As marketers, we’ve been using AI for a long time—think search engine marketing and personalization to name a few. But our marketing jobs today are defined by a major transformation in technology that leaves a lot of questions unanswered, as generative AI comes into play. We’ve been saying for a long time that “content is king,” but what content and where it is placed when is likely even more important. In this session, we’ll explore the expectations towards an evolved digital content and experience stack. We will demonstrate how you can streamline and simplify complex tasks by marrying existing technology with generative AI. You’ll walk away with real-world applications of the technology that you could take advantage from today.

1. KEYNOTE
DUBAI, UAE ~ OCTOBER 10 - 11, 2023
DIGIMARCONMIDDLEEAST.COM | #DigiMarConMiddleEast
DIGIMARCONDUBAI.AE | #DigiMarConDubai
Asya Ivanova
PRODUCT MARKETING MANAGER
PROGRESS SITEFINITY
Unlocking Generative
AI for Accelerated
Content Velocity Today

2. Asya Ivanova
Manager, Product Marketing
11 October 2023
Unlocking Generative AI
for Accelerated Content
Velocity Today

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© 2023 Progress Software Corporation and/or its subsidiaries or affiliates. All rights reserved.
Technology Driven World
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NASA & the Space Telescope Science Institute

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Evolution

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The World’s Oldest Content
Marketing

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© 2023 Progress Software Corporation and/or its subsidiaries or affiliates. All rights reserved.
Word-of-mouth is
powerful, trusted,
and cheap.
Martin Lindstrom

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© 2023 Progress Software Corporation and/or its subsidiaries or affiliates. All rights reserved.
Content Marketing

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© 2021 Progress Software Corporation and/r its subsidiaries or affiliates. All rights reserved.
Neuromarketing
Neuromarketing

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Customer Experience

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Digital Experience

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Same museum Different experience
© 2023 Progress Software Corporation and/or its subsidiaries or affiliates. All rights reserved.

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© 2023 Progress Software Corporation and/or its subsidiaries or affiliates. All rights reserved.
Behind the Scenes
Engaging
Experience Desktop Apps
Websites Mobile Apps Web Apps Wearables Emerging Chat
Infrastructure
Management
Full Stack
Observability
Application
Security
DevOps/
DevSecOps
Files and Reports
Systems of Record
Big Data
Internet of Things
Connected
Data Data Connectivity / Integration
Secure File Transfer Multi-Model Database
Service
Cloud Mission-Critical
App Platform
Personalization
Data & Insights Digital Decisioning
Digital Content Semantic Metadata

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© 2023 Progress Software Corporation and/or its subsidiaries or affiliates. All rights reserved.
Technology Has Eaten the World
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NASA & the Space Telescope Science Institute

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There is Light

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Technological change […] is the
overall process of invention,
innovation and diffusion of
technology or processes.
Wikipedia

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Practical Applications of Generative AI
Today
1. Content Generation
2. Personalization
3. Chatbots
Photo by Google DeepMind on Unsplash

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© 2023 Progress Software Corporation and/or its subsidiaries or affiliates. All rights reserved.
AI-generated marketing content has emerged
as the most technically mature use case to
serve creative augmentation.
Gartner

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Content Creation
Classification
Text Summary
Enhancement
Recommendation
Translation
Content Management

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Text Summarization Example

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By 2025, 30% of outbound marketing
messages from large organizations will be
personalized using generative AI tools, up
from less than 2% in 2022.
Gartner

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Segmentation
Adaptive
Interfaces
Lead Scoring
Search
A/B Testing
Journey
Optimization
Personalization

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© 2023 Progress Software Corporation and/or its subsidiaries or affiliates. All rights reserved.
Acquisition of a Bank Prospect
Mobile
Desktop
AWARENESS RESEARCH APPLICATION EVALUATION ACCEPTANCE
1. Sees ad
in social feed
2. Arrives at personalized
landing page
3. Uses a credit card
recommendation tool
4. Gets product
recommendation
6. Receives email
request for docs
5. Completes
online application
7. Securely uploads
via a web form
8. Application
formally accepted
AI
Opportunity
• Personalized content and experience for anonymous visitors
• Increased prospect acquisition
• Upsell/cross-sell other banking products
• Enhanced engagement

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Virtual assistants Personalized
Engagement
Call deflection
Chatbots

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Productivity

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ROI of 245%
Forrester
The Total Economic Impact™ Of Progress Sitefinity
Content and Experience Management Platform

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Cautions
• Hallucination
• Misleading data
• Human-in-the-loop
• Lack of variation (shared AI models)
• Ethical use of AI
• Legal and copyright implications

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© 2023 Progress Software Corporation and/or its subsidiaries or affiliates. All rights reserved.
Word of
Mouth
Google’s
ZMOT
Content
Marketing
Neuro-
marketing
Customer
Experience
Digital
Experience
What’s
Next

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© 2023 Progress Software Corporation and/or its subsidiaries or affiliates. All rights reserved.
Word of
Mouth
Google’s
ZMOT
Content
Marketing
Neuro-
marketing
Customer
Experience
Digital
Experience
Generative
AI

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What is Driving This
Evolution?

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The Omnipresent
Customer
• Known
• Understood
• Cared for
• Valued

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Adapted
from:
Start
With
Why,
Simon
Sinek,
ISBN
978-1-59184-280-4
Why
How
What

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Thank You!
linkedin.com/in/asyaiv/
asya.ivanova@progress.com