What is Open Semantic Interchange (OSI), and Why Should Marketers Care?

You probably deal with this every week: customer data scattered across your CRM, ad platforms, email tools, analytics, and now AI agents. The same “engaged customer” or “qualified lead” gets defined differently in each system. Marketing sees one version, sales another, and finance a third. When you pull reports or feed this scattered data into AI for personalization or attribution, the results don’t line up. This is where Open Semantic Interchange becomes a game-changer. Open Semantic Interchange (OSI) is an open, vendor-neutral standard (backed by Snowflake, Salesforce, dbt Labs, and others) that fixes exactly this. With OSI, different teams finally work from the same logic, and AI gets reliable context, so outputs are more accurate and actionable without constant manual fixes. For marketers, marketing success depends less on how much data you collect and more on how clearly that data communicates intent and relevance. Hence, this shift to OSI makes a significant difference.  This article breaks down what Open Semantic Interchange really is—and why OSI matters to marketers.  What is Open Semantic Interchange (OSI)? Open Semantic Interchange is about shared understanding between systems. Traditional integrations often move data fields such as names, emails, clicks, and purchases, without context. One tool...

The post What is Open Semantic Interchange (OSI), and Why Should Marketers Care? appeared first on Soluzione | Microsoft Solutions Partner.