The

Future

ofContent

AI’sImpactonCompanies,CreatorsandCustomers

CONTENTS

PAGE

fromBrightspot

Amessage

4PAGE

Company

considerations

T6op3traps

Ac8koliion

r

considerations

A1Ido1's&don'ts

T1he820/20rule

PAGE

13

Customer

considerations

oblish

PAGE

heretohelp

is

Brightspot

BRIGHTSPOT"?TheFutureofContent?3

Let’snottiptoearoundit—Pandora’sboxhasbeenkickedwideopen.Artificialintelligence(AI)ishereandrapidlychanginghowwecreate,communicateandcompete.

WhileAIhasbeenindevelopmentbehindthescenesfordecades,thepracticaluseofitthatwe’reseeinginourbusinessesandnowinourpersonallivesislikethefirstdominotofall.

Everyoneneedstoprepareforawaveofchange.

Howwemovethroughtheworld—whatourindustries,businessesandroles

demandofus—willshiftinawaythathasn’thappenedsincethebirthoftheinternet.AImodelswillonlygetmoreefficientandfasterwithbetterdataandfeedback,andAIexperienceswillbecomesogoodsoquicklythattheywillpermeatethroughoutourlivesinacoupleofshortyears.

Inotherwords,weneedtobraceourselvesforaverydifferentfuturethan

howwelivetoday.Wewillallhavetounlearncertainhabitsandpracticesandbeopentolearningnewones,especiallyasitrelatestotheworldofcontent.

ThoughsomeorganizationsareaheadoftheAIadoptioncurve,already

embracingnewapplicationsandimplementingnewbestpracticesforcreatingandcommunicating,othersarestillassessingAI,slowlydippingtheirtoesintoits

potential.However,onethingisclear:usingorbenefittingfromAIinourday-to-dayliveswillbecomeauniversalexperience.

Whilethefirstdominohasfallen,you’restillincontrolofitscourse.Regardlessofwhere

yourbusinessis—orwhereyouarepersonally—withAI,thisguideprovidesinsights,

considerationsandactionabletakeawaysfromcompany,creatorandcustomerperspectivestohelpensureallyourbasesarecovered.

–TheBrightspotTeam

Company

considerations

“Wereallyareatamomentintime—especiallyascontentcreators—whereyoumustmake

aconsciousdecision.AreyougoingtofightAI,orareyougoingtoembraceitinyourday-to-daylife?Ifyouchangeyourworkflow,

ifyouembraceit,ifyoufindouthowtomakeitworktoyourbenefit,Ithinkyou’regoingtobewinning—andthat’snotonlytrueforcontentcreators,butbusinessesingeneral.”

AdriNowell,ChiefMarketingOfficer,Brightspot

ThepaceofAIadoptionistrulyunparalleled.

Accordingto

Forrester

,62%ofglobalbusinessandtechnologyprofessionalsfamiliarwith

theirorganization’stechstrategiesand

prioritiessaytheirorganizationplansto

significantlyincreaseAIinvestmentoverthe

next12months.GenerativeAI(genAI),whichidentifiespatternsandstructureswithinexistingdatatogeneratenewcontent,isespeciallypopular.Indeed,79%ofrespondentsina

McKinseysurvey

said

they’vehadatleastsomeexposuretogenAI,eitherforwork

oroutsideofwork,and22%saidtheyregularlyuseitintheirwork.

Thistellsuswe’reatamomentintimewherewehavetomakeaconsciousdecision.ArewegoingtofightAI,orarewegoingtoembraceit?

Ofcourse,theanswertothatquestionhasimplications.

ThecompaniesthatremainfearfulofAIwillloseouttocompetitors.Thosewhoembraceitandfigureouthowtomakeitworktotheirbenefitwillwin.ThepeoplewhotakeAIforgrantedorresistit

mightbedisplacedifthey’reunwillingtokeepup,butthosewithintentionalityaroundwhereandhowtheyuseitwillhavetrue

stayingpower.

BRIGHTSPOT"?TheFutureofContent?5

79%

73%

59%

Top3traps

79%ofseniorITleadersreportedconcernsthatgenerativeAItechnologyintroducesthepotentialforsecurityrisks

ThesandsarequicklyshiftingwhenitcomestoAI,andyouneedtobeawareoftherisksandpotentialtrapsthatcomewithadoptinganemergingtechnologytooquickly.

