World famous physicist Stephen Hawking set a new direction for the scientific world when he first published “The Grand Design.” In his book, he argues that the universe can create itself out of nothing. All that’s needed is a spontaneous explosion of energy, the right timing, environment and ingredients… and boom, a new cosmos could exist.
It’s a simple – but mind-baffling – concept that’s challenged the brightest minds ever since. But if you think about it, you can find examples in our everyday lives of self-creation. Collide a few bubbles, and many more pop into existence. Animals and human reproduction. And in the technology world, 3D printing has shifted a gear to where it’s now saving lives – printing organs, heart valves, and other vital body parts for patients in need.
Of course these represent practical examples, but what about the creative side – generating ideas, words and sentences…from nothing?
Creating something from nothing
We’re not talking about machines recreating, or trying to replace, the complete works of Shakespeare. We’re talking about creating large volumes of content out of nothing but information, and helping content teams by suggesting words, phrases, brand messages and communications you know will hit the right note. Simply put, imagine a more productive world with tools that can distill information to generate and deliver that content so you quickly engage customers.
It’s pretty clear that creating content is one of the most time-intensive components of marketing. Marketers identify both a lack of bandwidth to create content (51%), and producing enough content (50%), among the top challenges they face, according to the LinkedIn Technology Marketing Group. And yet what they do produce still pays off. If more could be produced more quickly, imagine the possibilities.
Creating content that sells
Salespeople only spend a third of their day talking to potential customers, but content never stops talking. It boosts sales, brand awareness, and helps foster deeper relationships with customers.
Despite the benefits, developing engaging content for customers isn’t easy. The average whitepaper – from creation to review to design to delivery – takes up to eight weeks, a brochure three, a web page two, and press releases and blogs a few days. One piece of content alone – promoted across five channels and in eight languages – could quickly involve creating, managing and delivering up to 280 different pieces of different content. No team in the world can turn that level of content around overnight.
It’s clear that time-strapped content marketers need help. And it’s here where exciting, recent advances in artificial intelligence (AI) and Machine Learning (ML) can assist brands in 2018 and beyond.
We see a future where marketers are provided insights on customer trends, given suggestions for campaigns and even provided with the content itself to refine and deliver. Imagine if it could even take a first draft of the content for you? Now wouldn’t that help you launch more campaigns faster – with more impact?
A new course for content
In celebration of 15 years delivering AI, Machine Translation (MT) and natural language processing (NLP), SDL unveiled Hai, a linguistic artificial intelligence last year. Hai will help create, translate and deliver content in a variety of ways.
It can suggest words and translations to content teams (and translators) based on what has already been translated in the past. But the beauty is in the future such a tool may be able to provide assistance in creating copy based on source data and other relevant material, while tagging and structuring content for delivery across different channels.
In the future, our Hai platform will allow companies to analyze their multilingual content and derive better insights for global customer experiences. This, alongside self-organizing content, helps brands scale content quickly to highly influence customer engagement on a truly global scale. Just as Hawking set a new course of thought and direction for the scientific community, we see AI and ML having a seismic shift in the pace, scale and way content can be created and delivered to global audiences.
Read our Five Future States of Content report to learn how content is changing in 2018 and beyond, and the tools you need to future proof your brand.