Connected Content - From pages to platforms: structuring content for an AI future
This session looks at how to transition away from page-based content creation and workflows, and shows how government content needs to evolve into structured, reusable, regularly updated knowledge that works across channels for human and AI audiences.Live online
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Description
In this session, AI and omnichannel strategist Noz Urbina will explore the relationship between content structure, omnichannel delivery, automation, and user experience. We’ll look at how to make the mindset shift from thinking about content as pages on a site to a knowledge-as-a-service. That’s a lot of buzzwords to chew on, but we’ll try to illuminate some of that jargon while providing relatable examples and talking to the human and collaborative side of the current transition.
Instead of managing content per channel or per app, we will consider how to remodel processes for more upstream strategy and crafting, allowing more downstream automation: shape the content once, define its meaning clearly, and allow machines to assemble outputs and links for web, mobile, chat, and emerging interfaces. In practice, this reduces duplication, limits contradiction, and creates a more coherent and effective content experience.
Along the way, we will challenge and reassure. Content professionals already work with some level of structure every day. Headings, components, design systems, and relationships are all steps in the right direction. The opportunity now is to extend that practice into “semantic” thinking and content engineering. AI won’t replace the need for skilled content professionals, but it will reshape the role.
Finally, we will briefly address the broader risk landscape. If government content is not structured, governed, and made machine-ready with rigour, others will intermediate, reinterpret, and potentially distort it. Credibility depends on clarity. Structure is part of that defence.
DDaT skills
Content. Data. Programme management. Information Architecture. Artificial intelligence.
Delivery format
Remote presentation and Q&A
What are the benefits?
Key takeaways:
- Why page-shaped workflows limit content services
- How structured content underpins omnichannel delivery and personalisation
- The relationship between content structure and AI capabilities
- What moving from pages to structure knowledge looks like
The evolution of roles in the wake of AI
Who is it for?
Content designers, anyone involved in content management, anyone with an interest in the future of content operations or multichannel service delivery and the impact of artificial intelligence.