A few months ago, I was in a strategy session with a mid-sized company that had just implemented an AI assistant to support their sales team. The promise was bold. The tool would draft personalized emails, prioritize leads and surface insights from their CRM.

Within a week, they were disappointed. The emails sounded flat. The lead scoring made no sense. The insights felt irrelevant. But the problem wasn't the AI . The problem was the missing context.

The AI was functioning exactly as designed. It just had no idea who their customers really were, how their sales team operated or what made the brand sound like itself. They gave the system data. But they didn't give it meaning. And in today's AI-powered world, meaning is everything.

Why context is the competitive edge

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