Tomorrow’s Content Management Systems Will Be Driven by AI

Emerging Horizons of Future Content Management Systems Will Develop with Artificial Intelligence as the Central Theme. As AI Swiftly Penetrates Existing Marketing Technologies, CMS Will Not Be Left Behind

Part four, which is the last in our featured series, explores the future of Content Management Systems. Globally, technology is changing and adapting to be increasingly AI driven. Hence, tomorrow’s Content Management Systems will need to have capabilities of integrating with Application Programming Interface(s) that are heavily AI-influenced.

Industry stalwarts predict that devices such as Amazon’s Alexa and Google Home are marching towards making users access products and services on the Internet without a visual interface — based only on voice command. Disruptions like these can either be seen as an opportunity or a challenge. Established players that are already in the market may not be able to quickly adapt to this AI-driven change. Here is where emerging enterprises can overtake the competition. This part features insights for sellers, buyers and brands that set up CMS eco-systems for businesses.

However, we wanted exclusive insights from industry insiders about the nature of next-generation CMS. This is what they had to say:

Industry Insights

James Norwood, EVP Strategy and CMO, Episerver

James Norwood
James Norwood

“As organizations try to get more done with the same resources, and customer expectations increase at an accelerated rate, companies are turning to technology to reduce some of that burden. Specifically, they are investing in Artificial Intelligence (AI) and Machine Learning applications that can significantly reduce the workload of busy marketers and editors. This is achieved through greater automation of repetitive tasks and using the technology to personalize experiences for users in a scalable way. A modern CMS, for example, allows marketers to create content once and use it everywhere and without the need for code to adapt it to new channels a user might find themselves on. Organizations are also using technology to surface data and information that is important to their long-term strategy and short-term objectives such as, which promotions to run based on what content has surfaced.”

Also Read: Choosing the Right Ingredients for the Content Management System Recipe

Ben Hayes, Co-founder, Directus

Ben Haynes
Ben Haynes

“AI is an extremely interesting emergent trend that will certainly play a large role in the content management software industry. However, it is still a relatively young technology and CMS vendors should be prudent with any integrations. With AI, less is more, but you can still find quite interesting ways to take advantage of its power. For example, helpful suggestions when authoring long-form content or even an API feature to serve tailored A/B content based on a user’s interests, metrics, or other data.”

Matthew Baier, COO, Contentstack

Matthew Baier

“AI is already seeing exciting applications around content analysis and processing and is increasingly a factor around content generation. Applications range from sentiment analysis to SEO optimizations, to recommendations for translations and unprecedented personalization. The field of AI is advancing rapidly, so it is essential for a CMS to be able to work with whatever AI ends up being the best-in-class solution to a problem.

In the Content stack, AI can already enhance the CMS user experience (e.g. by providing live recommendations for SEO metadata as it is entered), as well as the end user audience experience (e.g. by providing the most relevant offer based on user profiles and user behavior).”

Josh Martin, Sr. Director, Product Marketing, Brightspot CMS

Josh Martin
Josh Martin

Artificial Intelligence — The future of CMS is one of increasing automation delivered through AI, which will allow content creators to focus on creating great content. Today, for example, Brightspot integrates with AWS Rekognition to suggest image tags based on deep learning to identify objects within images, celebrities or even text via optical character recognition. Brightspot also offers suggested content and tags to editors that are creating articles to reduce the time required to find/add associated content. These capabilities are the beginning of what will be increasing automation of time intensive, but repeatable tasks.”

Also Read: Aligning Business Objectives with Established and Potential CMS Markets

John Field, Director of Product Marketing at BloomReach

John Field
John Field

“AI has the promise to do much more than just a team of people could accomplish. Mostly this will be about serving the right content to the right person in the right place conundrum, but it quickly comes to pass that the content team won’t be able to produce enough content for all the permutations. Once AI has figured out what works and with whom, it is a progression to the Natural Language Generation. Have the machine examine all the content that has been written and produce something that it thinks will work for your audience.”

Current Predictions About CMS Sections That Will Be Heavily Influenced by AI

Introducing New Markets to Audiences

This is a problem especially with larger websites that have a high volume of visiting users. Enterprises catering to them are not able to introduce them to markets outside their native language simply because such websites have content in an, unlike language that users do not understand. This is a critical issue for expanding businesses worldwide.

APIs being developed for tomorrow have the capability to translate any language into the user’s native language. Hence, CMS systems have to be designed in a way to accommodate a large number of such APIs for user flexibility and experience. Airbnb is a popular example of integrating translation APIs into their website and converting a large number of their prospects into sales.

Content Insights

By now brands know that content is the key in delivering outstanding customer experiences. Producing resonating content has always been a nightmare for the marketing community. This is content for:

  • Social Media
  • Videos
  • Podcasts
  • Long-form & short-form style of writing
  • Whitepapers

Also Read: TrackMaven and Skyword Merge to Deliver the Best-In-Class Content Marketing Platform

In order for marketers to excel in cross-platform strategies, the content style has to be consistent across every channel. However, considering the rising number of channels available for marketing, this is a near impossible task. Continuous publication is necessary, and no marketer truly knows how to find the holy grail of heart-winning marketing content.

Artificial Intelligence will solve all these problems! There is proof of concept at the moment that states that AI will help brands in a deep understanding of published content. Moreover, it will help automate a lot of workflows that are repetitive and give businesses and content creators with real-time insights on the kind of content that users want to interact with.

Machine Learning as a capability will be able to deliver predictive analytics that will help enterprises save a lot of time, effort and money.

Content Management Systems are being tested to check if they can classify a huge chunk of data to automatically collate and display as the taxonomy. The initiative is in a nascent stage but is showing a lot of promise.

Image Recognition

Again, APIs are predicted to help enterprises in streamlining thousands of documents by accurately tagging them and generating metadata automatically. Basically, what API’s like Amazon’s Rekognition or Google’s Vision intent to do is treat images like content, and get a 360-degree view on their quality and context.

A recent use case is being tested with a few beta clients in testing how image-related APIs process obscene images. The results are positive with CMS rejecting such images.

Closing Statements

With that MarTech Series concludes its four-part series. While part four exclusively focuses on Artificial Intelligence and its role for the future development of Content Management Systems, it is preceded by:

Do Enterprises Undermine the Sales Potential of Content Management Systems?

WordPress Dominates the CMS Market Currently with a 23% Market Share. But Why Aren’t Other Companies Catching Up?

Aligning Business Objectives with Established and Potential CMS Markets

Enterprises Should Position Their Products, New and Emerging, After Predicting Market Adaptability. Hence, They Need to Understand the Market Share and Usability of CMS in Order to Build a Robust Business Model

Choosing the Right Ingredients for the Content Management System Recipe

Cooking Content Management System recipes requires the right blend of product design with technology. Getting this right technology becomes easy if the development of these systems is directed accurately to gratify client requirements.

Our extensive thoughts have been corroborated by industry insiders for the knowledge and understanding of our readers. We intend that in these four parts our readers could gauge important insights about the current and the future state of this industry.

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