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1、 Leveraging AI 1Leveraging AI Reimagine the future of content creation and distribution Leveraging AI 2Artificial intelligence(AI)has exploded as a revolutionary force reshaping the current digital landscape,offering unprecedented capabilities to optimize creativity,personalization and workflows.But

2、are we moving too quickly?Are these tools ethical?Are they effective?How exactly are they reshaping content programs?Will they diminish consumer trust in brands that use them?While the benefits of employing AI in content creation and distribution are undoubtedly remarkable,the most successful market

3、ers will hit pause on the AI onslaught to reflect on these very questions.The exponential growth of digital contentthe lifeblood of modern marketing effortsalong with the ever-evolving demands of consumers require a strategic shift in how content is created and distributed.CON T E N T S 12 PAGE How

4、AI is shaping content management systems8The role of AI in content governance PAGE AI and your content program What you need to know today6 PAGE 17 PAGE Expert insights Why human-centered content creation is still imperative24Brightspot is here to help PAGE 20 PAGE FAQ What the most successful marke

5、ters of tomorrow are asking about AI today13Future-proofing your business Emerging trends in CMS platforms PAGE Just as contents role transcends mere information disseminationengaging audiences,fostering brand loyalty and facilitating informed decision making AIs potential far exceeds its original,a

6、lgorithm-fueled purpose.Much more than simple automation,todays AI can dramatically impact a businesss visibility,customer engagement and overall success in the digital realm.While the use of AI has been widely discussed for years,it long seemed more like a promise that remained out of reach for mos

7、t and applicable to only the lucky few who had the resources to adopt it within their businesses.Thats all changed.In a relatively short timeframe,AI is no longer a promise of the future but the reality of today,reshaping how we create,communicate and compete.Conversational and generative AI applica

8、tions (like ChatGPT)have skyrocketed,with both businesses and individuals leveraging their features to expedite various components of the content process.These tools support idea generation,keyword optimization,content summarization and so much more,ultimately helping to expedite content workflows a

9、nd save time and resources that could be leveraged elsewhere.Furthermore,we are witnessing a swift shift in AIs trajectory,from auxiliary support to becoming a central player in content strategies.Multichannel marketing can now be facilitated across multiple channels simultaneously,via AI-driven dis

10、tribution of editorial,video and static imagery,throughout site,social,email and other platforms.In a relatively short timeframe,AI is no longer a promise of the future but the reality of today,reshaping how we create,communicate and compete.Leveraging AI 5Traditional methods of content creation and

11、 distribution are not keeping pace with the demands of modern consumers.Why?Information overload and fleeting attention spans require editors,publishers and marketers to captivate audiences in original,more compelling and faster-than-ever ways.It is within this very landscape that AI provides the mo

12、st promising tool in our proverbial toolbox to innovate in ways we didnt think possible.This whitepaper aims to equip readers with a deeper understanding of AIs integration into content creation and distribution,highlighting both its potential to redefine engagement paradigms as well as the risks an

13、d challenges associated with a technology so disruptive it could revolutionize the industry.From its game-changing benefits related to multichannel marketing within CMS platforms,to the undeniable ethical concerns AI poses,this document will explore:AI and your content program:What you need to know

14、today The role of AI in content governance How AI is shaping content management systems Future-proofing your business:Emerging trends in CMS platforms Expert insights:Why human-centered content creation is still imperative FAQ:What the most successful marketers of tomorrow are asking about AI todayT

15、he content creators challengeAI and your content program:what you need to know todayThe introduction of AI and machine learning into content generation marked a pivotal shift in the digital content landscape,transforming how content is created,optimized and distributed.Initially,AIs role in content-

16、related tasks centered on improving quality,efficiency and scalability.Early applications were relatively straightforward,focusing on enhancing the user experience through spell-checking,grammar corrections and search engine optimization(SEO)techniques to ensure content visibility and relevance.Thes

17、e foundational AI applications set the stage for more sophisticated and nuanced AI-driven content generation and management systems.By automating routine tasks and providing analytical insights,AI tools began to offer significant advantages,saving time and resources,while improving content accuracy

