Productivity

Contentstack tells marketers to write for two audiences: the buyer and the buyer's AI

At ContentCon 2026, the CMS company is pitching a "dual-audience" playbook — content that both inspires humans and gives AI agents enough structured context to recommend the brand.

By Esi Boateng· Productivity tools·2026-09-09·3 min read

Photo: Unsplash / Andrew Neel — A laptop on a wooden desk with a notebook and coffee, suggesting a marketer's workspace

Contentstack announced on September 8 that ContentCon 2026 will be built around a single organizing thesis: every brand now writes for two audiences, and one of them isn’t human. The opening keynote is titled “Inspiring Humans, Informing Agents,” and the framing is doing real work, it repackages what used to be an SEO housekeeping task as a strategic content discipline.

“Winning today requires mastering two completely different conversations at once: inspiring the human buyer and giving AI agents the context to represent you accurately,” said founder and CEO Neha Sampat.

The programme leans on enterprise validators. TIME’s Michael Mraz, SVP of Product and Platform AI, is scheduled to discuss how a 100-year-old media brand adapts its archive for machine consumers. Verizon is presenting an AI-driven production process called “Page Craft.” Volvo Cars is on stage to explain how code-first content modeling lets it publish across 100 markets. The events run in Amsterdam September 30 to October 1 and Chicago October 27 to 28. US tickets are $895; the European edition is free with registration. AXP and Agent OS certification sessions are bundled into day one of both stops.

The dual-audience thesis lines up with a broader shift already visible elsewhere in the stack. Google’s Gemini 3.8 Flash and AI Mode is answering more queries without sending the click; Webflow’s Source is turning marketers into site-optimizing agent managers. Contentstack is naming the same current from the CMS end of the pipe.

Worth noting what the announcement doesn’t include: any performance data. No funnel numbers, no lift figures, no customer counts tied to the dual-audience playbook. The strategic case is coherent; the empirical case is a conference away.

For a five-to-thirty-person marketing team, the practical read is straightforward regardless of whether anyone flies to Chicago. Audit the structured layer, schema markup, product data, canonical descriptions, brand facts, for whether an agent parsing your site would come away with something accurate to recommend. Content the model can’t cleanly ingest is content that doesn’t get surfaced. The keynote title is doing the work of a memo.

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