CRM AI Context Layer
Chapters
  1. 01 · The Context Problem
  2. 02 · Give the Data Business Meaning
  3. 03 · Decide What the AI Should Trust
  4. 04 · Build the Context Layer
  5. 05 · Connect It to Live Data
  6. 06 · Control What AI Can See and Do
  7. 07 · Test the System
  8. 08 · Operate It
  9. 09 · Expand Beyond the First Workflow
  10. 10 · Capstone: Trace a Reliable Answer
Guide overview →

9 min · Interactive exercise

Chapter 3 of 100 complete

Decide What the AI Should Trust

Resolve authority, freshness, provenance, and conflict.

View your context layer

Definitions tell the agent what a value means. They do not tell it what to do when two well-defined fields disagree. Acme still has that problem: a nightly risk score says high risk while a manual health field says Green.

Authority comes before convenience

Start with provenance. Who or what writes the field? Then check freshness, update cadence, and intended use. Acme’s score is recalculated nightly from product and support signals. Its health field was last touched 143 days ago by a process the team stopped using.

The score is authoritative for renewal risk. The health field can remain visible as supporting history, but it cannot clear the account.

Use a ladder the model cannot rearrange

Platform permissions sit at the top. Hard controls at the tool boundary come next. Approved context rules follow, then field help text, and finally inference from labels. Specificity breaks ties only inside the same authority tier. A narrow field rule never overrides a platform permission.

Conflicts need a real state

Two active rules can genuinely contradict each other. Do not let retrieval order pick a winner. Mark the result conflicting, stop the run, and send the pair to review. A visible error is cheaper than a number somebody acts on for three months.

In the GTM Lab, use provenance and freshness to choose the authoritative Acme signal.

Reference

GTM Lab

Saved locally

This decision builds on the field definitions already in your context layer.

Account

Acme Manufacturing

ACC-1042
Account owner
Maya Chen
Renewal date
October 31, 2026
Account health
Green
Renewal risk score
82
Health last updated
143 days ago
Risk score updated
Last night
Sample CRM data. No live CRM is connected.

Resolve the Acme conflict

Acme is Green, but its renewal risk score is 82. Which field should the agent trust?

What happened

Nina, VP of Customer Success asked:

Is Acme ready for renewal?

Agent response

Yes. Acme is healthy because Account health is Green. The risk score of 82 also appears strong.

Raw agent: “Acme is healthy. Account health is Green, so the risk score of 82 is probably a positive signal.”

How to complete this chapter

  1. Inspect each field’s ownership and freshness.
  2. Choose the authority rule that resolves the conflict.
  3. Run the decision and inspect the trace.
Build your decision
Chapter 3 of 100 complete