{"id":21661,"date":"2026-08-28T12:06:48","date_gmt":"2026-08-28T10:06:48","guid":{"rendered":"https:\/\/inprofit.eu\/sin-categorizar\/context-engineering-the-competitive-advantage-your-martech-stack-needs\/"},"modified":"2026-08-28T12:09:43","modified_gmt":"2026-08-28T10:09:43","slug":"context-engineering-the-competitive-advantage-your-martech-stack-needs","status":"publish","type":"post","link":"https:\/\/inprofit.eu\/en\/martech-en\/context-engineering-the-competitive-advantage-your-martech-stack-needs\/","title":{"rendered":"Context Engineering: The Competitive Advantage Your Martech Stack Needs"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">The marketing technology market has reached a turning point. After 15 years of unstoppable growth\u2014from 150 products in 2011 to more than 15,000 today\u2014the Martech ecosystem has entered a phase of consolidation<a href=\"https:\/\/newsletter.chiefmartec.com\/p\/here-s-your-ungated-copy-of-the-state-of-martech-2026-report\" target=\"_blank\" rel=\"noopener\"><\/a>. In 2026, the market grew by just 0.79%, but beneath that apparent stability lies fierce upheaval: 1,488 new products entered the market and 1,367 exited it<a href=\"https:\/\/newsletter.chiefmartec.com\/p\/here-s-your-ungated-copy-of-the-state-of-martech-2026-report\" target=\"_blank\" rel=\"noopener\"><\/a>.<\/p>\n\n<p class=\"wp-block-paragraph\">What does this mean for your strategy? That <strong>noise is no longer the problem. Context is.<\/strong><\/p>\n\n<h2 id=\"h-el-fin-de-la-era-del-mas-herramientas\" class=\"wp-block-heading\">The End of the \u201cMore Tools\u201d Era<\/h2>\n\n<p class=\"wp-block-paragraph\">For years, <a href=\"https:\/\/inprofit.eu\/en\/martech-what-is-it\/\" type=\"page\" id=\"1773\" target=\"_blank\" rel=\"noreferrer noopener\">the conversation in Martech<\/a> revolved around one question: <em> \u201cWhich tool should I buy?\u201d<\/em> Then, with the emergence of generative AI, the question shifted to: <em> \u201cHow do I write better prompts?\u201d<\/em> Both are real skills. Neither of them determines whether a marketing team derives genuine value from AI or simply produces polished outputs that no one quite trusts<a href=\"https:\/\/martech.org\/context-engineering-is-the-real-ai-advantage-in-marketing\/?utm_source=growthhackers-newsletter.beehiiv.com&amp;utm_medium=referral&amp;utm_campaign=growth-update-threads-marketing-api-google-analytics-forecasting-tools-and-reddit-retail-ads-expansion\" target=\"_blank\" rel=\"noopener\"><\/a>.<\/p>\n\n<p class=\"wp-block-paragraph\">What really determines value is <strong>context<\/strong>.<\/p>\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p class=\"wp-block-paragraph\"><em>The success of AI now depends much less on models and much more on data quality and contextual flow.<\/em> \u2014 <em>Martech<\/em> Report <em>for 2026<\/em><a href=\"https:\/\/es.martech.zone\/martech-for-2026\/\" target=\"_blank\" rel=\"noopener\"><\/a><\/p>\n<\/blockquote>\n\n<p class=\"wp-block-paragraph\">56.3% of marketing professionals cite poor data quality as their biggest challenge<a href=\"https:\/\/es.martech.zone\/martech-for-2026\/\" target=\"_blank\" rel=\"noopener\"><\/a>. And 90.3% of marketing organizations already use AI agents in some capacity, but only 23.3% have put them into full production<a href=\"https:\/\/es.martech.zone\/martech-for-2026\/\" target=\"_blank\" rel=\"noopener\"><\/a>. The gap between experimentation and operationalization is <strong>the greatest competitive opportunity<\/strong> available today<a href=\"https:\/\/es.martech.zone\/martech-for-2026\/\" target=\"_blank\" rel=\"noopener\"><\/a>.<\/p>\n\n<h2 id=\"h-que-es-exactamente-la-ingenieria-de-contexto\" class=\"wp-block-heading\">What exactly is Context Engineering?