Contextual Contextual master data models use semantic representation and storage databases to collect and link master data with additional attributes, metadata, transactions and digital data. In contextual master data models, information is blended and personalized to address different functional needs—only the data that is relevant is provided. For example, the relationships between customers and other entities can be extremely hard to decipher in traditional methods, which stand in the way of personalizing customer experiences. These can now be readily and dynamically represented using contextual models and graph databases. Combining these contextual representations with artificial intelligence (AI) and machine learning can enable deep learning capabilities and greater insights. Meet Your Digital Master 16