【Brightspot】2025内容产业的未来人工智能对公司创作者与消费者的三重变革影响分析报告

The

Future

ofContent

AI’sImpactonCompanies,CreatorsandCustomers

CONTENTS

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fromBrightspot

Amessage

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Company

considerations

T6op3traps

Ac8koliion

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considerations

A1Ido1's&don'ts

T1he820/20rule

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13

Customer

considerations

oblish

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heretohelp

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Brightspot

BRIGHTSPOT"•TheFutureofContent•3

Let’snottiptoearoundit—Pandora’sboxhasbeenkickedwideopen.Artificialintelligence(AI)ishereandrapidlychanginghowwecreate,communicateandcompete.

WhileAIhasbeenindevelopmentbehindthescenesfordecades,thepracticaluseofitthatwe’reseeinginourbusinessesandnowinourpersonallivesislikethefirstdominotofall.

Everyoneneedstoprepareforawaveofchange.

Howwemovethroughtheworld—whatourindustries,businessesandroles

demandofus—willshiftinawaythathasn’thappenedsincethebirthoftheinternet.AImodelswillonlygetmoreefficientandfasterwithbetterdataandfeedback,andAIexperienceswillbecomesogoodsoquicklythattheywillpermeatethroughoutourlivesinacoupleofshortyears.

Inotherwords,weneedtobraceourselvesforaverydifferentfuturethan

howwelivetoday.Wewillallhavetounlearncertainhabitsandpracticesandbeopentolearningnewones,especiallyasitrelatestotheworldofcontent.

ThoughsomeorganizationsareaheadoftheAIadoptioncurve,already

embracingnewapplicationsandimplementingnewbestpracticesforcreatingandcommunicating,othersarestillassessingAI,slowlydippingtheirtoesintoits

potential.However,onethingisclear:usingorbenefittingfromAIinourday-to-dayliveswillbecomeauniversalexperience.

Whilethefirstdominohasfallen,you’restillincontrolofitscourse.Regardlessofwhere

yourbusinessis—orwhereyouarepersonally—withAI,thisguideprovidesinsights,

considerationsandactionabletakeawaysfromcompany,creatorandcustomerperspectivestohelpensureallyourbasesarecovered.

–TheBrightspotTeam

Company

considerations

“Wereallyareatamomentintime—especiallyascontentcreators—whereyoumustmake

aconsciousdecision.AreyougoingtofightAI,orareyougoingtoembraceitinyourday-to-daylife?Ifyouchangeyourworkflow,

ifyouembraceit,ifyoufindouthowtomakeitworktoyourbenefit,Ithinkyou’regoingtobewinning—andthat’snotonlytrueforcontentcreators,butbusinessesingeneral.”

AdriNowell,ChiefMarketingOfficer,Brightspot

ThepaceofAIadoptionistrulyunparalleled.

Accordingto

Forrester

,62%ofglobalbusinessandtechnologyprofessionalsfamiliarwith

theirorganization’stechstrategiesand

prioritiessaytheirorganizationplansto

significantlyincreaseAIinvestmentoverthe

next12months.GenerativeAI(genAI),whichidentifiespatternsandstructureswithinexistingdatatogeneratenewcontent,isespeciallypopular.Indeed,79%ofrespondentsina

McKinseysurvey

said

they’vehadatleastsomeexposuretogenAI,eitherforwork

oroutsideofwork,and22%saidtheyregularlyuseitintheirwork.

Thistellsuswe’reatamomentintimewherewehavetomakeaconsciousdecision.ArewegoingtofightAI,orarewegoingtoembraceit?

Ofcourse,theanswertothatquestionhasimplications.

ThecompaniesthatremainfearfulofAIwillloseouttocompetitors.Thosewhoembraceitandfigureouthowtomakeitworktotheirbenefitwillwin.ThepeoplewhotakeAIforgrantedorresistit

mightbedisplacedifthey’reunwillingtokeepup,butthosewithintentionalityaroundwhereandhowtheyuseitwillhavetrue

stayingpower.

BRIGHTSPOT"•TheFutureofContent•5

79%

73%

59%

Top3traps

79%ofseniorITleadersreportedconcernsthatgenerativeAItechnologyintroducesthepotentialforsecurityrisks

ThesandsarequicklyshiftingwhenitcomestoAI,andyouneedtobeawareoftherisksandpotentialtrapsthatcomewithadoptinganemergingtechnologytooquickly.

