Unlocking Generative AI for Accelerated Content Velocity Today - Asya Ivanova, Progress
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The document discusses a keynote presentation by Asya Ivanova on 'Unlocking Generative AI for Accelerated Content Velocity' at DigiMarCon Middle East 2023. It highlights the increasing role of generative AI in content generation and personalization, projecting that by 2025, 30% of marketing messages will use these tools. Additionally, it addresses various practical applications, potential ROI, and cautions regarding the ethical use of AI.
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© 2023 Progress Software Corporation and/or its subsidiaries or affiliates. All rights reserved.
Technological change […] is the
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Unlocking Generative AI for Accelerated Content Velocity Today - Asya Ivanova, Progress
- 1. KEYNOTE DUBAI, UAE ~ OCTOBER 10 - 11, 2023 DIGIMARCONMIDDLEEAST.COM | #DigiMarConMiddleEast DIGIMARCONDUBAI.AE | #DigiMarConDubai Asya Ivanova PRODUCT MARKETING MANAGER PROGRESS SITEFINITY Unlocking Generative AI for Accelerated Content Velocity Today
- 2. Asya Ivanova Manager, Product Marketing 11 October 2023 Unlocking Generative AI for Accelerated Content Velocity Today
- 3. 3 © 2023 Progress Software Corporation and/or its subsidiaries or affiliates. All rights reserved. Technology Driven World 3 © 2023 Progress Software Corporation and/or its subsidiaries or affiliates. All rights reserved. NASA & the Space Telescope Science Institute
- 4. 4 © 2023 Progress Software Corporation and/or its subsidiaries or affiliates. All rights reserved. Evolution
- 5. 5 © 2023 Progress Software Corporation and/or its subsidiaries or affiliates. All rights reserved. The World’s Oldest Content Marketing
- 6. 6 © 2023 Progress Software Corporation and/or its subsidiaries or affiliates. All rights reserved. Word-of-mouth is powerful, trusted, and cheap. Martin Lindstrom
- 7. 7 © 2023 Progress Software Corporation and/or its subsidiaries or affiliates. All rights reserved.
- 8. 8 © 2023 Progress Software Corporation and/or its subsidiaries or affiliates. All rights reserved. Content Marketing
- 9. 9 © 2023 Progress Software Corporation and/or its subsidiaries or affiliates. All rights reserved. © 2021 Progress Software Corporation and/r its subsidiaries or affiliates. All rights reserved. Neuromarketing Neuromarketing
- 10. 10 © 2023 Progress Software Corporation and/or its subsidiaries or affiliates. All rights reserved. Customer Experience
- 11. 11 © 2023 Progress Software Corporation and/or its subsidiaries or affiliates. All rights reserved. Digital Experience
- 12. 12 © 2023 Progress Software Corporation and/or its subsidiaries or affiliates. All rights reserved. Same museum Different experience © 2023 Progress Software Corporation and/or its subsidiaries or affiliates. All rights reserved.
