Product Content in the Age of AI: From Description to Intelligence

Most product content today is written for humans: rich descriptions, beautiful wording, and marketing-driven copy.

But in the age of AI, that’s no longer enough.

To power search, automation and personalization, your content needs to be understood not just by people, but by systems.

Join this webinar with Stephan Delbos, Senior Director of Product Knowledge Activation at Mews where he’ll explore how hospitality leaders like Mews are evolving product content from static descriptions into structured, actionable data, using the principles of Product Knowledge Activation (PKA).

Instead of relying on paragraphs that systems have to interpret, structured product content clearly defines what something is, what it includes, and how it behaves.

The result?

Smarter operations, better discoverability, and more personalized guest experiences.

You’ll learn how to:

• Move from descriptive content to data that systems can actually use
• Make your products easier to sell, bundle and automate
• Unlock better search, recommendations and AI-driven experiences
• Build a content foundation that scales with your business

Whether you’re managing rooms, services or packages, this session will show how to turn everyday product content into a powerful, intelligent asset.

About the Speaker

Stephan Delbos, Senior Director of Product Knowledge Activation at Mews, brings over 20 years of experience in product content, strategy, and knowledge operations.

He specializes in building and leading teams that span documentation, content design, product education and AI-assisted support, transforming content into a strategic tool for user success.