Jack Molisani kicked off the 23rd LavaCon Conference on Content Strategy by welcoming nearly 400 attendees in the Grand Ballroom of the Downtown Atlanta Hilton. Attendees are from 21 countries, and there are also almost 100 virtual attendees from around the world. The farthest are from India and South Africa, about 8000-9000 miles.
The conference's first featured speaker was Caroline Roth, Vice President of Content Experience, Salesforce, with a talk on "From Almost Laid Off to Indispensable: How to Thrive as a Content Leader in the World of AI."She said that she stopped listening to the CEO who was saying that our jobs were going to be taken bu AI and started redefining our story.
None of these things are rocket science. They are tactical things we have done to change our story.
Have to know our value to become indispensable. We know the AI is only as good as the content it's grounded on. If you don't have structured, outcome oriented content, the AI is going to fall flat. Found that dozens of organizations across the company using our content for AI.
North star because confirmed costumer resolution. When asked if the content found through AI solved their problem, track who says yes.
You can know your value, but it doesn't count unless people can see it. For example, created a Slack channel where we posted everything were were doing with AI, both successes and failures, as well as thought leadership. We taught someone on our team how to craft messaging, and they because responsible for the content in this channel.
AI is a shift in how we work as content creators.
Next was Joe Gollner, speaking on the "New Age of Content Leadership." He said that our past challenges seem bigger today, but that he also has been working with AI for a long time, working on expert systems. But, spoiler alert, collaboration is the answer.
In organizations, the march is toward quantification and reports. Control is often used for alternative person, to disguise responsibility.
Organizations have a love/hate relationship with technology. The unlimited potential for good or ill, depending how it is used, which describes AI.
Content is a core asset. Like money and talent, it connects all business activities. This is content strategy, what content and why. Content operations is then the jobs that integrate all the content. Content engineering puts all the peices together, as well as integration across the organization.
Content has to flow.
The final featured speaker was Lucie Hyde, Senior Director of User Experience & Design, PayPal, who spoke on "I Drew the Five of Cups! A (tongue-in-cheek) Tarot Reading on the Future of the Content Creation in the Age of AI." She stated that people turn to tarot or other forms of divination in times of fear.
We have many things in our favor. The skills we learned are even more relevant in the age of AI. We have consciousness and creativity, and AI has neither of those. This is a moment of disruption, not destruction.
Make hope and purpose your north star. This is not the end, but a moment of disruption that will bring forward a new cycle, bringing order out of chaos.
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