it, and it will be more complex."
All in on AWS: Lucas said Boomi has decided to run solely on AWS because "it gives us the platform that we need to innovate for you."
iPaaS is limiting: "Integration has fundamentally changed. I think about this all the time. What is the word that we call Boomi? Is it integration? Is it iPaaS? I say this with all love and respect to the analyst community, but I bristle a little when I hear iPaaS. It's an if you label me, you negate me kind of a thing," said Lucas, who said integration, automation and AI have blended together.
