Published on October 20, 2023, 9:49 am
Generative AI: Revolutionizing Content Management Systems
The world of content management systems (CMS) is constantly evolving, and one technology that has caused quite a stir in the last 11 months is generative artificial intelligence (AI). With the debut of ChatGPT in November 2022, CMS vendors have been quick to integrate generative AI into their software systems. But what does this mean for content management as a whole?
According to Chuck Gahun, Principal Analyst at Forrester, generative AI is transforming how enterprises create and manage content for digital and print channels. It enables businesses to scale personalized content creation efforts, resulting in more targeted messages and increased accuracy across digital experiences.
Generative AI possesses transformative competencies that go beyond mere enhancements. In fact, it has the potential to redefine how content is managed and delivered. Forrester’s report on “Generative AI: What It Means For Content Management” highlights its prowess in capabilities such as copy generation, product information generation, creative expression of brand assets, and more.
However, like any new technology, there are cautionary notes when it comes to generative AI. Kristy Lynne Andreadakis from 1Social Buzz points out these concerns in an August LinkedIn post. Organizations must be aware of the potential challenges and risks associated with AI integration.
Despite the cautions, there is a strong business case for leveraging generative AI in content management. In a time-based competition-driven market, efficiency and speed are crucial. By streamlining value-delivery systems through generative AI, enterprises can gain a competitive advantage while improving variety and responsiveness to customers.
The year 2023 has seen a surge in investments in AI technology across global businesses. According to Forrester’s research, 62% of business and technology professionals expect significant increases in their AI budgets over the next 12 months. This trend highlights the growing reliance on AI to boost productivity in content pipelines, including text, rich-media assets, and product information.
Generative AI offers significant benefits to businesses. For example, fonQ’s content specialists were able to increase their weekly product onboarding rate from 30-35 to 100 products using ChatGPT. This showcases the enhanced efficiency generative AI brings to content management. Orange Logic’s DAM users also experienced tangible benefits, saving approximately 3,000 labor hours annually.
While experimentation with generative AI capabilities is well underway in organizations, each content pipeline (content, rich-media assets, and product information) is moving at a different pace. Gahun emphasizes the importance of understanding business context and managing associated risks during implementation.
To leverage generative AI effectively, businesses need to ensure that copy creators transition into roles as copy reviewers and aggregators. Although no new skill sets are required, organizations must establish processes for reviewing and validating generated content before dissemination.
Data security and privacy are also key considerations in generative AI implementation. Isolated environments with specific prompts can prevent learning from customer enterprise data, protecting data privacy while harnessing the power of AI.
In conclusion, the integration of generative AI into content management systems has the potential to revolutionize how businesses create and manage digital experiences. By leveraging its transformative competencies, enterprises can scale personalized content creation efforts while improving accuracy and efficiency in delivering targeted messages to customers. However, it is essential for organizations to understand their business context and manage associated risks during implementation to fully realize the benefits of generative AI in content management.