Big Context abandoned a seven-figure AI platform growing nearly 30% monthly to build an AI-native services business instead.
Zac Choi, founder of Big Context, has spent over two decades working in enterprise data, analytics, and AI. His career spans Wharton, General Mills, Clorox, Green Dot's IPO, and McKinsey, where he launched Fuel, a practice serving growth-stage technology companies. He previously founded String AI, an AI-powered messaging platform acquired by a telecommunications company. Today, he is building Big Context and developing Open Pragmatics, an open standard for enterprise AI context.
In this episode of the Ignite Podcast, Brian Bell and Zac examine why enterprise AI projects repeatedly fail despite increasingly capable models. Zac argues that the fundamental obstacle is not model intelligence or access to more data. It is the missing business context that allows AI systems to interpret information correctly. A CFO, salesperson, and marketer can all define revenue differently, yet most enterprise systems never capture those distinctions in a form AI can reliably use.
Zac challenges another foundational assumption: data gravity. He argues that enterprises remain dependent on their existing systems because the meaning attached to their data is difficult to move, not because moving the data itself is inherently expensive. His solution involves making context portable, opening the underlying standards, and turning complex implementation work into repeatable, AI-powered services.
In Today’s Episode We Discuss
- 00:00- Introduction to Zac Choi and Big Context
- 00:32- From Wharton and McKinsey to Entrepreneurship
- 04:37- Building and Selling String AI
- 07:19- The Origins of Big Context
- 11:21- Why Enterprise AI Pilots Fail
- 13:00- The Missing Context in Enterprise Data
- 17:28- Why Open Pragmatics Is Open Source
- 22:24- Services as Software and AI-Native Consulting
- 24:51- Automating Enterprise Data Migrations
- 27:32- Sovereign Context and Enterprise AI Models
- 29:20- Building Trust with Fortune 500 Companies
- 31:16- Why the Modern Data Stack May Collapse
- 33:28- The Rise of Context Engineering
- 35:41- Why Data Gravity Is an Illusion
- 37:43- The Best Advice Zac Ever Received
- 38:31- Why Net Revenue Retention Matters More Than ARR
- 41:31- Why Founders Must Learn to Pivot
- 44:04- The Decision to Abandon a Growing Platform
- 45:52- Reinventing Enterprise Software Delivery
- 49:57- Where to Find Zac Choi
Zac explains how Big Context compresses enterprise BI migrations that traditionally take months into days, why it paused a platform growing nearly 30% month over month for 15 to 16 months, and how a Fortune 500 procurement process changed after the company adopted a services-led model. He also shares his father's advice about separating work and play and why net revenue retention reveals more about customer value than ARR alone.
The enduring advantage in technology may be less about controlling information than understanding what it means.
Pull Quotes
"I think data gravity is an illusion."
"I think ARR is stupid."
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