Michele Nieberding

1:00 p.m.–1:45 p.m. PT — Wednesday, February 24, 2027

Case Study: How to Scale Content 10x with AI Without Creating 10x More Noise: The Real Numbers, Processes, and Tradeoffs

AI makes it easy to publish 10x more content. The harder question is whether you should. More of the wrong content dilutes your message, cannibalizes your best performers, and burns budget without moving results.

This case study goes behind the scenes of how L.L.Bean and American Eagle use AI to move from insights to content at scale. It then shows how the same principles apply whether you’re selling to shoppers or to buying committees. You’ll see the real process, numbers, and tradeoffs, including:

• For B2C: How enterprise retailers turn shopper intent, product data, and AI discovery insights into relevant content across thousands of products
• For B2B: How to uncover unmet buyer questions, build content for specific industries and buying stages, and scale thought leadership without flooding the market with generic AI articles
• For both: How to stay differentiated when everyone uses the same tools, what to automate versus where human judgment matters, and how to measure whether any of it is working

Walk away with a practical framework for deciding what to create, what to skip, what to automate, and what to measure.