AI and the Connected World: How Soon Will Content Create Itself?

Aug 07, 2019


Article ImageGiven the pace of technology innovation, marketers must consider how advanced tech could change a problem itself. Take parking for example. Consider how a connected city of the future with autonomous cars and greater ridesharing lessens the burden of requiring parking spots for future retail stores—freeing up that real estate for something else. The same is true for the content marketers create and work with every day.

In Part I of this three-part series on “Artificial Intelligence and the Connected World,” we examine the role of Linguistic AI in content creation and how global marketers can prepare for a future where content creates itself, and prevent content “parking lots” or mountains where material may become obsolete or overlooked. 

AI can prevent and eliminate today’s content “parking lots” 

Despite marketing’s role in creating and facilitating content intended to grow brand awareness and sales, too much content can have a negative impact on growth – and many companies are struggling.

According to the Forrester study, Today’s Content Supply Chains Prevent Continuous Customer Journeys, 93% say content production will increase by 2020. And eight out of ten companies believe content supply chain challenges impede their ability to deliver on business objectives.

To resolve this challenge, AI advancements will make content more relevant and available on-demand. AI will also help create seamless transitions among content creation, translation, and delivery for the efficient content supply chain companies require.

Similar to how autonomous cars change the need for parking lots in the cities of the future, Linguistic AI will change our future digital landscapes in ways which are more engaging and meaningful to consumers, and more effective and profitable to companies.

AI brings attention and value to the mountain of content ignored by sales

The pace of content creation is not the only challenge AI will help alleviate — but also volume.

Sirius Decisions reported “60 to 70% of content by B2B marketing departments today sits unused.” Furthermore, IDC reported an alarming statistic indicating sales members don’t use as much as 80% of the content marketing generates, even if most is created for sales and channel enablement.

To overcome this costly challenge, companies are steadily turning to Linguistic AI to filter through their content to create better, more relevant content at scale. 

AI helps create hyper-relevant content on-demand

If the success of content does not depend on how fast or how much marketers produce, what is the key? Hyper-relevant content on-demand.

Linguistic AIs will make it possible to identify the intent of the person seeking information, from a sales or engineering employee to a prospect or customer, and connect them with content that’s more valuable to the person in that moment. 

AI will also help remove a significant barrier to content value, as an uneconomical amount of time is wasted on searching for or managing content.

According to IDC, data professionals spend more time on governing, searching and preparing data than on extracting value. On average, they waste 14 hours per week because they are unable to find, protect or prepare data. Another 10 hours are lost building information assets that already exist.  

The future is now

While we wish technology could perfectly pull together smart articles that sound like us, quarterly reports or whitepapers, or all the necessary research we need on our behalf, the future of Linguistic AI is not that far off in it many valuable capabilities. This includes: 

  • Suggesting, improving and applying relevant keywords and taxonomies to content
  • Identifying themes, patterns and main ideas from source documents to extract key topics
  • Identifying key content elements such as quotes, facts, and figures
  • Drafting a content summary
  • Suggesting content for social posts to promote a specific document
  • Writing first drafts of content posts

Technology will never replace humans, but the advancements in AI for many marketers means taking a machine-first approach to content creation is our reality to make our jobs easier and more strategic.

To learn more about how Linguistic AI impacts global companies and how they translate content, stay tuned for my next article on “AI in the Connected World.”


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