<\/h2>\n\n<p class=\"wp-block-paragraph\">Context engineering is the practice of deliberately designing which data, knowledge, tools, and structure are available to an AI system when it performs a task<a href=\"https:\/\/martech.org\/context-engineering-is-the-real-ai-advantage-in-marketing\/?utm_source=growthhackers-newsletter.beehiiv.com&amp;utm_medium=referral&amp;utm_campaign=growth-update-threads-marketing-api-google-analytics-forecasting-tools-and-reddit-retail-ads-expansion\" target=\"_blank\" rel=\"noopener\"><\/a>.<\/p>\n\n<p class=\"wp-block-paragraph\">It sounds technical, but it\u2019s actually quite simple: <strong>context engineering is the infrastructure that ensures AI always has the right information at the right time<\/strong>.<\/p>\n\n<p class=\"wp-block-paragraph\">While prompt engineering asks <em>, \u201cHow do I phrase my prompt?\u201d<\/em> context engineering asks <em>, \u201cWhat does the model need to know before it can respond correctly?\u201d<\/em><a href=\"https:\/\/houseofmartech.com\/blog\/context-engineering-for-llms-in-martech\" target=\"_blank\" rel=\"noopener\"><\/a>. The second question is harder. And also much more valuable<a href=\"https:\/\/houseofmartech.com\/blog\/context-engineering-for-llms-in-martech\" target=\"_blank\" rel=\"noopener\"><\/a>.<\/p>\n\n<h3 id=\"h-el-ejemplo-que-lo-cambia-todo\" class=\"wp-block-heading\">The Game-Changing Example<\/h3>\n\n<p class=\"wp-block-paragraph\">Imagine two teams using the same AI-powered content recommendation tool<a href=\"https:\/\/martech.org\/context-engineering-is-the-real-ai-advantage-in-marketing\/?utm_source=growthhackers-newsletter.beehiiv.com&amp;utm_medium=referral&amp;utm_campaign=growth-update-threads-marketing-api-google-analytics-forecasting-tools-and-reddit-retail-ads-expansion\" target=\"_blank\" rel=\"noopener\"><\/a>:<\/p>\n\n<ul class=\"wp-block-list\">\n<li><strong>Team A<\/strong>: Connect the tool to your <a href=\"https:\/\/inprofit.eu\/en\/digital-analytics\/customer-data-platform-cdp-in-the-martech-ecosystem\/\" type=\"post\" id=\"11783\" target=\"_blank\" rel=\"noreferrer noopener\">CDP<\/a>, feeding it unified customer profiles, purchase history, product affinity scores, and engagement data from past campaigns<a href=\"https:\/\/martech.org\/context-engineering-is-the-real-ai-advantage-in-marketing\/?utm_source=growthhackers-newsletter.beehiiv.com&amp;utm_medium=referral&amp;utm_campaign=growth-update-threads-marketing-api-google-analytics-forecasting-tools-and-reddit-retail-ads-expansion\" target=\"_blank\" rel=\"noopener\"><\/a>.<\/li>\n\n\n\n<li><strong>Team B<\/strong>: Use the tool &#8220;out of the box&#8221; with the vendor&#8217;s default settings<a href=\"https:\/\/martech.org\/context-engineering-is-the-real-ai-advantage-in-marketing\/?utm_source=growthhackers-newsletter.beehiiv.com&amp;utm_medium=referral&amp;utm_campaign=growth-update-threads-marketing-api-google-analytics-forecasting-tools-and-reddit-retail-ads-expansion\" target=\"_blank\" rel=\"noopener\"><\/a>.<\/li>\n<\/ul>\n\n<p class=\"wp-block-paragraph\">Both teams are launching a customer reactivation campaign. Team A creates copy that mentions specific product categories that each segment has purchased in the past, avoids recommending items already in the cart, and adjusts the tone based on historical response patterns. Team B produces competent copy with superficial personalization that would work for any brand in any category<a href=\"https:\/\/martech.org\/context-engineering-is-the-real-ai-advantage-in-marketing\/?utm_source=growthhackers-newsletter.beehiiv.com&amp;utm_medium=referral&amp;utm_campaign=growth-update-threads-marketing-api-google-analytics-forecasting-tools-and-reddit-retail-ads-expansion\" target=\"_blank\" rel=\"noopener\"><\/a>.