Source:Salesforce

73%ofseniorITleadersreportedconcernsthatgenerativeAI

technologycouldresultinbiasedoutcomes

59%ofseniorITleadersbelievegenerativeAIoutputsareinaccurate

BRIGHTSPOT"?TheFutureofContent?6

BRIGHTSPOT"?TheFutureofContent?7

Whilesomedegreeofadoptionwillbe

critical,weurgeyourbusinesstosetits

ownpace.

1

Securityandcompliance:Organizationsthat

allowteamsandindividualstousethird-partyAIapplicationsontheirowntermsmaybeableto

movefast,buttheylikelyaren’tawareoftheAImodel’sweaknessesandtherisksassociatedwiththem,suchasdataleaks,legalriskandcompliancerisk.

AnyonecanaccessandusegenerativeAIapplications

likeChatGPT,forexample,whichskyrocketedinearly

2023andnowtoutsover100millionusers.ChatGPTis

a‘naturallanguageprocessing’(NLP)toolthatallows

userstohavehuman-likeconversations.Itcananswer

questionsandassistuserswithtasks,suchascomposingemails,articlesorsocialmediaposts—andwithspecificprompts(themorespecific,thebetter),itcancompletethesetasksinseconds.

However,theseplatformsthathaveupendedthecontentcreationgamearestilldeveloping,sosecurityand

confidentialityrisksarestillunknown.It’llbeessentialtobalancefastadoptionandcarefuladoption.Youshouldensureall-encompassingguidelinesandpermissions

areinplace(oratleastintheworks)toensureusingAItechnologycan’tbackfireonthebusiness.

2

Biasedoutcomes:AImodelsareonlyasgoodasthedatathey’releveraging,butthepeoplewhocodeandtagdataareinherentlybiased.

That’shumannature.

Forcontentcreation,specifically,wheregenerativeAIhasalreadymadeanimpressivesplash,writers,editorsandmanagersneedstepsinplacetoensureallcontentisvoidofharmfullanguage.Thatsaid,AImodelscanbeusedinawidevarietyofbusinessapplications,andit’seasiertospotandcorrectbiasortoxicityinapieceofcontentthanaresume-screeningsystem,forexample.

Ifyou’reusingAIinanycapacity,youneedtohave

guidelinesandguardrailsinplacetoensurealloutputsaresafeandfair.

3

Brandreputation:WhileAItoolsarealready

streamliningcontentcreationprocesses,it’s

importanttoensureeverysinglepieceofcontent

that’spublishedishigh-quality,relevantandalignedwithbrandguidelines.IfAIismisusedorifteamsmovetoo

quicklywiththesenewapplications,thebrandcouldhavereputationalconsequences.

Plus,asmorepeopleadoptAItoolsforpersonaluse,they’llsoonbeabletospotAI-generatedcontentfrombrands.Iftheyfeelinundatedbyinauthentic,irrelevantandinaccuratecontent,it’stooeasyforthemtojumpshipforacompetitorwhodeliverscohesive,consistentandcreativestories.Becarefulnottoditchauthenticityforefficiency.

BRIGHTSPOT"?TheFutureofContent?8

AIadoptionchecklist

HowdoyouknowifyourcompanyisreadyforAI?

Wheredoyoustart?Whatquestionsshouldyouaskyourself,yourcontentteamandyourbusinessbeforeyougetgoing?

Werecommendasking(orsimplybeingawareof)thefollowingquestionstoensure

you’reasinformedaspossible

abouthowAItoolswork

andhelpalignyour

teamandcompany

onhowthey’llbeleveragedwithinyourcontent

operation.

WhataretheethicalconsiderationsaroundusingAIinmycontentcreationprocess?

Everyonewillhaveadifferentperspectiveandstance

onAI,soit’simportanttomakesureyouandallthe

necessarystakeholdersinyourorganizationarealignedontheethicalquestionssurroundingAIbeforeyoustartusingitinyourcontentprograms.

WhataresomedownsidestousingAIinmycontentprogram?

IfmostofyourcontentisgeneratedbyAI,considerthepotentialriskstoyourcompany’sreputation.EnsurethatyouuseAIfortherightpurposes,notforeverything.

