Vinny Maurici is Chief Operating Officer at Syndigo, where he leads global operations, services, and customer execution across the company’s product experience and data management portfolio. With deep expertise in product syndication and enterprise data strategy, Vinny focuses on helping brands and retailers modernize how product data is governed, activated, and delivered across commerce ecosystems.

Rosie Cotela is a creative and product leader with deep expertise in creative direction, product design and development, brand storytelling and creative operations. Her career spans global brands including Disney, NBCUniversal, Mattel and Hermès Paris, alongside leading large-scale lifestyle, homewares and gifting portfolios from early trend and cultural insight through to product development, photography, visual merchandising and market launch. 

Knowledge graphs and ontologies are frequently proposed as essential components of GraphRAG architectures for grounding large language models, improving retrieval, and providing a semantic layer. However, discussions of these concepts often remain informal, with terms such as context, semantic layer, and even knowledge graph used without precise definitions. This ambiguity makes it difficult to compare approaches, evaluate implementations, or reason about their capabilities.

Semantics in the Age of AI: Questions Practitioners Must Answer in 2026

Context and challenge

As AI systems become the primary way people and applications access information, the semantic layer (ontologies, knowledge graphs, and contextual metadata) has moved from nice‑to‑have to critical infrastructure. Yet many organisations still struggle to decide when to invest in graphs, how to manage change, and how to align semantic work with data and AI teams.

Meeting the challenge

Over the past three years, the AI conversation has evolved from Generative AI to AI-ready data, and now to agentic AI and autonomous business. Yet one fundamental truth has remained constant: AI is only as effective as the data that grounds it.

As organizations move beyond chatbots to intelligent agents capable of orchestrating business processes, the need for well-organized, well-described enterprise data has never been greater.