<\/p>\n\n<p class=\"wp-block-paragraph\"><strong>The difference lies in the context architecture.<\/strong><\/p>\n\n<h3 id=\"h-el-contexto-como-pilar-del-geo\" class=\"wp-block-heading\">Context as a pillar of GEO<\/h3>\n\n<p class=\"wp-block-paragraph\">Context engineering doesn&#8217;t just improve the output of your in-house AI agents. It&#8217;s also the foundation of <strong><a href=\"https:\/\/inprofit.eu\/en\/search-engine-optimization\/geo-and-aeo-how-to-get-listed-on-chatgpt-gemini-and-perplexity\/\" type=\"post\" id=\"21475\">GEO (Generative Engine Optimization)<\/a><\/strong>, the discipline that is redefining search engine visibility for AIs such as ChatGPT, Gemini, and Claude.<\/p>\n\n<p class=\"wp-block-paragraph\">35% of U.S. consumers already use AI tools during the product discovery phase, compared to 13.6% who use traditional search at that same stage<a href=\"https:\/\/www.cmswire.com\/digital-marketing\/is-context-engineering-the-new-aeo-secret-sauce\/\" target=\"_blank\" rel=\"noopener\"><\/a>. The brands that consistently appear in AI-generated responses aren\u2019t necessarily the ones with the most polished FAQ pages. They are the ones whose <strong>digital infrastructure is machine-readable at the source<\/strong><a href=\"https:\/\/www.cmswire.com\/digital-marketing\/is-context-engineering-the-new-aeo-secret-sauce\/\" target=\"_blank\" rel=\"noopener\"><\/a>.<\/p>\n\n<p class=\"wp-block-paragraph\">GEO is no longer a content issue. Brands that struggle to appear in AI-generated responses typically have an infrastructure problem: product catalogs, knowledge bases, and content layers that AI systems cannot reliably retrieve, interpret, or validate<a href=\"https:\/\/www.cmswire.com\/digital-marketing\/is-context-engineering-the-new-aeo-secret-sauce\/\" target=\"_blank\" rel=\"noopener\"><\/a>.<\/p>\n\n<h2 id=\"h-las-cuatro-capas-del-contexto-que-tu-ia-necesita\" class=\"wp-block-heading\">The Four Layers of Context Your AI Needs<\/h2>\n\n<p class=\"wp-block-paragraph\">To implement context engineering in your Martech stack, think of context as four distinct layers. Each adds resolution<a href=\"https:\/\/houseofmartech.com\/blog\/context-engineering-for-llms-in-martech\" target=\"_blank\" rel=\"noopener\"><\/a>:<\/p>\n\n<ol start=\"1\" class=\"wp-block-list\">\n<li><strong>Customer Signals<\/strong>: Who is this person? What have they done? Where are they in the buying journey?<a href=\"https:\/\/houseofmartech.com\/blog\/context-engineering-for-llms-in-martech\" target=\"_blank\" rel=\"noopener\"><\/a><\/li>\n\n\n\n<li><strong>Product cues<\/strong>: What\u2019s in the catalog? What\u2019s in stock? What\u2019s on sale?<\/li>\n\n\n\n<li><strong>Brand guidelines<\/strong>: How do we speak? What can\u2019t we say? What tone do we use on each channel?<\/li>\n\n\n\n<li><strong>Session history<\/strong>: What has happened during this interaction? What questions have been asked before?<\/li>\n<\/ol>\n\n<p class=\"wp-block-paragraph\">Leading organizations no longer simply store data or run workflows. They are designing their platforms to deliver the right information, at the right time, to the right agent<a href=\"https:\/\/es.martech.zone\/martech-for-2026\/\" target=\"_blank\" rel=\"noopener\"><\/a>.<\/p>\n\n<h3 id=\"h-como-empezar-hoy-mismo\" class=\"wp-block-heading\">How to Get Started Today<\/h3>\n\n<p class=\"wp-block-paragraph\">The good news: if you\u2019ve spent time building customer data strategies, aligning Martech platforms with business processes, or governing data flows between tools, <strong>you\u2019re already doing context engineering\u2014even without the label<\/strong><a href=\"https:\/\/martech.org\/context-engineering-is-the-real-ai-advantage-in-marketing\/?utm_source=growthhackers-newsletter.beehiiv.com&amp;utm_medium=referral&amp;utm_campaign=growth-update-threads-marketing-api-google-analytics-forecasting-tools-and-reddit-retail-ads-expansion\" target=\"_blank\" rel=\"noopener\"><\/a>.