Building AI-Ready Brands: What Healthcare CMOs Must Get Right

Healthcare marketers are entering a new era where content is still king—but it now serves two audiences: humans and AI. As AI-driven search, large language models, and emerging agentic experiences increasingly influence what content is surfaced, trusted, and acted on, AI is no longer just shaping discovery. It is actively consuming content to generate answers, recommendations, and actions.

In this fireside chat, Diane Hammons, Director of Digital Engagement at WG Content, and Martha van Berkel, CEO of Schema App, discuss the art and science of AI-ready content. They’ll explore why human-centred storytelling remains essential for building trust, and how organizations must leverage schema markup to clearly convey meaning, authority, and credibility to AI systems and search engines.

The session will address common misconceptions about schema markup, its strategic role beyond rich results in today’s search landscape, and why preparing for agent-driven experiences makes the quality of your machine-readable content more critical than ever. 

This session is designed for marketing leaders who need to understand how AI is changing discovery, decision-making, and brand authority — and how their role is evolving from content oversight to stewardship of a reusable, enterprise-level data asset.

By the end of this webinar, you will be able to:

• Clarify the strategic priorities your organization must focus on to remain visible, credible, and competitive in AI-driven and agent-led discovery.
• Understand how AI systems and agents consume, interpret, and act on your content — and why this raises the stakes for accuracy and trust.
• See how schema markup and content knowledge graphs function as a foundational layer for AI-readiness—well beyond search features or rich results.
• Assess how your role as a marketing leader is shifting toward owning how your organization is understood, represented, and trusted by AI systems.

Can’t make it to our live webinar session? Sign up anyway and we’ll send you a recording of the webinar after.