CX & Design August 17, 2018
How autonomous will your next CMS be?
This summer Goodwood Festival of Speed announced an autonomous race car will attempt the famous hill climb, a 1.86 kilometres long track with an average gradient of 4.9%. Can you imagine a 500 horsepower car driving at top speeds controlled by only a computer?
Today, that’s possible. Artificial intelligence is slowly finding our way into our lives. Cars, phones, smart IoT devices and… the Content Management System. No, your next CMS will probably not be fully autonomous. But what can AI do for your CMS today?
Customers want to be well informed, up-to-date and seduced with great wording. Content is king. But creating a massive amount of content requires a similar amount of effort. Let’s say you have written a fantastic five paragraph article. Viewed from your laptop, the article looks great on the website. Of course your site is responsive, so people can read it from their mobile device. The navigation switches to a hamburger menu, images shrink. But the length of your text stays the same. Wouldn’t it be great if the CMS could summarize your text, keep the most important bits, so it fits the mobile channel better? Guess what, it can!
Great content can be made even better when accompanied by a quality image or video to further enhance the digital experience. A lot of time can go into optimizing (stock) images. Repetitive tasks like cropping, filtering and masking can be automated. Also content position – should my product be left or right in the image? can be optimised using AI.
A good example of such functionality is Adobe Sensei, which was released last year and that can be used together with Adobe Experience Manager.
With a large amount of content comes an even larger amount of assets. Images, video’s, PDFs – all optimised for different channels. Sometimes, it can be hard to find that one image that fits the setting of your page perfectly. Here is where AI kicks in. Using a machine learning algorithm it’s possible to recognise what is captured in an image. People, animals, objects, the weather conditions, activities… the CMS is aware. Based on what it recognises, it can “label” the images accordingly so it’s easier to find them in a huge library.
Last October, Google Photos announced it can now recognise photos of your pets. You can label your pet by name and search your photos by breed as well as animal emoji like ?or ?.
Machine learning is only possible with a certain amount of data that can be used as input for the algorithm. Without enough data, it’s unable to learn. That makes visitor analytics an ideal candidate to unleash the power of AI on. For example, in segmentation of the visitors. AI can identify patterns in the data and group customers by behaviour and profile. These segments can then be used as the input for marketing automation and targeting using personalised content.
An example of a CMS that offers these functionalities today is Sitecore with the new machine learning component Sitecore Cortex, introduced in version 9.