<\/p>\n\n<p class=\"wp-block-paragraph\">Here are the specific steps to get started:<\/p>\n\n<h4 id=\"h-1-audita-tus-fuentes-de-datos\" class=\"wp-block-heading\">1. Audit your data sources<\/h4>\n\n<p class=\"wp-block-paragraph\">Which <a href=\"https:\/\/inprofit.eu\/en\/odoo-in-alicante\/\" type=\"page\" id=\"7060\" target=\"_blank\" rel=\"noreferrer noopener\">CRM systems, CDPs<\/a>, analytics platforms, and knowledge bases are generating signals that could feed your AI agents? Most teams do not route those signals to the model in a structured and reliable way<a href=\"https:\/\/houseofmartech.com\/blog\/context-engineering-for-llms-in-martech\" target=\"_blank\" rel=\"noopener\"><\/a>.<\/p>\n\n<h4 id=\"h-2-construye-pipelines-de-contexto\" class=\"wp-block-heading\">2. Build context pipelines<\/h4>\n\n<p class=\"wp-block-paragraph\">Context engineering builds the data pipelines, retrieval systems, and brand rule layers that convert your Martech signals into structured, high-quality input for LLMs<a href=\"https:\/\/houseofmartech.com\/blog\/context-engineering-for-llms-in-martech\" target=\"_blank\" rel=\"noopener\"><\/a>.<\/p>\n\n<h4 id=\"h-3-prioriza-la-calidad-sobre-la-cantidad\" class=\"wp-block-heading\">3. Prioritize quality over quantity<\/h4>\n\n<p class=\"wp-block-paragraph\">You don\u2019t need more data. You need <strong>better data\u2014data that\u2019s better organized and better connected<\/strong>. 56.3% of marketing professionals cite poor data quality as their top challenge<a href=\"https:\/\/es.martech.zone\/martech-for-2026\/\" target=\"_blank\" rel=\"noopener\"><\/a>.<\/p>\n\n<h4 id=\"h-4-integra-el-contexto-en-tu-estrategia-de-geo\" class=\"wp-block-heading\">4. Integrate context into your GEO strategy<\/h4>\n\n<p class=\"wp-block-paragraph\">The same infrastructure that generates quotes in external AI responses should power the AI agents serving your customers internally<a href=\"https:\/\/www.cmswire.com\/digital-marketing\/is-context-engineering-the-new-aeo-secret-sauce\/\" target=\"_blank\" rel=\"noopener\"><\/a>.<\/p>\n\n<h2 id=\"h-el-futuro-es-hibrido\" class=\"wp-block-heading\">The future is hybrid<\/h2>\n\n<p class=\"wp-block-paragraph\">Contrary to rumors that <a href=\"https:\/\/openclient.net\/\" type=\"link\" id=\"https:\/\/openclient.net\/\" target=\"_blank\" rel=\"noreferrer noopener\">AI would replace SaaS<\/a>, the <em>\u201cState of Martech 2026\u201d<\/em> report is clear: SaaS is not dying. The future is hybrid: AI agents augmenting and improving deterministic SaaS systems, not replacing them<a href=\"https:\/\/martech.zone\/martech-for-2026\/#context-engineering-is-the-new-competitive-advantage\" target=\"_blank\" rel=\"noopener\"><\/a>. Only 30.1% of respondents reported any replacement of capabilities<a href=\"https:\/\/martech.zone\/martech-for-2026\/#context-engineering-is-the-new-competitive-advantage\" target=\"_blank\" rel=\"noopener\"><\/a>.<\/p>\n\n<p class=\"wp-block-paragraph\">The 2026 Martech stack is <strong>layered<\/strong>: native AI tools, established SaaS, and in-house solutions\u2014all at the same time.<\/p>\n\n<p class=\"wp-block-paragraph\">And at the heart of that layered structure is <strong>context<\/strong>.<\/p>\n\n<h2 id=\"h-conclusion\" class=\"wp-block-heading\">Conclusion<\/h2>\n\n<p class=\"wp-block-paragraph\">Generative AI is no longer a novelty. It\u2019s an operational reality. But most teams are still in the experimentation phase. The gap between testing and deploying AI agents into production is the biggest competitive opportunity of 2026<a href=\"https:\/\/es.martech.zone\/martech-for-2026\/\" target=\"_blank\" rel=\"noopener\"><\/a>.