How to be a Great Marketer with AI
Leveraging AI in the Management of Digital Experiences
Artificial Intelligence and the Future of Digital Content
The term Artificial intelligence (AI) has been so overused that it has lost impact over the years. But don’t mistake AI as some future technology. AI is here today and here to stay. It is going to be a massive differentiator for businesses as its use continues to grow. It is imperative to plan and develop the foundational components needed to support AI in the enterprise.
AI tools from companies like IBM, Salesforce, Amazon, Google, and MonkeyLearn are powering better decision-making and enhancing consumer-facing applications that you can implement today. For example, Contentstack includes built-in integrations for these AI components, so you can leverage your content to enable personalized customer journeys, discover new opportunities, reduce costs, and increase revenue.
Applying Real-world AI to Your Content
"Business as usual" in the world of portals and web content management systems is no longer good enough. Don't miss the opportunity to evaluate a DXP and headless CMS to create superior experiences and reap a better ROI across your digital content and channels.
AI is Changing Business
Just as the Internet changed how we connect to do business, AI represents a sea change for how we personalize and improve the customer's digital experience. Additionally, it impacts how businesses organize, categorize, and discover patterns that are hiding in their data to make discoveries and predict trends that affect business.
Your CMS and the Perfect Use Case for AI
A significant impediment to implementing AI projects is that it isn’t always clear to see the proper use case and how to measure a return-on-investment plan for AI projects. In Gartner’s CIO survey, 81% of respondents indicated that they either have AI on their radar or have initiated projects, but only 4% have projects currently deployed.
Gartner’s insightful report “Applying AI to WCM and DXP – Key Use Cases” shows you how you can apply AI to your content and operations. The report examines the following five real-world use cases:
- Content Generation and Experience Composition
- Digital Experience Delivery and Presentation
- Search
- Personalization and Optimization
- Analytics
Gartner’s use cases help identify how you can use existing content and analytics data to take the first steps on your AI journey, as well as planning for future uses of AI to further enhance your customer’s digital experience and uncover new business opportunities.
According to the fifth edition of Salesforce’s State of Marketing report, of all the emerging technologies, marketers are considering adopting AI to achieve the highest year-after-year growth with the majority of marketers stating that it is absolutely or very essential in helping their company create 1-to-1 marketing across every touchpoint.
To be competitive, marketers need a modern and extensible CMS that is an integral part of customer experience management, including tracking and analyzing interactions to enhance the user’s experience. Learn how to unleash the power of your content, and use AI tools to create and deliver new digital experiences that grow your business, engage your audiences, and beat the competition.
Applying AI to WCM and DXP – Key Use Cases
10 September 2018
Application leaders in charge of web content management and digital experience platform programs often struggle with applying artificial intelligence for maximum benefit and best next digital experiences. The five key use cases below can provide practical business value.
Key Findings
- While the majority of global organizations indicate high interest in using artificial intelligence (AI), only a very small fraction – approximately 4% – have deployed AI-driven projects.
- AI has the potential to revolutionize a wide variety of content-centric use cases, including those served by web content management (WCM) and digital experience platforms (DXPs).
- Applying AI effectively remains a challenge, whether using integrations with AI technologies/frameworks or through the capabilities built in as part of the platform.
Recommendations
Application leaders responsible for customer experience applications within WCM and DXP programs:
- Study the five use cases below and select those that are most likely to bring the highest benefits, shortest time to value and lowest barriers to adoption for your organization.
- Ensure AI-driven capabilities are small, focused and targeted, which will help you realize practical value from them.
- Focus new AI development on content-centric use cases with existing large amounts of data that cannot be easily analyzed by humans.
- Prioritize specific use cases based on differentiated customer experiences.
- Staff your AI-based initiatives appropriately with people with the required skill sets, including data engineers, linguists, data scientists and ergonomists.
Strategic Planning Assumptions
By 2020, more than 50% of CIOs will have artificial intelligence as one of their top five investment priorities.
By 2022, 50% of new digital business revenue streams will be discovered using machine-generated dynamic metadata.