WhatguidelinesorrestrictionsdoweneedtobeawareofwhenitcomestousingAI?

Legal,securityandconfidentialityrisksassociatedwithAItoolsarenotyetfullyunderstood.Stayontopofevolvingindustrybenchmarksandstarttheconversationnow

aboutyourcompany’suniqueguidelines.

DowehavetodisclosethatweusedAI?

DisclosingwhethercontentwascreatedbyAIisanongoingethicalquestionmanycompaniesareconsidering.Willyourcontentstillbeauthentic?

Itlargelydependsonhowyouusethesetools.

HowdowelearnhowtouseAItools?

TherearemanyonlineguidesavailablethatcanhelpnewusersunderstandanduseconversationalandgenerativeAItools.Themoreyouuseitandunderstandit,themoreeffectivethetoolbecomes.Ifyourtechnologypartner

offersAI-assistedcapabilitiesortools,theyshouldprovidetrainingandsupportaswell.

AredevelopersrequiredforincorporatingAIintomycontentprogram?

Itdependsonthetaskathand,butforcontentprogramsspecifically,mostconversationalAItoolscanbeused

bycontentteamswithoutdevelopersupport.

WillAIeliminateanyone’srole?

It’smorelikelythatAIapplicationswilldisruptcertain

rolesratherthanreplacethem.WhiletoolslikeChatGPTcansignificantlyspeedupcertainprocesses,thecontentitselfstillneedstobefact-checked,reviewedand

approvedbypeople.

HowcanweensureaccuracyinourcontentwhenusedinconjunctionwithAItoolslikeChatGPT?

Incorporatinganynewtool,includingAIapplications,

intocontentprogramsrequirescontentteamstoupdatetheirprocessesandbestpracticesandensureeveryonereceivesappropriatetraining.Thereviewandapprovalprocessforallpublishedcontentshouldbeespecially

rigoroustoensureconsistent,accuratedeliveryofcontenttoyourkeyaudiences.

“Aprimeexampleliesincontentmanagementsystems,whereAIcanbetrainedtogenerateessentialcontent,relievinghumanresourcesformorecreativetasks.

Thisapproachenablesorganizationstomaximize

theirexistingresources,especiallyconsideringthe

prevailingbudgetconstraints.Therefore,technology—andparticularlyAI—playsapivotalroleinhelping

organizationsachievetheirgoalsbyunderstandingandrecommendingactionsbasedontheircontent,ultimatelyallowingteamstocuratecontentmore

effectivelyfortheirusers.”

PingPan,SeniorVicePresident

ofProductManagement,Brightspot

Creatorconsiderations

ContentcreatorsarefeelingthegravityofAIadvancementsmorethanmostbecausetheoverarchingpurposeofAIistostreamlineandspeedthecreationofeverything.

Overhalfofbusinessownersina

ForbesAdvisorsurvey

believe

thatAIsolutionscanimprovewrittencontentandhavethepotentialtoenhancetextquality,creativityandefficiencyinvariouscontentcreationcontexts.Another64%statedthatAIwouldimprove

businessproductivity.

So,howexactlydoesitwork?

GenerativeAI

isdefinedas‘aset

oftechnologiesandtechniquesthatleveragemassivecorpuses

ofdata,includinglargelanguagemodels,togeneratenewcontent(e.g.,text,images,video,audio,code).’Byusingspecificprompts

toguidetheAI’soutput,teamscanexpeditetheirbrainstorming

process;generatedraftcontentforsocialposts,webcopyandblogs;andcreateeye-catchingvisualsingraphicorvideoformat.

Basedonthe

capabilitiesofthesesolutionstodayandthequalityoftheir

outputs,AIshould

assistpeople,refineworkflowsand

streamlineprocesses.

Promptsarewide-ranginganddependentirelyonyourdesiredoutcome:

?Whatarethetop5challengescontentcreatorsarenavigatingtoday?

?Maketheblogarticle’stitle,[title],moreeye-catchingandsuccinct.

?Improvethis[text]byproofreading

thecontenttoeliminateanytypos,

grammaticalerrorsorothermistakes.

?Improve[text]toensurethecontentisrelevantandinformativeforthe

[targetaudience].

?Write3socialmediapostsunder25wordsusingthisblog:[link].

