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Big Context abandoned a seven-figure AI platform growing nearly 30% monthly to build an AI-native services business instead.
Zac Choi, founder of Big Context, has spent over two decades working in enterprise data, analytics, and AI. His career spans Wharton, General Mills, Clorox, Green Dot's IPO, and McKinsey, where he launched Fuel, a practice serving growth-stage technology companies. He previously founded String AI, an AI-powered messaging platform acquired by a telecommunications company. Today, he is building Big Context and developing Open Pragmatics, an open standard for enterprise AI context.
In this episode of the Ignite Podcast, Brian Bell and Zac examine why enterprise AI projects repeatedly fail despite increasingly capable models. Zac argues that the fundamental obstacle is not model intelligence or access to more data. It is the missing business context that allows AI systems to interpret information correctly. A CFO, salesperson, and marketer can all define revenue differently, yet most enterprise systems never capture those distinctions in a form AI can reliably use.
Zac challenges another foundational assumption: data gravity. He argues that enterprises remain dependent on their existing systems because the meaning attached to their data is difficult to move, not because moving the data itself is inherently expensive. His solution involves making context portable, opening the underlying standards, and turning complex implementation work into repeatable, AI-powered services.
In Today's Episode We Discuss:
00:00 - Introduction to Zac Choi and Big Context
00:32 - From Wharton and McKinsey to Entrepreneurship
04:37 - Building and Selling String AI
07:19 - The Origins of Big Context
11:21 - Why Enterprise AI Pilots Fail
13:00 - The Missing Context in Enterprise Data
17:28 - Why Open Pragmatics Is Open Source
22:24 - Services as Software and AI-Native Consulting
24:51 - Automating Enterprise Data Migrations
27:32 - Sovereign Context and Enterprise AI Models
29:20 - Building Trust with Fortune 500 Companies
31:16 - Why the Modern Data Stack May Collapse
33:28 - The Rise of Context Engineering
35:41 - Why Data Gravity Is an Illusion
37:43 - The Best Advice Zac Ever Received
38:31 - Why Net Revenue Retention Matters More Than ARR
41:31 - Why Founders Must Learn to Pivot
44:04 - The Decision to Abandon a Growing Platform
45:52 - Reinventing Enterprise Software Delivery
49:57 - Where to Find Zac Choi
Zac explains how Big Context compresses enterprise BI migrations that traditionally take months into days, why it paused a platform growing nearly 30% month over month for 15 to 16 months, and how a Fortune 500 procurement process changed after the company adopted a services-led model. He also shares his father's advice about separating work and play and why net revenue retention reveals more about customer value than ARR alone.
The enduring advantage in technology may be less about controlling information than understanding what it means.
Pull Quotes
"I think data gravity is an illusion."
"I think ARR is stupid."
Subscribe on Spotify: https://open.spotify.com/show/6Ga6v0YUsHotLhjap67uu5
Subscribe on Apple Podcasts: https://podcasts.apple.com/us/podcast/ignite-conversations-on-startups-venture-capital-tech/id1709248824
Follow Zac Choi on LinkedIn: https://www.linkedin.com/in/isaacchoi/
Follow Zac Choi on Twitter: https://x.com/w3bzac
Follow Brian on Linkedin: https://www.linkedin.com/in/bblinkedin/
Visit Our Website: https://www.teamignite.vc
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