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While organizations have always needed to manage content, the recent scale of content being produced is pushing content management into the spotlight. The amounts are staggering; IDC predicted the world would be generating 180 zettabytes of data annually in 2025 — a number 3 million times larger than the entire amount of data in the Library of Congress. To add to this exponential explosion of content creation, the rise of generative AI and the subsequent trust crisis around information, enterprise porosity (due to turnover and the reliance on outsourcing and freelancing) and geopolitical challenges are just some of the key challenges that make exemplary content management necessary.
To get a better understanding of the state of content management and what organizations can do to optimize their systems, CMSWire spoke with Alain Escaffre, chief product officer for Uxopian Software. Escaffre discussed the growing importance of content management, highlighted common pain points organizations face when trying to improve their content management systems and processes and emphasized the need for organizations to experiment with AI in production, documenting processes and exceptions as they happen and iterating along the way.
Table of Contents
- Content Management in the Age of AI
- Exploring Content Management Pain Points and Challenges
- Steps to a Smoother, More Tightly Integrated Content Process
- Conclusion
Content Management in the Age of AI
There’s been an explosion of content in the past several years, thanks in part to the proliferation of generative AI. While generative AI has its uses and benefits, ease of creating fake content at scale emphasizes the need for better content management.
Hot on the heels of generative AI is the adoption of agentic AI. This, too, is making waves around content management. “AI blurs the separation between unstructured and structured data, making unstructured data more understandable by machines,” Escaffre said.
Previous attempts at knowledge management have been about moving from the implicit to the explicit, and the use cases for agentic AI are similar. But whereas in the past, institutional knowledge might have been recorded and still forgotten — if the documents weren’t bothered to be read — agentic AI will read and ingest everything. "It's high time to write down all the knowledge you have in your organizations, how and why you do things and what the exceptions are, because all of this is going to be taken into account by agents,” Escaffre said.
Exploring Content Management Pain Points and Challenges
Organizations can face any number of common pain points around content management, particularly if they rely on outside freelancers or contractors. “When companies work together, use freelancers or outsource their work in some way, it forces them to open their IT boundaries, which requires strong content management to avoid duplication,” Escaffre said. Duplicate content is a major issue, leading to outdated data and costly operations. Gartner estimates that poor data quality costs organizations nearly $13 million a year.
Companies frequently face the issue of using multiple systems with no federation or common UI. This causes employees to deal with multiple user experiences and search for content in various systems, often leading to frustration "The chain of consequences of poor content management can be long, but in the end, it boils down to employee stress and fatigue. It makes the days of people working in a company long and hard, then leading to lack of productivity, missed opportunities, customer dissatisfaction and more,” Escaffre said.
Steps to a Smoother, More Tightly Integrated Content Process
Now is the time that organizations should be taking steps to improve their content management, particularly as we stand on the cusp of an explosion of agentic AI adoption. For those organizations who haven’t before thought about content management (or who don’t know where to start), Escaffre suggests these tips:
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Upgrade and augment, don’t replace. Content management can take time, and if organizations are in tightly regulated industries, they might not be keen to rip and replace with a new system. But rip-and-replace doesn’t always give the best results. Organizations should explore ways to augment and modernize existing compliant content management systems rather than completely replacing them.
Focus on core priorities. With any new system, it’s too easy to fall into the trap of pleasing a single department or team, with custom rules that work for that department but no one else in the company. When starting a new content management system, it's better to approach it holistically and lay a strong foundation first. Prioritizing security, metadata, workflows and long-term data interoperability will make content much more useful.
Document everything. Organizations need to prepare now for the impact of agentic AI, which starts with documenting all institutional knowledge, processes and exceptions. Documenting employee knowledge will ensure agentic AI will be better able to take advantage of your content.
Start experimenting now. When just starting out with AI, it’s better to learn and iterate quickly on real data. Start experiments with AI in production environments with targeted groups. “Don’t be afraid to experiment live and iterate; we’ve found that with these tools it’s best to learn along the way, in the field, with business workers’ feedback” Escaffre said.
Conclusion
Optimal content management is possible, even as the scale of created content reaches unimaginable numbers. Escaffre advised that organizations focus on security, metadata and interoperability, and suggested using AI to augment existing systems rather than replacing them. “You have to understand that the future is now,” Escaffre said. “AI disruption is crazy, but manageable with the right approach and I’m excited to be a part of that journey along with our customers.”
See how Uxopian Software can optimize your content management at uxopian.com.
