We've all been there.
You're looking for that one crucial document, the one you know exists somewhere in your organization's maze of shared drives, cloud storage, and collaboration tools.
Maybe it's an important report from last quarter, or documentation about a key process, or data that would perfectly support your current project.
You dig through folders, search through various platforms, and ask colleagues if they remember where it might be.
"No problem," someone might say, "just ask Copilot!"
But here's the thing: AI can't magically organize information that's scattered across dozens of systems and buried in incompatible formats. It can't surface connections between projects that live in separate silos, or automatically route resources to where they're needed most.
AI is great at processing information, but it needs that information to be structured and accessible in the first place.
AI can't magically organize information that's scattered across dozens of systems and buried in incompatible formats. It can't surface connections between projects that live in separate silos, or automatically route resources to where they're needed most.
As we explore the intersections of AI and content operations, I've been thinking about how we're missing the bigger opportunity.
While everyone is focused on AI replacing tasks, they're overlooking the real revolution: transforming how organizations structure and share knowledge through systems or operational thinking.
This January, all proceeds from paid subscriptions will support my friend David's GoFundMe. After losing his mother, caring for his father, and losing his family home, David is fighting to keep his parents' two beagles. Your subscription will help him raise $3,000 for professional dog training—offering hope after his most challenging year.
➡️ You can also check out his GoFundMe directly here.
The Spaghetti Problem
Many organizations remind me of a bowl of spaghetti - systems tangled together, processes overlapping, and everyone trying to find the end of their particular noodle.
Let me give you a concrete example from my work managing professional partnerships at my university.
To register a new partner organization, we have two different forms - one for undergraduates and another graduates. Simple enough, right?
But here's where it gets tangled: that information ends up living in at least three different places - my partnership database, somewhere in the undergraduate office, and again in our graduate office. And that's just in my department.
Multiply this across an organization with many departments, each with their own processes and systems, and you've got yourself a real spaghetti problem.
"But wait," you might say, "couldn't we just use AI to search across all these systems?"
Well … getting a Copilot license or access to the latest AI tool won't magically untangle your spaghetti.
(Trust me … I’ve been trying the full version of Copilot.)
AI can help you search through content, but it can't fix underlying structural issues.
If information is duplicated, inconsistent, or hidden in departmental silos, AI will just help you find multiple versions of the truth faster.
The real challenge isn't adding more pasta to the bowl (or more AI tools to the mix). It's creating infrastructure that:
Untangles existing processes
Reduces administrative burden
Makes resources more accessible
Enables meaningful engagement
Creates a single source of truth for organizational knowledge
This isn't just about efficiency - it's about unlocking the value trapped in our tangled systems. When we can't easily find and connect information, we miss opportunities, duplicate efforts, and waste resources.
The Power of Structured Content
Let's see how structured content could transform our partner organization example. Instead of multiple forms feeding into different systems, imagine a single, structured database that:
Categorizes partner organizations by industry, project types, and engagement level
Tracks the history of each partnership relationship
Automatically generates profiles for public-facing directories
Creates targeted opportunity notifications based on past engagement patterns
Maintains one authoritative record that different systems can draw from
With this structure in place, what becomes possible?
A student looking for specific internship opportunities could quickly filter partners by industry and engagement type.
A internship coordinator could see the full history of a partner's involvement across different initiatives.
Leadership could get real-time insights into partnership impact and engagement patterns. And most importantly, partners themselves would have a more seamless experience engaging with the organization.
When we structure our content well, AI becomes a tool for enhancement, not just search - it can help identify patterns, suggest connections, and automate routine tasks based on the structured relationships we've defined.
This isn't just about better websites or smarter databases - it's about making invisible connections visible.
When content is properly structured, it can:
Automate Discovery: Instead of manually matching opportunities with partners, the system could automatically suggest connections based on historical patterns and stated interests.
Enable Intelligence: With structured data about partnership types, engagement levels, and outcomes, AI tools could actually provide meaningful insights rather than just searching through document dumps.
Support Scale: As your network grows, structured content ensures you're not just adding more spaghetti to the bowl - you're building an organized, searchable, and actionable knowledge base.
Preserve Context: When someone leaves the organization, their knowledge about partner relationships doesn't leave with them - it's preserved in the structure of your content.
The key is thinking beyond individual documents or databases to create a connected ecosystem of information.
When we structure our content well, AI becomes a tool for enhancement, not just search - it can help identify patterns, suggest connections, and automate routine tasks based on the structured relationships we've defined.
Building a Single Source of Truth
Let's return to this example to see why a single source of truth matters.
Currently, when someone asks "Who are our active partners in the technology sector?" the answer likely requires:
Checking the HR database for current placement sites
Looking through the projects database for recent collaborations
Consulting departmental spreadsheets for historical relationships
Mailing various coordinators to verify current status
Cross-referencing multiple forms to ensure information is up-to-date
And after all that work, can you be completely confident in your answer?
This fragmentation doesn't just create administrative headaches - it obscures valuable insights and opportunities.
What if a tech partner perfect for one department's needs is already actively working with another department, but nobody knows about it? What if we're missing patterns in partner engagement because the data lives in separate silos?
Now imagine instead a single source of truth where:
Every partner has one authoritative profile that all systems reference
Changes in one area automatically update everywhere
Relationship history is preserved and visible
Engagement patterns are easily traceable
Resources and opportunities are efficiently matched
When information flows through a unified system, everyone benefits:
Partners get a more professional experience, never having to provide the same information twice. Staff save time with automated updates and easy access to complete information. Coordinators can spot trends and opportunities across the entire partnership network. Leadership gets accurate, real-time insights into engagement patterns. And new team members can quickly understand existing relationships and histories.
Sounds like a dream world, right?
The technology to build this kind of system exists today. What's often missing is the organizational will to move beyond the "that's how we've always done it" mentality.
Yes, creating a single source of truth requires initial investment in both time and resources. But consider the cost of continuing with fragmented systems:
Hours spent searching for and verifying information
Missed opportunities for collaboration
Frustrated partners dealing with redundant processes
Knowledge lost when team members leave
Inability to scale relationships effectively
A single source of truth is about more than record-keeping. It's also about unlocking the full value of your organizational relationships and knowledge.
Moving Forward
The technology does exist to make this vision a reality, but we need the structured thinking to implement it effectively.
The real revolution isn't in generating content - it's in organizing it to create meaningful experiences.
This is where machine rhetorics and content operations become crucial - they provide frameworks for organizing knowledge in ways that both humans and machines can understand and utilize.
The real revolution isn't in generating content - it's in organizing it to create meaningful experiences.
As we continue exploring the intersection of AI and content operations, we need to remember that the goal isn't to add more complexity, but to create thoughtful systems that help us serve our missions more effectively.
What are your experiences with organizational complexity? How can we support innovation while reducing administrative overhead?
Share your thoughts in the comments below.
UX designers, systems thinkers/service designers, content strategists, data / AI engineers, and change managers need to work together on this! Just to name a few.
My former career led me to work with content strategy in various ways. I'm curious: are standards like DITA still useful in the AI era? Or have they been replaced by something new and improved?