18、and consistency.We are currently using AI to generate content across multiple channels(audio/video,podcasting,programmatic SEO,email,YouTube,TikTok,etc.),in near-automated frameworks,including a human-in-the-loop(HITL)giving the final approval.Before getting too granular,lets first dive into an over

19、view of how AI applications are being put to work within content programs.One AI platform thats particularly popular at the moment is ChatGPT,a natural language processing(NLP)tool that allows users to have human-like conversations.It can answer questions and assist users with tasks,such as composin

20、g emails,articles or social media posts and with specific prompts(the more specific,the better),it can complete these tasks in seconds.Keep in mind,however,that ChatGPT has limitations:It doesnt generate original thinking or ideas;it might not always provide the correct response(or a well-written re

21、sponse);it doesnt cite sources;and it only pulls from existing information up until 2021.With that,we acknowledge ChatGPT isnt a tool that can replace content programs or the people who execute them;rather it can help aid various steps within the content creation process.READ MOREArtificial intellig

22、ence and the future of content:Key considerations Leveraging AI 6 Leveraging AI 7With so many limitations,obstacles and outstanding questions surrounding AI,you might be wondering if its worth weaving it into your content workflow.Before dismissing it,consider these noteworthy upsides of AI:It can h

23、elp generate content ideas and topics:Writers block?AI has your back.You can employ different AI tools to help ideate content ideas and topics that would resonate with your specific audience.It can speed up various processes:These tools can scan existing,relevant information for you and then summari

24、ze the answer youre seeking in seconds.This can especially help with the upfront research process,when content teams are trying to understand their buyers(but,again,remember to fact-check what it provides you).It assists with writing:Various tools help with editing,proofreading and even writing,itse

25、lf.This can save a significant amount of time for teams,with content experts,in some cases,only having to edit and refine a piece to ensure it aligns with the companys tone and voice.It supports all forms of content:AI isnt being leveraged exclusively for written content,but for audio and visual con

26、tent,as well.It can help create and edit visuals to supplement blog posts and articles,for example.It accommodates various channels:Content teams can leverage these tools to break down content across different channels.With the right prompt,you can feed the tool an article and have it break it down

27、into distinct social posts for you.Benefits of incorporating AI into your current content program READ MOREArtificial intelligence and the future of content:Key considerations Leveraging AI 8AI can have a positive impact on digital strategies by playing a pivotal role in your content governance.For

28、one,AI automates tasks and sorts through your data at lightning speed,further enhancing the general customer experience.According to Gartner research,generative AI delivers high-value artifacts(images,words,designs,etc.),and supports basic functions such as editing,resizing images and similaroften r

29、epetitivetasks.But should you entrust AI with work that is more important and nuanced,such as content creation,ideation or image selection for optimization and searchability?For those who might have used it already,theyve seen first-hand the proven impact AI has on content development and the genera

30、l customer experience.In fact,some content management systems,including Brightspot,have been using some form of AI for years.So how are content creators using AI in their CMS,and what should you look out for?The role of AI in content governanceCould you write alt text for this imageCould you transla

31、te the alt text to Spanish“A chat box with OpenAI showing aconversation between AI and a user”010110011001000100101100Your SEO efforts are crucial to reaching your target audience,and running your content through AI tools can assist with keywords,common searches and meta-description writing.These AI

32、 tools can also help in scanning your older content to refresh it with updated,SEO-friendly titles,descriptions,headings and keywords.SEO optimization goes hand in hand with your image optimization,and generative AI can support image creationfrom text to synthetic generation of images.Using AI to ge

33、nerate up-to-date images for both image optimization and SEO purposes empowers teams to develop new content,while eliminating the delays of creative shoots and other typical production constraints.Generative AI can assist with natural language generation(NLG),with both short-form and long-form text

34、generation.Short-form consists of email subject lines,body copy,web content,titles,descriptions for SEO optimization and other types of content that can be easily customized.For long-form content,AI can be employed to create marketing copy,news stories and articles.Of course,this poses risks,such as

