Still relying on traditional CMS? What happens when it falls short

As companies focus on digital transformation, depending on traditional and monolithic content management systems will not help them grow their businesses. What was manageable in calmer waters now feels unmanageable as demands rapidly grow.

When websites were all we had, traditional CMS platforms were able to deliver, but today, businesses are dealing with omnichannel needs. Companies are looking for a better platform that has scale, flexibility, and personalised information to publish content in real-time and across multiple channels. Enter AI, which has enabled the shift in the CMS space to provide global support in customers' digital transformation journey.  

From static pages to dynamic experiences 

A few years ago, CMS were built to handle static content for a handful of channels. Now, things have changed, and content must be more flexible, scalable, and available across channels. The rapidly evolving demand for speed, personalisation, and seamless delivery across channels is changing the logic of how we manage content. 

AI-augmented CMS platforms are an important enabler for scaling business. They program machine learning and natural language processing so we can manage and deliver content capabilities everywhere.

They can automate tasks like metadata generation, tagging images, editing, and suggesting related content based on user behaviours exponentially faster and more accurately. We see that AI is applied to areas of support for content creators, developers, and marketers, which helps them work smarter, offering the right message at the right time by providing capabilities to increase productivity and engage user connectivity.

AI as your creative partner

Developing content for enterprise-grade companies can be tedious and time-consuming. That said, AI can handle mundane things like headline creation, summaries, and editing, while humans can think about the bigger things like strategy and storytelling. This is available for companies of all types, which was not the case earlier. 

Workflows automated for faster, smarter content delivery

Content management across an enterprise is no easy task. There are workflows to manage that involve approval, revisions, translations, etc. Through AI-enabled automation, we can lessen the time and complexity within these workflows, helping reduce errors and early time-to-market.

AI tools can multi-task and automate approval workflows, identify compliance issues, complete SEO optimisations, and translate content, etc. With AI-powered translation, companies can scale their businesses around the world consistently, and content remains the same across markets.

Personalisation at scale

Today, customers seek a personalised experience while checking a website, mobile app, or voice assistant. AI-powered CMS platforms are solving this problem and providing relevant and beneficial, tailored experiences to their customers.

The goal of AI is to share the right information with the right customers so you have maximum impact, and to do omnichannel optimisation, you need a customer data platform (CDP). 

With the rise of multi-device and mobile-first users in India, an AI-enabled omnichannel strategy has become important for maintaining relevance to audiences. It enables businesses to engage multiple relevant audiences in real time by delivering personalised content and interactions across all devices they use.

Getting the right content faster with AI

AI takes content search to the next level by enabling semantic understanding and natural language processing. This means, CMS platforms can more intuitively understand user queries even when exact keywords aren’t used.

AI-powered search drastically improves content discovery for large businesses. It saves time by giving you faster, more precise and meaningful results, and it enhances metadata, making it easier to discover content. With these abilities, you can help reduce content management effort to make better use of your digital assets.

AI’s contribution to multilingual content management

The management of content localisation and translation is important for all businesses, especially in multilingual markets like India. AI-enabled translation tools are streamlining the content localisation efforts and providing fast and trusted translation across languages.

AI can produce translations that humans can refine rather than fuel dependence on translation, allowing companies to scale content across different geographies without compromising on quality, ensuring a smooth global operation.

Why AI integration is the secret to smarter, scalable content operations

AI will be integrated in the centre of CMS to utilise its capabilities in automation, smart content creation, management, distribution and hyper-personalisation across the channels. With an increased number of enterprise systems interconnected, including CRM, DAM, analytics, etc., AI-powered CMS platforms will evolve and help organisations create connected and innovative content experiences.

AI-focused CMS will increasingly become a necessity for organisations, rather than a nice-to-have option. As the digital world becomes more complex, AI is going to make content management smarter, faster, and more personalised.

Nishant Patel is the Co-founder and CTO of Contentstack