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Content with Context
6 May 2026
Illustration of a professional at a laptop, surrounded by floating labels - schema, taxonomy, context engineering, AI readiness, zero click, JSON-LD - looking thoughtful and under pressure.

Context Engineering: Why Marketers (Not IT) Must Own the AI Data Layer

Schema, taxonomies, content models: these decisions are about how your business describes itself. That’s not a technical problem. It’s a business problem. Let me describe something that is playing out in many brands right now. The leadership team decides that AI readiness is a priority. Someone ...

28 January 2026

Why Optimisation Stalls: Three Uncomfortable Truths (and How to Fix Them)

This article was co-authored with Christopher Nash, Partner & Director of DX Optimisation at RelevantEdge. With over 25 years in digital experience and analytics, and deep expertise in data-driven personalisation, Chris adds a practitioner’s perspective grounded in real enterprise delivery. ...

4 December 2025
An artistic low-poly cross-section of a landscape rendered in brand shades of red, purple, and grey. The surface layer features geometric trees, grazing animals, and mushrooms under a clear sky, representing visible digital channels. The underground layer reveals a complex, interconnecting mycelium network among roots and insects, symbolizing the underlying data layer and taxonomies that support the user experience.

AI Success Starts With Data Not With Tools

Reflections on ANZ Marketing Academics Conference and Martech for 2026 I spent Wednesday at the ANZMAC Future of Work panel, taking part in a fascinating discussion with academics and industry leaders on how to prepare the next generation of marketers. The questions were smart, the intentions ...

14 November 2025
SitecoreAI scales what you already have - AlineDX

Working Out What SitecoreAI Really Means for Marketers

Missed Sitecore Symposium 2025 and now you’re wondering what on earth SitecoreAI means for you? Same — the FOMO was intense 😢. I’ve been chasing down everyone I can to give you a clear, practical view of what’s changing, and what it means for you as a digital leader.

16 October 2025

From Brochureware to Agentware: Making Your Digital Experience AI Ready

For twenty years we’ve built websites for human buyers. Now, we have to design for machines that buy on their behalf. AI-driven orchestration is accelerating far faster than most organisations anticipate, and the timeline is shockingly short. Are your digital properties ready?

5 December 2024

Behind the Relaunch of Sitecore.com

This article goes deeper into the strategy, structure, and decision-making behind the global rebuild of Sitecore.com. I share how we re-architected the platform, aligned teams across functions, and delivered measurable results, plus what I’d do differently next time.

12 February 2024

Rebuilding an Enterprise Website: What I Learned

In this Sitecore webinar, Derek Hunziker and I share the real story behind the global rebuild of Sitecore.com, from strategy and speed to personalisation and platform decisions. It’s packed with practical lessons for anyone leading a major DX project.

28 November 2019

3 Must-Haves for Long-Lasting DX Change

In this piece, I outline three foundational elements that help digital experience initiatives stick—beyond launch. It’s about building momentum, sustaining change, and making sure your strategy doesn’t stall. If you’re leading transformation, this one’s for you.