ThoughAItoolsaremakingwavesformarketingand

communicationsteams(andmostothers!),theyshouldn’tentirelyreplaceworkflows,processesorpeoplejustyet.

?TheFutureofContent?10

AIisbestusedfor:

Providingastartingpoint

ThemorespecificyouareinthepromptsthatyoufeedanAIsolution,themorespecifictheoutput.Continuouslyrefiningthepromptyouentercanspeedthebrainstormingprocess,givingcreatorsfreshideasonwhereandhowtogettothedesiredendpoint.UsingAIforcontentwithaspecificformat,suchaspressreleases,isagreatplacetostart.

Creatingaframeworkoroutline

When

touseAIandwhentoavoidit

CreatorscanpromptAItoolsforaframeworkoroutlineforthepiecethey’reworkingon

andreceivesomethingtoworkfromwithinseconds.YoucanfeedtheAIyourmessagingplatformaswellsoitknowsthegeneral

positioningyouwanttoconvey,whichwillalsohelpimprovethequalityoftheoutline.Thissignificantlyexpeditesthecontent-

developmentprocess,butremembertoreviseandrefineasneeded,astheresultswon’talwaysbeperfect.

Savingyoutimebygettingyouto80%

AIsshouldbeabletogetyou80%oftheway

AnycontentteamplanningtoleverageAIintheir

everydayworkflowsshouldbeattemptingtofindthesweetspotwheretheirpeopleareoptimizedforspeedandproductivity,buttheiroutputsstillresonateonahumanlevel.

EverybusinessandindividualcreatorwillbenefitfromAIindifferentways,dependingontheircurrentcapabilitiesandskillsandwheretheymaybelacking.Butgenerally…

thereformostcontent,allowingyoutospendthemajorityofyourtimerefiningyourworktoensureitfeelsauthenticandhuman.Moreonthisonthenextpage!

AIfallsshortwith:

Providinguniqueperspectives

AItoolspullexistingpublicinformationfromtheinternettoinformtheresponsestheyfeedyou.Thistechnologycannot

generateuniqueperspectivesororiginalthinking—alwayskeepthisinmindas

youincorporateAIintoyourcontent-creationprocess.

Creatingtrustandbelievabilityforyourbrand

MostAItoolsonthemarketrightnow

generatesimilar-soundingandlookingcontent.Asthesetoolsbecomemore

prevalentinoureverydaylives,itwill

becomeeasierandeasiertospotwhen

storiesarewrittenbypeoplevs.AI,whichmayimpacttrustandbelievabilityfromyourtargetaudience.

Creatingmemorableexperiences

IfAIisusedfortheend-to-endcreation

processwithoutincorporatingahuman

touch,you’llfallshortofcreatingmemorableexperiencesforyouraudiencethatkeep

themcomingbackformore.

BRIGHTSPOT"?TheFutureofContent?11

BRIGHTSPOT"?TheFutureofContent?12

The

80/20rule

Thegeneralideaofthe80/20ruleisthatAIwillbeabletogetyou80%ofthewaythere,buthumanswillalwaysbeneededtoimprove,refineandaddcontextforthelast20%ofanythingyou’recreating.

Whycan’titachieve100%?Well,robotscan’tmake

contextualdecisions,andAIapplicationsdelivergood,notgreat,quality.Thismeanshumanswillalwayshavevalue.Peopleneedtobepartofcontentexperiencestomakethemsomethingspecial—somethingyourbrandisproudtotaketomarkettocreateamemorable

customerexperience.

Thisalsomeansthequalityofworkcontentcreators

deliverneedstobeoutstanding.“Goodnotgreat”will

nolongerbeacceptable.Thosetweakingandrefining

thefinal20%willneedtobetrueexpertsintheircraftandabilitytocreatecontentandleverageemergingAItools.

Whilewe’rejustscratchingthesurfaceofhowAIwill

reshapetheworldofcontent,howquicklyyoucankeepuptodateandadjusttothenewrealitywilldictateyoursuccess,bothindividuallyandasacompany.

