The rise of artificial intelligence (AI) offers new opportunities and innovations in the world of content management systems (CMS). AI in content management systems is no longer futuristic. It offers tangible benefits that help organisations optimise their digital processes.
In the CMSWire article AI in CMS: The Road Ahead for Smarter Content Management, Scott Clark highlights these developments and offers valuable insights for organisations looking to increase their digital maturity using AI.
Why AI in CMS?
A traditional CMS often already provides the ability to manage, publish and analyse content. But with AI on board, this system becomes much more powerful. AI can automatically “tag” content, enhance searches, make personalised recommendations and even create content. This gives organisations the opportunity to work more efficiently while optimising the experience of their target audiences.
The key benefits of an AI-driven CMS are:
Automation of routine tasks - Think about automatically “tagging” content or predicting the best publishing times.
Improved search functionality - AI uses natural language processing (NLP) making search results more relevant.
Efficient content management - Automatically generating content and adding metadata saves time.
Insights from data - Machine learning can recognise patterns in user behaviour and tailor content accordingly.
Creating and tagging content
Creating content and automatically adding metadata (“tagging”) using AI is something almost every organisation should consider. Whether you work at a small nonprofit or a large corporation, AI can help streamline content processes and improve information discoverability. Think automatic transcription, image recognition or quick generation of basic text for blogs and news releases.
Personalisation with AI: only with a strong business case
While AI for content creation and metadata is widely applicable, personalisation is different. Personalising content based on user data and behavior requires a more complex AI infrastructure and sound data policies.
This is especially interesting if there is a (commercial) business case behind it. For example, e-commerce platforms that show personalised product recommendations can use this to increase their conversion rates and customer satisfaction. But without clear commercial objectives, personalisation can become unnecessarily costly and complicated.
AI applications in practice
A good example of AI in a CMS is automatically recognising and categorising images or documents. Imagine you have a large database of content; instead of manually labeling everything, AI can do this quickly and accurately for you. Moreover, generative AI models can help in drafting text or answering customer questions on your Web site.
Challenges and considerations
Of course, integrating AI into a CMS also brings challenges. Consider privacy issues, potential biases (“bias”) in AI models and the need for human control. It is important that organisations carefully weigh these risks and ensure transparency and ethical considerations when using AI.
Another challenge is that AI does not provide “instant” results at the push of a button. To get the best out of AI, there needs to be investment in improving initial results and a lot of focus on providing cleansed data.
The AI-driven personalisation should also not go so far as to make visitors feel “creepy” because the offer is very much “personalised. Above all, be transparent about how the personalisation is done.
AI-driven CMS in digital maturity
For organisations looking to increase their digital maturity, AI in CMS offers an excellent opportunity to take steps forward. By automating processes and managing content smarter, organisations can not only work more efficiently but also strengthen their digital strategy.
When experimenting with AI-driven content creation, start using it especially to improve content findability and readability. If relevant, deploy AI to automatically metadata content. And if there really is a business case, you can think about AI-driven personalisation of content offerings.