<\/p>\n\n<p class=\"wp-block-paragraph\">Teams that master context infrastructure will consistently outperform those that continue to write isolated prompts, regardless of the front-end model they use<a href=\"https:\/\/houseofmartech.com\/blog\/context-engineering-for-llms-in-martech\" target=\"_blank\" rel=\"noopener\"><\/a>.<\/p>\n\n<p class=\"wp-block-paragraph\">At Inprofit, we understand that technology is not an end in itself, but a means to an end. The true competitive advantage lies not in which tools you buy, but in <strong>how you connect them, how you feed them data, and how you orchestrate the flow of context<\/strong> so that every customer interaction is relevant, personalized, and timely.<\/p>\n\n<h3 id=\"h-faqs\" class=\"wp-block-heading\">Faqs<\/h3>\n\n<div class=\"schema-faq wp-block-yoast-faq-block\"><div class=\"schema-faq-section\" id=\"faq-question-1787902881011\"><strong class=\"schema-faq-question\"><strong>1. What exactly is Context Engineering in Martech?<\/strong><\/strong> <p class=\"schema-faq-answer\">It is the practice of deliberately designing which data, knowledge, brand guidelines, and tools are available to an AI system (such as an LLM or autonomous agent) at the exact moment it needs to perform a task. It\u2019s not about writing better prompts, but rather about building the infrastructure (data pipelines and retrieval systems) that ensures the AI always has the right information to make accurate and personalized decisions.<\/p> <\/div> <div class=\"schema-faq-section\" id=\"faq-question-1787902906479\"><strong class=\"schema-faq-question\"><strong>2. What is the main difference between SEO and GEO (Generative Engine Optimization)?<\/strong><\/strong> <p class=\"schema-faq-answer\">Traditional SEO optimizes content to be crawled and ranked by traditional search engines (Google, Bing) through keywords and links. GEO, on the other hand, optimizes your digital infrastructure and the semantics of your data so that <strong>generative engines<\/strong> (ChatGPT, Gemini, Perplexity, Claude) cite you as a reliable source in their direct responses, without the user having to click on a link. GEO relies critically on the quality of your structural context.<\/p> <\/div> <div class=\"schema-faq-section\" id=\"faq-question-1787902934537\"><strong class=\"schema-faq-question\"><strong>3. What are the four layers of context that every marketing AI needs?<\/strong><\/strong> <p class=\"schema-faq-answer\">According to Inprofit\u2019s approach, these are:<br\/><strong>Customer signals:<\/strong> Who<strong>the customer<\/strong> is, purchase history, and previous interactions.<br\/><strong>Product signals:<\/strong> Availability, prices, attributes, and active promotions.<br\/><strong>Brand rules:<\/strong> Tone of voice, prohibited messages, and legal\/commercial guidelines.<br\/><strong>Session history:<\/strong> What has happened in the current conversation or interaction.<\/p> <\/div> <div class=\"schema-faq-section\" id=\"faq-question-1787902946765\"><strong class=\"schema-faq-question\"><strong>4. Why do most AI agents in marketing never make it to production?<\/strong><\/strong> <p class=\"schema-faq-answer\">The main reason (cited by 56.3% of professionals) is <strong>poor data quality<\/strong> and a lack of connectivity between systems. Many teams test AI using test or static data, but when they connect it to actual CRMs and CDPs, the context is lost. Context engineering solves this problem by creating reliable, real-time data flows between your Martech stack and the AI model.<\/p> <\/div> <div class=\"schema-faq-section\" id=\"faq-question-1787902963152\"><strong class=\"schema-faq-question\"><strong>5. How can Inprofit help my company implement this strategy?