Presented at the IA Conference, April 30th, 2021 When you've got tens of millions of pages, stored in dozens of CMSs, managed by hundreds of organizations with no single oversight board, and you know the experience is broken... How do you fix it? Where do you even begin? How do you reconcile the conflicting goals of multiple business units, of multiple kinds, with multiple disciplines and departments supporting different stages of the customer journey? How can they all act as a single company in service to the customer's needs, instead of a patchwork of competing org charts? I'm happy to share my ludicrously ambitious work in progress - a topic-oriented information architecture based on data, managed with metadata, and scaled with AI to reorganize ibm.com around customer interests.