Most business leaders recognize that strong communication improves their odds of success. It affects whether people buy your products, whether high-demand talent wants to work for you, whether you benefit from key partnerships — essentially every goal your organization wants to achieve is more easily reached with strong communication. And all that communication requires content.
Customers need product information, onboarding, customer service help and marketing engagement. Employees need information to do their jobs and to access its rewards, including payment and benefits. Board members, stockholders, regulators need regular reporting.
Marry its importance with the volume and variety of content needs, and it’s no surprise that organizations often struggle to communicate well. By well, we mean that the organization addresses three related, but distinct problems:
- Scale
- Accuracy and consistency
- Effectiveness
Let’s dig into each of those to clarify the core of the problem and how to solve it.
The problem of scale
This comes down to the simple question of “enough” – in other words, does your organization communicate at all about everything stakeholders need to know. Do you have product information that lets prospective customers know what you do, how, and what problem it solves? Do you have audience segments to which you need to cater content? Do you have documented information for employees about benefits and performance reviews?
The problem of scale comes down to producing enough content to fulfill the basic information needs of stakeholders. Organizations that speak to multiple audiences through multiple channels see their content scaling issues grow by multiples, because the same information needs to be optimized for the medium, whether it is a web page, email, text, in-app, or even print.
The problem of accuracy and consistency
Separate from simply producing enough content for all the audiences and channels you need to reach, is producing content across all those formats that has accurate and consistent facts. No organization can afford to have inaccurate service information on their website, or details that clash between the website and the user manual. Or what about different pieces of content that refer to product features or benefits with different names?
Those accuracy issues may seem small, but their effect makes a brand seem unreliable. Think about it – would you trust a company that kept giving you different answers to the same question? That’s what you’re doing when your content is inaccurate or inconsistent across media.
The problem of performance
It is a heavy lift to produce enough content that is accurate and consistent – yet doing that is only the minimum requirement. If you want content to have a business impact, it has to capture the attention of your key audience and motivate them to take action. High-performing content is relevant to the audience and their needs, engaging in its use of narrative and language, and is clear about what should happen next.
How AI solves the three language problems
Language AI can address each of these problems – but the functionality you want or need will differ depending on which problem, or combination of problems, your organization is trying to achieve.
Self-Service Language AI for Scale
If your primary challenge is that you need more content quickly, a self-service language generation solution may be for you. GPT3, a language AI model trained by OpenAI and released in spring 2021, has brought on a wave of new AI applications that allow companies to generate content in real-time for an array of purposes. GPT3 is an excellent tool for producing more content when you need it – just be aware that the model is all about volume, not accuracy or quality. A human will want to look at the output to make sure it fits their desired purpose.
Self-Service Language AI for Accuracy and Consistency
Language AI trained for volume can be modified with overlying intelligence to identify inaccuracies and inconsistencies across your content mix. A general example of an accuracy-focused language AI is Grammarly, which improves the readability of a piece of writing by identifying not only grammar mistakes, but also issues such as over-long sentences and repetitive use of the same words. A useful language AI for automating organizational language accuracy and consistency would need to be trained on the organization’s unique mix of preferred terminology, product names, and organizational voice – much the way Persado creates a custom database for enterprise clients at the outset of each engagement.
Enterprise-Quality AI for Performance
Scale and accuracy are relatively simple problems for language AI to solve. They are both objective and measurable, so it’s easy to know if you have solved them.
Improving performance, in contrast, is a more difficult problem. The factors that drive it are audience-subjective, and the performance goal varies for every piece of content you produce. In addition, the “right” language will vary widely depending on the content purpose, the desired call to action, as well as the unique audience context, and the stories or words that engage them.
Just because it is difficult doesn’t mean that AI can’t solve it, however. It can – Persado’s Motivation AI platform has helped organizations across industries improve customer experiences and engagement by solving all three language problems to produce more effective, higher performing messages. Using our enterprise solution, brands can train the language AI to speak in the unique brand voice, generate language for a specific communications purpose, and experiment with different variations of the message to find the one that will motivate the greatest desired response. Persado can also integrate those results to improve the next set of messages and, over time, develop personalized messages geared to very granular audience segments.
Do you know which language problem is most important for your organization to solve? Reach out to Persado to learn more.
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