Artificial intelligence and content: the keys to success 2020 -

If artificial intelligence can be seen as a threat to the production of content, we find there rather great opportunities for imagine and disseminate increasingly relevant and effective content


Brands are producing more and more content in order to get closer to their customers / prospects / influencers and build a strong and lasting relationship through dialogue. In the face of inflation, or overweight, AI will help present to each of us what works best for them. We will no longer be in the projection of relevant content, but in the delivery of sought-after and expected information.

The Flint robot offers a selection of items. He is constantly “educated” and “fed” by the statements of newsletter readers. This helps him in his curation (see next point).


Content feeds on information. let’s remember that almost 40% of the time spent producing content is spent collecting and researching information. It is everywhere, on the web of course, but also close to you, carried by colleagues or relationships. We are even talking about media noise.

Listen, collect, arouse, sort, analyze, categorize, synthesize… becomes impossible for humans. The algorithms, working until then only on the a posteriori analysis of behaviors, “gradually” learn “from our actions. Facebook, Google, Samsung and Amazon, to name only the most emblematic, are developing solutions that are already operational.


We are not only receivers and we sometimes put ourselves in the posture of the requester who will seek information. Must therefore best detect the questioning whose expression is not always clearest for address and contextualize a relevant response.

It is these tasks of understanding and ability to “deliver” the good content that chatbots set out to fill. Only artificial intelligence can deal with this need instantly.


We can clearly see (see the results of the Digital Content Observatory) that we are moving towards two main types of content. Raw information content (a product description, a presentation, a news item …) and “value-added” content which requires special treatment (tone, angle, syntax, editing) which is the prerogative of man.

The first calls for speed and precision. Many experiments are underway in the media (text and voice) on, in particular, sports results, weather or elections. In England Syllabs has been developing for 10 years robot writers. Brands should not be long in using it.