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Generative AI for Content Creation: The Future of Content Ops

Business Process Services

March 8, 2024

Imagine your customer’s journey as a winding path, with moments where they need the right information or a gentle nudge in the right direction. This demands variety and expertise in content formats, such as memes to capture the customer’s attention, industry articles to address their pain points, personalized emails to seal the deal, and so on. However, the true challenge lies in scaling content while ensuring personalized impact across every customer touchpoint. Using generative AI for content creation can help overcome this challenge.

Understanding Generative AI in Content Operations

Generative AI is a transformative technology that can power content ops. It is trained on large datasets and relies on patterns and structures within the data to produce new output like text, images, or other media.

Two out of three organizations in the Asia Pacific region are currently exploring or have invested in gen AI content with knowledge management as the foremost use case across an enterprise. Gen AI facilitates access and search within large repositories of information, making it ideal for creating highly tailored, search-optimized AI-generated marketing content as well.

The application of generative AI in content moderation and creation transcends traditional boundaries and helps:

  • Produce unique personalized content: Gen AI tools like Open AI’s ChatGPT, Anthropic’s Claude, and Microsoft Copilot use natural language processing (NLP) and natural language generation (NLG) techniques to learn from existing data and produce content that matches user preferences. This can be used to create blog posts matching the reader’s interests or social media captions that resonate with different demographics.
  • Enable faster content creation: Generative AI can handle mundane tasks like writing product descriptions or summarizing long documents. This frees human content creators to focus on high-value tasks like strategy, ideation, and editing, significantly boosting their productivity.
    In addition to automated writing tasks, gen AI can expedite the generation of repurposed content. It can quickly adapt existing content for different platforms or formats. For example, turning blog posts into video scripts or social media snippets.
  • Improve content quality and performance: Gen AI can analyze data and suggest improvements to content in real time. It can employ advanced neural networks and data filtering tools to analyze and categorize survey feedback swiftly and with greater accuracy compared to human analysts. It can improve content quality by adjusting headlines, changing the tone of voice, or adding new visuals based on what resonates with the audience. These measures can lead to better content performance across channels.
  • Enable better content discovery and availability: Gen AI goes beyond simple keyword matching by understanding the intent behind users’ queries and delivering relevant content. It can automatically tag and categorize content for search engines, making it easier for users to find what they want.

Using Generative AI to Scale Your Content Operations

The integration of generative AI into content strategies enables you to scale your content creation efforts effortlessly.

Here’s how:

  • Boost creative productivity: Gen AI tools enhance creative output by facilitating the creation of diverse content formats, broadening your audience reach. AI writing assistants by Jasper AI and Rytr can help in text generation, while Open AI’s DALL-E 3 and Midjourney Inc’s gen AI program assist in generating images and artwork. You can also produce video content from scratch using AI tools by Synthesia IO and Pictory.
    Gen AI also fosters new ideas, suggests different writing styles, and even generates variations of existing content, helping you overcome creative blocks and develop fresh, engaging material.
  • Enable agile marketing: Leveraging gen AI for data-driven recommendations lets you stay responsive to real-time trends and adapt to evolving audience preferences.
    By identifying and predicting trends, gen AI can recommend the best channels and timing for publishing content, maximizing its reach and impact.
  • Optimize performance measurement: It enables you to analyze audience engagement, content effectiveness, and campaign performance. These insights empower informed decision-making regarding resource allocation, campaign localization, and content creation.
  • Increase marketing efficiency and collaboration: You can enhance efficiency in approval processes and bolster collaboration among cross-functional teams by leveraging gen AI’s automated content generation, insightful analytics, and streamlined communication channels.

Content Strategy in the Gen AI Era

The rise of generative AI for content creation necessitates a shift in content strategies. This is essential to maximize its potential and overcome its limitations while retaining authenticity and preserving a human connection.

A successful content strategy in the gen AI era depends on harmonizing human creativity with machine assistance. It is important to remain vigilant about potential biases in AI algorithms and ensure your content reflects diversity and inclusivity.

