Exploring Generative AI in Content Management: Opportunities & Challenges


The Gist

  • Emerging revolution. Generative AI in content management is reshaping how CMS, DAM and PIM systems operate, enabling targeted and personalized content at scale.
  • Operational efficiency. Use of generative AI drastically reduces time to market, fuels ideation processes and scales product information, giving businesses a competitive edge.
  • Cautious adoption. While generative AI offers transformative capabilities, it also raises concerns around data security, quality and ethical implications that enterprises need to navigate.

You won’t be hard-pressed to find generative AI integrations into content management systems software. Vendors tend to latch on to a technology craze or two, and ChatGPT’s debut in November 2022 certainly caused a tech craze in the last 11 months.

But what’s the true larger picture when it comes to generative AI in content management?  Who will be the use-case winners in the world of content management (powered by content management systems, or CMS), rich-media assets and digital asset management (DAM) and product information management (PIM) — and why?

“Gen-AI is becoming embedded as a capability within CMS, DAM and PIM systems enabling enterprises to create new content for digital and print channels,” Forrester Principal Analyst Chuck Gahun told CMSWire in a recent catchup. “Through its ability to create net new copy, generate product information and also support creative expression of existing brand assets, it can help enterprise content teams scale personalized content creation and management efforts. This enables businesses to create more targeted messages, increasing the accuracy and fidelity of product information across their digital experiences, ultimately increasing customer, and employee, satisfaction.”

Gahun served as one of the authors of an August Forrester report on the topic — ”Generative AI: What It Means For Content Management” — that found generative AI is not just an innovative tool but a revolutionizer in the realm of digital experiences.

Its prowess extends to:

  • Accelerating personalized text creation
  • Fueling ideation in rich-media creative processes
  • Scaling product information syndication to digital storefronts

These capabilities are not mere enhancements but transformative competencies that can redefine how content is managed and delivered, according to Forrester authors.

And, naturally, as with any new technology integrated into the enterprise, there are well-documented cautions with AI. Kristy Lynne Andreadakis, chief marketing officer for 1Social Buzz, lays out those cautions nicely in an August LinkedIn post:

  • Quality concerns
  • Ethical considerations
  • Job displacement
  • Dependence on data
  • Security risks

What else did we discover about generative AI in content management in our catchup with Forrester?

Related Article: The AI and Content Marketing Paradox: Empowering and Threatening the Future

Time-Based Competition as a Business Case

Forrester finds the business case for generative AI is rooted in time-based competition principles. By making value-delivery systems more efficient and quicker, enterprises stand to gain a competitive market advantage while enhancing variety and responsiveness to customers.

A person holds a stop watch in hand with the thumb positioned ready to depress the mechanism for stopping, in piece about generative AI in content management.
AI is rooted in time-based competition principles. Stepan Bormotov on Adobe Stock Photos

The implications are far-reaching: increased employee productivity, consistent brand representation in the market and reduced time to market, all converging to outpace competitors in customer acquisition, growth and geographical expansion.

“Most CMS vendors have incorporated or are in the process of incorporating capabilities to generate copy within their systems,” Gahun said. “Some CMS vendors go as far as providing capabilities to generate new copy to target specific audience segments in a specific tone and voice.”

Related Article: How to Pick the Right Flavor of Generative AI

Enhanced Productivity in Content Pipelines

The year 2023 has witnessed a surge in AI investments, with 62% of global business and technology professionals acknowledging significant increases in their AI budgets over the next 12 months, according to Forrester. This trend is a clear indicator of the growing reliance on AI to boost productivity in content pipelines, including text, rich-media assets and product information.

“Gen-AI can support creative teams by producing a wide array of creative concepts for further fine-tuning and ideation,” Gahun said. “Previously achieved through brainstorming and ideation sessions by creatives, this accelerates creative teams’ ability to generate new concepts for further review and fine-tuning. The benefits include reduced creative agency spend and wider/creative array of ideas. The challenges are that brand assets must be reviewed carefully to ensure they are being represented correctly and in the right context.”


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