Ahead of the curve: How generative AI is revolutionizing the content supply chain

The
global
adoption
of

generative
AI
is
upon
us,
and
it’s
essential
for
marketing
organizations
to
understand
and
play
in
this
space
to
stay
competitive.
With
content
demands
expected
to
grow
in
the
next
few
years,
organizations
need
to
create
more
content
at
a
faster
pace
to
meet
customer
expectations
and
business
needs.
Knowing
how
to
manifest
these
improvements
is
not
always
clear:
Enter
generative
AI
and
the
content
supply
chain.

Get
the
study:
The
Revolutionary
Content
Supply
Chain

A

content
supply
chain
brings
together
people,
processes,
and
technology
to
effectively
plan,
create,
produce,
launch,
measure,
and
manage
content.
It
encompasses
an
end-to-end
content
journey—a
journey
that
can
create
faster
time
to
value.
We
know
that
infusing
generative
AI
into
the
content
supply
chain
will
enable
companies
to
produce
more
personalized
content
faster
and
more
efficiently.
So,
what
is
stopping
companies
from
delivering
content
with
generative
AI
across
their
content
supply
chain?

Leadership
and
the
content
supply
chain

The
advent
of
generative
AI
is
raising
several
questions
and
concerns
for
leaders.
In
recent
years
organizations
have
been
concerned
with
their
ability
to
create
and
deliver
content
fast
enough
to
meet
customer
expectations,
and
now
that
generative
AI
could
address
those
issues,
another
question
comes
to
the
fore:
Can
we
trust
AI
tools
and
technology
to
augment
employees.
Leaders
across
the
world
are
experiencing
a
mix
of
emotions
when
it
comes
to
implementing
and
embracing
generative
AI.
There
is
excitement,
curiosity,
and
a
bit
of
angst—sometimes
felt
simultaneously.
Most
of
us
are
familiar
with
the
term
“FOMO”,
or
fear
of
missing
out.
But
people
are
also
feeling
“FOGI”,
fear
of
getting
in,
with
generative
AI.

The
FOMO
these
organizations
face
relates
to
not
being
able
to
create
content
fast
enough
to
keep
up
with
expectations
or
wasting
money
on
tools
that
may
not
turn
out
to
be
as
efficient
as
once
thought.
The
FOGI
concern
revolves
around
trust,
and
whether
they
can
trust
the
AI
tools
and
technology
to
augment
employees.

Will
the
outputs
deliver
content
that
will
resonate
with
their
customers?
Can
they
trust
the
AI
will
operate
in
a
secure
way?
Can
they
trust
that
the
AI
will
reward
the
initial
individual
creator?
Can
they
trust
that
what’s
created
isn’t
going
to
break
any
brand
guidelines?

This
blog
and
the
IBM
Institute
for
Business
Value
study


The
Revolutionary
Content
Supply
Chain
aim
to
answer
these
questions
to
help
 executives
and
their
employees
to
better
understand
the
changing
landscape
in
content
creation
and
embrace
the
power
of
generative
AI
models
when
it
comes
to
optimizing
their
content
supply
chains.

A
new
way
to
create
and
manage
content

Any
new
concept
or
major
change
comes
with
some
hesitancy
and
push
back.
Change
isn’t
linear;
it
requires
strategic
change
management
to
deal
with
the
transition.
Employees
and
executives
alike
struggle
to
take
on
a
new
way
of
thinking
or
working
when
they’ve
been
operating
the
same
way
for
years.
Modernizing
a
workflow
to
introduce
a
content
supply
chain
means
disruption
and
uncertainty.
But
it
also
means
creating
an
end-to-end
content
journey
that
is
fast
and
accurate
and,
ultimately,
meets
customers
at
the
level
of
their
expectations. 

Change
management
is
a
crucial
part
of
adopting
a
new
content
supply
chain
and
trusting
the
process.
These
new
technologies
can
garner
a
lot
of
power
and
a
level
of
uncertainty.
However,
the
adoption
of
generative
AI
and
a
content
supply
chain
can
be
a
massive
opportunity
for
your
organization.

Respondents
to
the
study
are
“keenly
aware”
of
where
their
content
processes
need
improvement.
88%
said
they
need
an
easier
way
to
access
approved
assets
for
activation
across
applications
and
79%
want
to
experiment
with
content,
audience,
and
experience
variation
to
drive
customer
engagement
and
the
customer
experience.

As
described
in
the
IBM
Institute
for
Business
Value
study,
an
ad
hoc
“Frankenstein”
like
system
that
engages
a
variety
of
platforms
and
tools,
can
turn
to
a
consolidated
system
and
operating
model
to
meet
the
increasing
demand
for
more
and
more
data
integration,
content
generation,
and
intelligent
automation.

Separately,
the
findings
from
the
study
show
that
while
most
respondents
are
already
engaging
with
generative
AI,
a
very
small
number—just
2%—are
optimizing
the
technology.
Organizations
are
seeking
out
new
approaches
to
managing
their
content
supply
chain
and
generative
AI
embedded
in
platforms,
such
as
Adobe
Firefly,
could
be
the
most
impactful. 

Understanding
the
potential
of
generative
AI

Generative
AI
isn’t
just
for
one
area
of
a
business.
Instead,
it
can
help
content
creators
across
many
functions,
such
as
marketing,
customer
support,
product
development,
operations,
and
more.
The
study
found
95%
of
respondents
agree
that
generative
AI
will
be
a
game
changer.
And
nearly
all
CMOs
surveyed
believe
that
generative
AI
will
free
up
marketing
teams
from
mundane
tasks
so
they
can
focus
on
more
creative
endeavors.

