December 18, 2018 Websites | Content | Digital communications | Tech advisory

Streamline communication with AI

By  Berulv Tøndel

Episerver's Mårten Bokedal was one of the speakers at Comprend's "Sustainable Digital Transformation" event in November. He talked about how you can leverage AI when moving from mass communication to personal dialogues.

There is incredible hype around Artificial intelligence (AI) nowadays. Yet, only 4% have invested in and deployed AI according to the 2018 Gartner CIO survey. The Episerver Personalization platform utilises artificial intelligence to generate and individualise content. This means that communication professionals can spend the time developing great content rather than labouring over how to tag it for optimal performance or when and where to publish it.

Mårten Bokedal, Senior Marketing Manager Nordics energetically ran through the slides during the event session, and he took us through a lot of insights and inspirational examples around AI.

Web visitors' high expectations

Today’s web visitors have high expectations. At every touchpoint along the journey, they want to see content that is interesting and relevant to them. A lack of personalisation results in a sub-optimal browsing experience, visitors leaving and the inability to deploy tactical or strategic initiatives. While personalising content for your visitors can help to meet these ever increasing demands, rules-based personalisation is labour-intensive and complex in nature. Episerver’s intelligent Personalization platform takes the time consuming guesswork out of personalisation.

Streamlining content management

When looking at content management, the objective is to personalise the content - and at the same time streamline the content creation process. By applying machine learning and statistical analysis to visitors behavioural data, Episerver enables you to present individualised content in multiple channels, without complicated configuration. Working with content management, these are the three main areas to explore:

  1. Content generation and search
  2. Personalisation
  3. Analytics

Regarding content generation and search, Episerver personalisation platform allow you to perform autoclassification, content tagging and indexing​, video and audio transcription​ and as well content indexing and discovery across platforms and personalised search. Thanks to tagging and Episerver’s search relevance engine, Episerver Find, content is automatically selected for each visitor based on visitor profile, interest, and work role.

Episerver Advance enables personalisation based on individual behaviour and behaviour of others​. You can also autogenerate customer profiles using 360 degree view in order to tie the right content to the right visitor. You can automatically individualise landing pages, content listings and home pages to increase engagement. With content sequencing, you offer visitors the right content at the right time based on individual behaviours and preference. Visitor behaviour analysis is used in order to autonomously create and optimise individual content.

How does it work in the background? 

When visitors interacts online, Episerver will track their browsing behaviour in order to build up a individual or group visitor profile of the types of content they are interested in, and store this in the personalisation engine.​

Episerver Advance draws on cognitive artificial intelligence to apply rich metadata tags to content automatically, and then sequence the delivery of that content based on deep analysis of data, as well as the visitors real-time activity to ensure they see the best content to support their inferred intent or goals.​

Source: Episerver 2018.

Contact us if you want to know more about Episerver Personalization.

Berulv Tøndel

Client Director

+46 76 109 05 28

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