Designing for the Robot: A content persona for the AI era

Large language models, AI assistants, and search engines are rapidly becoming some of our most important content consumers. But most content strategies are still designed with only human audiences in mind. In this session, Jackie Pysarchuk introduces the concept of the robot persona—a practical framework for designing content that serves both people and AI systems. Expanding on ideas from her forthcoming article on the Button blog, attendees will explore how content structure, metadata, governance, and lifecycle management influence AI visibility and answer quality, and leave with practical ideas they can apply to make their content more discoverable, understandable, and useful in an AI-driven world.

About Jackie
Jackie Pysarchuk is Senior Director, Web Content and Strategy at the American Bankers Association and a content strategist specializing in enterprise web strategy, governance, and AI-ready content. Throughout her career, she has helped organizations including the American College of Cardiology, Northrop Grumman, and Yes& build scalable content systems that improve both user experience and business outcomes. Jackie writes and speaks about the future of content strategy, with a focus on designing content for AI, search, and emerging digital experiences. Her latest work introduces the concept of the "robot persona," encouraging content teams to treat AI systems as a first-class audience alongside humans.