Noz Urbina is one of the few industry professionals who has been working in what we now call “multichannel” and “omnichannel” content design and strategy for over two decades. In that time, he has become a globally recognized leader in the field of content and customer experience. He’s well known as a pioneer in customer journey mapping and adaptive content modelling for delivering personalized, contextually-relevant content experiences in any environment. Noz is co-founder and Programme Director of the OmnichannelX Conference and Podcast. He is also co-author of the book “Content Strategy: Connecting the dots between business, brand, and benefits” and lecturer in the Master’s Programme in Content Strategy at the University of Applied Sciences of Graz, Austria.
Noz’s company, Urbina Consulting, works with the world’s largest organizations and most complex content challenges, but his mission is to help all brands be able to have relationships with people, the way that people have with each other. Past clients have included Johnson & Johnson, Eli Lilly, Roche, and Sanofi Pharmaceuticals; Microsoft; Mastercard; Barclays Bank; Abbott Laboratories; National Geographic; and hundreds more.
Modelling Content and Metadata for Tomorrow’s Experiences
The content landscape never stops changing. With AI, headless CMS, and graph technologies coming up fast, driven by market forces like demand for personalization and contextualization on multiple channels and in multiple formats, there’s never been a better time to learn to structure and tag your content for better human and machine consumption. Noz Urbina has been training people to structure their content for 25 years. This session teaches a methodology proven in global enterprises across software, manufacturing, pharmaceuticals, publishing, and retail goods – basically, in any industry you can think of! It provides an introduction to the concepts and will empower you to speak more effectively about them with colleagues and management, and be better prepared review your own situation and identify gaps. Gain an immediately applicable understanding of AI-friendly structured and semantic content that will make you a better manager, writer, content strategist, or UX designer.
In this half-day workshop, attendees will learn:
- About the key metadata sub-disciplines like content modelling, taxonomy, ontology
- How each type of metadata relates to a modern content stack, including headless CMS, knowledge graphs, and personalization systems
- How and where AI can help with your efforts to organize content
- How structuring your content with Metadata is an essential part of making it AI-friendly for efficiency, reliability, and explainability
The Role of Structured Content and DITA in Agentic AI & RAG
Panel Discussion Featuring:
Dawn Stevens, President, Comtech Services (moderator)
Alvin Reyes, Customer Engagement Manager, RWS
Noz Urbina, Omnichannel Strategist, Urbina Consulting
Colleen Jones, President, Content Science
Rob Hanna, CEO and Co-founder, Precision Content
Lief Erickson, Principal Content Strategist, Intuitive Stack
Harald Stadlbauer, General Manager, NINEFEB GmbH
Spotlight: How the Component Content Alliance (CCA) is Shaping the Future of AI-driven Content
The Component Content Alliance (CCA) unites industry leaders to explore how structured content, DITA, and metadata enable Agentic AI and next-gen Retrieval-Augmented Generation (RAG). Unlike traditional RAG, Agentic RAG allows AI agents to make decisions, interact with data, and generate more contextually accurate responses. To be business-ready, AI needs structured, reusable, and semantically rich content.
Why Attend?
- Learn how structured content improves AI-driven retrieval.
- Discover how DITA and metadata enhance GenAI performance.
- Avoid AI hallucinations and improve trust in AI-generated content.
- See how structured content cuts localization costs and accelerates publishing.
- Hear from CCA experts on the best practices and pitfalls.
If you work in AI, content strategy, or localization this session will provide actionable insights on making your content AI-ready.e.
In this panel discussion attendees will learn:
- How structured content fuels AI – The impact of metadata, tagging, and information architecture on retrieval accuracy.
- DITA & AI: A perfect match? – Why component-based content (DITA) enhances AI-driven applications.
- AI & enterprise content ops – Challenges and strategies for scaling structured content with AI.
- Real-world implementations – Case studies on AI-driven automation and content workflows.
