Powered by AI, driven by Content: How content is shaping new product surfaces

Most teams are now building AI agents, but many forget that content is still the driver of these experiences, whether it's visible (chatbots) or acting in the shadows for personalization. The challenge for Michelin?

Make your voice emerge on these new product surfaces in an authentic way that reflects the power of our brand.

This talk shows how to approach this transformation from a Content Engineering perspective.

Gwendoline (Head of Content) and Hugo Mourlevat (Chief Design & Content Officer) will explain how structured content and clear guidelines nourish AI agents while remaining fundamentally aimed at humans. Through concrete cases, redesign of the B2C site, launch of conversational experiences, and evolution of marketing teams' processes, discover how to position a “Powered by AI” approach centered on transparency and the value provided to the end user.