Content Isn’t Context Why Your AI Needs a Brief

A folder full of assets is not a creative brief. Yet that is exactly how many organizations are briefing AI. Give the model access to the content library. Write a better prompt. Expect useful marketing to come out the other side. The missing ingredient is context. Chris Osterhout and Mats Persson are excited to explore this at Content Marketing World 2026 in their session, "Content Isn't Context: Why Your AI Needs a Brief." Using one product launch, they'll show the difference between AI working from disconnected content and AI receiving a curated brief assembled from brand, audience, product, and asset information. The test for your next AI initiative is simple: Does it merely have access to your content, or does it have the context required to use it?