5 Table Production and versioning Content creation today Channel operators (who have ownership over specific channels) typically design campaigns and creative briefs with clear parameters. Content creators then usually conduct research, hold ideation and iteration sessions with creative teams, and produce versions of content to use. They tag these text and imagery assets with metadata so they can be discoverable and store them in a digital-asset-management (DAM) system for future retrieval. Channel operators often create business rules to determine the best course of action based on customer data and hypothetical interactions. They populate a content data model with creative assets and use decisioning services to select the best text and images. Using the tags from content creators, they then retrieve the correct creative files from the DAM and feed them into the appropriate channel platform according to campaign requirements. Based on the content data model, they then publish the content, sending the appropriate creative files to relevant audiences. Marketing analysts measure the performance of various campaigns, provide and categorize insights, and develop dashboards that offer windows into customer experience, channel performance, and content performance. Throughout the content creation process, data scientists develop propensity models that measure the likelihood that a customer will take action, whether it’s at the top of the marketing funnel (such as viewing or clicking on a piece of content) or closer to the bottom of the funnel (when a customer makes a purchase). Using natural-language processing, gen AI can help content creators brainstorm new ideas and concepts. It can also assist with writing text and selecting what formats (such as static imagery or videos) specific audiences might prefer to see. Content creators can also use gen AI to identify already existing creative assets and for versioning final assets for all channel placements. Gen AI can tag final assets with metadata for storage in a DAM system, improving efficiency for finding assets and decreasing reliance on content creators following tagging standards. Gen AI tools can process requests to retrieve content from a DAM system and deliver creative assets with the right file sizes, resolution, and formats to fit within guidelines for specific channels. They can also assign the appropriate campaign tags by channel to ensure robust campaign metadata for measurement. With gen AI, marketers can develop a standardized measurement approach, using content metadata from a DAM system (such as size, color, and theme of the content), campaign metadata, campaign performance data, and decisioning services to build better performance tracking of content and campaigns. Marketing leadership can better oversee performance by creative version, audience, channel, or campaigns. Content creation with gen AI Activation Performance and measurement