Rob Hanna, CEO of Precision Content, argues that enterprise AI failures stem not from weak models but from ungoverned, fragmented documentation. Drawing parallels to the 2016–2018 chatbot era, he contends that AI systems inherit the uncertainty already present in an organization's content ecosystem — hallucinations often originate in poorly maintained knowledge, not the model itself. He advocates treating content as infrastructure, applying the same discipline as software development and data management. Technical publications teams, already skilled in structured authoring, metadata, taxonomy, and content lifecycle management, are positioned to build the reliable content supply chains that enterprise AI requires.
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