As AI-powered search reshapes how audiences discover and evaluate information, many organizations are responding by producing more content, faster. Automation makes that tempting, but it can remove the strategic “why” that builds authority, trust and long-term visibility. In SEO, answer engine optimization and emerging generative search environments, volume alone does not win.
In this session, we’ll examine why the “just create more content” mindset fails in an AI-driven discovery landscape and what content marketers should focus on instead. Drawing from real-world work across higher education and large content ecosystems, we’ll explore how structured content, scalable design systems and intentional messaging can support SEO and AI discovery without diluting your brand’s human voice.
You’ll leave with practical guidance for evaluating your content strategy, avoiding AI-driven content sprawl and building a foundation that helps people and machines understand, trust and elevate your content.
Presenter
Mandee Englert — JAKALA
Log in for session materials
Sign in to view the recording, slides, and other exclusive session resources.
Unlock unlimited access
Premium, affiliate, student and institutional members get unlimited access to the Professional Development Library. Become a paid member.