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Learn how to safely unleash the potential of AI, benefiting both customers and employees, through effective content strategies.
In today’s digital landscape, businesses are constantly looking for ways to leverage artificial intelligence (AI) to accelerate growth. While there are limitless opportunities to apply AI, there are two overlooked applications that can create a strategic advantage for organizations—and they lie in the humble world of content. First, AI can enable seamless digital experiences for customers if proper content management is in place. Second, AI can improve employee productivity, especially in the world of content creation and management.
Content governance and artificial intelligence
While AI technologies promise efficiency and innovation, they also pose challenges, especially in Europe, where concerns about security, data privacy and algorithmic bias persist alongside pressures to comply with regulations such as the EU AI Law. Effective content governance emerges as a crucial strategy to navigate these complexities and ensure the responsible use of AI.
A key aspect of good content governance is the implementation of structured content. Structured content, organized with consistent metadata, taxonomies, and semantic relationships, enables AI algorithms to consume and process information accurately. This structured approach mitigates the risk associated with operating AI on chaotic data, which can lead to biased or inaccurate results, often referred to as hallucinations. By implementing robust content governance frameworks with structured content as a foundation, organizations can responsibly leverage AI to drive innovation while maintaining compliance with evolving regulations.
Modern customers expect generative AI experiences
The real key to achieving better AI-powered customer experiences is hiding in plain sight, in the realm of content management. It all starts when a customer has a question. It’s no secret that most customers today prefer to find the answers to those questions themselves through online “self-service” options, such as a help site. The experience that users want (and increasingly expect) involves simply typing their question into a help site to receive a quick and correct answer from generative AI. If a company can deliver a generative AI-enabled support experience, the impacts will be far-reaching. But none of this is possible unless the answer presented is the right one.
Generative AI thrives on good content management
In the information development space, there’s a common saying: “Good content in, good content out.” It’s pretty easy to understand. Accurate responses depend on accurate information, which, in the world of big language models, means that the generative AI response that “comes out” is only as good as the content fed to it. Most organizations are unaware of, or even overlook, the importance of good content management in creating AI-enabled customer experiences.
Unfortunately, not all content management strategies are created equal. This is where “structure” comes into play. “Unstructured” content lacks predefined rules, metadata, or a governance system. It is the Achilles heel of an AI-driven strategy. Like data, content that lacks consistent structure and classification becomes virtually impossible for AI algorithms to digest. Feeding AI unstructured content renders it ineffective at delivering personalized and accurate information to customers.
On the other hand, structured content is the key to unlocking AI’s true potential. By organizing information with consistent metadata, taxonomies, and semantic relationships, structured content enables AI to instantly consume and display the most relevant and accurate information for each customer query. It would be like transforming a chaotic library into a meticulously cataloged collection, where AI can leverage rich metadata to facilitate personalized self-service experiences based on factors such as product purchase history, geography, and user preferences.
AI supports content management
While generative AI experiences rely on proper content management to be successful, AI can also be leveraged to simplify and accelerate the creation and management of that same structured content. recent survey In a study by Heretto on the state of customer self-service, more than 700 respondents overwhelmingly identified AI as the trend most likely to improve self-service content management in the coming years.
This is because AI can significantly optimize the creation and maintenance of structured content. Solutions such as Etto, Heretto's co-pilotAI tools are empowering content developers with a range of transformative capabilities. AI tools can streamline the more technical aspects of creating structured content, such as tagging and categorizing content. They can also reduce tedious tasks that burden writers: now, with just a prompt, tasks like summarizing articles or creating tables are handled effortlessly. With AI at their fingertips, content developers can create structured content more easily, laying the groundwork for organizations to then implement generative AI strategies into customer self-service experiences.
The future of content includes AI
AI represents the future of content management, revolutionizing both content consumption and creation. By providing AI with structured content, it can more consistently deliver up-to-date, accurate, and even personalized information to the user.
For any organization looking to unleash the limitless potential of AI to deliver exceptional online customer experiences, the solution is clear: prioritize structured content as the future of any content management strategy. Conversely, to create and maintain structured content at scale, AI can act as the built-in team member that makes the process more accessible, efficient, and effective. The path to integrating AI into your content management strategy can be made easier with Heretto, the AI-enabled component content management system (CCMS) that enables organizations to deploy documentation and developer portals that delight customers.
Learn more about Hereto Embrace the symbiotic relationship between AI and structured content and watch your business transform into a customer experience powerhouse.
Annette Ochoa, VP of Marketing
Ren Taylor, Director of Product Marketing
Sarah Blake, Growth Marketing Director
