It starts with a demo: an AI agent reaching into Content Hub, handling DAM work that used to take hours of manual effort. The room lights up — then someone asks, "who decided it could do all that?" Usually, nobody did. Engineers wired up what was possible; content owners found out after. This session works backward from a real implementation to the decisions that should come first: what an agent may do, the vocabulary it reasons with, and where humans stay in control. Your content, your rules.