MAIDENHEAD, England,
Feb. 19, 2019 /PRNewswire/ -- SDL
(LSE: SDL), a global leader in content creation, translation and
delivery, today calls on brands to rethink current content
strategies, and prepare for a digital future where content supply
chains are autonomous, machine-first and human optimized, for
greater impact with worldwide audiences, across any language and
device.
Companies are struggling to handle the growing volume and
velocity of content required to engage with global audiences. And
it's expected to get worse: 93% say the content they produce will
increase in the next two years*. SDL's Enabling the Future of
Content report addresses these challenges, offering
insights on how companies can move towards an autonomous content
supply chain of the future, capable of delivering any type of
content to global audiences.
"Engaging with customers globally requires content, and lots of
it. This content all needs to be tailored for different channels,
devices – and of course languages," explains Peggy Chen, CMO, SDL. "If brands want to stay
ahead, they're going to have to build autonomy into their supply
chain, remove those mundane manual processes and make humans and
machines work together to deliver more personalized experiences –
at scale."
Offering strategies and technical insights across the
creation, translation and delivery stages of
the content supply chain, the report suggests that the future
content supply chain relies on Linguistic AI, a technology that
helps to understand, transform and create content in any
language.
The report has been developed based SDL's experience of working
with 90 of the globe's top 100 brands and over 25 years' leadership
and innovation in content management and language solutions.
CREATE: Connect Content Repositories to Linguistic AI
Many organizations continue to approach content from a quantity
perspective, spending an inordinate amount of time generating
content. Because of the difficulty in crafting a message,
visualizing it, and delivering it to the appropriate channels, this
content is rarely individually tailored. Although companies strive
to deliver relevant and personalized messages, for the most part,
many can only hope the right content attracts the right person on
the right channel at the right moment.
A content supply chain of the future will make content more
usable regardless of where it created or stored. Similarly,
multiple AIs – narrowly focused on specific business problems –
will solve complex content problems, connecting an answer with an
in-the-moment customer question. Linguistic AI will make content
available immediately so that more time is spent extracting and
producing value from content, rather than searching and managing
it.
TRANSLATE: Machines Should Manage the Translation
Process
Currently, humans decide what needs to be translated, who
translates it, and how it is translated. This, alongside a
multitude of other decisions, slows down the translation process
considerably. The supply chain of the future will take a
machine-first translation approach, streamlining many of these
bottlenecks through Linguistic AI. It will analyze the impact of
content and determine whether it merits human involvement,
initiating handoffs between content management and translation
management systems.
Linguistic AIs will pre-translate the content using neural
machine translation (NMT), retrieve useful complementary texts,
contact linguists and send them a translation kit. The human
linguists who edit the pre-translation will then improve future
machine translations since the AI learns from their edits.
DELIVER: Content Is No Longer Created, It Should Be
Synthesized
Content drives the digital experience – whether created by an
organization's employees or by customers. Content is also data,
which breathes life into AI. In many cases, organizations sit on a
mountain of valuable internal data that is hardly touched. While we
may be producing more content than ever before, every person is
limited in how much content they can actually consume. At a certain
point, humans can only read, watch, and listen to so much. What
matters is relevance.
An autonomous content supply chain of the future will synthesize
content on demand, rather than just delivering more content. This
synthesized content will be derived by combining internal content
data and customer data. Linguistic AIs will make it easy to
identify the intent of the human seeking information, connecting
them with the appropriate content for more significant impact than
ever before.
Notes to Editors:
Click here to read SDL's Enabling the Future of Content
report
*Source: Today's Content Supply Chains Prevent Continuous
Customer Journeys'
About SDL
SDL (LSE: SDL) is the global leader in content creation,
translation and delivery. For over 25 years we've helped companies
communicate with confidence and deliver transformative business
results by enabling powerful experiences that engage customers
across multiple touchpoints worldwide. Are you in the know? Find
out why 90 of the top 100 global companies work with and trust us
on SDL.com. Follow us
on Twitter, LinkedIn and Facebook.
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SOURCE SDL Plc