Aprimo’s AI Innovations Are Transforming Content Personalization
Today brands are expected to deliver hyper-personalized marketing campaigns at an unprecedented speed. Research from McKinsey shows companies that leverage personalization drive 40% more revenue than those who do not. However, most organizations struggle with inefficient content creation workflows, disorganized asset management, and fragmented personalization strategies.
Aprimo announced the launch of new AI-driven innovations in its Content Operations Platform — Intelligent Content Brief (ICB) and new enhancements in Content Intelligence & Personalization — designed to make marketing teams more agile, efficient, and impactful.
Content Intelligence & Personalization: Powering AI-Driven Engagement
The Challenge: The Struggle for Personalized, Impactful Content
All brands recognize the need for personalization, but a 2021 Gartner survey found that 63% of digital marketing leaders continue to struggle with personalization technologies, particularly in implementing newer tools like AI and machine learning. As a result, businesses struggle to optimize their content strategy due to a lack of insights on personalization gaps. This usually turns the DAM system into a content graveyard, making it difficult to prioritize asset creation on content that drives the highest ROI. On the other hand, without deep real-time, behavior-based personalization, web visitors often receive generic content that fails to engage and convert effectively.
Without AI-driven content intelligence and personalization, companies often:
- Overproduce generic, one-size-fits-all content
- Lack insights into what content performs best
- Struggle to deliver real-time personalization on websites and digital channels
The Solution: AI-Driven Content Intelligence & Personalization
Aprimo Content Intelligence and Personalization solutions solve these challenges by providing AI-powered content and gap recommendations, behavior-driven asset tagging, and location insights to improve content visibility and effectiveness. New capabilities in these solutions empower businesses to prioritize content development based on the biggest revenue gaps. Assets produced are added and enriched in the SMART DAM and then deployed to scale AI-based website personalization. As a result, more users find relevant products and offerings, leading to increased brand engagement and conversions for the business.
Key Features & Benefits
New capabilities in Content Intelligence and Personalization solutions cover three main areas – recommendations, tagging, and locations (digital locations on the website, not to be confused with users’ geolocation).
Recommendations
Optimize Content Strategy with AI-Powered Insights
Gain strategic recommendations on content performance, gaps, and opportunities. AI-driven recommendation processing identifies content gaps, suggests improvements, and provides actionable insights to ensure your most impactful assets are prioritized for maximum ROI.
Enhance Content Placement with Smart Location Insights
Improve content discoverability and engagement with asset location recommendations and an intuitive location UI. Track the status of recommendations to ensure optimal asset positioning on your website, improving content relevance and visibility.
Boost Conversions with Performance-Driven Recommendations
Leverage conversion rate metrics to track content impact and refine strategies. Ensure seamless implementation of AI-driven tagging and behavior-based personalization strategies.
Tagging
Increase Content Accuracy with AI-Powered Tagging
AI-driven asset tagging using LLM automates metadata generation, ensuring content is classified with precise, relevant tags. This enhances searchability, making it easier to surface the right assets for the right audience.
Empower Teams with Self-Service Tagging
Marketers can directly manage and refine tags with self-service tagging, reducing dependency on admins. Tag descriptions provide structured metadata and a common taxonomy between content tagging and behavior tagging. This results in consistency across content and improving asset retrieval across teams and campaigns.
Enable Behavior-Based Content Personalization
Tagging analysis & improvements refine metadata quality, while behavior tagging captures user interactions to deliver personalized content experiences. This ensures content adapts dynamically to audience behavior, driving higher engagement and conversions.
Locations
Ensure Content Accessibility with Enhanced Location Management
A streamlined location summary page and details modal improve asset organization. Get access to detailed asset information, ensuring content is easily managed and strategically placed for optimized distribution.
Improve Content Precision with Automated Location Updates
Automate asset organization with location updates for products, articles, and categories. This feature dynamically links content to relevant campaigns, ensuring consistency and relevance across various content types.
Seamlessly Integrate Content into Campaign Workflows
APIs and tools for locations enable third parties to access asset location recommendations and ensure smooth content integration across systems.
“We have always been hesitant to integrate new technologies on our website. Our legacy platform is difficult to integrate into and the cost of change has been difficult for the business to justify. We were surprised that it took less than two weeks to launch Content Personalization on our website and within days we were able to see significant increases in conversion, revenue and new customer acquisition. Their in-built AI analysis tool allowed us to gather unique customer insights we could not get through our existing personalisation tool.”
Revolutionizing Campaign Planning with Intelligent Content Brief
The Challenge: Broken Processes for Creating Campaign Briefs
For years, marketing teams have relied on manual content briefing, a process riddled with inefficiencies. The struggle to create strong briefs for content teams leads to collaboration inefficiencies, multiple revisions, and prolonged review cycles. Drafting an effective brief with clear input on creative and content is a difficult skill to master. Not having a strong campaign brief can slow down the entire content creation process.
Without a structured AI-powered approach, marketers:
- Spend hours drafting creative briefs manually
- Face frequent misalignment between teams
- Experience delays due to slow approvals and multiple revisions
The Solution: AI-Powered Intelligent Content Brief (ICB)
Intelligent Content Brief transforms the way campaigns are planned and executed. With AI-powered brief generation, collaborative workflows, and faster approvals, marketers can accelerate the idea to impact timeline while ensuring complete brand consistency across all channels.
ICB helps marketers generate high-quality campaigns and creative guides with assistance from AI. By streamlining the process, this capability saves time, enhances efficiency, and reduces the need for multiple revisions. With just a few. seconds of input, marketers can quickly generate, review, and finalize well-structured briefs, making the content creation and review steps faster and expedite campaign go live.
Key Features & Benefits
Aprimo’s AI-powered Intelligent Content Brief quickly generates on-brand briefs, streamlining content creation, collaboration, and approval workflows.
AI Briefing Assistant: Enables marketers to quickly generate structured, high-quality, tailored briefs with minimal effort. The Aprimo Briefing Assistant leverages a pre-trained AI agent to guide users through brief creation by requesting key information and generating a structured guide based on best practices, brand guidelines, and audience needs.
Iterative Brief Refinement: Allows marketing teams to refine and enhance campaign briefs efficiently. Empower key campaign stakeholders to interact with the Briefing Assistant to edit, refine, and optimize the creative and content guide until it meets the program goals and needs.
Collaborative Feedback: Streamlines teamwork and stakeholder input for better campaign alignment. Invite agencies, creatives, and other stakeholders to contribute to and refine the brief with mark-ups and reviews directly on the document. @ mention other collaborators to send email notifications and expedite the brief creation process.
Customizable Brief Types: Supports diverse marketing needs with tailored briefing structures. Administrators can configure multiple briefing agents for global, regional, or channel-specific guides, ensuring the right format for each use case.
Campaign Collections: Accelerates the content creation and finalization steps with AI. Finalized briefs, along with any channel or region-specific briefs, are automatically linked with campaigns and saved in the Aprimo DAM. Briefs along with selected content appear on a campaign Collection Board with customizable columns, allowing marketers to invite stakeholders for ideation, review, feedback, and approvals.
The Future of Content: Scalable, Seamless, Personalized
Aprimo’s Intelligent Content Brief and Content Intelligence & Personalization are not just innovations—they are necessities for brands looking to win in today’s competitive landscape. By leveraging AI to accelerate campaign planning, optimize content strategy, and drive real-time personalization, businesses can finally scale content at the speed of business.
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