Beyond words: AI's radical reinvention of enterprise content management

Fraser Doig Senior Associate Product Marketing Manager 28 Oct 2024

5 mins

Content is the lifeblood of modern business, but managing it at a global scale presents enormous challenges. As companies expand internationally, they grapple with exploding volumes of information, multiple languages, and diverse audience needs. One leading technology company has found a solution: harnessing the power of artificial intelligence (AI) to revolutionize content creation, management, and delivery worldwide.

The content challenge

Consider the scope: over 4 million pieces of content, more than 1 billion words translated annually, and publications in 33 languages. This is the daily reality for a global tech giant whose content team spans continents, encompassing 300 creators and translators.

Enter AI: a game-changer for content management

To tackle this immense challenge, the company has developed a comprehensive AI strategy called "Content Lifecycle AI." This approach integrates AI throughout the entire content journey, from creation to delivery, with a focus on four key areas:

Boosting productivity: AI automates time-consuming tasks, improving content quality and reducing time-to-market for both original content and translations.
Enhancing searchability: AI optimizes content for search engines, making it easier for users to find the information they need.
Ensuring accessibility: AI helps meet compliance standards, making content accessible to all users.
Improving customer experience: AI targets the right audience with personalized content, delivering it precisely when needed.

AI in action: from creation to delivery

The company's "Content Lifecycle AI" strategy is more than just a concept – it's a practical approach that's already yielding impressive results. By integrating AI at every step of the content journey, they're able to address complex challenges while improving efficiency and quality.

Let's take a closer look at how AI is transforming each stage of their content lifecycle:

Content creation: AI assists writers by generating SEO-related content and accessibility features like table descriptions and image alt text.
Content tagging: AI automatically tags content with relevant terms, ensuring consistent classification.
Content review: AI learns from past feedback to suggest improvements and verify compliance with company standards.
Content publishing: AI personalizes content delivery based on customer searches and preferences.
Content analytics: AI analyzes content usage, providing insights to guide future content development.

Revolutionizing translation and localization

The company is also leveraging AI to transform its translation and localization processes. Their vision includes:

Automated identification of content needing translation
Reuse of existing translations to maximize efficiency
Advanced neural machine translation with quality estimation
AI-driven language quality assurance
Human validation only when necessary

This AI-powered approach aims to simplify workflows, reduce costs, and increase translation volume while improving the experience for global customers.

The results: precision and simplicity

The impact of these AI initiatives is already evident:

80% of translation and publishing work is now automated
50% of content is reused, maximizing efficiency
90% of content is distributed through automated syndication

These improvements demonstrate how AI can significantly enhance efficiency, consistency, and scalability in content operations.

Looking to the future

As AI continues to evolve, this tech giant's approach provides a blueprint for enterprises aiming to stay ahead in the content game. By embracing AI across the content lifecycle, businesses can not only keep pace with the rapidly changing landscape of content management but actively shape its future.

The journey is ongoing, with new possibilities emerging as AI technology advances. For global enterprises grappling with the complexities of content management in a multilingual, digital world, the message is clear: AI isn't just a tool—it's a transformative force that can revolutionize how we create, manage, and deliver content to customers worldwide.

Learn how Tridion can transform your content creation, management, translation and delivery.

Fraser Doig

Senior Associate Product Marketing Manager

Fraser Doig is a Senior Associate Product Marketing Manager specializing in helping companies of all industries understand how structured content can elevate their business. At RWS, Fraser works in the Language and Content Technology division, always on the lookout for the latest and greatest developments in the market. He is a regular contributor to publications such as KMWorld and Customer Service Manager Magazine.

All from Fraser Doig