Context matters
Without it, Enterprise AI can’t reason correctly, decide sensibly, or act reliably.
“Hey, AI
Maximize my short-term cash flow”
Without context
Incredible command! I’ve initiated the sale of your new HQ. A quick calculation tells me the real estate is worth more than the projected 12-month productivity of the team working from it.
With context
I’ve found $44k worth of unused"SaaS subscriptions and underutilized server instances. You can cut these today with no knock-on effects. Tell me to initiate the cancelling process and I’ll get on it.
“Hey, AI
Help me increase my on-time delivery rate please”
Without context
You got it boss, and can I say how amazing you look today?! Gelato sales have spiked so I’ve ordered enough raw Swiss milk to last us until 2029. Shall I now buy us some storage space at an inflated price?
With context
Your process data shows bottlenecks at the local sorting hub every Tuesday afternoon. I’ve rescheduled our pickups to 8:00 AM and rerouted three high-priority shipments through the North-East corridor. Estimated on-time delivery rate increase: 12%.
“Hey, AI
Go and reduce my shadow IT”
Without context
I’ve found a rogue app that warehouse staff use to scan barcodes faster than the official, slow ERP system. I’ve removed the app – now your people have no way to use it… or complete any shipments.
With context
I see the warehouse team is using "CanScanFast" because the official ERP times out on their handhelds. Instead of blocking them, I’ve provisioned enterprise licenses for a secure alternative that syncs directly with our database. I’ve also sunsetted three unused legacy seats to cover the cost.
Stephanie Bova
Corporate Vice President and Digital Transformation Officer,
Research & Development, Novo Nordisk
“If you don't have a digital twin of your operation, complete with business context, it's almost impossible to understand where to deploy AI and automation workflows.”
Play: AI needs context.
Celonis provides it.
Want to eliminate AI blind spots?
Check out these resources to learn more about the Celonis Context Model.
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Learn: How Novo Nordisk orchestrates 100+ AI agents with clinical precision
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