Will AI disrupt the content management system?

With Salesforce launching its own Content Management System, which is expected to use its power of understanding its customers, through its enabled “Einstein features”, the power of AI in CMS cannot be ignored. CMS users cannot pass off the relevance of content targeted at their audience – and the need to upgrade the content for that is an almost absolute necessity.

According to Michael Sullivan , CEO of the digital experience firm Acquia, “To be successful, you need technology to build user profiles by correlating a variety of different data points from many different systems. You also need to be able to organize, and understand content and have the intelligence to match this up with user profiles.”

With semantic search becoming more and more prevalent, and its precision expected to rise, the role of AI cannot be ignored. With AI, a CMS is capable of identifying relevant content real-time and do a comparative analysis of the content of competition in terms of SEO.

This is where it gets complicated. Most of the organizing and understanding needs repetitive mundane tasks that need to be done quicker, more efficient, and more accurate than how it was in the past. Here’s where AI could add phenomenal value to a content management system for today’s enterprises. And these are some ways how –

Enriching the Meta Data – In the past, most systems needed metadata to be untouched once it was defined because making changes meant tedious development work and mass updates to content related to that metadata. In modern times, it got a little better with CSPs (Content Services Platform) becoming much more flexible, and extensible, to add a new metadata field. There is also the scope for more metadata to be stored and used. This has provided the increased capability and metadata utilization for CSPs.

Recommending Real-Time SEO Best Practice

With semantic search becoming more and more prevalent, and its precision expected to rise, the role of AI cannot be ignored. With AI, a CMS is capable of identifying relevant content in real-time and do a comparative analysis of the content of competition in terms of SEO. AI would enable CMS to highlight terms that could be used for better results or shouldn’t be used thus providing a way to guide on receiving optimum results.

Advanced Analytics

As businesses become more customer-centric, the analytics that content management systems provide will likely become more sophisticated. Enriched with data on past behavior, content management systems will be able to understand the entire customer journey. This would eventually help in predicting the type of content that leads to the most engagement and the highest likelihood of a conversion.

Automating and Classification of Content

AI has progressed to the extent of being able to recognize what it sees and making decisions based on the same. The feature of optical character recognition for example in document management enables the document management system to read contents and automatically classify and process with least or no human intervention. Thus the more documents an AI reads, the more it is able to observe the interactions of employees with the documents and is able to identify and process relevant information.

Tackling Unstructured Data

According to Adobe, “80% of enterprise data is unstructured and 70% is free- form text” which is pretty much a realistic pattern. However, 80% of unstructured data is not something enterprises can overlook, or not have access to. When AI empowers document management in the content management system used by platforms and devices, enterprises can unlock a tremendous amount of information which was so far been inaccessible to them. From analyzing files, extracting technical metadata, to tagging files with relevant information – the opportunities become extremely wide.

By embedding AI in the content management systems, enterprises will have a whole gamut of advantages including, doing away with repetitive & time-consuming processes, eliminating human errors, and speed up processes that may are slowed down. There are many AI modules that are embedded in content management systems like Drupal, for example, Azure’s Cognitive Services API, Face API, Computer Vision API, Text Analytics API, and Cloudwords for multilingual Drupal, and many more. Acquia Lift Connector is another AI module that integrates websites with Acquia’s Lift personalization tool to enable the creation of highly personalized offers based on user behavior and provide real-time audience segmentation, behavioral targeting, A/B testing, and more. If you want to elevate your content management system’s ability to the next level in 2020, embedding AI modules is something that you are scaling-up strategy cannot ignore.

~M.C.

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