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How AI could reshape content—and your CMS


The theme of artificial intelligence seems to pop up at every turn, from Lexus ads to disturbing sci-fi movies. When it comes to content management, where does AI’s buzzword status end and the workplace reality begin?

Don't fear for your job just yet. Companies still need content experts, developers, designers and other real humans to make worthwhile digital experiences. But AI is becoming an increasingly valuable tool that can help teams work more efficiently and create more compelling content for audiences.

When it comes to data AI—predicting next actions or generating customer segmentations—many companies are already on board, according to Melissa Webster, vice president of content and digital media technologies at International Data Corporation (IDC). Webster shared insights from the firm's research at a recent webinar on identifying the right CMS.

As of December 2018, more than 40% of respondents to IDC's Digital Experience Management Survey were already using AI to generate predictions for the next best offer to consumers, auto-classify digital assets and generate metadata for those assets.

"What's coming on fast is content AI," Webster says, which involves AI engines that can analyze, classify, organize, migrate data from one system to another and even help generate content.

This doesn't necessarily mean writing copy for you, but rather it could mean creating renditions of one asset for different devices—perhaps boiling down a longer read into some short copy for mobile. Webster also points to a version of this she dubs "aesthetic AI," or using machines to intelligently crop images, recolor them or automate layouts in attractive ways for content delivery.

This is increasingly important in a landscape of proliferating content types and channels. Even though organizations have boosted their content creation budgets by almost a quarter, they’re still having trouble keeping up with the demand for a seamless flow across multiple channels. AI is a tool that can help streamline workflow and make asset management for multiple devices more accessible.

"We see tons of opportunity [with AI] and lots of growth ahead," Webster says.

How Brightspot leverages AI

Brightspot has long offered intelligent features such as auto-tagging and auto-migration of content, but the platform has greatly expanded its AI capabilities by partnering with Amazon Web Services (AWS). One of the AWS tools available via Brightspot is Rekognition, which allows for intelligent image and video analysis to identify objects, people, text and activities. Rekognition also makes it easier to flag inappropriate content, an especially important requirement for publishers on social networks.

Other features available through Brightspot include Amazon Transcribe, an automatic speech recognition tool that makes it easy for developers to add speech-to-text functionality to applications, and Amazon Comprehend, a natural language processing service that helps users discover insights and relationships within text that can range from customer emails to product reviews to ad copy.

All of these AI capabilities are aimed at making content smarter so that publishers aren't spending time tagging, searching, and doing other bulk-processing tasks that subtract from the work of actually creating compelling content.

How can you be sure your CMS is future-proof and ready to support advancements such as AI? Headless CMS offers a future-proofed framework for an always evolving digital landscape. Beyond that, check out six trends to be on top of before selecting a CMS. For more, watch our informative webinars or request a demo.


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