Source:Salesforce

73%ofseniorITleadersreportedconcernsthatgenerativeAI

technologycouldresultinbiasedoutcomes

59%ofseniorITleadersbelievegenerativeAIoutputsareinaccurate

BRIGHTSPOT"•TheFutureofContent•6

BRIGHTSPOT"•TheFutureofContent•7

Whilesomedegreeofadoptionwillbe

critical,weurgeyourbusinesstosetits

ownpace.

1

Securityandcompliance:Organizationsthat

allowteamsandindividualstousethird-partyAIapplicationsontheirowntermsmaybeableto

movefast,buttheylikelyaren’tawareoftheAImodel’sweaknessesandtherisksassociatedwiththem,suchasdataleaks,legalriskandcompliancerisk.

AnyonecanaccessandusegenerativeAIapplications

likeChatGPT,forexample,whichskyrocketedinearly

2023andnowtoutsover100millionusers.ChatGPTis

a‘naturallanguageprocessing’(NLP)toolthatallows

userstohavehuman-likeconversations.Itcananswer

questionsandassistuserswithtasks,suchascomposingemails,articlesorsocialmediaposts—andwithspecificprompts(themorespecific,thebetter),itcancompletethesetasksinseconds.

However,theseplatformsthathaveupendedthecontentcreationgamearestilldeveloping,sosecurityand

confidentialityrisksarestillunknown.It’llbeessentialtobalancefastadoptionandcarefuladoption.Youshouldensureall-encompassingguidelinesandpermissions

areinplace(oratleastintheworks)toensureusingAItechnologycan’tbackfireonthebusiness.

2

Biasedoutcomes:AImodelsareonlyasgoodasthedatathey’releveraging,butthepeoplewhocodeandtagdataareinherentlybiased.

That’shumannature.

Forcontentcreation,specifically,wheregenerativeAIhasalreadymadeanimpressivesplash,writers,editorsandmanagersneedstepsinplacetoensureallcontentisvoidofharmfullanguage.Thatsaid,AImodelscanbeusedinawidevarietyofbusinessapplications,andit’seasiertospotandcorrectbiasortoxicityinapieceofcontentthanaresume-screeningsystem,forexample.

Ifyou’reusingAIinanycapacity,youneedtohave

guidelinesandguardrailsinplacetoensurealloutputsaresafeandfair.

3

Brandreputation:WhileAItoolsarealready

streamliningcontentcreationprocesses,it’s

importanttoensureeverysinglepieceofcontent

that’spublishedishigh-quality,relevantandalignedwithbrandguidelines.IfAIismisusedorifteamsmovetoo

quicklywiththesenewapplications,thebrandcouldhavereputationalconsequences.

Plus,asmorepeopleadoptAItoolsforpersonaluse,they’llsoonbeabletospotAI-generatedcontentfrombrands.Iftheyfeelinundatedbyinauthentic,irrelevantandinaccuratecontent,it’stooeasyforthemtojumpshipforacompetitorwhodeliverscohesive,consistentandcreativestories.Becarefulnottoditchauthenticityforefficiency.

BRIGHTSPOT"•TheFutureofContent•8

AIadoptionchecklist

HowdoyouknowifyourcompanyisreadyforAI?

Wheredoyoustart?Whatquestionsshouldyouaskyourself,yourcontentteamandyourbusinessbeforeyougetgoing?

Werecommendasking(orsimplybeingawareof)thefollowingquestionstoensure

you’reasinformedaspossible

abouthowAItoolswork

andhelpalignyour

teamandcompany

onhowthey’llbeleveragedwithinyourcontent

operation.

WhataretheethicalconsiderationsaroundusingAIinmycontentcreationprocess?

Everyonewillhaveadifferentperspectiveandstance

onAI,soit’simportanttomakesureyouandallthe

necessarystakeholdersinyourorganizationarealignedontheethicalquestionssurroundingAIbeforeyoustartusingitinyourcontentprograms.

WhataresomedownsidestousingAIinmycontentprogram?

IfmostofyourcontentisgeneratedbyAI,considerthepotentialriskstoyourcompany’sreputation.EnsurethatyouuseAIfortherightpurposes,notforeverything.

