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Content management and artificial intelligence: The future of content ops

The Contentstack TeamSep 22, 20237 min read

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Artificial intelligence is changing the world, one everyday task at a time. Have you ever used a navigation app to find your way to a destination? Then, you very likely benefited from artificial intelligence that crunched data at a super-fast speed to show you the best and fastest route. And we know you've used email. You can thank AI for modern email features like automatic spam filters and categorizations that make email more manageable.

Considering how AI can be applied to various verticals, it only makes sense that there are plenty of applications in content management. Read on to find out how AI is already powering content teams, where it could go, and how you can integrate with content management systems (CMS) and artificial intelligence to future-proof your content operations.

What is artificial intelligence?

Artificial intelligence (AI for short) is a term that describes a machine performing human activities.

Several capabilities fall under the umbrella of AI:

  • Machine learning is when a machine automatically learns something new without being programmed.
  • Natural language processing is when a machine reads human language.
  • Natural language generation is when a machine writes or speaks in a human language.

AI was created to complete these tasks faster (sometimes better) than humans. Regarding content ops, combining content management and artificial intelligence is an excellent tool for giving workers back the time they need to perform more complex tasks that still require a human brain.

4 ways content management & artificial intelligence are already impacting content ops

Using AI in content management systems can be beneficial because the AI excels at processing and understanding vast data pools and automating routine tasks, resulting in the following benefits:

  • improved digital experience,
  • improved user experiences,
  • enhanced consumer experiences,
  • increased return on investment,
  • expose new opportunities,
  • and inform intelligent business decisions.

In this section, we'll explore how AI is helping businesses take advantage of these benefits by up-leveling content generation and management across various stages of the content operations workflow.

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1. Smart content analysis and categorization

One fantastic thing that artificial intelligence can do is analyze a piece of content to identify its sentiment and overall tone. This is important for helping content managers quickly determine whether a part of the content is suitable for their audience or needs some tweaking before it can engage the intended consumer. IBM Watson, for example, uses AI to automate content categorization, text labeling, sentiment analysis, keyword extraction, and more.

2. Automatic image tagging

Images enhance your content and can increase consumer engagement. Unfortunately, there's almost nothing less engaging for content creators than manually tagging image after image for search and SEO purposes. But it's still a critical task. And that is what makes it an excellent job for AI.

Recently, AI-powered automated image recognition has gotten smart enough to tag images in seconds—letting your content creators return to more profound work.

3. Scalable personalization and predictions

AI also brings scalability to another important but nearly impossible task for human workers: tracking and using individual user behavior. AI can automate watching what each user on your website or app is doing simultaneously. Then, it can compile this data to look for patterns that will help it predict, based on past behavior, what each user might want next.

This information can uplevel any marketing department's personalization efforts, from serving dynamic content to making product recommendations. And improving personalization has never been more critical. In the words of the management consulting firm McKinsey, “Personalization will be the prime driver of marketing success within five years." They found that leaders in personalization were already able to increase revenue by 5 to 15% and improve efficiency on marketing spend by 10 to 30%.

4. Time-saving content creation assistance

And now for the big one: AI can be a big help when it comes to actually creating content. While the advance of AI integration into content creation may feel scary for some marketing professionals, an article created by Articoolo's artificial intelligence system, “A robot explains how to achieve the perfect work-life balance,” shows that there is a long way to go before "robots" will be able to match the tone or accuracy of human writers.

Artificial intelligence is rapidly improving at creating original and personalized content ideas or nuanced content pieces. However, a well-trained AI tool should be able to contribute to straightforward writing projects such as news articles, factual reports, translations, transcriptions, and editing for accuracy.

For now, in the content creation space, AI is a tool for improving the ROI of content marketing, which can often be resource-intensive. AI can do the legwork regarding research and data, while human writers can take this info and do the deep work required to create high-value, relevant content for each target customer.


Imagining the future of AI in content management

Now that we've explored the main areas in which content management and artificial intelligence are already coming together to improve content operations, let's talk about a few ways AI may improve marketing even more.

Interactions between AI tools

Suppose you've used your voice-activated smart speaker (like a Google Home) to control something in your house (like turning on an smart-light from Philips Hue). In that case, you've experienced an interaction between two different AI-powered devices. And similar interactions are in store for the future of AI-powered tools in the content operations space. It's only a matter of time before AI-enabled content management systems (CMS) and other content platforms and tools can interact in innovative, automatic ways to provide faster functionality and better experiences for consumers and marketers alike.

On-the-spot SEO improvements

Taking the idea of sentiment analysis one step further, we predict that AI-enabled content management systems will soon be able to identify opportunities for SEO improvements in real time. This capability would empower marketing professionals to create more compelling content in less time, which will outperform competitors and rank well in search engines.

Content gap identification

When you're in the thick of it all, it can be hard to see where your content may be lacking (or where your competitors' content may be lacking). But both situations allow you to fill those "gaps" and capture more traffic. One day, we hope AI will become smart enough to flag gaps and make recommendations so you can create fresh content that adds value and generates new leads.

Customer service automation

Customer service is another one of those expensive yet necessary parts of business. Fortunately, it can become less time- and money-intensive with the help of AI. Just like AI enables content folks to focus on deep work, AI-powered chatbots can facilitate customer service folks to do the same.

While many of today's chatbots can address straightforward questions with answers pulled from a knowledge base, we look forward to when many queries don't have to be routed back to human agents. After all, it's the instantaneous and around-the-clock support consumers seek when interacting with brand chatbots.


Get started with content management and artificial intelligence with Contentstack

The future of content ops is bright, thanks to content management and artificial intelligence. Your business can become a part of that bright future by adopting a composable CMS built to integrate with AI-enabled content management tools.

IDC MarketScape recognizes Contentstack's excellence, naming us a Leader in Headless CMS by IDC MarketScape, Contentstack demonstrates a future-proof CMS strategy, R&D pace in innovation, and exceptional customer delivery. Discover how we can elevate your digital experiences. Request a demo to learn more.

And we only know one CMS of the sort: Contentstack

Contentstack is an agile CMS that’s part of the MACH revolution. That means it’s microservices-based, API-connected, cloud-native, and is built on headless architecture from the ground up. Because of Contentstack's decoupled nature, almost any modern, AI-powered content management tool can help your team with everything from automated content analysis to intelligent content creation and generation.


Our turnkey apps and integrations with best-in-class tools like IBM Watson, Salesforce Einstein, and MonkeyLearn empower Contentstack users to leverage AI and reap various benefits.

To get started, sign up for a free trial or a personalized demo today and see why the future of your content operation lies in your ability to integrate content management and artificial intelligence with the help of Contentstack.

About Contentstack

The Contentstack team comprises highly skilled professionals specializing in product marketing, customer acquisition and retention, and digital marketing strategy. With extensive experience holding senior positions in notable technology companies across various sectors, they bring diverse backgrounds and deep industry knowledge to deliver impactful solutions.  

Contentstack stands out in the composable DXP and Headless CMS markets with an impressive track record of 87 G2 user awards, 6 analyst recognitions, and 3 industry accolades, showcasing its robust market presence and user satisfaction.

Check out our case studies to see why industry-leading companies trust Contentstack.

Experience the power of Contentstack's award-winning platform by scheduling a demo, starting a free trial, or joining a small group demo today.

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