35、 a potential lack of variation.Even though AI can generate these forms of text,creative teams must still incorporate the human element of creative writing to ensure content adheres to their organizations brand guidelines.Ultimately,while AI undoubtedly makes the process easier,teams should continue

36、to analyze how their customers engage with their content and adapt accordingly.Having AI tools can help with scanning your site and incorporating accessible enhancements,such as adding alt text to all your images within your CMS,offering a text description of the image that can be read aloud by a sc

37、reen reader for those who are visually impaired.It can make suggestions to where you may benefit from adding speech recognition,facial recognition or text-processing capabilities.AI can also assist with translation.If your team wants to reach a broader audience,AI tools are available to automaticall

38、y translate text and audience recordings from one language to another.Search engine optimizationNatural language generationAccessibility Leveraging AI 9 Leveraging AI 10You certainly dont want to begin haphazardly integrating AI tools without first considering how they will affect your teams workflo

39、w,your creative output and your audiences reception.Its advisable to start with a small-scale pilot project that will allow you to gather metrics for success.This can include how much time you spend/save,user engagement and other valuable stats.Through trial and error,youll eventually learn how AI m

40、ay benefit or,alternately,hinder you.To ensure your website lives up to your organizations standards,you must constantly monitor your content to flag anything that goes against your site standards.With AI data protection and privacy,its vital for organizations to remain compliant with regulatory req

41、uirements.When assessing AI content governance,you should ask yourself what the risks are with using AI protection and privacy.There are AI tools,such as Amazon Rekognition,that can easily scan and analyze text,images and videos to determine if there are any red flags in your content.Experiment and

42、implementMonitoring your contentFPO Leveraging AI 11 READ MOREThe role of AI in content governance Gartner Summary:Use Generative AI to Enhance Content and Customer Experience Integrating AI tools necessitates a thoughtful approach to experimentation and implementation.This underscores the importanc

43、e of commencing with pilot projects to gather initial metrics for success;these metrics encompass various aspects,including time efficiency,draft quality and asset utilization.Through iterative experimentation,organizations can ascertain the efficacy of specific AI tools and their potential impact o

44、n content strategy.However,before even gathering the data,companies must agree on if,where and how AI fits within their content governance framework.Questions to ask and answer include:Strategic alignment:Does AI align with our overall content strategy and business objectives?How does integrating AI

45、 into content governance contribute to our long-term goals?Resource allocation:What resources(financial,human,technological)are required to implement and maintain AI-driven content governance?Do we have the necessary expertise,or do we need to invest in training or hiring AI specialists?Risk assessm

46、ent:What are the potential risks and challenges associated with AI adoption in content governance?How can we mitigate risks related to data privacy,security,accuracy and ethical considerations?Impact on content workflows:How will AI integration affect existing content creation,review and distributio

47、n processes?What changes need to be made to accommodate AI tools within those workflows and approval processes?Quality assurance:How do we ensure that AI-generated content meets our quality standards and brand guidelines?What measures will be put in place to validate the accuracy and authenticity of

48、 AI-generated content?Regulatory compliance:Are there any legal or regulatory requirements that govern the use of AI in content governance?How do we ensure compliance with data protection laws and r egulations when using AI?User experience:How will AI-driven content governance impact the overall use

49、r experience?Will AI enhancements improve accessibility,personalization and engagement for our audience?Measurement and evaluation:What key performance indicators(KPIs)will be used to assess the effectiveness of AI-driven content distribution?How do we measure the ROI and business impact of AI integ

50、ration in content governance?Ethical considerations:What ethical guidelines and principles should govern the use of AI in content creation and distribution?How can we ensure transparency,fairness and accountability in AI algorithms and decision-making processes?Long-term sustainability:How scalable

51、and adaptable is our AI-driven content governance framework to future changes and advancements in technology?What steps will be taken to continuously optimize and refine our AI strategies for long-term sustainability?How should companies approach the introduction of AI into their content programs?Le

