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by Emerson Welch  |  June 16, 2023

How Generative AI Can Supercharge Your Content Lifecycle

Content Lifecycle

The emergence of ChatGPT has resulted in generative AI buzz that shows no signs of slowing down, with organizations around the world evaluating how their business can benefit from this emerging technology when it comes to content. It’s undisputed that generative AI can present great content opportunities for organizations, yet it’s in its early stage and facing skepticism as many businesses take a “wait and see” approach before diving all-in.

One advantage to generative AI that is materializing is the value it can deliver to enterprise content strategies. With content playing a critical role to business growth as it is used to directly engage with customers and influence prospects, organizations are looking at areas of their content lifecycle (from planning, production to publishing) that can benefit from generative AI.

We participated in a recent webinar with KMWorld – Accelerate, Augment and Automate: How AI Can Supercharge Your Content Lifecycle – featuring our very own Martin Owen, CEO at Quark and guest speaker Lisa Gately, Principal Analyst with Forrester.

What we learned was that when it comes to content strategies, organizations want their content to be a catalyst to differentiating their business, winning in existing and new markets and improving the customer experience. We also learned that many organizations struggle with internal content creation and publishing processes. Herein lies the opportunity with AI in general.

Lisa told us on the webinar that, according to Forrester’s Marketing Survey 2023, 54% of B2B marketers plan to focus on improving content targeting and personalization experiences and 49% say they plan to invest in new technologies to support content planning and production processes. What’s more, Forrester’s 2023 B2B Brand and Communication Survey revealed that over 60% of organizations are in the AI investigation and/or experimental phase with limited adoption.

This last point reiterates the “skepticism” with AI. Before embarking on the generative AI journey, do some research and learn about the perspectives and experiences from others. This could include talking to vendors, talking to others across your organization and not just your direct peers, and learning how others are experimenting with AI.

Organizations should take a “baby steps” approach to AI adoption. Identify one task that they want AI to do. This could be eliminating a repetitive task that is taking up too much time and not allowing a team member to focus on why they were hired in the first place – to impart knowledge and creativity. Another example is identifying a specific use case such as taking one long-form piece of content and using generative AI to generate a short-form version that is ready for publishing to any digital output.

Generative AI augments the knowledge of humans, aiding in the word choice process and making it simple to find content components that are up to date, accurate and adhere to brand and legal requirements fast. It enhances the ideas and creative process of humans that allow you to look at different approaches to content creations.

Generative AI has huge potential in the content lifecycle and organizations can see an immediate impact of improved efficiencies. However, at most organizations, it still is in the early stage of adoption. Content is a broad landscape so take a phased approach to generative AI adoption. Identify specific area(s) to improve and treat it as a pilot project that you can measure the success or failure in a designated timeframe. This could be translation, productivity, or penetrating a new vertical audience. Importantly, make sure your people are involved every step of the way. Be clear on what the business expects the role of generative AI to be vs. the role of people, articulate how your people will work differently, and have a clear onboarding path with transparency as to how AI will support your people’s growth across the business.

Quark knows content and has a long history in delivering tools that help enterprises modernize their content operations infrastructure to win in their target markets. We took our 40+ years of understanding content complexity and infused it into Quark Publishing Platform NextGen. This platform automates all of the complex content management processes so organizations in any industry can achieve their most important objectives – from digital transformation and customer satisfaction to regulatory compliance and revenue growth. Deep investments in AI enable enterprises to automate key areas of the content lifecycle journey: from accurate creation, collaboration, and assembly to the power of delivering personalized, compliance-controlled content and knowing how that content is consumed.

Watch Accelerate, Augment and Automate: How AI Can Supercharge Your Content Lifecycle to learn what your organizations can begin doing today to educate your people and organize your content infrastructure to create a path to revolutionizing your content strategies with generative AI.

To learn more about Quark Publishing Platform NextGen, you can request a demo.

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