When customers interact with a brand, what they get is an experience — whether it’s in person, on a website, reading a personalised email or receiving an app notification. Think of an experience as a collection of content and assets, such as images, videos, text, buttons, forms or headlines. Customers have a specific goal in mind when interacting with a brand, whether that’s wanting to purchase something, look for more information or get a question answered. The right experience can have the power of persuasion by simply delivering the content and messaging the customer came looking for.
Experiences create a customer’s first impression of a brand. They should be relevant, timely and personalised and should guide the customer to achieve their intended goal. Yet experiences today are often misaligned with customer expectations and needs, missing the mark — and a conversion opportunity — altogether.
The inefficiencies of today’s content supply chains.
From social media ads and blog posts to videos and landing pages, the sheer volume of content that needs to be created can be overwhelming. Brands invest heavily in creating thousands of assets to deliver across channels, but without the right context and customer data, marketing teams still struggle to transform all that content into meaningful, personalised experiences for different personas, regions and channels. It can be a time-consuming and resource-heavy task and ultimately result in an inefficient content supply chain.
The problem — slow, complex processes.
Adapting content for various channels, regions and audiences is complex. Teams often spend an overwhelming amount of time searching for the right content, adjusting it for specific contexts and ensuring it’s aligned with the brand’s voice and legal requirements. The sheer number of variables — such as intent, regions, personas and sub-brands — makes this process resource-intensive and slow.
Moreover, the need for speed and agility in today’s marketing landscape demands that teams deliver tailored experiences faster than ever. But with the old methods, marketing teams are often bogged down with manual tasks that drain time and reduce productivity.
How generative AI helps transform content into experiences.
As customer demands and behaviours continue to evolve and expand across channels, companies need a way to meet them at every moment with relevant, timely content. Generative AI has emerged as a powerful solution that modernises, automates and accelerates content creation and delivery for impactful experiences. When integrated into marketing workflows, generative AI can:
- Improve productivity: Marketing teams will spend less time searching for and adapting content, leading to faster turnaround times and more bandwidth for strategic initiatives.
- Increase ROI: Repurpose high-performing content reduces the need for new assets, maximising your existing resources and boosting content ROI.
- Scale campaigns: With automated localisation, sub-brand customisation and content adaptation, brands can scale their campaigns globally without compromising quality or consistency.
- Ensure brand integrity: Generative AI ensures that all content adheres to brand guidelines, legal requirements and compliance standards, safeguarding your brand’s reputation.
Generative AI promises to deliver content with greater speed, scale and efficiency than what’s possible now. With this technology, marketing teams are still in control to transform content into the personalised and recognisable experiences that customers will come to expect from your brand.
Even with generative AI, marketing teams should always be in control.
Join our session to learn more about what’s dragging marketing teams down and preventing teams from creating high impactful experiences and how Adobe Experience Manager Sites solves these pressing challenges.
