Impact of Generative AI on Content Management

AI is rapidly becoming embedded in marketing automation platforms, offering a range of opportunities and threats that businesses must prepare for. This article takes a look at the impact of generative AI on content management processes, the potential for disruption and how to best manage the change.

Content operations processes have changed since the introduction of marketing automation platforms in the early-to-mid 2010s, with the emergence of third-party content management solutions and digital asset management applications. This was followed by a mild disruption as MAP capabilities improved with more rich text editor and drag-and-drop capabilities.

Now, the infusion of generative AI content capabilities directly into core CRM/MAP capabilities is set to cause much more disruption. Take HubSpot’s Content Assistant capability, for example, which uses OpenAI’s ChatGPT model. When you click on the lightning bolt after highlighting the draft copy, a menu pops up offering options to rewrite, expand, shorten or change tone, along with pre-built tone options.

This raises five key issues for content and marketing ops teams to consider when preparing for content governance disruptions driven by genAI: training, end-runs on direct access bans, version control, data and security controls, and core martech and other foundational content tools. Teams should also re-establish their campaign and content change management process teams to manage the change.

AI is transforming the way that businesses manage and create content, and the effects of these changes must be carefully considered. By understanding the impact of generative AI on content management processes, businesses can prepare for the disruption and make the most of the opportunities that the technology brings.

Originally reported by Martech: https://martech.org/rethinking-content-governance-in-the-era-of-generative-ai/
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