User experience professionals and information architects (UX/IAs) are uniquely positioned to help address many of the decisions and challenges organizations contend with as they adopt AI. (Image: The passage Benjamin Franklin used to go to and from his home in Philadelphia, location of Information Architecture Conference 2026, “Navigating Complexity.”)

There’s nothing to fear. Preparing your content for AI involves the same steps you should take to prepare your content for publication anywhere, by any system or device.

Your organization will need to personalize to compete. It’s just a matter of when, and how to make the efforts successful and sustainable.

Many organizations skip the messaging step and jump straight into strategy, figuring out how they will reach their target audiences before they define what they want to communicate. Without coherent messaging, their websites may emphasize the wrong things.

Many organizations give lip service to the importance of content and content strategy but have no governing processes or standards for content.

Why would you want to move all your old, junky content into your brand new website?