AI-generated cover art. A polished experience is a good start, but enterprises need the infrastructure to make it work at scale.
Seismic Shift gave me a reason to reconsider how I think about AI-generated HTML.
Having spent several years at Ceros before joining Tiled, I’ve seen firsthand what interactive content can do for an organization and the resources traditionally required to create it. AI can now generate a polished, interactive HTML experience in minutes, and I see that as progress.
But after talking with AEs, CSMs, and enablement leaders at the event, I came away convinced that we’re spending too much time talking about what AI can create and not enough about what happens after that content gets into a customer’s hands.
Creating something interactive isn’t the hard part anymore. Sending it with confidence is.
HTML alone isn’t an enterprise content strategy
The people I spoke with are excited about moving beyond static presentations and PDFs. They want more engaging experiences they can personalize for their customers.
But the questions that followed were pretty consistent.
Is it on brand? Is it compliant? Can I personalize it without changing approved messaging? Will I know what happened after I send it?
Those are reasonable expectations when you’re supporting hundreds or thousands of sellers. You can’t have everyone generating their own content and expect enablement to review every version. That’s not going to scale.
I’ve spent enough time in this industry to appreciate what HTML can accomplish. Organizations can build sophisticated interactive experiences with it and put the infrastructure around those experiences to manage them.
But someone still has to build and maintain that infrastructure.
An AI-generated HTML page doesn’t inherently carry an organization’s brand standards, approved messaging, personalization rules, or engagement intelligence. Those capabilities have to come from somewhere else.
At Tiled, we’ve built those capabilities into the document itself. A Microapp carries its brand standards, personalization fields, distribution rules, and engagement analytics with it, so sellers aren’t starting from scratch every time they need something tailored to a customer.
Think about an AE preparing a proposal. Marketing and enablement know the brand and what needs to stay consistent, but the seller knows the customer. They know the conversations they’ve had, the challenges they’re trying to solve, and what matters to that particular account. They should be able to bring that knowledge into the experience without having to worry about changing approved messaging or going off brand. That’s what having governance built into the document makes possible.
The opportunity goes beyond content creation
One of the things I appreciated most about Seismic’s event was its focus on moving from seller preparation toward seller performance.
We’ve spent years helping sellers find the right content and prepare for better meetings. But sellers aren’t present for every part of a buying decision. Customers review proposals, compare solutions, and share information internally long after those meetings end.
What happens during those moments should help inform what the seller does next.
If a buyer spends time exploring a particular solution or returns to a proposal several times, that’s useful context. It doesn’t tell us everything they’re thinking, but it’s far more information than a seller typically gets from sending a static deck or PDF.
From a partnerships standpoint, this is where things get interesting.
Sellers don’t need another disconnected tool or another process to manage. They need these capabilities within the systems they already use. That’s been an important part of our six-year relationship with Seismic, making Microapps available through established enablement workflows.
As AI becomes more connected to CRM and enablement systems, the information a document carries could help determine what content is most relevant next, how an experience should adapt, or where a seller might need to focus their attention.
That’s where I see intelligent documents heading. Content that continues to contribute to the customer relationship after it’s been shared.
Where I landed
I don’t believe generating hundreds of independent HTML experiences is the answer. Enterprises need a way to manage content at scale while giving sellers the flexibility to make it relevant to their customers.
That’s why I’m convinced a structured, governed document is the right foundation for what comes next. It’s the approach we’re building on at Tiled, and I think we’re only beginning to see what’s possible.
Generating content was never the end goal, and making it easier to create doesn’t solve the enterprise content problem unless we can make that content work for the business.
Originally published on LinkedIn on October 27, 2026.