As intelligent automation becomes the next battlefield in the development of artificial intelligence, Elastic CEO Ash Kulkarni emphasized at AWS re:Invent 2025 that enterprises are rapidly shifting towards agent-based systems, or "agent-centric AI." At the heart of this trend is "context engineering," which is surpassing mere data analysis and becoming the decisive factor in ensuring the accurate operation of AI models.
Elastic has the foundational technology to quickly connect unstructured data such as documents, logs, and messages within enterprise systems to build context. CEO Kulkarni stated: "Any model has training data that is limited to public data. What is important in actual business is to use the private data of various enterprises to build context and connect it with the model." Elastic automates this work through integration with AWS's "AgentCore," laying the foundation for building AI agents that can be applied in actual business.
Elastic is also advancing enterprise AI workflow development through collaboration with Accenture, with this integrated solution available directly through the AWS Marketplace. Notably, Elastic is one of the first independent software vendors to receive AWS's "AI Capability Certification," which officially validates its context-based AI development capabilities.
Currently, as the center of AI infrastructure shifts from servers or cloud infrastructure to the data itself, Elastic has begun its transition to a "data cloud." CEO Kulkarni emphasized: "The true differentiator for AI is no longer the model. The key to success lies in the ability to organically and meaningfully connect the data layer of structured and unstructured data." He added: "Elastic will contextualize these chaotic and massive data sets to support enterprises in leading the new AI era."
Elastic currently supports a wide range of data linkage architectures from open models such as LLaMA, Mistral, to closed-source models developed by companies like OpenAI, Google, and NVIDIA. The contextual engine built on this foundation is becoming the core means for enterprises to achieve tangible automation results in the rapidly changing AI market.
This approach goes beyond the stage of endowing existing AI with intelligence and aims to build a "proxy cloud" that operates with data at its center. Elastic analysts believe that proxy-based systems will ultimately account for over 80-90% of the effectiveness of AI deployment, and they are confident that their platform will play a central role in this core technological transformation.