Mark Emberton, MD, FRCS Urol, from University College London Hospitals NHS Foundation Trust, London, UK discusses the value of MRI in prostate cancer at the European Association of Urology (EAU) conference 2017 in London, UK. Prof. Emberton explains that MRI allows the cancer to be identified, described, characterized and biopsied better, and will hopefully in future allow it to be treated better. He describes the PROMIS study (NCT01292291), and highlights that at EAU 2017, the ramifications of these data are just being explored. He concludes that MRI in prostate cancer offers more opportunity, fewer and better biopsies, better risk stratification, and he is hopeful that these will translate to better therapeutic allocation.