The McKinsey Global Institute recently projected that generative AI could add as much as $4.4 trillion to the global economy annually. Unsurprisingly, large enterprises are turning to AI as a critical differentiator and powerful tool for augmenting their marketing workflows, content creation processes, and overall customer experience strategy. 

As brands move from outdated content management systems (CMSs) to agile digital experience management solutions, enterprise marketers will benefit from centralized access, the controlled use of AI, and a more flexible, iterative approach to experience production and delivery. 

Below, we examine how AI-powered digital experience management can help enterprise brands and marketers improve employee productivity, enhance their brands and campaigns, and outperform the competition. 

Historically, CMS migration has been a herculean undertaking in organizations of all sizes and industries. Even in large, well-staffed companies, CMS migrations can rack up costs in the millions, requiring significant time and staff resources over months or years. 

In pursuit of cutting-edge functionality, big brands are discovering AI’s ability to accelerate and optimize migrations and effectively clean, scan, and standardize data. Moreover, digital experience management platforms with powerful content management capabilities offer marketers greater control and access over their brand’s preferred tools, including generative AI, such as ChatGPT. 

By integrating AI inside the experience creation process, marketers can accelerate content production tasks and more quickly build personalized, cross-channel campaigns for diverse audiences in record time.    

 

Writing emails and responding to customer inquiries take up most of employees' time—up to 70 percent, according to research—making AI a crucial tool that improves productivity and helps large marketing teams accomplish repetitive tasks in minutes. Moreover, over three-fourths of surveyed professionals say generative AI boosts the quality of their work, with others reporting improvements in work quality and communications.

Generative AI’s ability to learn and adapt to language prompts has the potential to streamline digital production processes and enrich data-driven content that drives omnichannel experiences. For example, marketers and digital teams in big organizations need to customize content across multiple sites and platforms. Typically, these sites feature tens or hundreds of thousands of pages in different formats and languages. 

Incorporating AI into a digital experience platform enables marketers to execute large-scale personalization informed by customer data, brand templates, and corporate governance guidelines. Amid competing deadlines and priorities, content producers don’t have to worry about switching tabs to access the AI tool of their choice or manually copying and pasting information from one webpage to another. 

Working in one visual environment, marketers can blend approved AI-generated content from any source, saving time, minimizing disruptions, and reducing errors that slow down workflows and the customer experience. 

Aside from speeding up content creation and aiding the seamless flow of digital experience production processes, generative AI can play a crucial role in safeguarding your brand. 

One of the biggest obstacles to adopting AI in big companies is employee confidence in using the technology effectively on the job. Brand dissonance (e.g., poor font and color choices, conflicting messaging, etc.) can result in broken, inconsistent customer experiences without guardrails that enforce branding dos and don'ts or human supervision to ensure AI-assisted content is accurate and unbiased. 

A visual workspace that easily integrates with vetted AI platforms takes the guesswork out of prompt writing, removes unnecessary steps in the experience creation process, and helps marketers use accurate, on-brand content when building campaigns. As they create experiences, marketers can select preconfigured AI prompts to generate text, images, speech, video, and more that adhere to your corporate brand and align with your campaign’s goals and vision.

Unified access to customer data, content, technology, and AI combined with effective digital experience management enables marketers to craft, test, and publish AI-assisted content independently and gain better control over personalized experiences. 

If established brands want to maintain their market dominance, they need to deliver a robust omnichannel experience that meets the expectations of savvy consumers. With generative AI, enterprise marketers can create fresh, on-brand content faster and more efficiently while removing friction throughout the digital production process. 

However, without an all-in-one solution that aggregates and unifies enterprise tools and systems, generative AI can quickly go awry without quality control and branding guidelines. The Uniform Visual Workspace offers a secure, controlled environment for cross-functional teams to customize, test, and publish experiences using content, data, technology, and AI from any connected tool in your tech stack.

See our visual workspace in action and explore how Uniform empowers enterprises to deliver lightning-fast, no-code experiences.