Frontier AI systems perform best in settings with clear, stable, and verifiable objectives, such as code generation, mathematical reasoning, games, and unit-test-driven tasks. They remain less reliable in open-ended settings, including scientific assistance, long-horizon agents, high-stakes advice, personalization, and tool use, where the relevant objective is ambiguous, context-dependent, delayed, or only partially observable. We argue that many such failures are not merely failures of scale or capability, but failures of objective selection: the system optimizes a locally visible signal while missing which objectives should govern the interaction. We formulate this problem as \emph{contextual multi-objective optimization}. In this setting, systems must consider multiple, context-dependent objectives, such as helpfulness, truthfulness, safety, privacy, calibration, non-manipulation, user preference, reversibility, and stakeholder impact, while determining which objectives are active, which are soft preferences, and which must function as hard or quasi-hard constraints. These examples are not intended as an exhaustive taxonomy: different domains and deployment settings may activate different objective dimensions and different conflict-resolution procedures. Our framework models AI behavior as a context-dependent choice rule over candidate actions, objective estimates, active constraints, stakeholders, uncertainty, and conflict-resolution procedures. We outline an implementation pathway based on decomposed objective representations, context-to-objective routing, hierarchical constraints, deliberative policy reasoning, controlled personalization, tool-use control, diagnostic evaluation, auditing, and post-deployment revision.