WhatguidelinesorrestrictionsdoweneedtobeawareofwhenitcomestousingAI?

Legal,securityandconfidentialityrisksassociatedwithAItoolsarenotyetfullyunderstood.Stayontopofevolvingindustrybenchmarksandstarttheconversationnow

aboutyourcompany’suniqueguidelines.

DowehavetodisclosethatweusedAI?

DisclosingwhethercontentwascreatedbyAIisanongoingethicalquestionmanycompaniesareconsidering.Willyourcontentstillbeauthentic?

Itlargelydependsonhowyouusethesetools.

HowdowelearnhowtouseAItools?

TherearemanyonlineguidesavailablethatcanhelpnewusersunderstandanduseconversationalandgenerativeAItools.Themoreyouuseitandunderstandit,themoreeffectivethetoolbecomes.Ifyourtechnologypartner

offersAI-assistedcapabilitiesortools,theyshouldprovidetrainingandsupportaswell.

AredevelopersrequiredforincorporatingAIintomycontentprogram?

Itdependsonthetaskathand,butforcontentprogramsspecifically,mostconversationalAItoolscanbeused

bycontentteamswithoutdevelopersupport.

WillAIeliminateanyone’srole?

It’smorelikelythatAIapplicationswilldisruptcertain

rolesratherthanreplacethem.WhiletoolslikeChatGPTcansignificantlyspeedupcertainprocesses,thecontentitselfstillneedstobefact-checked,reviewedand

approvedbypeople.

HowcanweensureaccuracyinourcontentwhenusedinconjunctionwithAItoolslikeChatGPT?

Incorporatinganynewtool,includingAIapplications,

intocontentprogramsrequirescontentteamstoupdatetheirprocessesandbestpracticesandensureeveryonereceivesappropriatetraining.Thereviewandapprovalprocessforallpublishedcontentshouldbeespecially

rigoroustoensureconsistent,accuratedeliveryofcontenttoyourkeyaudiences.

“Aprimeexampleliesincontentmanagementsystems,whereAIcanbetrainedtogenerateessentialcontent,relievinghumanresourcesformorecreativetasks.

Thisapproachenablesorganizationstomaximize

theirexistingresources,especiallyconsideringthe

prevailingbudgetconstraints.Therefore,technology—andparticularlyAI—playsapivotalroleinhelping

organizationsachievetheirgoalsbyunderstandingandrecommendingactionsbasedontheircontent,ultimatelyallowingteamstocuratecontentmore

effectivelyfortheirusers.”

PingPan,SeniorVicePresident

ofProductManagement,Brightspot

Creatorconsiderations

ContentcreatorsarefeelingthegravityofAIadvancementsmorethanmostbecausetheoverarchingpurposeofAIistostreamlineandspeedthecreationofeverything.

Overhalfofbusinessownersina

ForbesAdvisorsurvey

believe

thatAIsolutionscanimprovewrittencontentandhavethepotentialtoenhancetextquality,creativityandefficiencyinvariouscontentcreationcontexts.Another64%statedthatAIwouldimprove

businessproductivity.

So,howexactlydoesitwork?

GenerativeAI

isdefinedas‘aset

oftechnologiesandtechniquesthatleveragemassivecorpuses

ofdata,includinglargelanguagemodels,togeneratenewcontent(e.g.,text,images,video,audio,code).’Byusingspecificprompts

toguidetheAI’soutput,teamscanexpeditetheirbrainstorming

process;generatedraftcontentforsocialposts,webcopyandblogs;andcreateeye-catchingvisualsingraphicorvideoformat.

Basedonthe

capabilitiesofthesesolutionstodayandthequalityoftheir

outputs,AIshould

assistpeople,refineworkflowsand

streamlineprocesses.

Promptsarewide-ranginganddependentirelyonyourdesiredoutcome:

•Whatarethetop5challengescontentcreatorsarenavigatingtoday?

•Maketheblogarticle’stitle,[title],moreeye-catchingandsuccinct.

•Improvethis[text]byproofreading

thecontenttoeliminateanytypos,

grammaticalerrorsorothermistakes.

•Improve[text]toensurethecontentisrelevantandinformativeforthe

[targetaudience].

•Write3socialmediapostsunder25wordsusingthisblog:[link].

