# Everyone In AI Sells ‘Context’ Now — But It Means Different Things > Source: > Published: 2026-07-08 14:59:51+00:00 # Everyone In AI Sells ‘Context’ Now — But It Means Different Things By Michael Leone, ContributorSource: [Forbes Innovation](https://www.forbes.com/innovation/)AI models without strong business context risk costly errors, but vendor approaches to “context” vary. Enterprises must take ownership of their data’s definition layer. AI models without strong business context risk costly errors, but vendor approaches to “context” vary. Enterprises must take ownership of their data’s definition layer. Get AI news in your inbox Daily digest of what matters in AI.