JSONB has been part of PostgreSQL since the ancient version 9.4. PostgreSQL 17's lates JSONB improvements provides a flexible and efficient way to store and query semi-structured data. Its indexing capabilities and optimized storage mechanisms make it ideal for handling large volumes of complex data, such as configuration settings, user profiles, and log data. While NoSQL databases like MongoDB have gained popularity, recent breaking changes and performance issues have raised concerns about their long-term suitability as a primary data storage solution. PostgreSQL's mature ecosystem, strong community support and proven reliability offer a compelling alternative for handling complex data workloads. The audience will learn about the JSONB functionalities available in PostgreSQL and the latest improvements making it a powerful allied to write applications at scale.