ThoughAItoolsaremakingwavesformarketingand

communicationsteams(andmostothers!),theyshouldn’tentirelyreplaceworkflows,processesorpeoplejustyet.

•TheFutureofContent•10

AIisbestusedfor:

Providingastartingpoint

ThemorespecificyouareinthepromptsthatyoufeedanAIsolution,themorespecifictheoutput.Continuouslyrefiningthepromptyouentercanspeedthebrainstormingprocess,givingcreatorsfreshideasonwhereandhowtogettothedesiredendpoint.UsingAIforcontentwithaspecificformat,suchaspressreleases,isagreatplacetostart.

Creatingaframeworkoroutline

When

touseAIandwhentoavoidit

CreatorscanpromptAItoolsforaframeworkoroutlineforthepiecethey’reworkingon

andreceivesomethingtoworkfromwithinseconds.YoucanfeedtheAIyourmessagingplatformaswellsoitknowsthegeneral

positioningyouwanttoconvey,whichwillalsohelpimprovethequalityoftheoutline.Thissignificantlyexpeditesthecontent-

developmentprocess,butremembertoreviseandrefineasneeded,astheresultswon’talwaysbeperfect.

Savingyoutimebygettingyouto80%

AIsshouldbeabletogetyou80%oftheway

AnycontentteamplanningtoleverageAIintheir

everydayworkflowsshouldbeattemptingtofindthesweetspotwheretheirpeopleareoptimizedforspeedandproductivity,buttheiroutputsstillresonateonahumanlevel.

EverybusinessandindividualcreatorwillbenefitfromAIindifferentways,dependingontheircurrentcapabilitiesandskillsandwheretheymaybelacking.Butgenerally…

thereformostcontent,allowingyoutospendthemajorityofyourtimerefiningyourworktoensureitfeelsauthenticandhuman.Moreonthisonthenextpage!

AIfallsshortwith:

Providinguniqueperspectives

AItoolspullexistingpublicinformationfromtheinternettoinformtheresponsestheyfeedyou.Thistechnologycannot

generateuniqueperspectivesororiginalthinking—alwayskeepthisinmindas

youincorporateAIintoyourcontent-creationprocess.

Creatingtrustandbelievabilityforyourbrand

MostAItoolsonthemarketrightnow

generatesimilar-soundingandlookingcontent.Asthesetoolsbecomemore

prevalentinoureverydaylives,itwill

becomeeasierandeasiertospotwhen

storiesarewrittenbypeoplevs.AI,whichmayimpacttrustandbelievabilityfromyourtargetaudience.

Creatingmemorableexperiences

IfAIisusedfortheend-to-endcreation

processwithoutincorporatingahuman

touch,you’llfallshortofcreatingmemorableexperiencesforyouraudiencethatkeep

themcomingbackformore.

BRIGHTSPOT"•TheFutureofContent•11

BRIGHTSPOT"•TheFutureofContent•12

The

80/20rule

Thegeneralideaofthe80/20ruleisthatAIwillbeabletogetyou80%ofthewaythere,buthumanswillalwaysbeneededtoimprove,refineandaddcontextforthelast20%ofanythingyou’recreating.

Whycan’titachieve100%?Well,robotscan’tmake

contextualdecisions,andAIapplicationsdelivergood,notgreat,quality.Thismeanshumanswillalwayshavevalue.Peopleneedtobepartofcontentexperiencestomakethemsomethingspecial—somethingyourbrandisproudtotaketomarkettocreateamemorable

customerexperience.

Thisalsomeansthequalityofworkcontentcreators

deliverneedstobeoutstanding.“Goodnotgreat”will

nolongerbeacceptable.Thosetweakingandrefining

thefinal20%willneedtobetrueexpertsintheircraftandabilitytocreatecontentandleverageemergingAItools.

Whilewe’rejustscratchingthesurfaceofhowAIwill

reshapetheworldofcontent,howquicklyyoucankeepuptodateandadjusttothenewrealitywilldictateyoursuccess,bothindividuallyandasacompany.