- 13. 13 © 2023 Progress Software Corporation and/or its subsidiaries or affiliates. All rights reserved. Behind the Scenes Engaging Experience Desktop Apps Websites Mobile Apps Web Apps Wearables Emerging Chat Infrastructure Management Full Stack Observability Application Security DevOps/ DevSecOps Files and Reports Systems of Record Big Data Internet of Things Connected Data Data Connectivity / Integration Secure File Transfer Multi-Model Database Service Cloud Mission-Critical App Platform Personalization Data & Insights Digital Decisioning Digital Content Semantic Metadata
- 14. 14 © 2023 Progress Software Corporation and/or its subsidiaries or affiliates. All rights reserved. Technology Has Eaten the World 14 © 2023 Progress Software Corporation and/or its subsidiaries or affiliates. All rights reserved. NASA & the Space Telescope Science Institute
- 15. 15 © 2023 Progress Software Corporation and/or its subsidiaries or affiliates. All rights reserved. There is Light
- 16. 16 © 2023 Progress Software Corporation and/or its subsidiaries or affiliates. All rights reserved. Technological change […] is the overall process of invention, innovation and diffusion of technology or processes. Wikipedia
- 17. 17 © 2023 Progress Software Corporation and/or its subsidiaries or affiliates. All rights reserved. Practical Applications of Generative AI Today 1. Content Generation 2. Personalization 3. Chatbots Photo by Google DeepMind on Unsplash
- 18. 18 © 2023 Progress Software Corporation and/or its subsidiaries or affiliates. All rights reserved. AI-generated marketing content has emerged as the most technically mature use case to serve creative augmentation. Gartner
- 19. 19 © 2023 Progress Software Corporation and/or its subsidiaries or affiliates. All rights reserved. Content Creation Classification Text Summary Enhancement Recommendation Translation Content Management
- 20. 20 © 2023 Progress Software Corporation and/or its subsidiaries or affiliates. All rights reserved. Text Summarization Example
- 21. 21 © 2023 Progress Software Corporation and/or its subsidiaries or affiliates. All rights reserved. By 2025, 30% of outbound marketing messages from large organizations will be personalized using generative AI tools, up from less than 2% in 2022. Gartner
- 22. 22 © 2023 Progress Software Corporation and/or its subsidiaries or affiliates. All rights reserved. Segmentation Adaptive Interfaces Lead Scoring Search A/B Testing Journey Optimization Personalization
- 23. 23 © 2023 Progress Software Corporation and/or its subsidiaries or affiliates. All rights reserved. Acquisition of a Bank Prospect Mobile Desktop AWARENESS RESEARCH APPLICATION EVALUATION ACCEPTANCE 1. Sees ad in social feed 2. Arrives at personalized landing page 3. Uses a credit card recommendation tool 4. Gets product recommendation 6. Receives email request for docs 5. Completes online application 7. Securely uploads via a web form 8. Application formally accepted AI Opportunity • Personalized content and experience for anonymous visitors • Increased prospect acquisition • Upsell/cross-sell other banking products • Enhanced engagement
- 24. 24 © 2023 Progress Software Corporation and/or its subsidiaries or affiliates. All rights reserved. Virtual assistants Personalized Engagement Call deflection Chatbots
- 25. 25 © 2023 Progress Software Corporation and/or its subsidiaries or affiliates. All rights reserved. Productivity
- 26. 26 © 2023 Progress Software Corporation and/or its subsidiaries or affiliates. All rights reserved. ROI of 245% Forrester The Total Economic Impact™ Of Progress Sitefinity Content and Experience Management Platform
- 27. © 2023 Progress Software Corporation and/or its subsidiaries or affiliates. All rights reserved. Cautions • Hallucination • Misleading data • Human-in-the-loop • Lack of variation (shared AI models) • Ethical use of AI • Legal and copyright implications
- 28. 28 © 2023 Progress Software Corporation and/or its subsidiaries or affiliates. All rights reserved. Word of Mouth Google’s ZMOT Content Marketing Neuro- marketing Customer Experience Digital Experience What’s Next
- 29. 29 © 2023 Progress Software Corporation and/or its subsidiaries or affiliates. All rights reserved. Word of Mouth Google’s ZMOT Content Marketing Neuro- marketing Customer Experience Digital Experience Generative AI
- 30. 30 © 2023 Progress Software Corporation and/or its subsidiaries or affiliates. All rights reserved. What is Driving This Evolution?
- 31. 31 © 2023 Progress Software Corporation and/or its subsidiaries or affiliates. All rights reserved. The Omnipresent Customer • Known • Understood • Cared for • Valued
- 32. © 2023 Progress Software Corporation and/or its subsidiaries or affiliates. All rights reserved. Adapted from: Start With Why, Simon Sinek, ISBN 978-1-59184-280-4 Why How What
- 33. 33 © 2023 Progress Software Corporation and/or its subsidiaries or affiliates. All rights reserved. Thank You! linkedin.com/in/asyaiv/ asya.ivanova@progress.com