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From ad hoc to autonomous: The AI content ops maturity model

From ad hoc to autonomous: The AI content ops maturity model

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There are five levels of maturity for AI-driven content operations. Which level are you in? In this episode, Sarah O’Keefe and Bill Swallow walk through the AI content ops maturity model, from ad hoc experimentation to fully autonomous workflows. Sarah O’Keefe: We want this automation, right? We want the ability to go in and extract release notes and do something with them. We have to have a certain level of maturity on the software development process so that we can grab the appropriate information. The same thing is true on the content side. You have to have a certain level of maturity in your content development processes, in your content management, so that you can identify the right things to process and the right things to access. Related links: Want to know more about Sarah’s nifty little side project? Register for our upcoming webinar.AI in the content lifecycleEnterprise content strategy maturity model LinkedIn: Sarah O’KeefeBill Swallow Transcript: Introduction with ambient background music Christine Cuellar: From Scriptorium, this is Content Operations, a show that delivers industry-leading insights for global organizations. Bill Swallow: In the end, you have a unified experience so that people aren’t relearning how to engage with your content in every context you produce it. Sarah O’Keefe: Change is perceived as being risky; you have to convince me that making the change is less risky than not making the change. Alan Pringle: And at some point, you are going to have tools, technology, and processes that no longer support your needs, so if you think about that ahead of time, you’re going to be much better off. End of introduction Bill Swallow: I am Bill Swallow. Sarah O’Keefe: And I’m Sarah O’Keefe. BS: And today we’re going to talk about AI in content operations, or more specifically, a maturity model for AI. SO: Everything needs a maturity model, even AI. BS: Even me. SO: I have no comment. BS: My maturity model is written in crayon, what can I say? So okay, so we need a maturity model for AI as far as content operations are concerned, and probably in you know, many different degrees, but we’ll focus on content operations. So what might that look like? SO: I’ve been thinking about this and what it looks like to employ AI as a tool to help you with content. And as I was thinking about what this looks like, you know, you always fall back on that standard five-step model where one is basically mass chaos, and five is the perfect world, generally. also, one is nearly always cheap, and five is nearly always expensive enterprise things. But, you know, let’s go a little beyond mass chaos versus governed, regulated, etc., and sort of sort of back up a little bit and talk about what this might look like. So level one in every maturity model typically is ad hoc. And what that means is that in this case, AI is being used sporadically by some people. It’s inconsistent. And I would say that when we look at AI and content specifically, BS: Mm-hmm. SO: This is going to be things like reprocessing your content using public-facing models. So I wrote a draft of something, I shove it into ChatGPT and I ask it to shorten it or tighten it up or identify areas that are problematic. Or I just say, hey, you know, write my article for me. The outcome that you’re gonna get on an ad hoc model is going to depend on an ad hoc level one. BS: Mm-hmm. SO: AI thing is going to depend on how good you are on the individual’s expertise and their level of interest. So if you want to just go in there and say, hey, I have a bio and it’s too long, and I’ve been asked to produce one that’s only 50 words for a particular conference, for example, then, you know, this is this is actually a really good example of ad hoc, right? BS: Mm-hmm. SO: We have these long multi-paragraph bios and every conference I’ve been to has a different requirement for how that bio needs to be shaped. And the fastest way to success is to just shove it into a chatbot and say, give me a 50-word version. And and then read it and make sure it didn’t invent things or give you a PhD or anything like that, and then ship it off to the conference organizer. But this is much, much faster than rewriting it from scratch by hand. And also I think, it’s a good example of something where I have the extended version and I’m going to summarize down. And that usually works pretty well. So level one is ad hoc. It’s kind of sporadic. There’s no standard across the organization. It’s just me saying, this looks useful, or you’ve probably got some use cases in this space as well. BS: Right. So it it kind of aligns with I guess level one of the the content maturity model that we talked about a while back, where level one is is simply content exists. Could be, you know, someone typing stuff up in Word or, you know, using a myriad of different tools, no style guide, just kind of getting content out there because people ...
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