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Contextual Data is Important for Enterprises’ AI Projects

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ORLANDO — As a 140-year-old business, Pittsburg Plate Glass Industries is well supplied with a diverse array of data across its operations. With a presence in multiple countries, the company faced challenges with data literacy and data discoverability and sought to address them to scale its AI productivity goal.

“We’ve had poor discoverability, unclear data product ownership,” said PPG’s Bob Howden, senior IT manager of data and analytics, during a presentation at the Gartner Data & Analytics Summit 2026 on March 9. “We have gaps in the lineage; we have multiple sources. We have 170 sources in our database.”

Along with these problems, PPG also had a disconnected metadata system that would have made it challenging to scale or achieve its goal of accelerating its day-to-day AI initiatives or boost ROI on existing data in 2026.

To address the situation, PPG turned to data cataloging vendor Atlan.

Related:French AI Startup Building World Models Raises $1.03 billion

PPG’s journey highlights a trend in enterprises seeking to deploy AI applications: without a strong data environment, success is hard. This challenge is leading enterprises to realize that not only is a good data environment needed, but that data must also include context that the AI system can feed on. 

“The challenge I think we have today with AI is really the context,” Howden said in an interview. “We have a lot of data. It used to be data inaccuracy was a problem but understanding that data in a larger context and making and providing AI the ability to give solid answers is probably our biggest challenge.”

The need for better context in the data on which AI systems depend arises because the types of data AI agents use have changed.

“Now we’re looking at versions of AI that need either streaming data or unstructured data and more access to data,” said Beena Ammanath, lead at the Global Deloitte AI Institute. Structured data includes data that can be easily entered into spreadsheets. Unstructured data is data from images, written documents, and other sources. “You need unstructured data to make your AI robust. AI and generative AI need more varieties of data.”

While providing context to the data feeding the AI system is important, that is only the beginning, said Saravanan Balasubramaniam, senior vice president of AI and data delivery at Truist Financial, one of the country’s biggest bank holding companies, during an interview. 

Enterprises should also ensure that structured and unstructured data align, he said. He noted, for example, that if a bank, such as Truist, gives two different answers to the same client for the same question, it can lead to legal action.

Related:Dealing With AI’s Effect on Jobs and Opportunities in Data

“If I have to pull in multiple documents about the customer and get an answer, then the document should be clear, clean,” Balasubramaniam said. “The identity resolution has to happen on the document level. The name cannot be William in one place and Will in another place.”

He added that without alignment between structured and unstructured data and without context or identity resolution, data quality problems will likely recur within either the AI system or the agent.

Providing an AI agent with the right data, with the correct context and synchronization within structured and unstructured data, could lead the system to understand faster than a human can.

“Their perception of the context might be easier, quicker, smarter,” said Paul Bell, global head of data trust and integrity at Entain PLC, an international sports betting and gambling company, in an interview.

Bitcoin Battles Its Latest Key Reclaim Target With $80,000 on the Radar

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Bitcoin open interest sparked a prediction of high BTC price volatility to come as $70,000 remained the bulls’ key reclaim level.

Bitcoin (BTC) waited for cues on Wednesday as the market priced in geopolitical instability.

Key points:

  • Bitcoin traders are waiting for the end of rangebound price action, with the focus on $70,000.

  • An optimistic forecast says that the low $80,000 zone could come back into play by the end of March.

  • Open interest trends suggest heightened BTC price volatility next.

Bitcoin struggles to cement key springboard level

Data from TradingView showed a flat BTC price on the day, with trading centered around $70,000.

BTC/USD 1-hour chart. Source: Cointelegraph/TradingView

After failing to break out of its local trading range, BTC/USD looked increasingly devoid of bullish cues as traders stayed wary of price breakdowns.

“Not much has changed, price is still consolidating inside the range,” trader Cryptorphic told X followers in their latest analysis.

“The weekly candle closed bearish, and overall the structure still leans sideways unless we get a clear breakout or breakdown.”

BTC/USDT one-day chart. Source: Cryptorphic/X

Trader Killa flagged areas of high potential liquidations as the next short-term price targets.

“If we start pushing down toward the monthly open and weekly open around $66K–$66.9K, there’s a strong likelihood that the $64K liquidity pool gets swept,” they explained on the day.

“If we start pushing above 72-73K, the next POI is 74-76K.”

BTC liquidation heatmap. Source: Killa/X

For trader and analyst Mark Cullen, meanwhile, there was reason to hope for a move higher if bulls could cement $70,000 as support.

“70K is critical, $BTC needs to get back above and hold for another attempt at a range break out. If it can do that then high 70K’s / low 80K’s will be on the cards before the end of the month,” he summarized.

BTC/USD four-hour chart. Source: Mark Cullen/X

BTC price may see “highly volatile environment”

Earlier, Cointelegraph reported that significant resistance is expected to halt any BTC price advances beyond the $70,000 mark.

Related: Bitcoin permabull Arthur Hayes says he wouldn’t bet $1 on BTC right now

Many market participants continue to expect new macro lows to result from the current rangebound structure, with these currently as low as $50,000 or less.

Examining open interest (OI) on Bitcoin futures markets, BorisD, a contributor at onchain analytics platform CryptoQuant, warned of ongoing volatility to come.

“Looking at the most recent days, the 30-day Open Interest change has entered a strong recovery phase. This suggests that new positions are being added back into the market and that volatility is likely to increase over the next few weeks,” he wrote in a “Quicktake” blog post on Tuesday.

“In the coming weeks, Bitcoin may face a highly volatile environment. As Open Interest continues to rise, leverage in the market also builds up. This can open the door to stronger price swings, sudden directional moves, and another round of forced liquidations.”

Bitcoin futures aggregated OI 30-day % change. Source: CryptoQuant