# Source: https://docs.squared.ai/guides/core-concepts.md

> ## Documentation Index
> Fetch the complete documentation index at: https://docs.squared.ai/llms.txt
> Use this file to discover all available pages before exploring further.

# Introduction

The core concepts of data movement in AI Squared are the foundation of your data journey. They include Sources, Destinations, Models, and Syncs. Understanding these concepts is crucial to building a robust data pipeline.

<img className="block" src="https://res.cloudinary.com/dspflukeu/image/upload/v1714756028/AIS/Core_Concepts_v4o7rp.png" alt="Hero Light" />

## Sources: The Foundation of Data

### Overview

Sources are the starting points of your data journey. It's where all your data is stored and where AI Squared pulls data from.

<img className="block" src="https://res.cloudinary.com/dspflukeu/image/upload/v1714756029/AIS/Sources_xrjsvz.png" alt="Hero Light" />

These can be:

* **Data Warehouses**: For example, `Snowflake` `Google BigQuery` and `Amazon Redshift`
* **Databases and Files**: Including traditional databases, `CSV files`, `SFTP`

### Adding a Source

To integrate a source with AI Squared, navigate to the Sources overview page and select 'Add source'.

## Destinations: Where Data Finds Value

### Overview

'Destinations' in AI Squared are business tools where you want to send your data stored in sources.

<img className="block" src="https://res.cloudinary.com/dspflukeu/image/upload/v1714756029/AIS/Destinations_p2du4o.png" alt="Hero Light" />

These can be:

* **CRM Systems**: Like Salesforce, HubSpot, etc.
* **Advertising Platforms**: Such as Google Ads, Facebook Ads, etc.
* **Marketing Tools**: Braze and Klaviyo, for example

### Integrating a Destination

Add a destination by going to the Destinations page and clicking 'Add destination'.

## Models: Shaping Your Data

### Overview

'Models' in AI Squared determine the data you wish to sync from a source to a destination. They are the building blocks of your data pipeline.

<img className="block" src="https://res.cloudinary.com/dspflukeu/image/upload/v1714756030/AIS/Models_dyihll.png" alt="Hero Light" />

They can be defined through:

* **SQL Editor**: For customized queries
* **Visual Table Selector**: For intuitive interface
* **Existing dbt Models or Looker Looks**: Leveraging pre-built models

### Importance of a Unique Primary Key

Every model must have a unique primary key to ensure each data entry is distinct, crucial for data tracking and updating.

## Syncs: Customizing Data Flow

### Overview

'Syncs' in AI Squared helps you move data from sources to destinations. They help you in mapping the data from your models to the destination.

<img className="block" src="https://res.cloudinary.com/dspflukeu/image/upload/v1714756030/AIS/Syncs_dncrnv.png" alt="Hero Light" />

There are two types of syncs:

* **Full Refresh Sync**: All data is synced from the source to the destination.
* **Incremental Sync**: Only the new or updated data is synced.