52、veraging AI 12How AI is shaping content management systemsTodays digital demandsand consumer expectationsare forcing a shift in how businesses need to prioritize technology needs.Every digital experience,across all touchpoints,must be highly relevant,contextualized,genuine and authentic,as a custome

53、rs specific experience will define a businesss success.Content remains at the heart of delivering meaningful,engaging and lasting digital experiences.As you can imagine,AI is driving a significant wave of changes throughout the CMS industry.Several platforms have already incorporated web-based AI fe

54、atures to users.Squarespace,for instance,now offers AI that will generate entire websites,including copy,color palettes,typography and imagery,in a matter of minutes.Meanwhile,others like Contentful and Brightspot are baking AI tools directly into the back-end editing experience,allowing users to en

55、gage with AI as they are working.Additional AI features that will inevitably be woven into content management systems include:Content distribution:In addition to creating text content for articles and stories,AI can assist with the creation of SEO attributes,as well as the translation of that conten

56、t into different languages(which Brightspot has been doing for a number of years).Personalization:AI can generate variations of content to be used for audience segmentsa potential boon for strapped marketing teams.Tagging and automation:AI can be leveraged to automate routine operations,such as cont

57、ent tagging,as well as workflow tasks and reminders.In short,AI will play a pivotal role in the next wave of CMS functionalityindeed,it already isand the most obvious and immediate benefit will be increased efficiency for the end users of those systems.READ MOREFuture-proof your business:Emerging tr

58、ends in CMS Leveraging AI 13Future-Future-proofing proofing your business:your business:emerging emerging trends in CMS trends in CMS platformsplatformsBecause every business is now a content business,having a content management system that can evolve and adapt to changing needs is increasingly impo

59、rtant.With a modern CMS,organizations and publishers can easily develop a content hub that brings together all existing and new solutions,as well as content formats(including images,videos,podcasts and interactive elements)in one place.Uniting these attributes allows users to seamlessly create,publi

60、sh and distribute content to meet the needs of various audiences.Could you please rewrite the headlineCould you please proof-read this article“The evolution of content management systems:A look into future-proof solutions”Leveraging AI 14As customer demands shift quickly,your CMS must also be able t

61、o adeptly change and adapt.Heres a look at three characteristics to expect from future-proof content management solutions.1.AI tool integration AI tools like OpenAIs ChatGPT have recently surged in adoption across organizations and industries.These tools offer promise in expediting components of the

62、 content development process,such as ideation,keyword optimization and content summarization.Because AI and machine learning can analyze user behavior,preferences and engagement patterns,they can deliver tailored content recommendations to users.By integrating AI,future-proof CMS platforms can autom

63、ate content tagging and categorization.They can even generate personalized content in real time.For example,Brightspot integrates with OpenAI and other AI tools like Semji to revolutionize how content creators deliver on their content strategies.With access to OpenAI from the Brightspot platform,its

64、 easy for content creators to access and utilize database information,quickly personalizing their content for specific audiences and boosting efficiency by taking advantage of AI-assisted suggestions for headlines,subheads and full body text.2.Enhanced security and data privacy Especially with the a

65、dvent of AI,protecting data and ensuring the security of your customers digital experiences are vital to a modern organizations success.A cloud-based CMS can offer enhanced security and compliance,as vendors like Brightspot provide robust,built-in security features and automatic security updates.For

66、 example,Brightspot offers single sign-on authentication,allowing users to sign in one time and gain access to multiple applications or sites that would typically require additional sign-on procedures.With single sign-on capabilities,users need to remember just one password and are more likely to pr

67、otect it,rather than having many passwords written down or stored insecurely.3.Integration with other applications The beauty of modern cloud-based technology solutions is the ability to use various best-in-class products together rather than having to find one solution that can do it all.Thats why

68、the leading,future-ready content management systems allow for easy integration with other applications.By integrating with other third-party tools,CMS solutions like Brightspot promote more efficient content creation through seamless collaboration,automated workflows for routine tasks and streamline

