Why trusted context is becoming the currency for enterprise AI
AI is getting most of the attention in enterprise technology. Governance, ownership, and data quality do most of the heavy lifting behind the scenes. And yet, as organizations move from AI experiments to production deployments, trusted context is becoming a key factor in determining whether agents create business value — or operational risk. That shift is reshaping how Salesforce, Microsoft, Snowflake, Databricks, SAP, Oracle, and others are positioning their data, governance, metadata, and integration services. The conversation is no longer just about models. It’s about whether AI systems can operate against trusted, governed, and business-relevant information. Trusted context has become the new currency, and Salesforce has made a strategic commitment to it. Agentic AI is exposing the problems master data management was designed to solve Master data management (MDM) spent much of the last decade as an important but often overlooked infrastructure. AI is changing that. Agentic systems