<\/strong><\/strong> <p class=\"schema-faq-answer\">At Inprofit, we design <strong>customized context architecture<\/strong> for your business. Let us audit your data sources (CRM, CDP, e-commerce), build integration pipelines, and orchestrate brand rules so your AI agents can operate in full production. In addition, we align your infrastructure to meet generative search engine (GEO) visibility requirements, ensuring that your brand is the AI\u2019s preferred answer.<\/p> <\/div> <\/div>\n\n<p class=\"wp-block-paragraph\"><strong>Context engineering isn&#8217;t just another trend. It&#8217;s the foundation upon which Martech strategies will be built in the coming years.<\/strong><\/p>\n\n<p class=\"wp-block-paragraph\">Is your tech stack ready for the age of context?<\/p>\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n<p class=\"wp-block-paragraph\"><em>This article was written by the team at Inprofit, a Martech agency specializing in the integration of technology, data, and strategy to transform the connection between brands and their audiences.<\/em><\/p>\n\n<p class=\"wp-block-paragraph\">If you&#8217;re interested in learning more, <a href=\"https:\/\/inprofit.eu\/en\/contact\/\" type=\"page\" id=\"15\">contact Inprofit<\/a> now.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Did you know that 56% of marketing teams fail at AI due to poor data quality? Discover how Context Engineering is revolutionizing the Martech Stack in 2026. Learn the 4 essential layers for connecting your data, empowering your AI agents, and dominating GEO positioning against the competition. A practical guide to transforming your digital strategy.<\/p>\n","protected":false},"author":1,"featured_media":21662,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[204],"tags":[905],"class_list":["post-21661","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-martech-en","tag-technology-marketing"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.9 (Yoast SEO v27.9) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Contextual Engineering in Martech | The Key to GEO and SEO<\/title>\n<meta name=\"description\" content=\"Master context engineering to enhance your AI and GEO. 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What is the main difference between SEO and GEO (Generative Engine Optimization)?\",\"answerCount\":1,\"acceptedAnswer\":{\"@type\":\"Answer\",\"text\":\"Traditional SEO optimizes content to be crawled and ranked by traditional search engines (Google, Bing) through keywords and links. GEO, on the other hand, optimizes your digital infrastructure and the semantics of your data so that <strong>generative engines<\\\/strong> (ChatGPT, Gemini, Perplexity, Claude) cite you as a reliable source in their direct responses, without the user having to click on a link. 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What are the four layers of context that every marketing AI needs?\",\"answerCount\":1,\"acceptedAnswer\":{\"@type\":\"Answer\",\"text\":\"According to Inprofit\u2019s approach, these are:<br\\\/><strong>Customer signals:<\\\/strong> Who<strong>the customer<\\\/strong> is, purchase history, and previous interactions.<br\\\/><strong>Product signals:<\\\/strong> Availability, prices, attributes, and active promotions.<br\\\/><strong>Brand rules:<\\\/strong> Tone of voice, prohibited messages, and legal\\\/commercial guidelines.<br\\\/><strong>Session history:<\\\/strong> What has happened in the current conversation or interaction.\",\"inLanguage\":\"en-US\"},\"inLanguage\":\"en-US\"},{\"@type\":\"Question\",\"@id\":\"https:\\\/\\\/inprofit.eu\\\/en\\\/martech-en\\\/context-engineering-the-competitive-advantage-your-martech-stack-needs\\\/#faq-question-1787902946765\",\"position\":4,\"url\":\"https:\\\/\\\/inprofit.eu\\\/en\\\/martech-en\\\/context-engineering-the-competitive-advantage-your-martech-stack-needs\\\/#faq-question-1787902946765\",\"name\":\"4. 