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A CMS that supports Artificial Intelligence AI

AI is a hot topic, but how does it help optimise customer experience?

Adam Weston
Posted by Adam Weston 02 Jan 2020

Artificial Intelligence (AI) has been a hot topic for some time. Many companies have already realised the value of practical applications and how it helps to grow their business. A component of AI, Machine Learning (ML), is already used extensively by companies in the media, in retail industries, and by social platforms to create personalised content for users.

“There’s a huge amount of hype behind AI. It’s now one of the biggest buzzwords and talking points within businesses.”

There’s a huge amount of hype behind AI. It’s now one of the biggest buzzwords and talking points within businesses. To understand the real value behind the hype, marketers need to understand how it can be practically applied to each layer of the organisation. AI can deliver meaningful results in terms of customer satisfaction, ROI, and overall insights into the business. It’s not just an evolution of technology, it’s an evolution of the ways in which business can work.

Human context is crucial to the success of AI. AI will not replace marketers, but better enable them to target users and gain a greater level of insight into campaigns. A company’s Content Management System (CMS) needs to support AI capabilities if the business is to deliver a truly personalised customer experience.

To avoid the pitfalls surrounding the hype of AI, your business needs to identify the use cases, select the right CMS, and work with a specialist partner to maximise returns. In this guide, we discuss each of these sections and why the human approach to marketing is still important.

Speed read: Why you need the right CMS to support AI

  • Employing ML helps marketers tailor content to individual customers. This improves relevance, the customer experience, and brand loyalty.
  • As you look at how a CMS can support AI, you need to maximise the benefits and avoid common pitfalls.
  • An AI-powered algorithm in a CMS can personalise your customers’ experiences and improve editorial workflow.
  • Humans still play an important role in AI as they need to provide context.
  • AI will not take the place of marketers and merchandisers themselves. People play an important role in AI as they need to provide context.​


As technology manufacturers hype up the potential life-changing applications of AI, it’s critical we assess where the technology is today, and how it ca n help your organisation to transform its operations.

ML also helps your business to deliver truly personalised experiences, increase customer engagement, and boost conversion rates.

ML can turn data into valuable insights by observing patterns and making decisions without any need for human intervention.

This is particularly useful for digital marketers as it can reduce the resources required to:

  • Interpret data
  • Create segments
  • Deploy campaigns
  • Devise product permutations

Adoption of AI

  • Financial sectors such as banking and securities investment are among the early adopters of AI.
  • Manufacturing, retail, and healthcare will also see strong investment in AI in the coming years.
  • Worldwide spending on cognitive and AI systems is predicted to reach $19.1 billion in 2018.
  • By 2019, 40% of digital transformation initiatives will be supported by some sort of cognitive computing or AI effort.
  • Gartner forecasts that by 2020, AI will be a top five investment priority for more than 30% of CIOs.

Providing personalised experiences with AI

44% of people often abandon purchases because of disappointing online shopping experiences. Providing a relevant experience for firsttime visitors and repeat customers, with the use of AI, results in lower bounce rates and more conversions.

“AI can improve response time, provide contextually relevant personalised recommendations, incorporate sentiment into
responses, eliminate bottlenecks and automate routine inquiries, freeing up humans to deal with more complex problems.” (Lisa Loftis, Customer Experience Specialist)

Companies are using AI-powered algorithms in their CMS to personalise the customer experience and improve editorial workflow. ML can analyse the information visitors provide about what they’re searching for, so you can present optimal content at the right time. Case studies relating to AI applications are still developing, but there are some broad use cases where AI is benefitting both content creators and customers.

