Forrester iconForresterSep 14, 2026

Back To The (Contextual) Future: It’s Still A Core Component In Consumer Personalization

First, for some context: AI is creating a resurgence for "context" in the industry lexicon. Large language models rely on context to understand intent, resolve ambiguity, and generate accurate responses.

Back To The (Contextual) Future: It’s Still A Core Component In Consumer Personalization

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First, for some context: AI is creating a resurgence for "context" in the industry lexicon.

Large language models rely on context to understand intent, resolve ambiguity, and generate accurate responses.

As consumers and organizations adopt new AI technology, context plays a key role in creating relevant customer-brand interactions.

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The useful part

First, for some context: AI is creating a resurgence for "context" in the industry lexicon. Large language models rely on context to understand intent, resolve ambiguity, and generate accurate responses. As consumers and organizations adopt new AI technology, context plays a key role in creating relevant customer-brand interactions.

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