CMSWire's CXM channel is a valuable resource for staying informed about customer-first marketing, commerce, and digital experience design. One area of interest is the potential impact of generative AI in revolutionizing content management software. Traditionally, content management systems have relied on human innovation to drive their development. However, generative AI is now taking the lead, enabling a dynamic shift in the industry. By enhancing content creation, streamlining processes, increasing customer engagement, predicting trends, and automating mundane tasks, AI has become a fundamental component of content management systems technology. A recent study conducted by Advanis revealed that 74% of surveyed US marketers are already utilizing generative AI technologies to bolster their marketing strategies and customer experience functionalities. Additionally, 23% are considering investing in these technologies in the near future. So how are content management system and digital experience platform providers incorporating generative AI into their offerings?Let's explore some examples. Generative AI can be likened to a personal content factory, capable of generating a wide range of content types, from blogs and articles to social media updates and product descriptions. It not only simplifies content creation by ensuring consistent, high-quality output, but also improves visibility and reach through SEO optimization. Shafqat Islam, CMO of Optimizely, a digital experience software provider, utilized their generative AI engine to draft a corporate announcement blog on their AI capabilities with minimal edits required. Optimizely's Content Marketing Platform includes an AI Content Generator that can generate intelligent text or ideal images, and their Editor's Optimizer feature scans text for readability and provides SEO recommendations. Islam emphasized that generative AI is a valuable supplement for ideation and creativity, helping overcome writer's block and solving the challenge of a blank page. Generative AI also enables customization of content experiences based on user preferences, search history, and interaction patterns. Sitecore, for example, integrated OpenAI's ChatGPT into its suite of software solutions, allowing marketers to infuse generative AI into their martech stack. This integration enables the creation and personalization of tailor-made content experiences for each visitor, improving engagement and making their journey unique and engaging. Sitecore's XM Cloud CMS integration can be used for translations, expanding the system's potential for international content distribution. It can also reword marketing materials generated in Content Hub to match specific audience segments and delivery platforms. Dall-E, another AI tool leveraged by Sitecore's customers, creates multiple image versions for campaigns across different channels. Generative AI shines in its ability to automate mundane tasks associated with content scheduling, publishing, and optimization.

By delegating these tasks to AI, content managers are free to focus on strategy and analysis, guided by data-driven insights. At its annual summit, Adobe introduced "Sensei GenAI" services, designed to reimagine end-to-end marketing workflows. Users of Adobe's Experience Manager (AEM) assets can directly integrate Adobe Express and Adobe Firefly within a centralized system to manage their library of content. Adobe's Customer Journey Analytics with Natural Language allows brands to query their data and generate actionable insights. The Sensei GenAI beta version within Experience Manager enables crafting and adjusting copy for digital interfaces. The Journey Optimizer, built on AEP, generates variant messages for email, web, and mobile messaging, ensuring consistency across platforms. Generative AI's predictive capabilities empower CMS users to foresee trends and make informed decisions. Adobe's Customer Journey Analytics with Intelligent Captions provides text-based descriptions of key takeaways from data visualizations, allowing brands to gain actionable insights. Adobe's Dynamic Chat feature in Marketo Engage enables automated online interaction with prospects. Brightspot CMS also integrates with OpenAI, enabling organizations to elevate their content creation and personalization efforts. With AI-assisted suggestions for headlines, subheadlines, and full body text, content creators can leverage OpenAI's content-generation capabilities and create variations of their content. OpenAI's search function automates the search and interpretation process. The potential of generative AI to enhance user engagement is substantial. By analyzing user input and activities, generative AI integrated with ChatGPT can deliver sophisticated, curated responses based on the customer's preferences and interactions. This personalization contributes to better customer engagement and satisfaction. Marketers across the board have recognized the potential of generative AI and are embracing it rapidly. Whether it's content creation, personalization, workflow optimization, predictive analysis, or improving user interaction, generative AI is revolutionizing the CMS landscape. However, it is important to remember that AI is not meant to replace human skills but to augment them, fostering innovation and creativity. The fusion of human intuition and AI's efficiency paves the way for unparalleled digital experiences. Jennifer Torres, a seasoned journalist with expertise in various topics, including AI, customer service, and user experience design, is a staff reporter at CMSWire. She is the author of 10 mystery and suspense novels and has previous experience as a marketing officer at the Florida Institute of Technology. Connect with Jennifer Torres for more insights on these subjects.