Leveraging AI in the content marketing lifecycle — Ed Breault // Aprimo

Quotes

• “We can frame it up around two specific areas. The first is around actually getting the work done, the work associated with the ideas of content, the creation and distribution of content and the work management space.” -Ed“The second is, once that that content is created, that content can now go everywhere but it takes a lot of effort that humans can’t just keep up with. That’s where our artificial intelligence helps be that personal digital assistant of humans.” -Ed “In the first area, leveraging AI in work management, think about the idea of repetition of getting content to market. Now, we have machine learning in the background listening, watching all the tasks that are being completed by humans.” -Ed “What AI can do is build intelligent workflow capabilities and also you can look at things like resource capacity of your teams and the intelligent workflow can decide how to routetasks to different resources whether you need to go out to a third-party agency, or look at who performs specific tasks well and who is available for work.” -Ed“It gets down to a scale factor. Whenever you have an enterprise that needs to operate at scale, like globally or multiple product lines -that’s a sweet spot for AI.” -Ed“AI is about finding the content and helping tag that content from a findability standpoint.” -Ed“So when you have these huge collections of images, they are not necessarily just picking up images related to this product but also the products that are tangentially related to what you’re looking at.” -Ben “Something like 70% of the content that is created goes unused. So, there is all this waste associated with content and what we can do now with AI is actually repurpose content.” -Ed“Artificial intelligence is by nature still learning so it is not perfect. The more that it goes through permutations of learning, the smarter it gets. We have to be patient with that but the more we use it, the more accurate it will be.” -Ed “What we do is to make the human intervention as an option. You literally have to, as humans go back in re-teach and unlearn whatever mistaken assumptions that AI learned.” -Ed