Featured articles from: Amit Joshi, Ivy Buche & Caroline Schwaer, and Rohit Krishnan.

Additional reading from: Dharmesh Shah, Pankaj Kumar, Prukalpa Sankar, and Nicolas Figay.

News from: PTC, Optimizely, Contentstack, and Bloomreach

Our next issue arrives 7/1/26.

All previous issues are available at https://gilbane.com/gilbane-advisor-index

Opinion / Analysis

How Gen AI is disrupting B2B buying decisions

B2B go-to-market strategies obviously need to address the changes in buyer research and discovery with GenAI engine optimization (GEO) capabilities, but that is only the tip of the iceberg. Amit Joshi, Ivy Buche & Caroline Schwaer dig into lots of other go-to-market functions that need to be addressed. (11 min)

https://hbr.org/2026/06/how-gen-ai-is-disrupting-b2b-buying-decisions

LLM councils show groupthink

Perils and problems of LLM peer review

Rohit Krishnan: “One way to get the best out of LLMs is to use model diversity… But I started wondering, with people, when you put a bunch of them together in a committee, some things get better but some things do get worse! And relying on an LLM to audit is also error-prone. “Design by committee” is a four letter word for a reason. LLMs are better than us probably, but surely this process is also somewhat lossy. So what do we lose?” Krishnan creates an interesting experiment to find out. (5 min)

https://www.strangeloopcanon.com/p/llm-councils-show-groupthink

More Reading

• Learning to write your first AI Loop Why power users have quit prompting AI via simple .ai
• ServiceNow vs Microsoft vs Salesforce: The semantic layer war, and the OWL layer none of them ship via Pankaj Kumar
• What an enterprise context layer actually is — A field guide via Context & Chaos
• Agent memory has a representability problem via Nicolas Figay

All Gilbane Advisor issues

Content Technology News

PTC launches PTC Orbit

Enables complete system of record for asset data, connecting and contextualizing information from PLM, ERP, CRM, IoT, EAM & FSM systems into a unified asset view.
https://www.ptc.com/en/products/ptc-orbit

Optimizely launches full AEO platform

The launch introduces Agent Visibility Analytics from Optimizely and a new partnership between Optimizely and Conductor, an enterprise AEO platform.
https://www.optimizely.com/company/press/conductor-partnership-and-aeo-platform-launch/ ■ https://www.conductor.com

Contentstack introduces Agentic Experience Platform (AXP)

Contentstack AXP brings together: Content Cloud (Unified content foundation), Data Cloud (Real-time context), and Agent OS (Architecture of action).
https://www.contentstack.com/company/press/contentstack-introduces-its-agentic-experience-platform-axp-with-agent-os-and-agent-accelerator-to-remove-roadblocks-to-enterprise-ai-roi-and-adoption

Bloomreach releases Loomi marketing agent

Loomi marketing agent enables autonomous campaign creation and optimization, using customer data to personalize at the individual level.
https://www.bloomreach.com/en/news/2026/bloomreach-announces-the-general-availability-of-loomi-marketing-agent/

All content technology news

The Gilbane Advisor is authored by Frank Gilbane and is ad-free, cost-free, and curated for content, computing, data, web, and digital experience technology and information professionals. We publish recommended articles and content technology news. We do not sell or share personal data.

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Featured articles from: Dean Allemang, and Michael Iantosca.

Additional reading from: Stevo Ledbetter, Scott Brinker, Steve Hedden, and Nadia Okafor.

News from: Form. io & Contentstack, Acclaro, Snowflake & Natoma, and Uniform

Our next issue arrives 6/17/26.

All previous issues are available at https://gilbane.com/gilbane-advisor-index

Opinion / Analysis

Does an Ontology need an interpreter?

