Timi is Principal Content Strategist at IKEA’s Content Centre of Expertise. She leads her team in their mission to cultivate quality, innovation, and confidence in content guided by a broad set of human-centric design principles and systems thinking. The content maxim she lives by: “Content starts and ends with people; it rises and falls with relationships.” She’s a multifaceted specialist who has immersed in different roles and functions across diverse teams and countries — from product ownership, global CMS rollouts, and capability-building, to education, writing, and social entrepreneurship. Past clients include Philips, Unilever Food Solutions, and Sony among others. As a change leader at IKEA, Timi is a driving force in creating structural foundations for content to be truly omnichannel, immersive, and intelligent. She weaves the disciplines of knowledge domain and content modelling, taxonomies, and game thinking into the strategies she develops with her team.

Excel with AI Before the AI Apocalypse

Co-presented with: Noz Urbina

This interactive session will give you a low-tech overview of how the commonly available AI technologies work, and how they can be strategically applied in your content workflows. We’ll look at how to make the most of the technology as well as how different types are limited. Specifically, we’ll look at the pros and cons of two leading foundational types—Large Language Models (LLMs) like the famous ChatGPT, and Knowledge Graph-based.

We’ll look at how to excel and differentiate in a world where content creation tools are becoming supercharged. That is – by being a better, more strategic bridge between human needs and machine capabilities.

We’ll also look at how to use AI responsibly to avoid social harm, and finally, take a look at some of the very real potential risks and how they might impact us all.

In this workshop you will learn how to:

• Get productive with AI in common content workflows
• Set up your content strategy and user research to set your content apart in a world where everyone has AI tools
• The inherent limitations in current AI tech that you need to be aware of
• Use AI responsibly and get by in the AI-driven turbulent times coming our way