Content
supply
chains
and
generative
AI
are
still
very
much
in
the
early
days,
but
it’s
important
to
power
your
ecosystem
prior
to
engagement.
For
these
new
technologies
to
be
successful,
it
means
bringing
together
different
business
units
and
stakeholders
to
align
on
a
shared
vision.
More
than
80%
respondents
report
already
engaging
with
generative
AI.
Additionally,
almost
three
in
four
(74%)
report
that
they’re
still
in
a
pilot
mode,
while
just
a
quarter
have
gone
beyond
pilots
to
start
implementation.

In
addition
to
internal
ecosystems,
it’s
also
important
to
power
your
external
ecosystem
so
that
external
parties—such
as
Adobe,
IBM
and
AWS—can
work
together
to
enable
generative
AI
to
supercharge
a
content
supply
chain.
Specifically,
the
study
points
out,
many
organizations
are
taking
a
hybrid
approach
to
AI
by
blending
their
proprietary
models
with
best-in-class
SaaS
platforms
infused
with
AI
and
public
and
open-source
models.
It’s
no
surprise
that
adoption
of
AI
has
been
so
popular
given
its
wide
swathe
of
activities
across
the
full
content
supply
chain
journey.

To
deliver
the
most
value
from
generative
AI,
taking
the
time
to
set
a
solid
foundation
is
key.
It
is
clear
there
is
still
a
lot
of
work
to
be
done,
with
only
5%
of
respondents
saying
they
have
an
organization-wide
approach
for
generative
AI
best
practices
and
governance,
and
half
of
organizations
still
in
the
process
of
establishing
these
measures.

Setting
a
solid
foundation
for
generative
AI

We’ve
established
the
benefits
that
generative
AI
has
to
offer
and
the
potential
it
can
bring
to
transform
the
content
supply
chain.
But
with
major
transformations
such
as
these
come
potential
risks
and
any
organization
interested
in
generative
AI
should
be
taking
steps
to
mitigate
said
risks.

The
IBM
Institute
for
Business
Value
study
found
43%
of
survey
respondents
confess
their
organizations
have
not
set
up
an
AI
ethics
council.
Beyond
ethics
risks,
the
study
points
out,
there
are
also
cost
risks
to
consider.
Organizations
must
weigh
the
impact
that
a
content
supply
chain
expansion
fueled
by
generative
AI
will
have
on
their
back-end
technologies.
If
organizations
are
aiming
to
produce
more
content,
then
more
high-performance
computing
is
required
and
could
in
turn
increase
on-premises
computing
costs.

These
risks
must
be
assessed
in
the
context
of
benefits
and
trusting
the
generative
AI
tool
your
organization
chooses
to
implement.
The
end-to-end
makeup
of
an
enterprise
content
supply
chain
is
one
of
its
biggest
advantages,
but
is
also
one
of
its
biggest
challenges,
with
ownership
being
one
of
the
main
areas
of
contention.
The
respondents’
answers
varied
widely
when
it
came
to
who
was
the
primary
owner
of
their
content
supply
chain.

Therefore,
it’s
no
surprise
that
many
respondents
surveyed
said
they
are
worried
about
the
potential
for
organizational
silos,
complex
stakeholders
and
competing
agendas.
The
lack
of
change
management
strategy
for
new
processes
and
tools
is
apparent
across
organizations
and
needs
to
be
addressed
in
order
content
supply
chain
to
set
up
the
content
supply
chain
for
success.
Instead
of
moving
quickly
to
demonstrate
positive
outcomes
and
ultimately
shortchanging
this
long-game
effort,
organizations
need
to
take
preliminary
action
at
the
requirements-gathering
stage.
By
doing
so,
it
enables
trust
from
employees
who
then
help
to
navigate
the
transformation
within
their
teams
and
across
the
organization.

Revolutionizing
the
content
supply
chain

The
disruptive
nature
of
generative
AI
can
feel
overwhelming,
but
through
long-term
change
management
and
trust,
organizations
can
transform
their
content
supply
chain
and
be
the
catalyst
for
a
needed
organizational
culture
shift.

The
study
highlights
the
advantages
of
content
supply
chain.
It
provides
readers
and
clients
a
better
understanding
of
how
generative
AI
can
enhance
outcomes
and
overcome
some
of
the
operational
challenges
suppressing
progress. 

Content
supply
chain
transformation
touches
many
functions
and
requires
cooperation
across
executives.
The
study
provides
a
detailed
breakdown
of
practical
actions
for
key
C-suite
executives,
including
CMOs,
CTOs,
and
CFOs,
to
help
prepare
them
for
content
supply
chain
enhancements.

Generative
AI
is
changing
the
world
and
now
is
the
time
to
establish
your
organization
as
a
leader
in
your
industry.
Get
started
by
embracing
the
technology
and
ensuring
your
organization
has
the
right
internal
and
external
ecosystems
to
manage
the
transformation.
Breaking
down
silos
is
not
easy
and
won’t
be
fast,
but
organizations
taking
the
more
calculated
route
will
lay
the
groundwork
for
innovation
that
can
keep
up
with
the
pace
of
change
brought
to
bear
by
generative
AI.
This
is
only
the
beginning.
 

Learn
more
about
our
Adobe
consulting
services

Contact
us
to
learn
more
about
how
we
can
modernize
your
content
supply
chain
with
GenAI