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","email":"info@inprofit.eu","telephone":"+34965594272","legalName":"Inprofit Consulting SL","foundingDate":"2018-10-18","vatID":"B42605055","taxID":"B42605055","numberOfEmployees":{"@type":"QuantitativeValue","minValue":"11","maxValue":"50"}},{"@type":"Person","@id":"https:\/\/inprofit.eu\/en\/#\/schema\/person\/3a9f88a467d65130e9cc13df4f127205","name":"Jorge Anduix","pronouns":"\u00e9l\/lo","image":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/inprofit.eu\/wp-content\/litespeed\/avatar\/5386fe4675b1724a09f266983724e528.jpg?ver=1787728791","url":"https:\/\/inprofit.eu\/wp-content\/litespeed\/avatar\/5386fe4675b1724a09f266983724e528.jpg?ver=1787728791","contentUrl":"https:\/\/inprofit.eu\/wp-content\/litespeed\/avatar\/5386fe4675b1724a09f266983724e528.jpg?ver=1787728791","caption":"Jorge Anduix"},"description":"Marketing tecnol\u00f3gico en vena. Fan\u00e1tico de las tecnolog\u00edas Martech que rompen moldes: IA generativa, blockchain, no-code, metaverso, automatizaci\u00f3n extrema... Convencido de que el futuro no se espera, se construye (y se vende muy bien). Responsable del marketing m\u00e1s disruptivo y tecnol\u00f3gico.","sameAs":["http:\/\/inprofit.eu","https:\/\/www.linkedin.com\/in\/jorge-anduix-fuentes-marketing\/"],"birthDate":"1993-07-23","gender":"Hombre","award":["Programa emprendedores Banco Santander - 2016","Recomendaci\u00f3n proyectos estrategia PwC - 2017"],"knowsAbout":["html","web","make","marketing digital","seo","geo","paid media","estrategia","ventas online"],"knowsLanguage":["espa\u00f1ol","ingl\u00e9s"],"jobTitle":"Business Manager","worksFor":"Inprofit Consulting S.L.","url":"https:\/\/inprofit.eu\/en\/author\/admin\/"},{"@type":"Question","@id":"https:\/\/inprofit.eu\/en\/martech-en\/context-engineering-the-competitive-advantage-your-martech-stack-needs\/#faq-question-1787902881011","position":1,"url":"https:\/\/inprofit.eu\/en\/martech-en\/context-engineering-the-competitive-advantage-your-martech-stack-needs\/#faq-question-1787902881011","name":"1. What exactly is Context Engineering in Martech?","answerCount":1,"acceptedAnswer":{"@type":"Answer","text":"It is the practice of deliberately designing which data, knowledge, brand guidelines, and tools are available to an AI system (such as an LLM or autonomous agent) at the exact moment it needs to perform a task. It\u2019s not about writing better prompts, but rather about building the infrastructure (data pipelines and retrieval systems) that ensures the AI always has the right information to make accurate and personalized decisions.","inLanguage":"en-US"},"inLanguage":"en-US"},{"@type":"Question","@id":"https:\/\/inprofit.eu\/en\/martech-en\/context-engineering-the-competitive-advantage-your-martech-stack-needs\/#faq-question-1787902906479","position":2,"url":"https:\/\/inprofit.eu\/en\/martech-en\/context-engineering-the-competitive-advantage-your-martech-stack-needs\/#faq-question-1787902906479","name":"2. What is the main difference between SEO and GEO (Generative Engine Optimization)?","answerCount":1,"acceptedAnswer":{"@type":"Answer","text":"Traditional SEO optimizes content to be crawled and ranked by traditional search engines (Google, Bing) through keywords and links. GEO, on the other hand, optimizes your digital infrastructure and the semantics of your data so that <strong>generative engines<\/strong> (ChatGPT, Gemini, Perplexity, Claude) cite you as a reliable source in their direct responses, without the user having to click on a link. GEO relies critically on the quality of your structural context.","inLanguage":"en-US"},"inLanguage":"en-US"},{"@type":"Question","@id":"https:\/\/inprofit.eu\/en\/martech-en\/context-engineering-the-competitive-advantage-your-martech-stack-needs\/#faq-question-1787902934537","position":3,"url":"https:\/\/inprofit.eu\/en\/martech-en\/context-engineering-the-competitive-advantage-your-martech-stack-needs\/#faq-question-1787902934537","name":"3. What are the four layers of context that every marketing AI needs?","answerCount":1,"acceptedAnswer":{"@type":"Answer","text":"According to Inprofit\u2019s approach, these are:<br\/><strong>Customer signals:<\/strong> Who<strong>the customer<\/strong> is, purchase history, and previous interactions.