Generative AI for enterprises is quickly changing into a aggressive differentiator. Certainly one of its most transformative powers is its affect on content material creation and productiveness, defined Anna Griffin, CMO at Commvault, in a dialog with Could Habib, CEO and co-founder of Author.com at VB Remodel 2023.
“I spotted the facility of what ChatGPT was going to do within the title of synthesizing, time to insights, rapidly bringing in market factors of view to areas like advertising and marketing the place there could possibly be loads of time, some huge cash, loads of power spent,” Griffin mentioned. “It turns into a really complementary software to a go-to-market mannequin. I used to be intrigued immediately. In that second, I believed that this advertising and marketing group goes to personal gen AI in our go-to-market. We’re going to personal how to do that and the way to do that nicely and proper.”
Griffin reached out to Author with a purpose to implement a company-wide resolution that might rework the way in which Commvault works.
“We knew we’d deal with a reasonably aggressive collection of use instances, as a result of we have been launching a brand new product, repositioning our model, altering our narrative,” Griffin mentioned. “All of these items produce a large quantity of content material.”
Democratizing content material creation
With their generative AI resolution, they have been capable of create the content material they wanted quickly, together with co-writing and customized writing blogs from scratch, to prospecting emails for the gross sales power, internet pages and extra. The information was skilled to grasp the messages the corporate desires to inform out there, and syncing it with the corporate’s search engine marketing technique, and sustain the cadence of their content material creation.
“Though I deeply consider within the artwork of promoting, I like the software’s potential to simply generate ideation,” she mentioned. “There’s one thing so fascinating concerning the software, notably if you’re launching and also you’re forming your messaging, what you’re going to be, how we’re going to take it to market. The software ideates with you. You’re feeding it. It’s throwing out options.”
And it’s not only a highly effective advertising and marketing software — it’s a significant software for customers throughout the group. Because it’s in a position to make sure that the suitable voice and message is customary throughout the group, customers with out technical writing abilities can simply produce the content material they want in firm model.
It’s additionally invaluable within the technique planning section and buyer case research, capable of synthesize content material from interviews and discussions throughout a number of groups, boiling it right down to an evaluation of the shopper, their ache level, and their perspective available on the market, the product and rivals.
“You may roll it up into an govt abstract of the entire piece,” she mentioned. “That saves hours and hours. It’ll additionally inevitably save the business a ton of cash. I nonetheless consider within the artwork of analysis and researchers, however the worth that you simply pay in synthesizing and analyzing is available in money and time. It was an enormous asset there as nicely.”
What’s deeply vital is that it’s human-led AI, human-trained AI, she added. Although it should substitute some jobs, as a result of content material has at all times been king, and it is a software for content material creation at a large scale, it’s crucial {that a} human controls and supervises the method from begin to end.