5 proven Claude + Hygraph MCP workflows that actually save you time
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Sep 30, 2026, 11:00 AM CEST | 45m

Mastering MCP for CMS

Learn from an AI power-user how a portfolio of global brands manages multi-market content operations with Claude and MCP

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Plenty of content teams are experimenting with MCP. Few are running AI-powered content operations across multiple brands and 75+ countries.

Since 2002, MAD Design Group has built a global portfolio of premium, sustainable design brands: EcoSmart Fire, Blinde Design, Heatscope and e-NRG, spanning fireplaces, radiant heaters, outdoor furniture and bioethanol fuel. The group ships to 75+ countries and has over 150,000 installations worldwide.

They're one of Hygraph's most prolific MCP users, leveraging Claude Code and Claude Cowork across content creation and translation, content architecture and web development.

Join Ederson Morche, Head of Digital, as he unpacks exactly how his team pulled this off.

📅 Sep 30, 2026, 11:00 AM CEST

What you will learn:

  • Multi-brand content operations

How to run multi-brand, multi-market, multi-language content ops, while balancing global reusability with local autonomy.

  • Crawl > walk > run approach to MCP adoption

A practical path to adopting MCP, from multi-stage workflows to the sub-agents and skills that keep AI output reliable.

  • Claude Code with schema access

How giving Claude Code direct schema access lets the team build features and components with minimal developer input, and brainstorm improvements to the data model.

  • Structuring for AI agents

Redesigning websites so agents get clean, structured content instead of inconsistencies, context-bloat, and silos.

  • What's next, plus live Q&A

Where the team sees this heading next, including the vision for feeding CMS content into customer-facing AI agents like Fin, plus a live Q&A to get your own questions answered.

Speakers

Ederson Morche is Head of Digital at MAD Design Group. He pioneered MCP adoption at the group, building the initial workflows, sub-agents, and skills that now power content, translation, and customer support across its brands.

Paul Biggs runs Product Marketing at Hygraph, where he focuses on the convergence of content management and AI agents – and the future of digital experiences, as consumers move from clicks to conversations. 

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