<br\/><strong>Product signals:<\/strong> Availability, prices, attributes, and active promotions.<br\/><strong>Brand rules:<\/strong> Tone of voice, prohibited messages, and legal\/commercial guidelines.<br\/><strong>Session history:<\/strong> What has happened in the current conversation or interaction.","inLanguage":"en-US"},"inLanguage":"en-US"},{"@type":"Question","@id":"https:\/\/inprofit.eu\/en\/martech-en\/context-engineering-the-competitive-advantage-your-martech-stack-needs\/#faq-question-1787902946765","position":4,"url":"https:\/\/inprofit.eu\/en\/martech-en\/context-engineering-the-competitive-advantage-your-martech-stack-needs\/#faq-question-1787902946765","name":"4. Why do most AI agents in marketing never make it to production?","answerCount":1,"acceptedAnswer":{"@type":"Answer","text":"The main reason (cited by 56.3% of professionals) is <strong>poor data quality<\/strong> and a lack of connectivity between systems. Many teams test AI using test or static data, but when they connect it to actual CRMs and CDPs, the context is lost. Context engineering solves this problem by creating reliable, real-time data flows between your Martech stack and the AI model.","inLanguage":"en-US"},"inLanguage":"en-US"},{"@type":"Question","@id":"https:\/\/inprofit.eu\/en\/martech-en\/context-engineering-the-competitive-advantage-your-martech-stack-needs\/#faq-question-1787902963152","position":5,"url":"https:\/\/inprofit.eu\/en\/martech-en\/context-engineering-the-competitive-advantage-your-martech-stack-needs\/#faq-question-1787902963152","name":"5. How can Inprofit help my company implement this strategy?","answerCount":1,"acceptedAnswer":{"@type":"Answer","text":"At Inprofit, we design <strong>customized context architecture<\/strong> for your business. Let us audit your data sources (CRM, CDP, e-commerce), build integration pipelines, and orchestrate brand rules so your AI agents can operate in full production. In addition, we align your infrastructure to meet generative search engine (GEO) visibility requirements, ensuring that your brand is the AI\u2019s preferred answer.","inLanguage":"en-US"},"inLanguage":"en-US"}]}},"_links":{"self":[{"href":"https:\/\/inprofit.eu\/en\/wp-json\/wp\/v2\/posts\/21661","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/inprofit.eu\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/inprofit.eu\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/inprofit.eu\/en\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/inprofit.eu\/en\/wp-json\/wp\/v2\/comments?post=21661"}],"version-history":[{"count":2,"href":"https:\/\/inprofit.eu\/en\/wp-json\/wp\/v2\/posts\/21661\/revisions"}],"predecessor-version":[{"id":21664,"href":"https:\/\/inprofit.eu\/en\/wp-json\/wp\/v2\/posts\/21661\/revisions\/21664"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/inprofit.eu\/en\/wp-json\/wp\/v2\/media\/21662"}],"wp:attachment":[{"href":"https:\/\/inprofit.eu\/en\/wp-json\/wp\/v2\/media?parent=21661"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/inprofit.eu\/en\/wp-json\/wp\/v2\/categories?post=21661"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/inprofit.eu\/en\/wp-json\/wp\/v2\/tags?post=21661"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}