How Generative AI is Democratizing Content Creation in Enterprises

Generative AI is quickly becoming a differentiating tool in the competitive landscape of enterprises. In a conversation with May Habib, the CEO and co-founder of Writer.com, at VB Transform 2023, Anna Griffin, the Chief Marketing Officer of Commvault, elucidated the transformative impact of generative AI on content creation and productivity.

Griffin said, "I realized how quickly ChatGPT could integrate perspectives in the marketplace and derive insights, which is incredibly valuable in fields like marketing where a lot of time, money, and energy can be expended. It has become an excellent supplementary tool for our go-to-market strategy. I was immediately captivated. At that moment, I knew that this marketing organization will incorporate generative AI into our market approach. We will have methods on how to do it and how to do it well."

Griffin reached out to Writer to implement a comprehensive corporate solution that could change the way Commvault operates.

She stated, "We knew we would be dealing with a range of very aggressive use-cases, as we are launching new products, repositioning our brand, and altering our narrative. All of these require generating a large amount of content."

Democratizing content creation, their generative AI solution enables them to rapidly produce the required content, including co-writing and customizing blogs from scratch, sending emails to sales teams for potential clients, and much more. The data is trained to understand the message the company wishes to convey in the market and is aligned with the company's SEO strategy as well as maintaining their content creation pace.

She said, "While I strongly believe in the artistry of advertising, I love the tool's ability to generate innovation. Especially when you are launching products and shaping your message, how we go to market. The tool innovates along with you. You feed it. It makes suggestions."

It's not just a powerful marketing tool; it's a crucial tool for users across the entire organization. Because it ensures that the right tone and information are used throughout the organization, users without technical writing skills can easily generate the content they need in the company's style.

In strategic planning phases and customer case studies, it also proves invaluable. It can synthesize content from interviews and discussions across multiple teams and distill it into analyses of customers, their pain points, and their perspectives on the market, products, and competitors.

She said, "You can summarize it into an executive summary for an entire report. This saves both time and effort. It will also save the industry a considerable amount of money. I still believe in the art of research and researchers, but the price you pay in synthesis and analysis is time and money. In this regard, it's also a tremendous asset."

She added that it's critically important for AI to be human-guided and human-trained. While it may replace some jobs, because content is king and this is a tool for large-scale content creation, the key is that humans need to control and supervise the process from start to finish.