Deliver relevant content at the right time

The key to an optimal customer experience is personalisation. AI can:

  • Be used in recommendation engines to provide suggestions based on customer behaviour and preferences
  • Help you to upsell to customers via additional products based on previous purchase history
  • Enable search engines to create a customer profile to speed up their search

Automate content creation

Advances in Natural Language Processing (NLP), image recognition as well as ML can help you create content more easily. AI can:

  • Generate a description of an image description, which is useful if dealing with image libraries or Digital Asset Management (DAM)
  • Produce a summary which has already been optimised from top search results, improving your Search Engine Optimisation (SEO) rankings
  • Produce an outline of topics relevant to your content creation research

Improve engagements on websites

  • ML can undertake A/B testing to reliably measure the response to any changes to a site, picking the most successful option
  • Content is able to simplify itself when user is showing fatigue, e.g. clicking through pages quickly
  • A glossary or FAQ that adjusts to the customer’s behaviour

Individualising content with Episerver

AI improves experiences for your customers and workload for the business. Choosing Episerver as your CMS will help you to streamline editorial workflow. With smart content, marketers can spend more time on strategic objectives. IT can support fewer campaigns and focus resources on larger objectives.

Episerver allows you to:

  • Personalise content on first page view
  • Automatically select content for each visitor based on their behaviour
  • Use tagging and content filtering to tailor content more easily
  • Optimise content suggests for popularity
  • Keep visitors engaged, reduce bounce rates and boost conversions.
With smart content, marketers can spend more time on strategic objectives.

Episerver gives time and accuracy back to your business as it eliminates error-prone, rules-based personalisation. Machine learning algorithms are used to individualise content. With Episerver as your CMS, you can be sure to give your customers a compelling and relevant customer experience whenever they connect with your brand.

Avoid the pitfalls

AI is an emerging technology and its practical applications will continue to evolve. Below, we look at how you can get ahead of the competition.

Building a single view of your customers

Legacy systems and siloed information can’t support personalisation and will frustrate the customer experience. ML algorithms feed on high volumes of data. For a CMS to support AI successfully, your data needs to be consolidated into a single place. You should consider putting a modern CMS in place or replatforming altogether to maximise success.

Focusing on human context

“While AI is stupendously good at making sense of data, it struggles with context. Only humans – preferably experienced, well-informed humans – can understand the full context of their customer journeys and decide how to design or reengineer them. AI gives these professionals the means to do this better, and then maximise relevance through real-time customisation of the user experience.” (Episerver)

For businesses that are already using AI and ML, there can be a tendency to rely too much on its functionality. ML is still evolving and the technology doesn’t always get it right. While irrelevant content can be frustrating for customers, a heavy-handed approach to behaviour tracking can cause mistrust. It’s easy to score an own goal if you aren’t using AI in conjunction with a human touch.

Working with an experienced partner

Many organisations lack the skills to evaluate, build and deploy AI solutions. More than half the respondents to Gartner’s 2017 AI development strategies survey indicated that a lack of necessary skills was the top challenge to adopting AI in their organisation.

“AI offers exciting possibilities, but unfortunately, most vendors are focused on the goal of simply building and marketing an AI-based product rather than first identifying needs, potential uses and the business value to customers.” (Jim Hare, Research Vice President, Gartner.)

Choosing an experienced implementation partner, such as GrowCreate, is crucial to a successful AI deployment. Value lies in their expertise. As an Episerver Solutions Partner, they can guide your organisation through the AI journey and support your business objectives.


Despite the increasing hype, AI is still largely the domain of the biggest brands. Amazon, Facebook and Netflix understand that personalisation is key to the customer experience.

AI can be a complex tool and its practical applications can be a huge undertaking if you don’t have the right CMS in place.

They employ recommendation engines and a ML algorithm to find patterns in user behaviour and make suggestions based on customer behaviour. However, AI can be a complex tool and its practical applications can be a huge undertaking if you don’t have the right CMS in place.

AI is not a magic bullet capable of resolving every challenge across the digital customer experience. It will not take the place of marketers and merchandisers as human context is still crucial. It pays to invest in a system that will provide AI capabilities when needed, but no business can afford to lose the human to human approach.