69、d adoption of new tools and techniquesincluding AI.For example,Brightspot comes off the shelf with 70 pre-built integrations to popular software solutions from third-party providers,such as Apple News,Google Analytics,Hubspot,YouTube,Google Translate and Shutterstock.Users can choose to continue usi

70、ng the digital publishing tools they already love and easily add new capabilities with other integrations,all while creating,publishing,distributing and managing content from one location.The evolution of CMS platforms has been nothing short of remarkable.As digital content continues to shape how we

71、 consume information,the role of CMS platforms has expanded from mere content repositories to sophisticated engines that drive efficiency,innovation,compliance and strategy.By adapting to these trends,CMS platforms like Brightspot are poised to deliver exceptional digital experiences that stand the

72、test of time and technologicallikely AI-drivenchange.READ MOREThe evolution of CMS:A look into what you need to future-proof your content platform Leveraging AI 15Integration spotlight:OpenAICreate engaging content faster and more efficiently with Brightspots integration with OpenAIs ChatGPT tool.Th

73、is integration empowers content authors,editors,marketers and communications professionals to produce high-quality content that resonates with their target audiences.OpenAI and Brightspot:How it works With OpenAI seamlessly integrated into Brightspot CMS,content creators gain access to a powerful ne

74、w content assistant.AI-assisted suggestions can quickly be requested for headlines,subheadlines,SEO fields and even full body text.This powerful tool analyzes the context and intent of the content being created and provides intelligent recommendations to enhance the creative process.Additionally,Ope

75、nAIs language capabilities extend beyond mere suggestions.It assists content creators by refining the tone,style and voice of the content to align with the desired target audience.Whether its adopting a conversational tone or a formal approach,OpenAIs intelligent algorithms adapt to the writers pref

76、erences,making it an invaluable creative partner.WATCHCreate engaging content faster and more efficiently with Brightspots integration with OpenAIs ChatGPT tool With our integration of OpenAI,Brightspot CMS becomes an even more powerful platform for powering differentiated digital content experience

77、s.Raleigh McClayton Chief Executive Officer,Brightspot Leveraging AI 16Integration spotlight:SemjiSemji is a platform providing AI tools and solutions for content optimization,particularly focusing on improving SEO performance.It offers AI-driven recommendations for headlines,subheadlines,SEO fields

78、 and full-body text.Semji and Brightspot:How it worksBy connecting Semji and Brightspot CMS through the Chrome extension,content creators gain access to a robust suite of content ideation and optimization capabilities.Semji analyzes content context and intent,providing intelligent recommendations,in

79、 turn eliminating writers block and facilitating the generation of concise,engaging content components.Furthermore,Semji recommendations align with competitors rankings against specific keyword terms,offering real-time intelligence on crafting and structuring content for organic search success.The e

80、xtension is built to reference industry-standard analytics platforms including Google Search Console,Google Analytics and Adobe Analytics.LEARN MORETurbocharge search-engine optimization(SEO)performance with the new Semji Chrome extension for Brightspot Digital content producers are under more press

81、ure than ever to deliver content with reach.Semjis innovative extension connects the dots between content strategy and performance while enabling our CMS users to stay focused and efficient.Sandeep Hulsandra,Chief Strategy Officer,Brightspot Leveraging AI 17How should organizations work with AI toda

82、y and in the near future?Expert insights:why human-centered content creation is still imperativeWith the continued growth of AI applications,more and more organizations are starting to integrate the technology into daily operations.Recently,leaders from Brightspots marketing and product groups joine

83、d Nick Gaudio,director of Content and Creative at a revenue workflow engine maker,and Grayson Cooper,co-founder of a new marketing services start-up,to discuss the roses and thorns of AI technology.During the webinar,our panelists debated the questions swirling throughout the industry:Is AI replacin

84、g writers and content creators?Has it changed how people engage with companies and brands?Has it impacted business strategies?Does the use of AI create potential pitfalls?Where is the use of AI headed?As the business leaders discussed,many of us fear our jobs being lost to technology,and the huge de

