21/10/2024

How the Intelligent Content Supply Chain transforms content management with AI and human expertise

(Generative) AI Content Supply Chain Blog article

Author: Leona Slatković Harčević

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The Intelligent Content Supply Chain is more than just a buzzword. It represents the future of content management, where AI technologies and human creativity combine to streamline workflows, increase productivity, and drive better customer experiences. In this post, we explore how adopting an intelligent approach to content supply can give your business a competitive edge.

Why are we talking about Content Supply Chains?

If someone told us that all organisations worldwide will have the opportunity to simultaneously test their digital readiness, we would say – well, you must be crazy. But I guess this big test came at the beginning of 2020. When the world shut down, companies were tested in their ability to adapt, but it also allowed everyone to think about how well-versed they are in their internal processes and how fast they can reach out to their customers.

Bill Gates once said: ‘Content is King’ – a phrase that still holds true today, especially in a world that is becoming ever faster, more innovative and more creative. With various digital platforms emerging, they must deliver high-quality content to customers promptly.

According to a recent Adobe survey, 88% of marketing professionals report a significant rise in content demand over the past two years. Two-thirds of them expect this demand to grow by 5 to 20 times in the next two years.

The blend of these two factors gave the stage to the Content Supply Chain (CSC). It just needed a push. The Content Supply Chain already existed, but companies were not aware of its benefits or were not prioritising it. Like they say – you don’t know how much you need water until you’re thirsty!

Key Elements of Content Supply Chains

Think of a Content Supply Chain as a triad that connects:

People involved in this supply chain
Processes people execute daily to produce the content and
Tools that support people and their processes

Unlike previous years, where software development was placing tools in the first place and forcing people to adjust their processes according to it, the Content Supply Chain aims to put people first.

An efficient Content Supply Chain enables people to plan, create, review, approve, efficiently store, and deliver the content for their business, backed by data-driven decisions. Being a small creative agency or global food company, an efficient Content Supply Chain will save money, optimise work processes, increase productivity, and enhance collaboration.

Content Supply Chains in their technology core consists of collaboration and management tools, Digital Asset Management (DAM) tools, Content Management Systems (CMS), as well as numerous integrations to enable omnichannel delivery of the content. IBM iX has now a long-standing record of successful Content Supply Chain implementation for clients which involves top-of-the-art tools like Adobe Workfront, Adobe Experience Manager, Contentful and Commercetools. To read more about our case studies and experience, head here.

But what is an Intelligent Content Supply Chain?

Ok, we now get the basics of a Content Supply Chain: people, process, tools, content is king, fast delivery of quality content, etc. But what is intelligent about it?

Intelligent Content Supply Chain (ICSC) refers to a modern, technology-driven approach to managing the creation, distribution, and consumption of content across various industries, such as media, entertainment, publishing, and education. An intelligent content supply chain aims to establish integrated processes that optimise performance and improve customer experience and satisfaction. This is being done by using new technologies to process data, identify the latest trends and to easier detect market opportunities. Intelligent Content Supply Chain refers to the integration of digital technologies such as Artificial Intelligence (AI) and the Internet of Things (IoT), supported by powerful analytics.

AI is only a subfield within the machine learning topic. It’s new and not so new – if you remember Enigma and cyphers from school or endless movie adaptations, you should be familiar with machine learning and its digital child AI. One of the most popular AIs in the Content Supply Chain is generative AI (gen AI) – AI capable of creating new content on demand. Although in its early stages, gen AI will become a powerful tool in the future and implementing it now in the Content Supply Chain will enable you to be one step ahead of the competition and give you more time to adapt gen AI to your business.

Gen AI enables accelerated content production to satisfy customer and market demands and it’s a real example where business needs and tools go hand in hand. In 2020, one study created by Jabbour et al showed that AI has the potential to assist businesses in developing products of the highest quality that are commercially visible through the rapid extraction of customer expectations, the sensing of the market, the utilisation of failure modes, the optimisation of internal and external supply chains, and the encouragement of a more creative workforce through the automation of routine tasks.

Ask what an Intelligent Content Supply Chain can do for you – today

It is clear that AI isn’t just a sci-fi fantasy, but a reality that’s transforming the business landscape. If your company is still navigating the digital jungle with a variety of outdated or unused tools, it’s time to question yourself on how to change this and walk among the trendsetters.

So, who should hop on the intelligent Content Supply Chain train? Picture this: your competitors are already sip-ping AI lattes, enjoying streamlined operations and lightning-fast content delivery. Don’t you want to join the cool kids’ table?

