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

In this session, Stephen Delbos shared how AI is reshaping the future of product content and knowledge management.

Drawing from his experience at MEWS, he explained how organizations can transform traditional documentation into structured, machine-readable knowledge that powers AI-driven search, automation, and personalization.

The session explored a major shift facing content teams today: content is no longer created only for human readers but increasingly for AI systems that retrieve and deliver answers through chatbots and intelligent search experiences.

Stephen discussed how the MEWS team evolved from a traditional documentation function into a unified Product Knowledge Activation team managing documentation, chatbot knowledge, customer education, and in-product guidance from a single source of truth.

This approach enabled stronger self-service experiences, improved feature adoption, and more consistent customer support across platforms like Ada and Muse University.

Stephen also outlined six key principles for building AI-ready knowledge bases.

He emphasized creating one topic per article to improve AI retrieval accuracy, using semantic HTML and consistent heading structures for machine readability, and writing concise, retrieval-focused content with clear answers and minimal fluff.

He highlighted the value of using support tickets and chatbot conversations to prioritize documentation efforts, while stressing the importance of metadata, tags, summaries, and versioning for effective AI search.

Finally, he encouraged teams to continuously audit and refine their knowledge bases by identifying gaps and removing outdated content before it impacts the user experience.

This session offers valuable insights for technical writers, product marketers, documentation teams, and knowledge managers looking to prepare their content strategies for an AI-first future.

Watch the full session to learn practical frameworks for optimizing knowledge bases, improving AI-powered support experiences, and building scalable content operations for the next generation of customer engagement.

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.