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The service management and orchestration (SMO) framework plays a major role in the management and orchestration (M&O) of applications, services, and components within the open radio access network (O-RAN) architecture, as defined by the O-RAN Alliance. It comprises the non-real-time RAN intelligence controller (Non-RT RIC) and possesses the capability to incorporate management systems and components from multiple standards development organizations (SDOs), notably the Third Generation Partnership Project (3GPP) and the European Telecommunications Standards Institute (ETSI). This multi-SDO-based SMO framework aims to provide a rich set of M&O services in a coherent and unified manner. Leveraging management data analytics (MDA) to deliver M&O services can enhance SMO capabilities. This article proposes an intelligence-driven approach by integrating MDA into the 3GPP and ETSI management systems within the context of SMO. Furthermore, it introduces the artificial intelligence (AI)/machine learning (ML) Function into the Non-RT RIC, consolidating existing intelligent components and introducing novel ones to enhance the intelligence capabilities of the Non-RT RIC. The article further proposes an architectural solution that unifies and facilitates interoperability among the intelligent systems of the 3GPP, ETSI, and Non-RT RIC – collectively referred to as “three modules” – within SMO. It also presents the end-to-end lifecycle workflow of the AI/ML model across the three modules. Finally, the article outlines key research challenges related to integrating MDA within the SMO framework.