"Content is the substance of marketing, sales, product, support, and customer experience. And content is policy in HR, compliance in legal, onboarding in operations, disclosures in finance, and much more. Take Pfizer's experience during the pandemic. Their challenge wasn't simply producing more vaccine to support going to market - it was ensuring every department, from medical to regulatory to communications, worked from a unified content system. That cross-functional alignment enabled them to deliver accurate, trusted information on a global scale."
"In one audit with a global enterprise, we tested a generative AI support assistant. Instead of delivering answers from the official knowledge base, it confidently cited outdated PDFs buried in an unmanaged folder. AI didn't invent the problem - it amplified it. Leaders must understand: the real transformation happens when AI accelerates well-governed, accurate and consistent content. Without that foundation, AI only scales chaos."
Content, not AI, is the primary engine of business transformation; AI merely accelerates content impact. AI magnifies both strengths and flaws in content ecosystems, so governance, accuracy, and consistency are essential before deploying AI broadly. Every department relies on content as substance and policy, requiring cross-functional, unified content systems to ensure alignment across marketing, product, support, legal, HR, finance, and operations. Mature content practices enable AI to help; immature or unmanaged content allows AI to scale errors. Executive leadership must place content strategy in the C-suite and align it with vision, risk management, and value creation.
Read at Entrepreneur
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