Content creation has relied on manual processes—marketers, writers, and designers crafting messages that resonate with audiences. The introduction of generative AI has revolutionized these workflows. Three-quarters (75%) of professionals who use generative AI say the technology saves them between one to 10 hours per week, according to the recent Contentful survey.
“AI is going to reduce the cost and resources to create content ... allowing things like personalization and hyper personalization, automated SEO, and creating experiences that are really engaging,” Contentful’s Jonathan Phillips, senior manager of solutions engineering, said during a recent webinar.
The shift from traditional to AI-driven content creation is more than just a change in tools; it represents a fundamental transformation in how content is conceived, produced, and distributed. With AI, businesses can generate vast amounts of content tailored to specific audiences, optimizing every piece for search engines and user engagement. This not only speeds up production but also enables marketers to focus on strategy and creativity.
Several companies are already leading the charge in adopting generative AI to enhance their content operations.
Kraft Heinz uses AI to improve both internal processes and customer engagement. The company built its own AI-powered tool called KraftGPT, which helps employees quickly find and utilize existing content, boosting productivity.
Kraft Heinz’s AI tool for consumers, AI.Oli—a play on aioli—helps users interact with Kraft Heinz products by suggesting recipes based on the ingredients you have at home, making meal planning more personalized and interactive.
“Kraft Heinz saw an increase in web engagement, an almost 80% increase in conversion, and improved customer satisfaction,” Phillips said. This reflects how AI is not just a back-end tool but a driving force behind better customer experiences and higher returns on content investments.
Ruggable uses AI to tailor its content and website experiences based on customer preferences. When a customer lands on Ruggable’s site after searching for “dog-friendly rugs,” they are shown personalized content based on that search, displaying rugs that are durable and pet-friendly.
Ruggable also integrated AI-driven visual tools that allow customers to see what a specific rug might look like in their space. By uploading a photo of their room, customers can receive AI-generations recommendations on which rug design and colors will best match the space’s existing decor.
These tools enhance the customer experience, driving engagement and increasing conversion rates.
Klarna uses AI to streamline customer service and reduce costs. By utilizing content structured in Contentful and AI-powered assistants, Klarna AI fielded 2.3 million customer service chats in its first month, Phillips said. This shift will save Klarna an estimated $40 million this year. This efficiency is a direct result of AI’s ability to quickly access and deploy relevant content, ensuring that customers receive accurate and timely information.
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