André-Paul Pellet is the Director, Global Content Engineering, at Dell Technologies. He’s a dynamic global leader driving unified technical content experiences with customer insight, strategy, innovative solutions, and effective technology applications.

He has more than 30 years of content strategy, localization, and customer-focused solutions experience, including planning, managing, and delivering across industries and content types. He’s proficient in providing customers with effective content solutions, including team leadership, change management, vendor management, process improvement, and applied metrics to drive faster time to market, reduce costs, and improve quality.

André-Paul is a frequent speaker at industry events and webinars, author of several published articles.

Dell’s Content Transformation Journey

Co-presented with: Erik Bremer

In this session, André-Paul Pellet and Erik Bremer, leaders in Dell’s Content Engineering team, share the story of Dell’s content transformation: a deliberate shift from traditional technical writers to content engineers—professionals who architect the systems, schemas, templates, and quality gates that enable domain experts, AI, and structured processes to collaborate at scale. Dell is reimagining what content becomes. While PDFs and HTML remain essential for human consumption, the same structured content is being shaped into AI data products—machine-consumable assets designed to fuel AI agents, copilots, and automated support at enterprise scale.

We’ll walk through concrete examples of creation and translation transformation, where engineers, product teams, and support contributors feed domain knowledge into AI-scaffolded workflows and content engineers ensure governance, structure, and accuracy.

In this session, you’ll learn:

For leaders facing the same crossroads, the message is clear: This transformation is happening whether you design it intentionally or not. Dell chose to lead it, and this is what they’ve learned. Expect a frank discussion of successes, failures—from “just have engineers write docs” to “just use ChatGPT”—and the hard organizational shifts required, including new skills, new team structures, and a genuine redefinition of what it means to lead a content organization.

• Dell’s perspective on content for human consumption and data products
  Successes and failures
• Dell’s approach to content data products
• Transition challenges with stakeholders and internally
• Opportunities for success as an AI-forward organization