Mastering context engineering in conversational AI with Martin Cross, Connect

In this episode, we dive into the art and science of context
engineering with Martin Cross, President of Connect, a company
that empowers enterprises to transform through the use of AI and
automation.


Martin shares how most businesses still approach AI with a
technology-first mindset, deploying solutions before clearly
defining the customer problem they’re solving. He explains why
successful AI experiences begin with understanding the user
journey, designing the right interaction, and then selecting the
appropriate tools, not the other way around.


We explore different layers of context - from session-level to
journey-wide to CRM-integrated, and how they work together to
transform generic interactions into deeply personalised,
proactive experiences.


We also unpack Connect’s acquisition of Elerian AI and why
contact centre voice recordings represent an untapped goldmine of
training data. Martin explains how fine-tuning models with
real-world conversations, including dialects, accents, and
customer intents, can dramatically improve AI accuracy and
empathy.


Additionally, we reflect on why the industry continues to repeat
old mistakes and how businesses can design AI that truly
understands and anticipates customer needs.



Show notes

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