AI for Content Management: LLMs like ChatGPT, Gemini, and Copilot

Increasingly, the efficiency of your content generation and management has a huge effect on your bottom line. The way your organization handles its content can determine customer experience, team member work satisfaction levels, and even the accuracy and relevance of key insights used by decision makers to establish strategies for the future.

AI content management — that is, leveraging the power of artificial intelligence (AI) to power content management — presents exciting opportunities for automation and optimization of your content management needs.

Nearly every phase of your Content Management System (CMS) can benefit from AI. From content generation to improved search and discovery functions and more, AI tools augment your teams’ usage of your existing technology to create new, more efficient workflows and processes throughout a piece of content’s lifecycle.

We will look specifically at three major artificial intelligence tools today: ChatGPT, Google Gemini, and Microsoft Copilot. Each of these tools has common functionalities as well as unique strengths. How can you tell which AI assistant is right for you? Let’s find out.

The Basics of Artificial Intelligence in the Content Management Space

Before getting into the specifics of how AI-powered CMS can benefit your organization, we should take some time to look at the aspects of artificial intelligence that drive efficiency and create the automation opportunities that you are looking for.

When it comes to managing content, Large Language Models (LLMs) are the drivers of the key functionalities we will be examining. An LLM is a type of AI that has been trained on thousands of examples of formal and informal language so that it can perform tasks that require an understanding of how language works in a variety of cases and contexts.

LLMs make functions such as Natural Language Processing possible. Part of the goal of creating LLMs is to allow the automation of tasks that require parsing the language used in emails or interpersonal communications that may involve idioms or symbolic language that would be beyond the comprehension of the previous generation of AI.

An LLM also allows for assistance in generating content. Thanks to training on thousands of documents, your LLM of choice can help you create things like contracts, invoices, offer letters, and on and on.

Another primary function of an LLM that makes AI content management possible is semantic searching and content discovery. By learning and understanding natural language, an LLM is able to take imperfect search prompts and assist the user in discovering relevant content.

Finally, LLMs and their ability to identify key information within documents help generate valuable metadata labels, making sorting incoming content simpler and discovering needed content more efficient.

These are the basic pieces that combine to solve content management issues across a massive range of use cases. 

Practical Uses of AI in Content Management

Since its widespread release, ChatGPT content creation has been used by everyone from students to executives to help put ideas into language. But beyond the fact that there are several generative AI tools similar to ChatGPT to choose from now, how has that ability made a practical difference for users attempting to manage content?

Content Creation and Optimization

Because Natural Language Processing allows artificial intelligence programs to understand how language works, it also makes AI assisted content generation possible. A content automation AI tool can take inputs from the user to write content or make a summary of an existing document to help the user save time on pouring over pages of meeting minutes or an excessively long email.

You can also utilize AI to help get complicated writing projects started. For example, you can use Google Gemini content tools to create an outline or an assisted rough draft of a report you are having difficulty starting. Content ideation functionality can be invaluable for team members that are struggling to encapsulate all the information a task demands.

Another advantage of AI content management is the ability to automatically translate from one language into far more natural English than previous translation tools were capable of. That’s because LLMs are designed to recognize and generate things like idiomatic English or English that follows a specific style guide — so you don’t see the strange, overly literal translations that some programs provide. 

Enhanced Search and Discovery Functions

AI opens the door to the use of a semantic content search.  Being able to search for content using normal language speeds up your discovery because you don’t need to enter the exact, specific metadata keywords to find the content you need.

And as you search, your AI assistant will engage in content personalization protocols — learning the kinds of content you need and how you tend to search for it. This will again make your searching and discovery much more efficient than ever before.

AI content management expands your system’s understanding of the context of the language you use to search. It learns your preferences, your unique approaches, and the most likely file types you look for.

Automating Workflows

Content management automation is perhaps the most valuable practical application of AI in content management. Artificial intelligence makes automation of time consuming workflows possible.

