Unstructured Data
Unstructured data is everything a company knows that does not fit a schema: documents, emails, chat threads, recordings, notes.
Structured data is the part companies have been good at for decades. A CRM knows the deal size and the close date. What it does not hold is why the deal nearly fell over in March, which lives in a thread, a call recording and a document nobody linked to the record. That is the majority of what a company knows and almost none of what its systems can query.
What changed is not that this material became accessible — search has existed for a long time — but that it became interpretable. A model can read a thread and extract the commitment in it. The remaining problem is knowing which thread matters, which is a question about relationships and currency rather than about reading.