As enterprises worldwide accelerate their artificial intelligence (AI) journeys, one challenge continues to limit large-scale adoption – AI systems often lack a clear understanding of how businesses actually operate. Addressing this gap, global process intelligence leader Celonis has launched its Celonis Context Model (CCM) – a new operational intelligence layer designed to help AI make more reliable business decisions. “Frontier AI models are smart generalists, but they have major blind spots about how a specific business operates,” says Carsten Thoma, president, Celonis. “The CCM gives AI the operational context it needs to become a specialist of your operations – one that you can trust to reason, decide and act reliably for your business.”
The company also reinforced its commitment to India during its recently concluded Process Intelligence Days (PI Days) India 2026, which brought together more than 760 enterprise leaders, Global Capability Centre (GCC) executives and technology partners to discuss how organisations are using process intelligence to deploy Enterprise AI at scale and transform business-critical operations.
India has emerged as a strategic market for Celonis, with the country housing more than 2,000 GCCs that increasingly manage global business operations for multinational companies. As these centres accelerate AI and automation initiatives, the need for operationally aware AI has become more pronounced.
India is no longer merely experimenting with AI but actively industrialising it, affirms Malhar Kamdar, Chief Growth Officer, Celonis. The country has become a critical hub for the company’s global innovation, talent development and go-to-market operations, with enterprises looking to move beyond isolated AI pilots and deliver measurable business outcomes, he adds.
At the heart of Celonis’ strategy is the Context Model, which combines process data, business knowledge and decision intelligence to create a real-time digital representation of enterprise operations. The platform provides AI with the operational context required to understand business workflows, identify bottlenecks and execute decisions with greater accuracy and consistency.
Unlike conventional large language models that excel at generating responses but lack knowledge of an organisation’s internal processes, the Context Model translates complex enterprise operations into a format AI can understand. Acting as a system-agnostic intelligence layer, it enables businesses to orchestrate autonomous workflows, while overcoming the limitations of legacy enterprise systems.
AI agents
To further strengthen its AI capabilities, Celonis has signed a definitive agreement to acquire Ikigai Labs, a specialist in AI-powered Decision Intelligence founded on nearly two decades of research at the Massachusetts Institute of Technology (MIT). By combining process intelligence with decision intelligence, Celonis aims to help organisations deploy AI agents capable not only of making recommendations but also of executing complex enterprise processes with greater confidence and reliability.
The company’s growing ecosystem was also on display during PI Days India, where organisations including Hitachi Energy, Mondelez International, Mercedes-Benz and Ingka Group (IKEA) shared how they are leveraging process intelligence to improve operational visibility, eliminate workflow bottlenecks and scale automation initiatives across their businesses.
Industry leaders participating in the event emphasised that operational context has become the defining factor in determining whether enterprise AI generates tangible business value. Without a deep understanding of real-world processes, business rules and organisational workflows, AI risks remaining confined to experimental use cases rather than delivering measurable returns.
Celonis has also built deep integrations with leading enterprise technology platforms, including Amazon Bedrock, Microsoft Copilot, IBM watsonx Orchestrate, Oracle OCI Enterprise AI, Databricks Agent Bricks and Anthropic’s Claude, alongside data platforms such as AWS, Databricks and Microsoft Fabric. These partnerships enable organisations to embed operational intelligence directly into AI-driven workflows, while leveraging existing enterprise technology investments.
With enterprises increasingly seeking trusted AI solutions capable of delivering measurable outcomes, Celonis believes the combination of its Context Model, process intelligence platform and the planned acquisition of Ikigai Labs positions the company at the forefront of the next phase of enterprise AI. By giving AI Systems a real-time understanding of how businesses function, Celonis is aiming to bridge the gap between powerful
AI models and practical enterprise execution, helping organisations unlock greater efficiency, agility and long-term value.