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Ebook

AI doesn’t need more data. It needs better context based on actual usage

Published on 29 September 2026

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AI can now reason remarkably well. However, it can still hallucinate when it doesn’t understand the environment around it. This isn’t a lack of data, it is about putting that data into context. 

With the rise of agentic AI, this lack of contextual insight has become business-critical. Providing effective context requires new approaches, with the data product marketplace acting as a central foundation, delivering context based on actual usage of your data products.

Read our ebook to understand the importance of context to agentic AI success, and the role of the data product marketplace in delivering it.

The ebook explains:

    • The process of turning data into value, moving from raw information to wisdom
    • Why semantics and the semantic layer are no longer enough to deliver dynamic context
    • The difference between the semantics and context layers, and why you need both
    • The vital added-value of context to AI, and the benefits it brings
    • The three pillars of context engineering
      • Connectivity
      • Business value
      • The context layer
  • How to successfully harness context to create AI agent-ready data

Why the data product marketplace is at the heart of living context

    • The two complementary sources of context in a data product marketplace:
      • Understanding of what already exists in the information system, including data semantics and governance 
      • Usage signals from the data marketplace – who is using what data, for what purpose and in which roles?
  • How this creates a context layer that updates in real time with every interaction
  • The importance of this usage intelligence to signpost which data has value for specific use cases
  • Why this underpins an interoperable context layer for the data ecosystem