The80/20ruleinaction

Sayyou’rethesolecontentcreatorforanentire

marketingteam,andyouhaveahighvolumeofrequestscomingyourwayonadailybasis.YoudecidetointegratethecontentsystemyoualreadyusewithanAIassistantsolutionthatautomatesoutputsbasedontherequests

youreceive—asin,themomentyoureceivearequest,theAIimmediatelysharesaninitialdraftwithyouthat’s80%ofthewaythere.Thisallowsyoutorespondto

requestsquicklyanduseyourvaluabletimetorefineeachpieceso

thateverythingyoucreateforyourcolleagues

andthebrandisconsistentand

high-quality.

RememberthatAIgetssmarterthemoreyouuseit.

However,

gettingtothepointwhereAI

isdeliveringat80%willtakealotofpromptrefinement.You’llneedtoeducateandtraintheAItoaccommodaterequestsinahelpfulway.

“ForContentcreatedonrepeatable

paths,the80%accuracyyouget

fromAIisalready

goodenough.WhereIthinkAIdoesn’tdisplacehumansisexecutiveactivity,like

directinglaborforces—

that’snotgoingtobe

replacedanytimesoon,

becauseAIisjustlabor,

anditcan’tthinkforitself

quiteyet.Longterm,though,Ithinkallourjobswill

radicallyshift.”

GraysonCooper,Co-Founder,Stella

“Noonewantstobemanipulated,

soifwecan’tfigureouthowtomake

thisworkitwillruinchannels—it’snotgoingtojustsaturatethem,it’llsaturatethemtothepointofextinction.”

NickGaudio

DirectorofContentandCreative,Rattle

Customer

considerations

Always,always,always

bemindfulofcustomer

perceptionasyoustarttolayerAItoolsintoyourcontentprograms.

Manipulationwillcome

fromAIcapabilitiesthat

allowcompaniestobehyper-optimizedwiththeircontentandtargetingbasedonyourdata,andtheinconveniences

Peopledon’tmindbeingsoldto—buttheydomindbeinginconvenienced

andmanipulated.

willstarttocreepinascompaniesincreasecontentvolume(acrossallcontenttypes)becauseit’llbeeasiertocreate,forcingallofustocombthroughmorenoisethanever.

Thesky-highvolumebrandswillbeabletochurnoutmeansthatcapturing

eyeballswillbethehardestthingforcontentteamstonavigatemovingforward.Howcanwemovefasterthanourcompetitors?Howcanweensuretheright

peoplearevisitingourwebsite?Howdowegetthemtoengagewithourbrand?Whatstoriesdoweneedtotelltokeepthemcomingbackformore?

Thesearealreadytopconcernsformostcontentteamstoday—butitwill

onlybecomemorechallengingasmorecontentandmorechannelsbecome

available.Tonavigatethesechangeseffectively,contentteamswillneedtofocusonbalancingspeedandauthenticityandensurethetrustisembeddedinto

everythingtheycreate.

BRIGHTSPOT"•TheFutureofContent•14

BRIGHTSPOT"•TheFutureofContent•15

Before

youpublish

Wewon’tsugarcoatit…therewillbealotofpressure

onhowyouconveytrustinthefutureasAIscales,contentvolumeincreasesandchannelsproliferate.

It’llbemoreimportantthanevertoretroactivelylookatyourbrand’sstoryandtheguidelinesyou’vecreatedaroundyourbrandmessagingtoensuretrustistop

ofmind,amongotherimportantattributes.

Doyouwantyourcustomerstofeelyou’reimaginative?Fearless?Sassy?Smart?TheAItoolsyouuseneed

tobeawareofyourendgoalandtheymustbetrainedtohelpgetyouthere.Wehighlyencourageyoutocometogetherasateamanddocumenthowyouspeakandthemessagesyouwanttoconveymovingforward,

withAIaspartofyourworkflows.

It’llbecriticaltohaveachecks-and-balancesprocess

inplacetoensureyourbrandvoiceandpositioning

comethroughineverypieceyoucreate.Pauseandaskyourselfthefollowingbeforeyoupublishanythingyourcustomersconsume:

1.Isthiscontentbelievable?

2.Doesitconveytrust?

3.Doesitfeelhuman?

4.Doesitalignwithourbrand?

5.Isittellingourcustomerssomethingnew?

6.Isitvaluabletoourcustomers?

7.Willitstandout?

Rememberthatgreatbrandequitymomentshappen

whenyougetyourhooksinpeople,whenthey’