A thorough understanding of challenges associated with AI-generated content and adherence to best practices is crucial.

Challenges in AI-generated Content

While AI excels at churning out content, it may lack the voice and personality of human-created work. Its robotic or derivative tone can often fail to resonate with certain audiences. It also faces difficulty in attributing sources and verifying information, which makes it essential to exercise caution when referring to the numbers and studies quoted by AI because of possible hallucination—an error where it seems to fabricate data.

Additionally, gen AI may not always understand the context in which information is being used. This can lead to misinterpretation and inaccurate outputs. Since AI can’t navigate the complexities of social context, there is a risk of generating insensitive or offensive content, which could negatively impact brand image and trust.

Best practices to overcome challenges and optimize the efficacy of AI-generated content

While generative AI for content creation offers unparalleled potential, it is crucial to remember that it is a tool and not a substitute for human expertise. Building a successful content strategy in the gen AI era requires:

  • A clear understanding of brand voice and audience needs: AI should complement your existing brand narrative, not replace it.
  • Focus on quality over quantity: Prioritize accuracy, originality, and emotional resonance over churning out endless content.
  • Human supervision and guidance: Gen AI models require training data and clear guardrails to avoid bias and ensure brand consistency.

Here’s what you can do:

  • Provide AI with clearly worded brand guidelines, high quality existing content, and detailed audience data to improve accuracy and consistency.
  • Begin with pilot projects and gradually integrate AI tools into your existing workflow.
  • Edit and proofread all AI-generated content, verify data, and check facts before publishing.
  • Humanize the content by adding unique perspectives and voices, focusing on emotions, and emphasizing relatable storytelling.
  • Stay updated on gen AI advancements and keep an eye on how they can impact your content strategy.
  • Track the performance of AI-generated content and adjust your approach based on the results.
  • Move beyond traditional metrics like clicks and shares. Focus on measuring audience engagement, emotional response, and conversion rates that demonstrate the true value of personalized, gen AI-powered content.
  • Stay informed about evolving regulations related to AI-generated content and ensure compliance.

The Future of Generative AI for Content Creation and Content Scaling

Gen AI is rapidly transforming how brands approach content creation. Here are a few innovative developments to look forward to:


Gen AI can break free from a one-size-fits-all approach, crafting content that resonates deeply with individual preferences. Brands are experimenting with diverse content formats to engage audiences; BuzzFeed’s personalized quizzes and AI recipe generator are prime examples.

Automation at Scale

Google’s foray into automated news writing hints at the potential for AI-powered journalism, freeing up human journalists for in-depth analysis and investigative reporting.

Immersive Content

Meta is exploring MusicGen, AudioGen, and EnCodec to help advance the field of AI-generated audio. Imagine gen AI models transforming into dynamic instruments, responding to the listener’s environment and actions, and shaping the soundscape in real time. Similarly, gen AI will be able to generate landscapes and terrain in immersive gaming environments, enabling designers to focus on enhancing storylines and gameplay mechanics. This hints at a future where gen AI will push the boundaries of storytelling, creating hyper-realistic audio and video content that blurs the line between fiction and reality.

The Takeaway

Gen AI has revolutionized the scalability of personalized messaging across channels. It is essential to consider its transformative force and embrace its integration into your content strategies. By ensuring adequate training of AI models, you can ensure that the content outputs align with your brand voice. Strategically blending AI-generated content with human expertise can create high-quality, audience-targeted content that is also scalable.

About the Author

Chinmoy Banerjee

Chinmoy Banerjee

Corporate Vice-president & Global Head - Banking & Business Process Services 

Chinmoy Banerjee has over two decades of experience and has worked in business consulting, IT services, business process management, and the banking industry. He runs the banking business vertical and BPO business across all verticals at Hexaware globally. In his career, he has focused on working with clients to solve business problems through a consultative approach and specializes in nurturing and building large businesses and teams. 

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