Here’s the scoop: if your company handles large volumes of content, constantly updates digital assets, or aims to stay ahead in the fast-paced digital race, you need an Intelligent Content Supply Chain. From media and entertainment giants to innovative tech startups, any organisation dealing with complex content workflows will benefit immensely. Think of it as hiring the best digital butler – one who anticipates your needs, organises your mess, and even predicts what you’ll want for dinner (or your next marketing campaign).

By implementing an Intelligent Content Supply Chain, your business can:

1. Improve content discovery and recommendation.
2. Enhance the user experience through personalised content suggestions.
3. Increase content monetisation through targeted advertising and subscription-based models.
4. Reduce costs associated with content creation, distribution, and management.
5. Increase transparency and accountability throughout the Content Supply Chain.

In summary, the Intelligent Content Supply Chain is a cutting-edge approach to managing content that combines advanced technologies to create a more efficient, scalable, and agile process, ultimately resulting in better content experiences for consumers and increased revenue for content creators and distributors.

How to be One Step Forward: Emerging Trends

Ready to future-proof your content game? Buckle up as we dive into the emerging trends in the Intelligent Content Supply Chain, where AI-driven innovations and human ingenuity collide to create a smarter, more agile digital landscape.

Focus on Customer Experience (CX)

“Technology is and continues to be key. But real progress is made by people. It’s their imagination, ingenuity and skills that make the difference.”

This is not an author’s thought, but the guiding principle of IBM iX. To offer our clients state-of-the-art solutions and services, we need to practice what we preach. And user-centric approach is the absolute must standard these days. Storytelling, design, and overall brand experience is what drives customers to loyalty, and listening to customer feedback empowers Intelligent Content Supply Chain to improve and deliver the greatest content there is.
Machine learning and growth of AI tools

AI is progressing faster than expected, and the Intelligent Content Supply Chain is the real proof of this trend. Keep an eye on new ways to create and curate content via AI tools. The demand for personalisation is stronger than ever – just take a look at the demo we created on this topic. And not to forget about stronger analytics, which can be used for better content performance and decision-making! AI is here to stay, and the earlier adaptors will benefit the most.
Automation and optimisation of existing processes

Is your business already optimised for maximum performance and success? Keep an eye on different ways how to optimise your business by efficiently reacting to the process improvement opportunities and watch out for every single opportunity to automate minor tasks. This topic is developing rapidly and there are many integrations that could help you grow more.
Data-driven decision making

Organisations are leveraging advanced analytics to understand content consumption patterns, audience preferences, and performance metrics, allowing for more informed decision-making. Integrating real-time data from various tools can help you in dynamically adjusting content planning and distribution.
Omni-channel omnipresence

Seamless integration of multiple tools and platforms can be a challenge, but if done properly and in time, it can ensure consistent experiences no matter the channel. Combined with analytics, it can provide a ho-listic view of performance and engagement, fueling further optimisation.

The market is also experiencing ever-growing interest on AR and VR technologies. Intelligent Content Supply Chains in this context can be used as a mature digital enabler for a more immersive and interactive content experience.

The Outlook: Embrace the age of AI

In this short article, we’ve journeyed through the incredible world of the Intelligent Content Supply Chain, where AI meets human creativity to revolutionise content management. By embracing cutting-edge trends and fostering a dynamic partnership between technology and human expertise, your company can leap ahead in the digital race.

It seems that the industry standard for Content Explanation Chains will become integrated with AI, which will advance the ability to keep pace with customers’ and the market’s demands.

How to be one step ahead? Stay curious, stay informed and if you’re in doubt – contact IBM iX experts who can help you in navigating your business to rightful success.

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Talk to our Content Supply Chain Expert David

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David Novakovic

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david.novakovic@ibmix.at

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How the Intelligent Content Supply Chain transforms content management with AI and human expertise

Author: Leona Slatković Harčević

Why are we talking about Content Supply Chains?

According to a recent Adobe survey, 88% of marketing professionals report a significant rise in content demand over the past two years. Two-thirds of them expect this demand to grow by 5 to 20 times in the next two years.

Key Elements of Content Supply Chains

But what is an Intelligent Content Supply Chain?

Ask what an Intelligent Content Supply Chain can do for you – today

How to be One Step Forward: Emerging Trends

The Outlook: Embrace the age of AI

Content Supply Chain

Get in touch

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