Today, a website is essential for every company, regardless of its niche. A website is not just a digital representation of what your company does, but above all a description of your business model, a selection of your audience and a demonstration of your brand identity.
At the other end of the spectrum, an elaborately designed website with glossy, moving graphics and packed with content does not necessarily communicate your core business efficiently or turn your website into a well-functioning lead-generation machine. Investing in content management systems and experienced UI/UX designers is therefore not necessarily the surest path to success. It has been proven that AI plays a significant role in redesigning and creating web designs. These technological advances are primarily used to support companies in new, easier ways and to improve their efficiency and profitability. According to a report by Statista, revenue generated by AI is estimated to reach 126 billion US dollars by 2025.
The main reason why AI has risen to incredible success, is that it enables computers to perform human tasks and to evolve from that experience much faster than humans themselves. Automation brings further benefits: costs are kept low and customer service is improved, while AI can be used in content management systems to process and analyze content.
Let us look at how AI has influenced the development of websites and content management systems.
Personalized content
AI algorithms track users’ behavioral patterns and use this data to predict their future needs and behaviors. It can also process data and information at any scale in order to support end users in the most efficient way and take their own interests into account. Similarly, advanced websites or web-enabled applications can be created using artificial intelligence to effectively connect human activity and technology. This capability helps marketers deliver personalized content to improve and maintain customer loyalty and increase revenue.
Voice-controlled services
Oh, how things have changed over the past ten years. Today, people can use apps such as Apple Siri, Google Home and Amazon Echo to search for information, order a gift for their loved ones, listen to their favorite playlist or even order their food. The possibilities are endless, not only for the end user but also for companies that want to engage with their customers.
Content creation
The capabilities of artificial intelligence can help accelerate content creation using natural language processing (NLP) and natural language generation (NLG) by assisting with content translation, video and audio transcription, automated tagging, metadata and text review.
Chatbots
For chatbots, the main use of AI is to increase the company’s revenue through better response predictions. Chatbots predict the appropriate answers to user questions. Artificial intelligence capabilities such as data encryption, behavioral analysis and powerful chatbot communication are used with the highest level of protection. This technology can also be used when creating websites or web-enabled devices to closely connect human behavior and technology.
So how will the development of content management systems change through the use of AI?
Content clarity
For content to deliver the desired results in cross-platform strategies, the style of the content must be consistent. However, this is an almost impossible task, despite the growing number of channels available for marketing. The challenge marketers face is the need to continuously generate content that is fresh, insightful and powerful enough to convert into leads. However, there are no secret ingredients or shortcuts for achieving top results with successful marketing content.
By using AI, however, these problems can be solved. Companies and brands can automate their workflows while giving content authors real-time insights into the types of content that are effective.
Outstanding analytics
The analytics generated by your CMS are likely to become increasingly customer-oriented and therefore more intelligent. Enriched with collected data on user behavior, content management systems will understand and map the entire customer journey from start to finish and predict the types of content that will increase traffic and engagement.
Improved usability
In these highly digitalized and competitive times, companies are actively pursuing a customer-centric approach to increase profitability and benefit from competitive advantages. While technical innovations are driving consumer behavior, artificial intelligence has given user experience a strong impetus and brought about flourishing change.
Developers use these advanced UX features not only to improve websites but also to increase their performance. Above all, however, AI-enabled websites will process information and data in such a sophisticated way that they support end users according to their interests and digital behavior.
AI and CMS are undoubtedly the dream team of digitalization. At STRG we focus on providing tools and technologies within a service architecture that is driven, not constrained, by artificial intelligence. The result is that our content management system, thanks to the performance of our product STRG.BeHave, directs traffic to targeted content while automatically generating its own data ecosystem that uses only data from its content environment.
If you would like to learn more about the technology we use to improve your CMS experience, please click here or contact us at info@strg.at.
Nathalie Rogers