The paper discusses the importance of pipeline Integrity and management and the challenges in making the right decisions. Due to the hazardous nature of most fluid transportation in the energy sector and their passage near populated and environmentally-sensitive areas, ensuring the integrity of pipelines is of paramount importance. Even a minor leak from a hazardous fluid can lead to major consequences impacting people, assets, and environment. Most of the unfortunate incidents in the oil and gas industry could have been avoided with appropriate asset integrity management. However, maintaining the integrity of pipelines pose its own challenges as we do not physically see them. Pipeline network are widely spread and mostly buried which require different inspection technologies and overall different integrity management approaches. The main objective of pipeline integrity management is to utilize the ever-limited resources to achieve spill-free and error-free operation. The paper will address these challenges by first giving a history and an overview of the pipeline integrity management system in accordance with international best practice. It will then highlight key challenges in implementation including managing expectations, selecting appropriate risk assessment method, identifying applicable threats, planning the right inspection, and deciding on repair plan and schedule. Moreover, it will address the role of utilizing software in integrity managements, the role of 4IRC in data analytics, digital twin, and machine learning.