AI was supposed to make content production easier. Instead, most teams are overwhelmed by AI's potential but underwhelmed by its outputs. 

As Content Lead at AirOps, I’ve seen this happen firsthand, where content marketers use AI to scale content without the right systems or oversight.

You need more than a content marketer; you need a Content Engineer who blends strategy, systems and editorial judgment.

At MozCon New York, I’ll explain why every company serious about AI adoption needs a content engineer and what skills to look for when building this capability.

Many content marketers misuse AI. Instead of weaving it into your workflows, you treat it as a shortcut for content generation. 

Sadly, generic content leads to a high bounce rate, low engagement, and a public perception where people associate your brand with AI slop and poor quality. That’s a reputational hit that can follow your business for years.

Traditional content marketers focus on creating campaigns and individual articles. When they use AI, it’s often just to generate drafts faster without fixing the underlying problems of quality, consistency, or scale. The result is more content, but not better content.

A content engineer closes that gap by thinking in systems instead of one-off pieces. They use AI to streamline workflows, automate repetitive tasks, and keep large content libraries updated, while ensuring every step has human oversight for quality.

This role turns AI into a competitive advantage, allowing you to create trustworthy content at scale.

Here’s what I’ll cover in my MozCon New York presentation:

• How to think in systems, not articles

Managing enterprise content can be overwhelming when there are thousands of pages. I’ll show you how to design systems that keep large libraries updated, consistent, and on-brand.

• How to automate your content processes without losing quality

AI should make you more efficient without lowering standards. I'll show you how to automate the entire content process while implementing human review and validation processes that maintain high standards.

• How to react fast to SEO and search changes at scale

Search is evolving too quickly for manual updates. You’ll learn how to use automations to scale content updates after algorithm changes.

This session is for marketers and leaders who want to get the most out of AI by scaling with quality, not shortcuts. It’s especially relevant for:

• Content marketers ready to grow into AI-focused roles and future-proof their careers.

• SEO leads and marketing managers handling large content libraries on enterprise websites.

• Hiring managers looking to scale AI content operations and identify the most important skills in a content engineer.

As AI adoption grows, teams need operations that scale and deliver real value, not just more content. This talk gives you the blueprint to pivot from content marketer to content engineer and set your team up for success.

🎟 Don’t miss it

Join me at MozCon New York to learn how to future-proof your team with content engineering.