{"id":13050,"date":"2026-01-21T08:00:00","date_gmt":"2026-01-21T16:00:00","guid":{"rendered":"https:\/\/www.salesforce.com\/?p=13050"},"modified":"2026-02-03T16:29:49","modified_gmt":"2026-02-03T05:29:49","slug":"why-context-is-king-agentic-era","status":"publish","type":"post","link":"https:\/\/www.salesforce.com\/au\/news\/stories\/why-context-is-king-agentic-era\/","title":{"rendered":"3 Salesforce Leaders on Why Context Is King in the Agentic Era"},"content":{"rendered":"\n<div class=\"wp-block-group is-style-shadow-box is-style-takeaways\"><div class=\"wp-block-group__inner-container is-layout-constrained wp-block-group-is-layout-constrained\">\n<h2 class=\"wp-block-heading has-black-color has-text-color has-link-color wp-elements-471ecb11ca02c2e7ea813f9dd3857484\" id=\"h-key-takeaways\">Key Takeaways<\/h2>\n\n\n\n<ul class=\"wp-block-list\">\n<li>\u201cContext\u201d is the foundation of agentic AI \u2014 without it, agents can\u2019t reliably understand or act on data.<\/li>\n\n\n\n<li>Agentic AI must be integrated into the platform, not added on, to ensure scalability, safety, and seamless enterprisewide operation.<\/li>\n\n\n\n<li>In the agentic era, measuring success metrics focuses on adaptability, agility, and trust.&nbsp;<\/li>\n<\/ul>\n<\/div><\/div>\n\n\n\n<p>Data is the backbone of enterprise software \u2014 without a strong data foundation, businesses can\u2019t fully leverage their platforms. With the advent of <a href=\"https:\/\/www.salesforce.com\/agentforce\/ai-agents\/?d=cta-body-promo-8\" target=\"_blank\" rel=\"noreferrer noopener\">AI agents<\/a>, data isn\u2019t enough by itself: If agents don\u2019t have an understanding of how all the data fits together, they can make errors or hallucinate.&nbsp;<\/p>\n\n\n\n<p>That\u2019s why, according to three Salesforce executives, the key to unlocking the next phase of agentic evolution is in context \u2014 the <a href=\"https:\/\/www.salesforce.com\/data\/connectivity\/data-harmonization\/\" target=\"_blank\" rel=\"noreferrer noopener\">harmonization of data<\/a> that transforms it into meaningful, trusted, and actionable intelligence to allow for a single, shared view of the business. Think of context as AI\u2019s working memory with institutional knowledge that enables agents to act reliably \u2014 without context, agents can\u2019t understand the meaning behind all of the data and may fail to take appropriate action.<\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p>Imagine you call your customer contact center or chat with an AI agent. They know everything about you and they&#8217;re able to proactively fix the issue versus you being handed off to various service reps or AI agents and having to repeat every single thing 10 times. That is the difference in context.<\/p>\n<cite>Muralidhar Krishnaprasad, President and CTO of Engineering at Salesforce<\/cite><\/blockquote>\n\n\n\n<p>Rahul Auradkar, President of Data Foundations at Salesforce, defines context as the bridge that connects disparate data to a specific action. Without this link, he argues, data is just \u201csimple text floating around\u201d \u2014 lacking the guardrails and interaction necessary for decision-making.<\/p>\n\n\n\n<p>As Muralidhar Krishnaprasad, President and CTO of Engineering at Salesforce, put it: \u201cImagine you call your customer contact center or chat with an AI agent. They know everything about you and they&#8217;re able to proactively fix the issue versus you being handed off to various service reps or AI agents and having to repeat every single thing 10 times. That is the difference in context.\u201d<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-context-is-the-new-currency\"><strong>Context Is the \u2018New Currency\u2019<\/strong><\/h2>\n\n\n\n<p>While models are able to complete actions with human prompts like generating text, agents go a step further and act autonomously. Context acts as the long-term memory for <a href=\"https:\/\/www.salesforce.com\/agentforce\/what-is-agentic-ai\/?d=cta-body-promo-8\" target=\"_blank\" rel=\"noreferrer noopener\">agentic AI<\/a>, putting the varied puzzle pieces together so these \u201chands-free\u201d agents accomplish their tasks effectively. In the <a href=\"https:\/\/www.salesforce.com\/agentforce\/agentic-enterprise\/\" target=\"_blank\" rel=\"noreferrer noopener\">Agentic Enterprise<\/a>, where humans and agents work together, context has become the \u201cnew currency,\u201d according to Auradkar. Unlocking this value is what enables a business to become a successful Agentic Enterprise with agents that perform reliably.