The80/20ruleinaction

Sayyou’rethesolecontentcreatorforanentire

marketingteam,andyouhaveahighvolumeofrequestscomingyourwayonadailybasis.YoudecidetointegratethecontentsystemyoualreadyusewithanAIassistantsolutionthatautomatesoutputsbasedontherequests

youreceive—asin,themomentyoureceivearequest,theAIimmediatelysharesaninitialdraftwithyouthat’s80%ofthewaythere.Thisallowsyoutorespondto

requestsquicklyanduseyourvaluabletimetorefineeachpieceso

thateverythingyoucreateforyourcolleagues

andthebrandisconsistentand

high-quality.

RememberthatAIgetssmarterthemoreyouuseit.

However,

gettingtothepointwhereAI

isdeliveringat80%willtakealotofpromptrefinement.You’llneedtoeducateandtraintheAItoaccommodaterequestsinahelpfulway.

“ForContentcreatedonrepeatable

paths,the80%accuracyyouget

fromAIisalready

goodenough.WhereIthinkAIdoesn’tdisplacehumansisexecutiveactivity,like

directinglaborforces—

that’snotgoingtobe

replacedanytimesoon,

becauseAIisjustlabor,

anditcan’tthinkforitself

quiteyet.Longterm,though,Ithinkallourjobswill

radicallyshift.”

GraysonCooper,Co-Founder,Stella

“Noonewantstobemanipulated,

soifwecan’tfigureouthowtomake

thisworkitwillruinchannels—it’snotgoingtojustsaturatethem,it’llsaturatethemtothepointofextinction.”

NickGaudio

DirectorofContentandCreative,Rattle

Customer

considerations

Always,always,always

bemindfulofcustomer

perceptionasyoustarttolayerAItoolsintoyourcontentprograms.

Manipulationwillcome

fromAIcapabilitiesthat

allowcompaniestobehyper-optimizedwiththeircontentandtargetingbasedonyourdata,andtheinconveniences

Peopledon’tmindbeingsoldto—buttheydomindbeinginconvenienced

andmanipulated.

willstarttocreepinascompaniesincreasecontentvolume(acrossallcontenttypes)becauseit’llbeeasiertocreate,forcingallofustocombthroughmorenoisethanever.

Thesky-highvolumebrandswillbeabletochurnoutmeansthatcapturing

eyeballswillbethehardestthingforcontentteamstonavigatemovingforward.Howcanwemovefasterthanourcompetitors?Howcanweensuretheright

peoplearevisitingourwebsite?Howdowegetthemtoengagewithourbrand?Whatstoriesdoweneedtotelltokeepthemcomingbackformore?

Thesearealreadytopconcernsformostcontentteamstoday—butitwill

onlybecomemorechallengingasmorecontentandmorechannelsbecome

available.Tonavigatethesechangeseffectively,contentteamswillneedtofocusonbalancingspeedandauthenticityandensurethetrustisembeddedinto

everythingtheycreate.

BRIGHTSPOT"?TheFutureofContent?14

BRIGHTSPOT"?TheFutureofContent?15

Before

youpublish

Wewon’tsugarcoatit…therewillbealotofpressure

onhowyouconveytrustinthefutureasAIscales,contentvolumeincreasesandchannelsproliferate.

It’llbemoreimportantthanevertoretroactivelylookatyourbrand’sstoryandtheguidelinesyou’vecreatedaroundyourbrandmessagingtoensuretrustistop

ofmind,amongotherimportantattributes.

Doyouwantyourcustomerstofeelyou’reimaginative?Fearless?Sassy?Smart?TheAItoolsyouuseneed

tobeawareofyourendgoalandtheymustbetrainedtohelpgetyouthere.Wehighlyencourageyoutocometogetherasateamanddocumenthowyouspeakandthemessagesyouwanttoconveymovingforward,

withAIaspartofyourworkflows.

It’llbecriticaltohaveachecks-and-balancesprocess

inplacetoensureyourbrandvoiceandpositioning

comethroughineverypieceyoucreate.Pauseandaskyourselfthefollowingbeforeyoupublishanythingyourcustomersconsume:

1.Isthiscontentbelievable?

2.Doesitconveytrust?

3.Doesitfeelhuman?

4.Doesitalignwithourbrand?

5.Isittellingourcustomerssomethingnew?

6.Isitvaluabletoourcustomers?

7.Willitstandout?

Rememberthatgreatbrandequitymomentshappen

whenyougetyourhooksinpeople,whenthey’