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Global Content Management in the AI Age – Looking Back at the SDL Customer Conference

Last month we hosted our annual SDL APAC customer conference, with the theme for this year’s event “The Time to Grasp Future Trends is Now – Global Content Management in the AI Age." The conference explored the future of content, and how the answer for brands could lie in combining AI with Global Content Operating Models (GCOM).

The event also hosted parallel discussions involving leaders from across the High-Tech, Automotive and Manufacturing industries, and welcomed heavyweight guests from companies such as Huawei, Alibaba, Xiaomi, United Imaging, AIWAYS, NIO, Envision Energy, Semcon, UEG Group Ltd., and Publicis.Sapient. Below are some of the highlights from the conference.

Nancy Tao

Nancy Tao, SDL

Adolfo Hernandez, CEO of SDL, opened the event with a video message welcoming all guests. Nancy Tao, SDL’s General Manager, for the Greater China Region, then gave an inspirational talk to delegates on the “five major future trends in content and global content management."

She mentioned that in this rapidly changing world, 87% of companies believe digital transformation to be an extremely competitive opportunity, and plan to complete their digital transformation within the next 3-5 years. Content is the currency of digital transformation, and in the future, will be automatically created and organized, becoming far more agile. Content is set to become a company’s best salesperson, and so safeguarding the security of content is something that companies should prioritize. These are five areas that companies should prepare for.

The future of customer experiences

Brad Heidemann, CEO of Tahzoo, shared the “future of customer experience," offering insight from recent international customer successes. He opened his discussion with a question relevant to almost every delegate in the room – If customer experience is so important in this day and age, should companies take the initiative or hold back and simply hope for the best?

Brad Heidemann, Tahzoo

The answer is obvious. Brad shared how content management platforms and industry best practices allow brands to be globally controlled while also allowing regional characteristics to shine. In the constantly changing digital age, the initiative can only be grasped by seizing opportunities in a timely manner.

SDL’s André Schlotz, VP for Global Automotive and Manufacturing Solutions, is a frequent visitor to both China and Germany – both giants when it comes to automobiles. He mentioned that high-quality product information can help users solve product issues more easily, enhancing the customer experience and turning users into brand advocates. He emphasized that SDL Tridion DX can help to implement a global content operating model so that a company’s global content can be managed more quickly and effectively.

SDL’s Kirti Vashee, Senior Director of Product Marketing Strategy, presented an insightful report on “future language intelligence and company-wide machine translation."

Kirti Vashee, SDL

He stressed that with the explosive growth that we see in content today, there are a wide range of scenarios in which company-wide machine translation can be applied. Whether it’s real-time translation of multi-language mass information or the secure translation of internal communications within global companies, company-wide machine translation solutions are now more than capable of helping.

How content is challenging High-tech firms

During the Hi-tech and the internet round table discussion, we hosted guests from Huawei, Alibaba, Xiaomi and Publicis.Sapient, who discussed the challenges faced by companies in recent years in terms of content, as well as the counter measures they have taken. The meeting of minds between the industry’s old guard and its new rising stars brought the atmosphere at the session to an exciting end.

Speakers included Huawei, Alibaba, Xiaomi and Publicis.Sapient

At the automotive and manufacturing round table discussion which followed, five expert guests from Envision Energy, AIWAYS, NIO, Wanfeng Auto and UEC Group Ltd. also discussed how content can be used to energize digital transformation in the automotive and manufacturing industries, as well as the difficulties and successes they have encountered during the process of transformation. The panelists took a joint look forward at the scenarios in which AI will be applied in the automotive and manufacturing industries.

Guests included Envision Energy, AIWAYS, NIO, Wanfeng Auto and UEC Group Ltd

In summary, Content is King in digital transformation across all industries.  Enterprises should now consider how to manage the content supply chain on a global scale across departments, standardize process and integrate technology into a unified platform. If you are meeting this globalization challenge, and interested to know more about SDL’s Global Content Operating Model, download a complimentary copy of our eBook to learn more about GCOM today

Some other highlights from the event:

SDL experts and delegates talk through some of the features in SDL ETS

Networking after the event

Starbucks Roastery Shanghai Tour