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AI CCMS Content management Industry insights Podcasts

Machine experience (MX): Making content work for humans and machines

Your website may look great to humans, but can machines understand it? In this episode, Sarah O’Keefe (Scriptorium) and Tom Cranstoun (Digital Domain Technologies) explore the emerging discipline of machine experience (MX). Sarah and Tom discuss what AI agents actually encounter when they visit your web pages, why microdata and metadata are critical, and what content creators must do to ensure content is consumable for both human and machine audiences.

Tom Cranstoun: Humans are looking for pictures, they’re looking for text, and they can infer. You may think, “Well, we’ve already added information on the page,” but by putting it in as microdata, it doesn’t appear on the page for the humans. It appears on the page for the machine. I think that that’s a critical distinction. We are trying to design for both. We don’t want to overload a human with information, but we do want to give the machine as much information as it can take.

Sarah O'Keefe
May 4, 2026
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Content debt Podcasts Replatforming Structured content

Make the move successful: Replatforming content ops

Replatforming your content operations isn’t just about swapping systems. In this episode, Alan Pringle and Bill Swallow share what organizations must consider to successfully replatform. From navigating technical debt, system integration, and the people caught in the middle, they discuss change management, technical debt, and why your exit strategy should be part of the plan from day one.

Software isn’t forever. Systems come, systems go, they get improved. Your requirements are ever changing with the content that you need to manage. Not thinking about your next jump is really to your detriment.

— Bill Swallow

Alan Pringle
April 27, 2026
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AI Content governance Content management Podcasts

Who controls your content? AI and content governance

What does it actually mean to govern your content in the age of AI, and who’s really in control? In this episode, Sarah O’Keefe sits down with Patrick Bosek, CEO of Heretto, to unpack why the quality, accuracy, and structure of your content may be the most critical factors in what your users experience on the other side of an AI model.

Patrick Bosek: In today’s world, you don’t have 100% control. There are a couple of different places where this needs to be broken up. One is the end user: what they physically get and what control they have versus what control you have. Then, there’s what control you have of how the AI model is going to behave based on your information and your inputs. Whether or that model is public, like a user accessing your documentation through Claude Desktop, or private, like a user accessing your documentation through your app or website, the governance piece comes down to what control you have immediately before the model. And that breaks down into a couple of things: completeness, accuracy, and structure of the content.

Sarah O'Keefe
March 30, 2026
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AI Structured content

Good content = good AI: The fundamentals that never change

Good content fundamentals have been the foundation of effective product content for decades, and those same principles are exactly what make content AI-ready today. In this episode, Bill Swallow and Alan Pringle explain how attending to your hierarchy of content needs is the key to AI success.

Alan Pringle: Right now, AI is not going to fix bad content problems. It is going to regurgitate that bad information, giving your end users information that’s flat out wrong. If your content at the basic source level is wrong, your AI by extension is going to be wrong. And that is the unglossy, unvarnished, hard truth that is still, I don’t think, seeping in like it should across the corporate world.

Bill Swallow: It really does come back to the fact that, despite the world changing on a day-to-day basis, the fundamentals have not changed.

Bill Swallow
March 23, 2026
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AI Industry insights Webinar

Chart your AI-ready content ops career (webinar)

In this webinar, Emilie Herman, Director of Content Operations at the Financial Accounting Foundation (FAF), shares lessons from her career journey. Through the lens of publishing services and large-scale content workflows, Emilie shows how the shift from manual processes to automation mirrors what’s happening with AI, and how these adaptation techniques apply to your content ops career.

It’s isolating when you feel like it’s all on you to figure out how to reinvent your career. Reach out and talk to people. It’s nice to make a human connection, which is very important to get past AI, but also to look at what other people are doing. Collaborate, talk things through, and acknowledge that everybody’s trying to figure things out. People want to experiment! There’s strength in numbers. If you have a manager, mentor, or someone who can help put you in the room to be part of the discussion, you feel empowered to take control of your destiny.

— Emilie Herman

Sarah O'Keefe
March 16, 2026
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