by Contentstack is a Business Reporter customer
Brands are facing a relevance crisis, but personalized digital experiences can help you stay in demand.
Let’s face it, the online content market is saturated. Brands have realized the importance of digital experiences and, with AI in their toolbox, are producing content at lightning speed. But most AI-generated content is mundane and watered down, and overcrowded digital channels are becoming increasingly ineffective.
Competing in our digital world is a whole new ball game. The bar has been raised for content that customers actually pay attention to and engage with. To gain an edge, your company’s content needs to be distinctive, authentic, and most importantly, personalized.
But personalization is hard, and takes a lot of time and resources to achieve at scale. It’s no surprise that many brands are turning to AI to give it a boost. While it’s true that AI technology can dramatically speed up processes, if used carelessly, it only adds to the existing dumping ground of meaningless word salad that plagues today’s digital experiences.
If you’re in marketing, you’ll quickly understand the math behind the problem of personalization at scale, and why it’s often unrealistic. For example, say a B2B SaaS company needs to personalize just a single block of text for their audiences in four different geographies, across six industries, four personas, and three customer segments. That single block of text has now multiplied into 288 pieces of content.
When AI doesn’t deliver
To solve this problem, most brands today are integrating some version of AI tooling into their workflows. But where do those tools fall short? For starters, large language models (LLMs) don’t have access to specific and relevant information about your brand or your audience, so any content an LLM generates won’t have your brand voice or be targeted to specific readers. Instead of standing out and grabbing attention, it will simply fade into the background.
To produce truly valuable content, brands need to harness AI in smart and specific ways. However, harnessing AI technology still involves development resources and manual processes that slow down time to market. These processes are also incredibly difficult to scale.
Traditional content management systems, add-on products, and legacy solutions may paint a picture of sunshine and rainbows, promising to seamlessly integrate with your brand to create personalized digital content. But the reality is often a lot messier. Add-on and hacky solutions quickly become a burden, locking your business into inflexible and outdated workflows while saving you little time. Meanwhile, other, simpler, free tools simply don’t cut it when it comes time to scale.
That’s why you need a different kind of solution from a different kind of company, one built for the modern age and focused specifically on innovative solutions for the new landscape of personalized digital experiences.
AI is good, but not good enough
While AI offers remarkable potential for creating personalized experiences, it is not enough on its own. AI is incredibly powerful at generating content and predicting customer behavior. Yet, it must precisely tailored to your brand’s unique voice, values and product information to reach your full potential and truly connect with your customers.
Let AI know your brand and voice
The effectiveness of AI-driven personalization depends on its ability to reflect your brand’s personality and communicate authentically with your audience. AI models should be trained on your brand’s specific data, including unique value propositions, preferred messaging styles, and linguistic nuances.
This way, you can be sure that every piece of content accurately reflects your brand and resonates with your target audience, creating real connections and increasing brand loyalty.
Boosting the decision engine for personalization
Creating AI GeneratedBrand relevant content is just the beginning. The next step is integrating this content with a robust decision engine able to determine in real time which content should be offered to which user.
This decision engine evaluates various factors – user behavior, preferences, contextual triggers – to tailor and dynamically deliver personalized experiences that engage and convert.
It is important that the engine is integrated into the CMS and that it functions with little to no IT dependency if you want to offer truly scalable, personalized content.
Automation at scale
To make all of this work at scale, the entire process needs to be automated. This means using our advanced tools, such as Automateto seamlessly integrate AI capabilities with automation workflows. And we’re not just talking about automating the behind-the-scenes processes that creatives and content authors never see. We’re talking about automating the creation process itself, to achieve maximum scalability and maximum impact – from creation to delivery.
By automating these labor-intensive processes, companies can deliver consistent, fast, and accurate personalized content across all customer touchpoints, no matter how complex the calculations.
Supplier selection: the crucial role of expertise
Choosing the right technology partner is crucial to achieving personalization success. It is essential to partner with vendors that not only have a proven track record, but also offer deep expertise in your industry.
A partner with experience delivering scalable, personalized solutions can accelerate your journey, help you navigate complexities, and achieve your goals confidently and efficiently. Contentstack’s AI Accelerator program is built to take customers from zero to fully deployed with AI in just 45 days. The program includes access to comprehensive tools, workshops with Contentstack’s Technical Solutions Organization, and Academy courses. This is just part of our commitment to our customers’ continued success.
Personalize again
Personalization is the key to differentiating your brand from competitors in today’s saturated online marketplace. Many companies prioritize quantity over quality, forgoing personalization in the name of efficiency and scale.
With Contentstack, smart automated personalization becomes your new reality, even when you need to deliver content to multiple audiences and endpoints. Contentstack’s composable content platform combines the power of a composable headless CMS with the intelligence and efficiency of AI-driven personalization.
Empower your developers and creatives to make decisions quickly and maintain your brand identity at all times and across all channels.
It’s time to rethink personalization and unlock unprecedented possibilities for your brand.
For more information, visit contentstack.com