&nbsp;<\/p>\n\n\n\n<p>Context is therefore essential \u2014 scattered information alone can\u2019t drive action. For example, with Salesforce\u2019s <a href=\"https:\/\/www.salesforce.com\/agentforce\/?d=cta-body-promo-8\" target=\"_blank\" rel=\"noreferrer noopener\">Agentforce<\/a>, trusted context comes to life through a knowledge base powered by <a href=\"https:\/\/www.salesforce.com\/data\/?d=cta-body-promo-8\" target=\"_blank\" rel=\"noreferrer noopener\">Data 360<\/a>, <a href=\"https:\/\/www.salesforce.com\/mulesoft\/?d=cta-body-promo-8\" target=\"_blank\" rel=\"noreferrer noopener\">MuleSoft<\/a>, and <a href=\"https:\/\/www.informatica.com\/\" target=\"_blank\" rel=\"noreferrer noopener\">Informatica<\/a>. \u201cTo bring that currency to life, you need Data 360 to unlock trapped data and provide real-time actions with a unified profile,\u201d Auradkar explained. \u201cThen you need the enterprisewide catalog that needs to be unified along with customer profiles, which is what Informatica brings. And then MuleSoft allows you to drive the connectivity across all applications and also does the last-mile integration into third-party applications as well.\u201d&nbsp;<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-architectural-foundations-iron-man-vs-wolverine\"><strong>Architectural Foundations (Iron Man vs. Wolverine)<\/strong><\/h2>\n\n\n\n<p>In order to access the benefits of this rich context, it\u2019s important for companies to take a holistic, structural-level approach. Agents should be integrated into the architectural foundation of companies\u2019 platforms, not just thrown on as mere add-ons or treated as isolated experiments. Integrating a secure context engine into the foundation allows for the seamless translation of raw data into actionable intelligence and also allows companies to scale agents more quickly.&nbsp;<\/p>\n\n\n\n<p>Shibani Ahuja, SVP of Marketing for Enterprise IT Strategy at Salesforce, noted that \u201cmodels are smart things, but they need a body, a platform that provides the channel, the shell, and the rails. As you think about the evolution of moving from a generative to agentic use case, the architecture necessary for that is very, very different. Generative to me is like Iron Man\u2019s arm \u2014 it can be replaced. Agentic is like Wolverine\u2019s Adamantium in that you can\u2019t take all of that architecture out and re-architect it.\u201d While generative AI can be added on to existing platforms as a tool, agentic AI must be \u201cbuilt into the bones\u201d of the data architecture to function safely and autonomously.&nbsp;<\/p>\n\n\n\n<p>Implementing agentic AI at the architectural level also allows companies to scale quickly. Ahuja added, \u201cCIOs that are thinking about the broader architecture that&#8217;s necessary for a virtual agent\/colleague to traverse the entire halls of an organization will have greater success in being able to scale some of the capabilities that they&#8217;re building.\u201d Or, as Auradkar explained, &#8220;Once you have the platform foundations right in place, things become much faster.&#8221;<\/p>\n\n\n\n<aside class=\"more-from-block more-from-block--2 alignfull wp-block-newsroom-moreontopic\">\n\t<div class=\"more-from-block__content\">\n\t\t\t\t\t<h4 class=\"more-from-block__title\">Related<\/h4>\n\t\t\n\t\t<div class=\"more-from-block__cards more-from-block__cards--2\"\n\t\t\t\t>\n\t\t\t\n\n<article\t\t\titemscope=\"\"\n\t\titemtype=\"https:\/\/schema.org\/Article\"\n\t\tdata-card-id=\"13204\"\n\t\tclass=\"content-card content-card--large-inline is-entire-area-clickable 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class=\"content-card__image-container\" itemprop=\"image\" itemscope