85、bate in recent months about the potential impact of generative AI apps like ChatGPT on the creation of content has further fanned the flames.But theres another scenario that seems to be emerging,as well:What if we go so heavy on using AI to generate our marketing content that we end up with users se

86、tting up AI defense systems that assume every bit of outreacheven the most personalizedis automated,and we make existing jobs ten times harder than they already are?Every marketer was already trying to get out ahead of things and create these scalable ways to seem human,Gaudio said.And we just gave

87、them a nuclear bomb.Cooper worries that the speed and accuracy of AI may actually create new problems.For instance,its becoming very easy to produce a lot of robot-written sales emails,which is leading to overload and fatigue.If we cant figure out how to make this work,its not going to just saturate

88、 content creationitll saturate it to the point of extinction,Cooper warned.Leveraging AI 18In other words,if AI abuses customers trust or makes them feel manipulated,it simply wont give brands the high returns they might expect from industrial-scale use of the technology.This begs the question:How s

89、hould organizations work with AI today and in the near future?“AIs not just generative,its evaluative,too,which is really the best part of it,”Gaudio said.“It can look at your stuff and suggest some potential things you can add.It might suggest making the 800 words into an e-book or an ad.This is th

90、e most underutilized part of AI right now.”Another underused capability involves employing AI to support people,rather than replace them.I love the ability to suggest new posts based off of your posts or to offer ideas for backlinks,Cooper added.Do that,and then I think you get into this beautifully

91、 nuanced way of thinking about the readers experience and making it way better for them.This is really exciting for marketers,as AI may come up with things that you hadnt even thought about and brings them to the top of your mind in a very positive way.”Ultimately,while expressing some reservations,

92、the panel remained hopeful about the tremendous potential AI brings to the creators table.“If you embrace it and look to find out how to make it work to your benefit,I think youre going to be winning with AI.and thats not only true for content creators,but businesses in general,said Adri Nowell,Brig

93、htspots CMO.“It is time to embrace AI and make it work for you,productivity-wise and in creating better customer experiences.”LEARN MOREAI technology:Why human-centered content creation is still imperative for organizational success WEBINAR:Embracing AI:Your secret weapon for transforming content wo

94、rkflows and the customer experience Leveraging AI 19Human-in-the-loop(HITL)validation checkpointsMaintaining the quality and integrity of generated materials is paramount in the rapidly evolving landscape of AI-driven content creation.To this end,human-in-the-loop(HITL)systems play a critical role,w

95、here human expertise and judgment are integrated into AI workflows to ensure content accuracy,relevance and appropriateness.These systems act as a checkpoint,where humans review,tweak and approve AI-generated outputs,blending the best of AI efficiency with human nuance and contextual understanding.A

96、I-powered tools are increasingly deployed to streamline and enhance creative review and approval processes.These tools employ advanced algorithms to flag inconsistencies,biases or errors that may elude human reviewers.Heres an example of two workstreams using HITL to validate and publish editorial c

97、ontent:DOMAIN:MICROHABITS CONCEPTSGENERATE EDITORIAL IDEAS(LLM)GENERATE IMAGES FROM KEYWORDS SECONDARY LLMGENERATE ARTIFACTS FOR CONTENT APPROVALCREATE MARKETING CAMPAIGNSDOMAIN:NEUROSCIENCE CONCEPTSHUMAN IN THE LOOP APPROVALGENERATE EDITORIAL IDEAS(LLM)TOP RESEARCH PAPERS(GOOGLE SEARCH)GENERATE EDI

98、TORIAL(LLM)GENERATE EDITORIAL(LLM)GENERATE CITATION(ZOTERO)GENERATE SEO METADATA(LLM)&KEYWORDSGENERATE SEO METADATA&KEYWORDS(LLM)GENERATE SOCIAL CREATIVEPUBLISH EDITORIAL PROGRAMMATIC SEOGENERATEEMAILSGENERATE PODCAST SCRIPTMETAFEED CAMPAIGN METADATA TO EXTERNAL AIGOOGLE ADSGENERATE GLOSSARY(OPENMD)

