The Context Advantage: The Missing Piece of Your AI Growth Strategy
Snowflake, Wednesday, September 2nd, 2026
Snowflake argues governed context, not the model, decides whether AI makes a discount offer or a service recovery.
Snowflake uses a worked customer example to show how the same model produces very different decisions depending on the context available to it.
With incomplete context the AI sends a blanket 20% discount; with connected, governed context it recognizes a service recovery moment, resolves the underlying issue and re-engages the customer at the right time.
That customer's response then becomes context for the next similar case, so the advantage compounds. Snowflake's argument is that models will keep changing but context should stay under the enterprise's control, and it recommends starting with one high-volume AI decision and documenting every important fact the system cannot currently see.