itemtype=\"https:\/\/schema.org\/ImageObject\">\n\t\t\t<img width=\"1024\" height=\"576\" src=\"https:\/\/www.salesforce.com\/au\/news\/wp-content\/uploads\/sites\/19\/2025\/12\/Lets-Talk_-How-Conversation-Design-Enables-the-Agentic-Enterprise.png?w=1024\" class=\"content-card__image\" alt=\"How Conversation Design Enables Agentic AI\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" loading=\"lazy\" decoding=\"async\" srcset=\"https:\/\/www.salesforce.com\/au\/news\/wp-content\/uploads\/sites\/19\/2025\/12\/Lets-Talk_-How-Conversation-Design-Enables-the-Agentic-Enterprise.png 1200w, https:\/\/www.salesforce.com\/au\/news\/wp-content\/uploads\/sites\/19\/2025\/12\/Lets-Talk_-How-Conversation-Design-Enables-the-Agentic-Enterprise.png?w=300&amp;h=169 300w, 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Productivity Gap: New Survey Shows ANZ Sales Teams Are Betting On AI Agents To Help\t\t\t\t<\/a>\t\t\t<\/h3>\n\t\t\n\t\t\t\t\n\t\t\n\t\t\t\t\t<div itemprop=\"readTime\" class=\"content-card__read-time\">\n\t\t\t\t6 min read\t\t\t<\/div>\n\t\t\n\t\t\t<\/div>\n\n<\/article>\n\n\t\t<\/div>\n\t\t<noscript>\n<div class=\"pagination-fallback\">\n\n\t\t<a href=\"https:\/\/www.salesforce.com\/au\/news\/wp-json\/wp\/v2\/posts\/13050\/page\/2\/?bc=OTH#section-title\">\n\t\t\tOlder Posts\t\t<\/a>\n\t\t<\/div>\n<\/noscript>\n\t<\/div>\n<\/aside>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-the-stalling-myth-vs-slowing-down-to-go-fast\"><strong>The \u2018Stalling\u2019 Myth vs. \u2018Slowing Down to Go Fast\u2019<\/strong><\/h2>\n\n\n\n<p>One criticism of agents is that their development is stalling, with companies often ending up in \u201cpilot purgatory,\u201d where technology gets stuck in testing phases. Companies are moving past the \u201csugar rush\u201d phase of AI demos into the hard work of building trusted foundations. Instead of stalling, Auradkar contends that companies have \u201cslowed down to go fast\u201d by taking a more deliberate approach to agentic AI implementation. It\u2019s important to invest up front in context so agents can effectively perform, rather than produce early but unreliable outputs that are devoid of a comprehensive understanding of the business.&nbsp;<\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p>Your job is not done when the agent is launched. Your job starts when the agent is launched. You need to observe, fix, iterate, so that the agent is fresh.<\/p>\n<cite>Muralidhar Krishnaprasad, President and CTO of Engineering at Salesforce<\/cite><\/blockquote>\n\n\n\n<p>In reality, agents aren\u2019t stalling but rather maturing through an iterative process of trial and error paired with ongoing product development, as teams learn how to provide the right data, guardrails, and contextual grounding for real-world use. As Krishnaprasad stated, &#8220;Your job is not done when the agent is launched. Your job starts when the agent is launched. You need to observe, fix, iterate, so that the agent is fresh.&#8221;&nbsp;<\/p>\n\n\n\n<p>Our <a href=\"https:\/\/www.salesforce.com\/news\/stories\/agentic-maturity-model\/\" target=\"_blank\" rel=\"noreferrer noopener\">\u201cAgentic Maturity Model\u201d<\/a> necessitates \u201ca bias for action focused on specific use cases,\u201d according to Ahuja. She continued:\u201cFind the biggest, most boring, Level 1 use case. Start to explore what would need to be true to implement that. What are the minimum data attributes that you need to harmonize and cleanse?\u201d When businesses commit to this intentional foundational work, the definition of success shifts from mere outputs \u2014 deploying AI for the sake of production \u2014 to measurable outcomes that deliver tangible ROI. This approach allows organizations to right-size their data readiness and tech investment, incrementally strengthening their stack to meet specific goals rather than attempting to harmonize all enterprise data up front before seeing value.