Adobe Case Study: Customer Journey Graph

Learn why an organization’s ontology, a structured framework for how a business defines, connects, and makes sense of its data and knowledge, is the most valuable and most overlooked asset in any AI strategy. Jessica Talisman, CEO and Founder of The Ontology Pipeline, and Tony Seale, Founder of The Knowledge Graph Guys, break down what it actually takes to build trusted AI, covering everything from semantic layers and knowledge graphs to why provenance is non-negotiable. They explain how organizations can start building their knowledge infrastructure for AI, and make the case for why their ontology is their most defensible competitive asset.

Key Moments

• BI Semantic Layers vs. AI Context Layers (02:21): Explore the evolution from 1990s business vocabularies to modern AI context layers. Learn why ontologies are essential for connecting data points beyond traditional BI.
• Why Knowledge Graphs are Essential for AI (09:22): Understand why relational databases fail AI's needs. Tony explains how knowledge graphs turn data relationships into "first-class citizens" using open standards.
• How to Build Your First Business Ontology (17:04): Stop over-modeling and start delivering. Learn how to anchor your data strategy to high-value use cases and business-language competency questions.
• Solving the AI Provenance & Lineage Gap (34:19): Why LLMs lack built-in reliability. Jessica discusses the necessity of injecting data lineage at the retrieval layer to verify AI accuracy and prevent hallucinations.
• Why Your Ontology is Your Most Valuable IP (39:27): In the age of commodity AI, your internal data relationships are your only moat. Discover why hosting your ontology with third parties puts your core assets at risk.

Key Quotes

• “If you let somebody else take your ontology, learn the essence of what it is that you know that's out of distribution with the rest of the world, you've just given them everything valuable about your company.” - Tony Seale
• “The accuracy of the information you receive is reliant upon the lineage or the provenance of the information received from an LLM. It's so important." - Jessica Talisman
• “As a business leader, you need to be looking below the surface to the data infrastructure. The key trick to do right now is to turn the power of the models that we've got back upon your own internal infrastructure to build out these rich ontologies and to connect your information.” - Tony Seale
• "Your ontology is like your thumbprint, your digital thumbprint for your organization. It's unique to each organization, and how you define things may not be the same as an LLM might define something." - Jessica Talisman

Mentions

• The Ontology Pipeline® - A Semantic Knowledge Management Framework | Jessica Talisman
• How the Ontology Pipeline Powers Semantic Knowledge Systems | Jessica Talisman
• Why Early Knowledge Graph Adopters Will Win the AI Race | The Knowledge Graph Guys
• Spec-First Development: Why LLMs Thrive on Structure, Not Vibes | The Knowledge Graph Guys
• The Knowledge Graph Academy

Guest Bios 

Tony Seale

For over a decade, Tony has been passionate about linking data. His creative vision for integrating Large Language Models and Knowledge Graphs within large organisations has gained widespread attention, particularly through his popular weekly LinkedIn posts, earning him the reputation of ‘The Knowledge Graph Guy.’

Today, as the founder of The Knowledge Graph Guys, Tony is dedicated to helping organisations harness the power of their data. His consultancy develops cutting-edge Knowledge Graphs that fuel innovation and growth in the rapidly evolving Age of AI.

Jessica Talisman

Jessica Talisman has dedicated her 25-year career to exploring the dynamics of information and knowledge—how it flows across systems, evolves through context, and powers intelligent technologies. Her work spans historical research, educational frameworks, and enterprise-scale applications of artificial intelligence.

Previously a Senior Information Architect at Adobe, Jessica led the development of semantic knowledge graphs to enrich content and contextual understanding. She now serves as CEO and Founder of Ontology Pipeline, where she leads efforts to bridge the worlds of library science and data management - building robust, scalable knowledge systems for the AI era.

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