From the automated use of AI metadata tagging to sort documents and other key content to make it easily discoverable when searched up by users to generating content based on established templates like invoices or new hire paperwork, AI skips over what would be hours of manual work in a snap.

You can also take a content workflow like scheduling the release of a major email blast and automate it through your AI. The key is looking closely at your workflows and spotting the opportunities for improvement that AI offers.

Implementing AI Content Management

With everything artificial intelligence can bring to your CMS, it makes sense that you would want to think about how you would implement an AI content strategy. Many CMS tools have AI components now, so it is a matter of finding what is right for you and your organization.

Choosing the Right Tool 

Finding the right tool for your needs can be as simple as looking at the strengths of the available AI programs and how those strengths can be leveraged. For example, if you need an AI assistant for your coders, choosing Microsoft’s GitHub Copilot would be a great idea.

Let’s take a look at some of the top enterprise AI content tools to paint a clearer picture of the relative strengths of each:

• OpenAI ChatGPT — Known for its skill at processing complex prompts and understanding and generating a wide range of content, ChatGPT excels at text of nearly all types in nearly all formats.
• Google Gemini — Gemini is known for its multimodality. It can process text, images, video, audio, and can also generate images as well as written content.
• Microsoft Copilot — A massive advantage of Copilot is that it is designed to work with all of your Microsoft applications. It is especially useful in generating code via GitHub and text in any number of Microsoft 365 content management programs.

Once you have found your preferred AI tool and have implemented its functions into your workflows, you can see your content ROI jump higher and higher as your teams’ efficiency improves exponentially over time.

Suggested Best Practices for Implementation

Once you have made your choice after your AI writing assistant comparison and your assessment of your other AI needs and you have chosen your preferred tool, the time comes to implement it. Here are some Best Practice tips:

• Start small and expand deliberately — Don’t try to put your AI content management solution in place across your entire organization all at once. Start in one department, establish procedures for implementation, and then spread out into more areas.
• Train your teams — Bringing in artificial intelligence can be stressful for your team members. By training them to work alongside the AI you are bringing in, you can assuage their fears of being replaced by robots while ensuring that they utilize their new AI tools optimally.
• Maintain quality and voice — Your teams have learned your brand identity over the years and months that they have been employed with you. As part of their training, encourage them to work to maintain that consistent quality of work and brand voice that is so important to your organizational identity.

Challenges that can Come With AI Content Moderation

There are challenges that come with AI content management. No technological improvement comes without an obstacle or two to overcome, after all. But if you are aware of some of the challenges that you will encounter, you can mitigate them.

Integrating AI into legacy systems can be difficult. Depending on your legacy CMS, you may need to upgrade to a newer version or look into migrating to a new system that can scale up with your content processing technology needs.

You will also want to be sure that your AI is well trained and integrated with your security systems so that there are no accidental leaks of proprietary information as you upgrade. 

One thing you should also be aware of is bias that can creep into your AI. LLMs are trained on existing documents and content. Some of that content may have biases present that do not reflect the core values of you or your organization—so it is important to be vigilant to keep your AI running without a slanted view.

There is also the ethical concern of copyright infringement. Artificial intelligence is breaking new technological ground, but that means the law is just now beginning to address how it works. Some LLMs do get trained with copyrighted material, and, depending on how the laws are established in the next few years, you may need to purge your AI of any of that content. That has not happened yet, but be aware that major changes could come along.

Making the Move to AI Content Management

From generating product descriptions to helping ideate content alongside your team members to automating workflow after workflow, AI is proving to be a valuable tool in the content management space.

Working with a partner that has a well-established record of upgrading the content management systems of organizations around the world in both private and public sectors is the best choice you could make when taking your CMS to the next level.

TEAM IM has a group of experts in content management systems that have developed strong, client-focused procedures for AI integration that incorporate industry best practices. These integration plans include team trainings on new AI tools and extended support offerings to ensure that you have help available to assist you at all times.

AI content management is the future of CMS and it is here now. Contact TEAM IM to see how your content management workflows can be improved and automated with the power of artificial intelligence.