99、Leveraging AI 20FAQ:what the most successful marketers of tomorrow are asking about AI todaySo,are you considering incorporating AI into your content program?Have you already?Regardless of where you are in your journey,we recommend asking yourself(or simply being aware of)the following questions to

100、ensure youre as informed as possible about these tools and aligned with your team on how youll most effectively leverage them.What are the ethical considerations around using AI in my content creation process?This is usually the first and most important question to answer,as everyone will have a dif

101、ferent perspective and stance on AIjust like with other modern technologies.Generally,its important to have a code of conduct that emphasizes fairness,respect,consideration and care for others.Are you treating others well,or are you employing AI to harm or take advantage of them?Make sure you and al

102、l the necessary stakeholders in your organization are aligned on the ethical questions surrounding AI before introducing it into your content programs.What is the biggest potential pitfall of using AI in content creation?If most of your content is generated by AI,consider the possible risks to your

103、companys reputation.For example,if the content isnt fact-checked or aligned with your companys tone and voice,you might alienate your audience.Ensure that you use AI for the right purposes,not for everything.What guidelines or restrictions do we need to be aware of when it comes to using AI?Many AI

104、platforms are trained on data lakes and question snippets to learn patterns and relationships,which are then used to create rules and make judgments based on a prompt.In other words,AI content isnt based on original thinking.Keep in mind that the legal risks(copyright,patent,trademark infringement,e

105、tc.)associated with these tools are not yet fully understood,as they are relatively new and still in development.Do we have to disclose that we used AI?Revealing whether content was created by AI is an ongoing ethical question many companies are evaluating.Will your content still be authentic?Again,

106、it largely depends on how you use these tools.Also,consider data privacy concerns for employers:If employees are using AI technology without first receiving adequate training on how these tools work and the various security/privacy implications,you are putting these employees,your brand and its repu

107、tation at risk.How do we learn how to use AI tools?There are many online guides available that can help new users understand and use conversational and generative AI tools.Like any new technology,the more you use it and understand it,the more effective the tool becomes.If your technology partner off

108、ers AI-assisted capabilities or tools,they may provide training and support,as well.Are developers required for incorporating AI into my content program?It depends on the task at hand,but for content programs,specifically,most conversational AI tools can be used by content teams without developer su

109、pport.How can we ensure accuracy in our content when used in conjunction with AI tools like ChatGPT?When incorporating any new tool,including AI applications,into content programs,content teams need to update their processes and best practices and provide everyone appropriate training.The review and

110、 approval process for all published content should be especially rigorous to ensure consistent and accurate delivery of content to your key audiences.Will AI eliminate anyones role?Its more likely that AI applications will disrupt certain roles rather than replace them.While tools like ChatGPT can s

111、ignificantly accelerate certain processes,the content itself still needs to be fact-checked,reviewed and approved by actual people.Despite the technological feats of AI,creating content that is most impactful,authentic and memorable still requires a human touch.READ MOREArtificial intelligence and t

112、he future of content:Key considerations Im not afraid of machines replacing my job.Im afraid of the person that is more efficient than me because they are using AI.Paulo Tomas Director,Global Digital Customer Support Platform at GoTo Leveraging AI 21 Leveraging AI 22In this transformative era,AI int

113、egration with digital experiences is reshaping how brands are viewed,necessitating new strategies in content creation and delivery.Simultaneously,tools like ChatGPT are shifting the information search landscape,reducing search console dependency and increasing the need for quality first-party data.A

114、s explored in detail above,AI offers no shortage of benefits related to content creation and distribution,including the following game-changers:Scalability:AI can produce content at a scale unattainable by human creators alone.By optimizing distribution channels,formats and timing based on audience

115、usage,AI maximizes reach and effectiveness across an array of content formats and platforms.Pace:AI keeps up with the rapid demand for fresh content,empowering content creators to streamline production and meet demanding deadlines without compromising quality.Personalization:AI analyzes user prefere