\u00a0<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-the-new-kpis-adaptability-agility-and-trust\"><strong>The New KPIS: Adaptability, Agility, and Trust<\/strong><\/h2>\n\n\n\n<p>To move beyond &#8220;pilot purgatory,&#8221; organizations must stop chasing isolated production use cases and start building for long-term outcomes. Instead of deploying one agent, the goal becomes building a system that can adapt to future changes and scale from the first agent to the hundredth. Agents need to be reliable decision makers and action-takers, and this can\u2019t happen without a unified platform and trusted context.&nbsp;<\/p>\n\n\n\n<p>Salesforce leaders emphasized adaptability, agility, and trust as key measures of success in the agentic era. For Ahuja, adaptability will be key: &#8220;We have all heard of IQ and EQ, but I predict AQ will play a greater role \u2014 the adaptability quotient of leadership mindsets and of organizational tech stacks. How adaptable, how interoperable, how composable is your tech stack today?&#8221; Additionally, Auradkar highlighted how scaling fast will be key: &#8220;It&#8217;s not your first agent or your second agent being successful. How can you, in a scaled way, have an impact across your business? Once you have the platform foundations right in place, things become much faster. To do that, you need agility.&#8221;&nbsp;<\/p>\n\n\n\n<p>As for trust, Krishnaprasad predicts it will become even more important as agents continue to evolve: \u201cYou\u2019ve got to make sure, out of the box, that the business reputation is protected. This is why context is really important for an agent: for it to solve the problem, solve it the right way, and also for us to make sure that it&#8217;s giving you the right ROI.\u201d<\/p>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"h-go-deeper\"><strong>Go deeper:<\/strong><\/h4>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Learn more about <a href=\"https:\/\/www.salesforce.com\/blog\/context-engineering\/\" target=\"_blank\" rel=\"noreferrer noopener\">context engineering<\/a><\/li>\n\n\n\n<li>Explore <a href=\"https:\/\/www.salesforce.com\/news\/stories\/customers-deploying-agentforce\/\" target=\"_blank\" rel=\"noreferrer noopener\">how other customers are using Agentforce<\/a><\/li>\n\n\n\n<li>Discover <a href=\"https:\/\/www.salesforce.com\/news\/stories\/ai-tools-lack-job-context\/\" target=\"_blank\" rel=\"noreferrer noopener\">how employees rely on business context<\/a> when working with AI<\/li>\n<\/ul>\n","protected":false},"excerpt":{"rendered":"<p>Key Takeaways Data is the backbone of enterprise software \u2014 without a strong data foundation, businesses can\u2019t fully leverage their platforms. With the advent of AI agents, data isn\u2019t enough by itself: If agents don\u2019t have an understanding of how all the data fits together, they can make errors or hallucinate.&nbsp; That\u2019s why, according to [&hellip;]<\/p>\n","protected":false},"author":0,"featured_media":13049,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"sf_subhead":"","sf_i18n_disclaimer":false,"_jetpack_memberships_contains_paid_content":false,"alternateThumbnailId":0,"sf_product_cta_id":0,"footnotes":""},"categories":[],"tags":[],"sf_content_type":[1194],"sf_theme":[4207],"sf_topic":[4027],"sf_product":[],"sf_industry":[],"sf_role":[],"sf_multimedia_asset":[],"sf_location":[1515],"sf_collection":[],"sf_visibility":[1539],"coauthors":[],"class_list":["post-13050","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","sf_content_type-feature-story","sf_theme-agentic-ai","sf_topic-agents","sf_location-anz"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.2 (Yoast SEO v27.2) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Salesforce Execs on Why Context Is King in the Agentic Era - Salesforce<\/title>\n<meta name=\"description\" content=\"&quot;Your job is not done when the agent is launched&quot;. Salesforce execs explain why context is king in the Agentic Era\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.salesforce.com\/au\/news\/stories\/why-context-is-king-agentic-era\/\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"3 Salesforce Leaders on Why Context Is King in the Agentic Era\" \/>\n<meta property=\"og:description\" content=\"&quot;Your job is not done when the agent is launched&quot;. 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