Unified Context™ is a technology and a standard that unifies information, interactions, and events related to the same entity across integrated systems. Its purpose is to make this context available so that AI agents can better understand the situation in which they are operating.
That entity may be a customer. Throughout their relationship with the company, the customer appears in different places: in the CRM as a lead, in a sales proposal, in a payment, in a contract, and in service conversations.
Unified Context™ connects the context of this journey. Secretar.AI will be the first system to implement the technology developed by our team, in the version scheduled to launch on September 8, 2026.
What context means in AI-powered customer service
Context is the set of information that helps interpret a situation and decide how to continue it.
The sentence “I want to change the time,” for example, has different meanings depending on what happened before. The person may be referring to a sales meeting, a service they have already purchased, or a scheduled follow-up.
Previous messages help clarify the intent. But the decisive information may also be in the calendar or another company system.
For this reason, service context can cover both what was discussed and what happened in the operation.
How Unified Context™ works in conceptual terms
The logic begins by connecting records to the entity they belong to. For a customer, this means connecting the elements that describe their relationship with the company and making them available as context in integrated systems that use the standard.
We can understand how this works in three stages:
- Information is produced. The customer sends a message, receives a proposal, makes a payment, or attends a meeting.
- Related records make up the context. These events become part of the understanding of that journey, according to the sources incorporated into the integration.
- Agents use the available context. When providing service, they can consider relevant information that goes beyond the current channel or conversation.
This is an explanation of the concept. How each source is connected and which records are available depend on the implementation and existing integrations.
What information can be part of the context
Unified Context™ was designed to cover different elements of the operation, such as:
- Conversations on channels such as WhatsApp, Instagram, and email.
- Sales records, proposals, and CRM stages.
- Purchases, payments, and related financial information.
- Contracts and other documents.
- Appointments, meetings, visits, and transcripts.
- Business-specific records found in integrated systems.
What matters is the relationship between the information and the entity being served. A contract and a message may have different formats and still both be necessary to understand the same request.
The examples indicate possible ways to compose the context. Connecting an external source requires the corresponding integration.
The WhatsApp and Instagram example
Consider an illustrative situation. A person negotiates with a company over WhatsApp, approves a proposal, and makes the payment. They later contact customer service on Instagram to ask about the next steps.
If service on Instagram considers only the messages from that channel, the information that the customer has already signed up may be missing.
With systems connected to Unified Context™, the proposal and payment can be part of the context used in this new interaction. The agent gains elements to assist the person according to the stage they are in.
This example shows the relationship between omnichannel service and unified context, two concepts that can work together.
How context extends to other systems
A company may use different tools for sales, service, documents, and management. Unified Context™ was designed as a standard that can also be connected to custom systems chosen by the company.
This makes it possible to expand the context beyond a single system as the infrastructure is integrated. The same entity remains the reference that connects information produced in different places.
The customer is the example used here, but the concept of an entity also makes it possible to consider other elements of the business. Specific applications depend on how those elements are represented and integrated.
Frequently asked questions about Unified Context™
Is Unified Context™ just a conversation history?
No. Conversation history can be part of the context, along with documents, events, appointments, payments, and other records related to the entity.
Is every system connected automatically?
No. Context across systems depends on the integrations that have been implemented. The purpose of the standard is to allow the company to connect the sources it wants to incorporate into its operation.
Does having context guarantee that the agent will always take the correct action?
Having more relevant context helps interpret a request. Execution also depends on the agent’s tools, rules, and capabilities. Context and the ability to act need to work together.
When is Unified Context™ coming to Secretar.AI?
The new version is scheduled to launch on September 8, 2026, with Unified Context™ implemented and the new experience available to all Secretar.AI users.
See how context follows the journey from lead to post-sale, or read the announcement of the new version of Secretar.AI.