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

MAD Design Group is a global collective of premium and sustainable furnishing brands. They're one of Hygraph's most prolific MCP users, leveraging Claude Code and Claude Cowork across content creation and translation, content architecture for new components and features, and even to power their AI agent for customer service.

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

What you will learn:

• Multi-brand, multi-market, multi-language content ops: how to balance global reusability and local autonomy
• Crawl, walk, run: adopting MCP using multi-stage workflows, sub-agents, and skills built for reliable AI output
• Claude Code with schema access, building features and improving the data model
• Redesigning websites for AI agents: clean, structured content over silos
• Feeding CMS content into their Fin AI agent to answer customer questions
• Where this all goes next
• Get your own questions answered in a live Q&A!

Speakers:
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Ederson Morche is Head of Digital at MAD Design Group, a global collective of premium and sustainable furnishing brands sold in 75+ countries. He pioneered MCP adoption at MAD Design Group, building the workflows, sub-agents, and skills that now power content, translation, and even customer support across the company's 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.