Context

Context refers to all the information an artificial intelligence (AI) tool considers to make sense of, analyze, or synthesize data.

What Is Context?

Language is a malleable kind of data that often requires significant context to fully understand. The term “shopping cart,” for example, could refer to the actual item that carries goods or the virtual storage area used before a purchase. Context is the surrounding information an AI uses to pinpoint what exactly a searcher is asking about. Say a user asks an AI search engine, “Where can I find my shopping cart?” The AI would then use related information — such as the user’s brand engagement history, other terms in the user’s query, and the location of the query (on an ecommerce site) — to contextualize the question and give the user instructions for accessing their ecommerce cart. For large language models (LLMs), contextualization happens on a much larger and more in-depth scale. In ecommerce, this can include identifying consumer behavior, analyzing competitor brands, or optimizing a marketing campaign using large amounts of context.

See Salsify in Action

Bring your team, tools, and data together to launch high-impact inbound marketing campaigns in less time.

Context

What Is Context?

Related Terms

Related Resources

What Are Ecommerce Analytics? A Digital Shelf Guide

PIM vs. PXM: Which Will Power the Future of Digital Commerce?

See Salsify in Action