Reverse ETL is the process of moving processed data from a centralized data warehouse or lake into operational business applications where it can be used directly. Unlike traditional ETL, which extracts data into storage for analysis, reverse ETL operationalizes insights by pushing them into tools like CRMs, marketing platforms, or customer support systems. For AI Squared, reverse ETL capabilities enable real-time synchronization of AI insights into the business applications where they are most impactful.