The future of content collaboration: AI, personalisation and sustainability


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Wednesday 24 April 2024 14:21 BST
Imagine that: Embracing AI is not just about adopting new technologies but forcing companies to reimagine their content supply chain
Imagine that: Embracing AI is not just about adopting new technologies but forcing companies to reimagine their content supply chain ( WoodWing)

WoodWing is a Business Reporter client.

As we travel further into 2024, the digital landscape for marketers and publishers is bustling with opportunities, particularly in artificial intelligence (AI).

The decision to embrace AI is not just a matter of adopting new technologies. It forces companies to reimagine their content supply chain to continually meet audience demands for personalised and engaging content. AI, with its vast potential for content creation and distribution, challenges us to strategically assess how best to integrate AI tools within our supply chains to enhance and guide human creativity.

For a more in-depth look into this topic, including extensive insights and elaborations on the concepts discussed, you can download WoodWing’s free e-book below.

AI’s Impact on Content Strategy and Creation

A game-changer in content generation

Generative AI (GenAI) has emerged as a transformative force on the marketing stage, and along with it has come the quick realisation of its gigantic content generation capabilities. This innovation promises to significantly increase content volume and diversity, which is crucial for brands looking to expand their digital presence. It does, however, come with responsibilities that not everyone is eager to accept, as highlighted by Forrester’s Lisa Gately: “Most marketers are still learning how GenAI works,” she writes, “often with limited company-provided tools or direction.” Regardless of the reluctance of some, there is a clear necessity for strategic implementation of AI to ensure content integrity, although various other tools, among which digital rights management (DRM) for copyright protection, data governance for ensuring data accuracy and compliance, machine learning algorithms for plagiarism detection, and natural language processing for automated fact-checking, also play a role when it comes to maintaining content integrity. For the sake of this article, we’re keeping the focus largely on AI.

More than just content creation

AI’s influence stretches far beyond just content creation. It extends across the entire content lifecycle, including ideation, orchestration and personalisation. Automating tasks such as asset tagging allows AI to streamline workflows, which helps reduce content management chaos and create a more personalised user experience to boost engagement and enhance the overall impact of your digital strategy.

Personalization and Efficiency

The power of hyper-personalisation

The growing demand for personalised content signalled the era of hyper-personalisation – “The process of using AI and real-time data to display highly curated products and content,” according to, which clearly demonstrates a shift from broad demographic strategies to nuanced approaches centred on the individual. This evolution allows brands to deliver uniquely personalised experiences that aim to increase engagement and conversion rates with AI-driven insights and data analytics.

Maximising efficiency with automation

Similarly, addressing the inefficiency of so-called “vampire tasks” – manual, time-consuming work – emphasises the critical need for automation. Streamlining workflows, including the integration of various software tools, enables marketers to focus more on creativity. Besides enhancing operational efficiency, it also facilitates an agile and collaborative work environment.

Sustainable and Human-Centric Approaches for Future Collaboration

Empowering teams: a human-centric approach

While tech keeps evolving at a crazy pace, don’t underestimate how crucial it is to boost skills and teamwork vibe.

Changing up roles, staying flexible and continually learning new skills – aka human resource optimisation – fit the general trend of adapting to the modern marketing landscape. Integrating human creativity with AI enables brands to craft compelling, authentic content that resonates deeply with their audiences.

Eco-friendly digital: navigating the sustainability maze

Sustainable digital content creation poses significant challenges in the digital content realm. While transitioning to digital formats offers potential environmental benefits, the digital footprint remains a concern. Digital sobriety, defined by The Shift Project – a think tank working towards a carbon-free economy – as “moving from an instinctive or compulsive use of digital systems to a more controlled use of digital technologies”, is actively pursued through strategic content management based on a commitment to reducing environmental impact. Consolidating digital assets into one place or moving less-used assets from active access (cloud storage) to cold storage are examples of such a strategy. As environmental debates intensify without a clear consensus on how to minimise impact, adopting digital sobriety becomes crucial for forward-thinking brands.

A multifaceted strategy for a dynamic digital landscape

Navigating today’s content landscape demands a balanced approach, integrating innovation with core efficiency drivers. WoodWing’s experts emphasise the importance of clear goal setting, the strategic use of technology and a culture of experimentation as the main success drivers. To quote Lisa Gately once more: “Choose action over ‘wait-and-see’ [...] Acting now is essential because the pace of change for GenAI will only accelerate.” WoodWing stands ready to guide brands through the complexities of content collaboration and AI integration, championing a future where human creativity and technology merge to achieve groundbreaking results.

Optimise your content supply chain today!

Dive deeper into how AI and automation are revolutionising content strategies with WoodWing’s comprehensive e-book. Gain expert insights and actionable strategies to enhance your content supply chain for the digital age.

Download now – free e-book, Optimizing Your Content Supply Chain: AI, Automation, and Opportunity

About WoodWing

WoodWing liberates organisations from their content and information inefficiencies. For over two decades, the company has been a beacon of innovation, providing solutions that streamline multichannel publishing, quality management, digital asset, and document management processes. WoodWing’s product portfolio caters to all sectors, improving content creation and information management efficiency. WoodWing Software is a private limited company (BV) with headquarters in the Netherlands, offices in the US and Malaysia, commercial staff in LATAM, and a global partner network. The company was founded in 2000 and has a global workforce exceeding 200 employees.

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