Our most recent community show tackled a challenge many data leaders know well: AI capabilities are like a high-performance sports car — incredibly powerful when fueled by trusted, governed data, but stuck in second gear when the underlying data foundation is riddled with potholes. The session, led by Sriraj Rajaram, Director of Product Management at Reltio, walked through how Reltio Intelligent 360™ and zero-copy integration close that gap, unlocking contextual intelligence for AI and Agentic use cases.
Why Context Is the New Currency
Sriraj opened by framing the shift from the industrial era to the age of AI. Where industrial-era success hinged on controlling physical assets and scaling through linear automation, today's advantage comes from speed, adaptability, and the ability to extract insight from data at scale. AI systems increasingly take on both augmentation and autonomous decision-making roles — but that autonomy is only as good as the data behind it. Bad data leads to bad decisions, which is why context, delivered in real time and with precision, is now the critical requirement for any AI initiative.
Building Context in Three Steps
Sriraj laid out a practical framework for building the context AI agents need:
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Identify and unify key entities — bringing together accounts, contacts, products, or other core business entities from across CRM, ERP, and other systems into a single deduplicated view, with defined relationships between them
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Enrich with interactions and signals — layering in transactional and behavioral data, such as purchases, web activity, or campaign interactions, to build a true knowledge graph rather than just an identity graph
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Operationalize the graph — putting that unified, enriched data to work, whether for marketing segmentation, compliance insights, or risk scoring
Historically, this has been a costly, monolithic undertaking. Sriraj noted that the technology has now matured to the point where out-of-the-box solutions can deliver this data foundation without the traditional integration burden.
Zero-Copy: Context Without Replication
The core of the session focused on how Reltio Intelligent 360 solves this through zero-copy integration. Rather than replicating high-volume interaction data (transactions, purchases, claims) into Reltio, Intelligent 360 connects directly to a cloud data warehouse and retrieves that data in real time — with no caching and no duplication. Sriraj compared it to a shortcut pointing to a single source instance rather than a copied file, reducing both replication costs and data security exposure.
Setting it up is straightforward: establish authentication between Reltio and the warehouse, then define mappings between Reltio's interaction types and the corresponding warehouse tables and columns — all configurable through the UI.
Demo Highlights
Using a live insurance-industry demo tenant, Sriraj showed:
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An Interactions tab on a customer profile pulling claims data live from Snowflake — visible only while viewing the screen, with nothing stored in Reltio
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The same interaction timeline viewed from the perspective of a related entity (an insured vehicle), rather than just the individual
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Audience segmentation combining profile attributes (like location) with transactional attributes (like claims history) — for example, "individuals with claims in New York" — with segments publishable to downstream systems via Reltio Integration Hub
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A live Agent Flow query that pulled a customer's contracts and claims history (the latter live from the warehouse) to prepare sales-call briefing notes in seconds
Rollout and Roadmap
Zero-copy integration launched with the 25.2 release and has progressed in phases: Phase 1 (API-based setup with UI-visible interaction timelines), Phase 2 (UI-based authentication and mapping), and Phase 3 (full audience segmentation on both profile and transactional data). Snowflake and Databricks currently support Phase 3 capabilities, with a formal announcement expected at the 26.2 release in October. Amazon Redshift and Google BigQuery currently support Phase 1, with additional warehouse integrations planned.
Q&A Highlights
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Customer use cases: Marketing teams use Intelligent 360 to build audience segments from web browsing behavior, email engagement, and downloads. A banking customer uses it to identify high-net-worth customers with credit inquiries at competing lenders, enabling more targeted, timely outreach.
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Agent Flow integration: Demonstrated live — Agent Flow queried a customer's contract and claims data (sourced via zero-copy from the warehouse) to generate sales-call prep notes automatically, without manual research.
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