AI and ML technologies are shaping the evolution of content management systems (CMS) with innovations in data analysis for more informed content decision-making, personalization for increased audience engagement, and enhanced functionality for simplifying the creation, management and distribution of digital assets, writes, Jeremy Thompson, CTO, Solodev.
From healthcare to astronomy, artificial intelligence (AI) and machine learning (ML) are shaping the future of nearly every industry. At the forefront of this transformation are websites and digital experiences, where AI and ML have been evolving the customer journey in profound ways. These cutting edge technologies are changing how digital experiences are created, even becoming functional parts of website-building platforms like a content management system (CMS).
Websites, applications, and other digital experiences powered by AI and ML are helping companies achieve greater value from their content while improving the overall user experience. These technologies are enhancing CMS platforms by automating data analysis and decision-making, personalizing content at scale, and putting actionable insight into the hands of web developers, content creators, and digital marketers.
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Analyzing data and automating decision-making
When it comes to content management, AI technologies help recognize patterns and trends in a visitor’s interactions with a website or digital experience, allowing digital marketers to rapidly improve the management and distribution of new content. This is typically done through a CMS, which is capable of distributing content across multiple channels, from websites to mobile apps to the Internet of Things (IoT).
One area where AI is having a significant impact on CMS is in analytics and testing. AI infuses intelligence around content to gain a deeper understanding of how people engage with specific experiences. These technologies analyze data at scale with incredible precision, helping digital marketers determine what content best resonates with their audiences. Based on those insights, organizations can optimize their strategies and improve the digital experience for customers.
ML can also help marketers understand the performance of their content on a more granular level. This includes analyzing which messages resonate with specific audience segments, which topics are overrepresented or underrepresented, and where users have an increased propensity to interact with content. These insights help shape more effective content models and put greater control in the hands of content owners and digital marketers – allowing them to continually improve the management, creation, and delivery of content that boosts customer engagement and drives conversions.
Personalizing content delivery
As consumers demand more personalized experiences, AI is being integrated into CMS platforms with predictive capabilities. These technologies analyze key engagement behavior, trends, and audience data points – including location, demographics, device form factor, and interaction with a website or digital experience.
Using these metrics, AI can help digital marketers process insights at scale and understand context, distribution, and relevance – so they can deliver more meaningful customer experiences. In short, AI helps get targeted content to the right person at the right time through the right channel.
Adding advanced functionality to platforms
AI and ML technologies also help content management and digital experience platforms streamline search engine optimization (SEO), enhance image tagging, and improve security.
When it comes to SEO, machine learning provides significant benefits by tracking user search queries to spot patterns. This deep analysis can help content creators zero in on relevant keywords to better reach their target audiences. It’s a win-win: website visitors find more relevant content, and organizations can optimize their content strategies to reach more customers.
Image tagging is another area where AI and ML technologies help manage content and deliver more meaningful digital experiences. These intelligent solutions automate the tagging process, defining contextual and non-contextual content such as images and video. They also employ visual processing technologies to identify and tag content for retrieval. Using AI and ML, content managers can upload an image or video to their CMS and receive automated suggestions for tags that make it easier and faster to identify. This tagging can also enhance the accessibility for users with disabilities, enabling screen readers and other devices to interpret imagery based on contextual tags.
AI and ML are also improving the security posture of websites, helping protect against threats. For example, AI technologies are automating the scanning process at scale while looking for patterns and exploits. Over time, these technologies are becoming more intelligent and effective at identifying security issues like viruses, hackers, and even security policy violations around governance – including HIPAA, FINRA, and more. AI is also addressing data privacy concerns and GDPR regulation by protecting personally identifiable information, confidential documents and other sensitive information captured and stored through a digital experience.
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AI and ML have become a driving force in the evolution of content management and digital customer experiences. These technologies are transforming CMS platforms by automating the analysis of audience data, enabling personalized experiences at scale, optimizing long- and short-term content strategies that increase customer engagement, and adding advanced functionality that improves SEO performance and security. The cloud is also acting as a force multiplier for the scalability of these technologies, making them more cost-effective to implement.
One thing is certain: CMS platforms must evolve to add AI and ML capabilities, so they can deliver more meaningful customer experiences – now and in the future.