André Pellet, Dir. Global Content Engineering, Dell

Your Operating Model is Broken – Revolutionizing Content in the Age of AI

Co-presented with: Erik Bremer

For decades, enterprises assumed that cognitive output scaled linearly with human labor. Agentic AI has broken that assumption forever. But while the technology has changed, most content operating models have not. They were designed for a different era, and they are now fundamentally broken. This talk is a challenge to stop optimizing the old system and start building a new one.

In this session, attendees will learn:

• Learn how AI is upending the content landscape, transforming the entire system of work, not just the tasks of content creation at scale
• Hear real-world examples of the challenges Dell faced, from unrealistic expectations to unbridled chaos
• Understand the limitations of current content operations and why simply evolving will not work
• Learn how Dell has begun to focus its content transformation, placing us at the center of a content revolution

Dell’s Content Transformation Journey

In this session, Andre 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.

Andre and Erik will 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, attendees will 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 o Successes and Failures
• Dell’s approach Content Data Products
• Transition challenges – with stakeholders and internally
• Opportunities for success as an AI forward organization