Ontologies are technical and often complex, thus not conducive for adoption by most enterprise users without consultant help or extensive training. Dean Allemang makes a convincing case for using GenAI to make ontologies more understandable and usable for business users. (12 min)

https://medium.com/@dallemang/does-an-ontology-need-an-interpreter-cc624e8c4f3f

Deterministic and agentic AI architectures for technical documentation

Michael Iantosca covers a lot of bases here, all very useful… “how deterministic architectures, semantic governance, structured content, knowledge graphs, DOM Graph RAG, iiRDS metadata frameworks, context graphs, agentic Docs-as-Tests validation, provenance tracking, and operational orchestration can mitigate the probabilistic weaknesses of AI systems in enterprise documentation environments”. (13 min)

https://medium.com/@nc_mike/deterministic-and-agentic-ai-architectures-for-technical-documentation-3fb2956a1334

More Reading

• Begun, the martech infrastructure wars have… via chiefmartec
• When the picture Is the data via Stevo Ledbetter
• Open Knowledge Graphs: A search engine for ontologies, controlled vocabularies, and semantic tools via Steve Hedden
• I tried every “Second Brain” app. The concept is the problem, not the tools. via justtalkingtech

All Gilbane Advisor issues

Content Technology News

Form. io and Contentstack formalize partnership

Brings a content layer that can deliver experiences across any channel, and a data collection layer that can hold up under compliance scrutiny and complex UX demands.
https://form.io/press/form-io-and-contentstack-formalize-partnership-to-bring-governed-data-collection-to-adaptive-digital-experiences/ ■ https://www.contentstack.com

Acclaro launches Localization Orchestration

The holistic solution supports every stage of multimedia globalization across video, audio, and image formats, for both pre-recorded and live content.
https://www.acclaro.com/news/acclaro-launches-multimedia-localization-platform/

Snowflake to acquire Natoma

Bringing Natoma’s Enterprise Model Context Protocol (MCP) platform to Snowflake will make it easier to securely connect AI to enterprise applications.
https://www.snowflake.com/en/news/press-releases/snowflake-announces-intent-to-acquire-natoma-providing-secure-connectivity-for-the-agentic-enterprise/ ■ https://natoma.ai

Uniform updates Scout DXP for humans and agents

Marketers and AI agents can work together to serve both the humans reading content and the agents finding, summarizing, and transacting on it.
https://www.uniform.dev

All content technology news

The Gilbane Advisor is authored by Frank Gilbane and is ad-free, cost-free, and curated for content, computing, data, web, and digital experience technology and information professionals. We publish recommended articles and content technology news. We do not sell or share personal data.

Subscribe | View online | Editorial policy | Privacy policy | Contact

Featured articles from: Yanli Liu, and Jafar Sabbah & Oguz Acar.

Additional reading from: Ana Bildea, Nicolas Figay, Matt “TK” Taylor & Matt Kane, and Stanford University.

News from: CockroachDB, Aprimo, SAP, MongoDB. Also: All the news from Google I/O

Our next issue arrives 6/3/26.

All previous issues are available at https://gilbane.com/gilbane-advisor-index

Opinion / Analysis

Anthropic’s engineer said kill Markdown. Here’s what he actually meant.

HTML vs Markdown: Here’s the decision tree both sides needed.

Whether you followed all the back-and-forth last week about this topic, or not, Yanli Liu’s detailed and balanced piece, including relative costs analysis and decision tree suggestions make this a worthy a read. (10 min)

https://generativeai.pub/anthropics-engineer-said-kill-markdown-here-s-what-he-actually-meant-36bee00c0ca2

Research: Traditional marketing doesn’t work on AI shopping agents

This should not be the least bit surprising, but what to do about it turns out to be complex, and unfortunately, a lot of work. Jafar Sabbah & Oguz Acar’s research is a must read for marketers. (7 min)

https://hbr.org/2026/05/research-traditional-marketing-doesnt-work-on-ai-shopping-agents

More Reading

• How to use lat. md: Turn any folder into a validated knowledge graph via Agentic Builders
• Everyone has an ontology now. Almost nobody has an ontology. via Nicolas Figay
• Introducing EmDash — the spiritual successor to WordPress that solves plugin security via Cloudflare blog
• The Stanford Emerging Technology Review 2026 — A report on ten key technologies and their policy implications via Stanford Univeristy

All Gilbane Advisor issues

Content Technology News

CockroachDB brings distributed SQL to IBM Power and IBM Cloud

Organizations can modernize incrementally, while establishing a flexible, distributed data foundation aligned to hybrid and multicloud strategies.
https://www.cockroachlabs.com/partners/ibm/

Aprimo unveils Interconnected Content Operations

Interconnected Content Operations help enterprise teams automate content workflows, improve asset discovery, streamline reviews, & connect digital assets.
https://www.aprimo.com/blog/interconnected-content-operations-in-action

