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The Five Future States of Content

The Future is Now

The Five Future States of Content describe the disruptive content trends brands need to watch for in 2018. 

Artificial Intelligence (AI) and Machine Learning (ML) will be the most powerful tools in your content arsenal for an edge over the competition, a way to meet the demands of a global audience, and the key to security and compliance. 

With content at the heart of every customer journey, content has reached new dimensions of organizational importance. The future is now.

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1. Content Will Create Itself

In his book "The Grand Design," world famous physicist Stephen Hawking argues that the universe can create itself out of nothing.

But can the same be said about content? 

In 2018, breakthroughs in AI and ML will enable brands to generate finely-tuned content from information stored in a variety of repositories across their business automatically – giving every customer their own, truly unique experience.

2. Content Will Organize Itself

Brands will begin to use machine learning to create taxonomies of all its company’s content:

  • Summarizing and tagging it to facilitate better search results.
  • Improving metadata.
  • Optimizing SEO.
  • Enabling other enterprise systems to discover existing content. 

This will maximize reuse and return on already invested content creation efforts and help form the next frontier of digital experiences.

3. Content Will Be Agile

With the future of content creation and organization being accelerated by AI, content will need to be structured and formatted so that it is machine ready. 

More companies will adopt a continuous global operating model, enhancing global content and localization teams with AI and ML capabilities. 

This includes authoring tools and machine translation to create and deliver engaging content at scale and speed in response to our fast-paced society.

4. Content Will Be Your Best Salesperson

Brands are already shifting their sales priorities to focus on content creation rather than just selling. 

While salespeople spend just one-third of their day talking to prospects, content never stops. 

The creation, translation, organization and delivery of content will be as much of a priority as incentivizing and training sales teams. Content that sells will also expand beyond the traditional marketing materials to in-depth product information today's customer now looks for.

5. Content Will Be Secured

Upcoming legislation, including Europe’s General Data Protection Regulation (GDPR), means that businesses need absolute control of customer information, requiring transparency, audit trails and data custody. 

Companies outside Europe are still not prepared. We expect some big brands to be quickly hit with fines of up to 4% of revenues for not complying with GDPR. 

To organize and secure high volumes of data in 2018, brands will turn to on-premises ML technologies to translate, analyze and automate their content supply chains.

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