Why You Need to Know Your Content Better Than AI

What if the limits of your content are not set by AI, but by how well you understand and model it?

Artificial intelligence has become a practical concern for anyone working seriously with digital content. As organisations experiment with these tools, many discover an uncomfortable pattern: the results are impressive one moment and unreliable the next.

It is tempting to explain this inconsistency in terms of immature technology. Better AI models, better prompts, better guardrails. Yet, in conversation after conversation, a different explanation surfaces. The problem is not primarily what AI does with content, but what it is given to work with.

In a recent member call with Marc Salvatierra, Senior Product Manager for Web Content Operations at ICANN, and a long-time practitioner of content modelling, the focus was not on AI tactic…

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Content engineering in ’26

Content engineering is entering a new phase. In 2026, it is no longer only about structure and reuse, but about designing content so it can work effectively with AI, systems, and people across complex environments.

In this member call, Rafaela Ellensburg will share how she is thinking about content engineering right now, grounded in practical experience rather than predictions or hype. The focus is on what is genuinely changing, what still matters, and where teams risk overcomplicating their work.

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