RAW & ROASTED · EVENT & WEBINAR · 17.09.2026 · 08:30 AM

Context for AI Agents: How Corporate Data Is Turned Into Reliable Answers

How the Semantic Layer and Context Layer ensure that AI agents understand data correctly and provide reliable responses.

AI agents provide a confident answer to every question, but you can’t tell from the chat window whether it’s based on evidence or just a guess. “What was the revenue?” is usually correct, but when asked “Why did the lead numbers go down in October?”, the agent is just speculating.

Reliable answers require, among others, two layers from the AI Foundation: The Semantic Layer ensures that the AI calculates correctly, while the Context Layer makes sure that it interprets correctly.

At our next Raw & Roasted Event on September 17, 2026, Tobias Lanzl will demonstrate how to get started with both layers. Using practical examples, you’ll learn how these lead to accurate answers from AI agents. Afterward, there will be plenty of time for your questions and a genuine exchange of ideas.

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REAL INSIGHTS. OPEN CONVERSATIONS.

Your Speaker and the Agenda

Tobias Lanzl
Manager AI-Ready Data Stack, Hopmann Marketing Analytics

Tobias works at the intersection of semantic models, context layers, and large language models. His starting point is simple: A number only matters if someone trusts it enough to base a decision on it. That’s exactly where he takes data: from a clean data foundation all the way to AI systems that provide reliable answers instead of guesses.

In this talk, he draws on his project experience to show how a semantic layer and a context layer are structured, where AI goes wrong without this context, and where it’s best to start. As a former research assistant and lecturer, he breaks down complex concepts so that they’re easy to understand and work in practice.

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Raw & Roasted at a Glance.

Raw & Roasted is our compact event format for anyone interested in data, AI, and marketing. Each session focuses on a specific, real-world topic, featuring a brief presentation, time for questions, and an open discussion. The topics are relevant across industries.

We’ll also serve freshly brewed barista coffee at our Hopmann office in Munich-Neuhausen.

Arrival and Networking: 8:30 to 9:00 AM
Hands-on presentation: 9:00 AM (approx. 30 minutes)
Open Q&A and discussion: approx. 30 minutes
End: approx. 10:00 AM

Attend in person in Munich or via Zoom. Free of charge, with limited seating. First come, first served.

Highlights from Past Raw & Roasted Events

Directions & Joining via Zoom

On-site in Munich

Hopmann Marketing Analytics GmbH
Landshuter Allee 49 (rear building)
80637 Munich

Directions: We recommend arriving via Rotkreuzplatz. There are excellent public transportation connections, and it’s just a few minutes’ walk from there. Two parking spaces are available next to the office (tight, max. 2,000 kg, first come, first served).

Entrance: Access to the office is only possible via Landshuter Allee 49. Simply walk through the gate. The rear building is directly visible from there. Note: Google Maps sometimes shows an alternative entrance through a backyard. This route does not exist; there is a wall there.

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Online via Zoom

This Raw & Roasted event will once again be held in a hybrid format. If you can’t attend in person, simply join via Zoom and you’ll be just as much a part of the event.

For hybrid events like Raw & Roasted on “Context for AI Agents,” we always make sure that the discussion truly functions as a hybrid event. Questions from Zoom are addressed just as much as those from the room.

📸 Photo and Video Notice: Photos and videos may be taken at this event and used for our public relations efforts, such as on our website, on LinkedIn, and in our newsletter. Hopmann Marketing Analytics GmbH, Landshuter Allee 49 (RG), 80637 Munich, is responsible for this. If you do not wish to be photographed or videotaped, please let us know on-site. We will, of course, respect your wishes.

What our guests often want to know.

FAQ on Context for AI agents

What’s the difference between a Semantic Layer and a Context Layer?

Short version: a Semantic Layer makes sure an AI calculates metrics correctly, a Context Layer makes sure it interprets them correctly. That distinction is exactly what this Raw & Roasted on context for AI agents digs into, using marketing examples from real project work. Tobias covers the technical depth, YAML examples included, in his blog post Semantic Layer vs. Context Layer.

Do I need technical background to follow the talk?

No. The talk is deliberately practical and hands-on. Tobias explains the concepts so beginners can follow along, while going deep enough that technically experienced attendees walk away with new perspectives too. A basic understanding of data and AI tools is enough to get started.

Can I attend without coming to Munich?

Yes. The Raw & Roasted on September 17 runs as a hybrid event. When you register, you choose whether you’ll join on-site or via Zoom. You’ll receive the Zoom link by email after registering. Both formats allow full participation in the discussion.

What does it cost to attend the event?

Attendance is free. The only requirement is registering through the form on this page. Seats are limited. If we’re overbooked, we allocate spots strictly by registration date.

Does Hopmann also help build context for AI agents in-house?

Hopmann supports companies end to end on the AI-ready data stack, from the Measurement Framework through Semantic Layer and Context Layer to integrating AI agents in marketing. If you’d like to learn more before or after the event, you can request a free initial consultation directly. We see ourselves as a boutique consultancy working at the intersection of marketing, data, and AI.

What have past Raw & Roasted events covered?

Raw & Roasted runs regularly on rotating topics from marketing, data, and AI. At our last session before the summer break, Dr. Simon Hannemann walked through the 5-phase process behind a Marketing Mix Modeling consulting engagement, the recap is in our blog post. You’ll find all upcoming dates on our events overview.