SAP announces Autonomous Enterprise

The unified SAP Business AI Platform, deepens partnerships with Anthropic, Amazon Web Services, Google Cloud, Microsoft, NVIDIA and Palantir.
https://news.sap.com/2026/05/sap-sapphire-sap-unveils-autonomous-enterprise/

MongoDB releases MongoDB 8.3

The unified Data Platform delivers full text and vector search, native embeddings generation, persistent agent memory, and real-time operational data.
https://investors.mongodb.com/news-releases/news-release-details/mongodb-makes-enterprise-ai-production-ready

All content technology news

The Gilbane Advisor is authored by Frank Gilbane and is ad-free, cost-free, and curated for content, computing, data, web, and digital experience technology and information professionals. We publish recommended articles and content technology news. We do not sell or share personal data.

Subscribe | View online | Editorial policy | Privacy policy | Contact

Featured articles from: Stephanie Shen, and Cobus Greyling.

Additional reading from: Annalise Sumpon, Daniel Tunkelang, Rachel Draelos, and Michael Andrews.

News from: Microsoft, Deepgram, Acquia, Otter. ai.

Our next issue arrives 5/20/26.

All previous issues are available at https://gilbane.com/gilbane-advisor-index

Opinion / Analysis

The illusion of understanding

Wittgenstein, neuroscience, and why language is not thought in humans or AI

Stephanie Shen’s intriguing essay provides novel way to look at how humans and LLMs each “think”. Shen wrote this piece for a general audience; no philosophical, neuroscience, or AI expertise required. Every reader will learn something. Highly recommended. (12 min)

https://medium.com/illumination/the-illusion-of-understanding-8b083cc1e11e

The AI agent reality gap

Researching AI agents in production and the gap between demo and deploy

Cobus Greyling summarizes a study, Measuring Agents in Production, from UC Berkeley, Intesa Sanpaolo, UIUC, Stanford University, and IBM Research, that surveyed 306 practitioners and conducted 20 in-depth case studies across 26 domains. Greyling’s article design is a bit loud, but a way to quickly get the take-aways, some of which are surprising. Link to the paper below. (8 min)

Article: https://medium.com/@cobusgreyling/the-ai-agent-reality-gap-143c04136b5b
Paper (PDF): https://arxiv.org/pdf/2512.04123

More Reading

• Layers on layers — How you can improve your recommendation systems via IBM Data Science in Practice
• Distilling Retrieval Pipelines to a Single Embedding Model via Daniel Tunkelang
• LLMs struggle with triage and answering patient questions. How can we make this safer? via Glass Box Medicine
• How will bots see your content? via Story Needle

All Gilbane Advisor issues

Content Technology News

Microsoft 365 E7 and Agent 365 now generally available

Agent 365 is the control plane for agents, extending the visibility, control, and trust that organizations rely on for users to the agents they deploy.
https://www.microsoft.com/en-us/security/blog/2026/05/01/microsoft-agent-365-now-generally-available-expands-capabilities-and-integrations/

Deepgram launches Flux Multilingual

Flux Multilingual supports 10 languages in a single conversational model, enabling teams to build and deploy voice agents globally with one integration.
https://deepgram.com/learn/introducing-flux-multilingual

Acquia enhances Acquia Source

The unified intelligent workspace with the new Acquia AI allows digital teams manage content, applications, AI agents, and analytics in one place.
https://www.acquia.com/newsroom/press-releases/acquia-announces-significant-updates-acquia-source-and-launches-acquia-ai

Otter. ai launches enterprise Conversational Knowledge Engine

Knowledge Engine turns every meeting, call, and discussion into data that is searchable, cross-referenced, connected to your existing tools, and available to your AI systems.
https://otter.ai/blog/otter-ai-evolves-from-ai-notetaker-to-create-100b-enterprise-conversational-knowledge-engine-market

All content technology news

The Gilbane Advisor is authored by Frank Gilbane and is ad-free, cost-free, and curated for content, computing, data, web, and digital experience technology and information professionals. We publish recommended articles and content technology news. We do not sell or share personal data.

Subscribe | View online | Editorial policy | Privacy policy | Contact