116、nces and behavior to deliver customized content.By presenting relevant,personalized content at the right time and on the appropriate channel,AI enhances user engagement,satisfaction and retention.Optimization:Through data analysis and predictive modeling,AI algorithms can optimize content for variou

117、s parameters such as SEO,conversion rates and audience engagement.Leveraging insights derived from user behavior and market trends,content creators can then tailor their content to resonate with target audiences and maximize impact.But as with any innovation as disruptive and potentially game-changi

118、ng as AI,its upsides are tempered by a considerable list of potentially damaging risks.These considerations,which demand the type of responsible deployment and regulation that only humans can provide,include the following challenges:Ethical implications:If your brand publishes AI-supported content t

119、hat seems inauthentic let alone biased,inappropriate,offensive,copyrighted,misleading or illegalyou risk alienating readers and losing customers for good.Editors,marketers and publishers who incorporate AI into their content creation workflows must give careful consideration and oversight to mitigat

120、e potential risks and ensure AI is used responsibly at every step of the creation and distribution process.Quality controls:When it comes to automating repetitive tasks,AI excels.But human oversight remains indispensable for ensuring content quality,authenticity and relevance.To ensure editorial sta

121、ndards and creative integrity are maintained,content creators must strike a balance between AI-fueled automation and the irreplaceable adroitness of human intervention.Brand reputation:While AI tools are already streamlining content creation processes,its important to ensure every single piece of co

122、ntent thats published is high-quality,relevant and aligned with your brand guidelines.If AI is misused or if teams move too quickly with these new applications,your brand could face reputational consequences.Plus,as more people adopt AI tools for personal use,theyll soon be able to spot AI-generated

123、 content from brands.If they feel inundated by inauthentic,irrelevant or inaccurate content,its likely theyll jump ship for a competitor who delivers cohesive,consistent and creative stories.Be careful not to ditch authenticity for efficiency.Businesses must evolve to stay relevant.Leveraging AI 23A

124、Is transformative potential in content creation and distribution is undeniable.This backdropreplete with both tremendous benefits and considerable challengeshighlights the growing relevance of technologies like Brightspot,which facilitate the creation,augmentation and assembly of content tailored fo

125、r consumption through natural language processing and AI.By embracing AIs capabilities and responsibly integrating them into content strategies via a future-proofed CMS,companies can achieve unprecedented efficiency,engagement and innovation throughout their content offerings,across multi-platforms

126、and marketing channels.But as profound and ostensibly limitless as AI seems in its offerings,the most successful content creators and savviest marketers will always prioritize a resource thats far greater,more reliable,finessed and powerful than any artificial intelligence tool imaginable:the ingenu

127、ity that only human intelligence can fuel.Leveraging AI 24Like you,weve had to pause and reflect on our approach to AI at Brightspot.Were a team of creators and developers dedicated to designing and delivering a content management system for customers that makes them move smarter,faster and more eas

128、ilybut we also create and deliver content for our own brand.Based on our experiences,we encourage you and your teams to come together to discuss the implications AI has(or will have)on your content programand,really,your future.AI is here and will continue to be implemented into our daily lives,maki

129、ng the way we work today a thing of the past.When we embrace change and take the time to understand whats coming our way and how emerging technologies can improve our quality of work everyone wins.You win,your company wins and your customers win.As you navigate the newness ahead,were here to help.We

130、re here to help“We are thrilled to provide our customers with AI-assisted tools that help them create exceptional content faster and engage audiences with personalized messaging.This integration underscores our commitment to innovation and empowering our customers with cutting-edge technology.”Ralei

131、gh McClayton Chief Executive Officer,Brightspot Leveraging AI 25Brightspot has served as the gold standard of content management systems since 2008.Their highly customizable,easy-to-use technologycoupled with their extensive expert support and bustling partner ecosystemhas empowered industry-leading brands to quickly and reliably create and share their content.In Brightspot,customers find not just a platform,but a partner who walks alongside them in their digital content journey.Find out more at B.Ready to see Brightspot in action?Get a demo 2024,Perfect Sense,DBA Brightspot