WHAT'S HAPPENING?

Organisations are realising their content and data foundations were built for storage and campaign execution, not for AI-powered commerce, retail media, conversational interfaces and agentic discovery.

WHAT'S DRIVING IT?

• AI exposing poor data hygiene
• Demand for personalisation at scale
• Consumers discovering brands through AI assistants and marketplaces
• The need for structured product and asset data to feed multiple platforms

CHANGES BEING MADE

• Taxonomy redesign and standardisation
• Cross-system metadata governance
• Modular content architecture
• Rights and usage metadata embedded at asset level
• Governance councils with clear ownership

THE IMPACT LEADERS ARE SEEING

• Improved visibility in AI-driven search
• Higher asset reuse across commerce environments
• Foundations that support automation and orchestration
• Reduced compliance and rights risk