How BMC Software Made Its Content Discoverable to Both Humans and AI — Without Losing Its Brand Voice

The Challenge: Staying Visible — and On-Brand — as AI Reshapes the Buyer Journey

BMC's marketing team saw the buyer journey change underneath them. Prospects no longer begin on the company's website; they begin inside AI assistants, and many have effectively made a purchase decision before they ever reach out. That shift created several linked problems:

• A large share of BMC's content was trapped in PDFs — rendering it effectively invisible to the models buyers now consult
• Content had to serve two audiences at once: humans and AI, which read and consume information differently
• As AI made everyone a potential content creator, keeping output consistent, differentiated, and on-brand became harder
• The pace of models leapfrogging one another made it exhausting to keep betting on any single too

“Buyers aren’t starting on your website. They're starting in ChatGPT or their model of choice. By the time they actually want to speak to you, most of them have made their decision already,” notes Tammy about the shift she and her colleagues saw in buyer behavior that warranted their change in approach. 

The Solution: One Platform for Voice, Governance, and Discoverability

Structuring Content for a Two-Audience World

Rather than treat AI discoverability as a separate project, BMC is transforming how its content is built. They’re retiring PDFs in favor of accessible, crawlable content, and the team is shifting from purely messaging-led writing to answer-based formats — FAQs and comparison content — that both people and models can parse, without abandoning the storytelling fundamentals that still win.

“We're now creating content not just for humans. We're creating content for AI as well — and you have to recognize there are these two different audiences now at play,” Tammy shared.

Defining What “Good” Looks Like — With Brand Voice and Guardrails

As generation gets easier, Tammy's view is that the human sets the bar for quality. A fast first draft can look polished yet lack a point of view, differentiation, or the company's actual voice. Using Jasper as its marketing platform lets BMC encode its tone, voice, and guardrails directly into the workflow, so the team upleveled quality and consistency instead of policing it after the fact.

A Model-Agnostic Foundation

Because Jasper is model-agnostic, BMC can invest once in the assets that actually differentiate its content — tone, voice, audiences, and a knowledge library — and access different LLMs from a single place. That means the team doesn't have to chase whichever model is briefly in fashion, and its foundation carries forward as the models change.

From Content Creator to Content Orchestrator

Tammy frames the future of the role as orchestration — the marketer as the conductor of a symphony, using different tools as instruments and bringing them together. With Jasper's MCP connector, the source of truth BMC built can extend into other tools its people already use, so the team can keep lifting content quality and consistency across surfaces without being the content police.

The Results

In Tammy’s own words, the team’s work with Jasper has sharpened BMC's approach: a clearer content transformation strategy, a renewed understanding of the platform's capabilities, and a concrete roadmap of high-impact initiatives the team believes will move the needle. Just as important, Tammy points to the partnership itself — a working relationship with the Jasper team that feels less like a software transaction and more like people invested in her success.

What's Next

BMC plans to keep extending the foundation it has built — using the MCP connector to make its Jasper source of truth available across the tools its teams already work in, deepening its content orchestration approach, and continuing to structure content so BMC stays visible and on-brand wherever buyers do their research, human or AI.