Prompt engineering gets all the hype, but it’s not where the real value is. The next phase of enterprise AI is about context. Without it, your AI models are just guessing.
In my Sunday essay, , I introduce the concept of “context engineering,” the process of curating and integrating data so AI systems can actually understand what you want them to do. It’s the missing link between IT infrastructure and business outcomes.
If your AI outputs feel disconnected from your business goals, this may be the fix you didn’t know you needed.
As always your thoughts and comments are both welcome and encouraged. -s
About Shelly Palmer
Shelly Palmer is the Professor of Advanced Media in Residence at Syracuse University’s S.I. Newhouse School of Public Communications and CEO of The Palmer Group, a consulting practice that helps Fortune 500 companies with technology, media and marketing. Named he covers tech and business for , is a regular commentator on CNN and writes a popular . He's a , and the creator of the popular, free online course, . Follow or visit .
