MAX SESSIONS Hello, everyone, and welcome to Deloitte Digital's "The Future of the Content Supply Chain." It's great to have you all here today, and we are looking forward to sharing with you...
what we see as the future of the content supply chain, the value it creates...
and how it is gonna enable creative teams and brands to excel in this new digital world. My name is Mike Monroe. I'm a managing director here at Deloitte Digital. I also am Deloitte Digital's Global Content Production Lead. Along with me today is Trinadha Kandi. Thanks, Mike. Hello, everyone. Trinadha Kandi, Managing Director at Deloitte Digital. With 20-plus years of global experience in marketing, tech and data, I help our clients in their digital and marketing transformation journeys. I also co-lead our marketing AI capability within Deloitte Digital. So, let's talk a little bit about content supply chain and what we'd like to cover during today's session. TODAY'S AGENDA First step, we want to cover the business case for the content supply chain...
and how an efficient content supply chain enables greater creativity. Also, how an efficient content supply chain drives business value... and then, how to unlock that value. And then finally, how to assess your current content supply chain... how to identify areas of opportunity and how to go about implementing progress on your content supply chain to be able to maximize value. So that's what we're going to cover during today's conversation. So, let's talk a little bit about the framework of a content supply chain and why it's important.
In essence, as the digital economy continues to grow, the demand for content continues to increase. And, in fact, these increases are expected to continue. The number of new channels, the number of ways to create content, the amount of innovation that's on the horizon...
and the amount of competition in the space, is increasing exponentially. And, in fact, we anticipate the demand for content is going to accelerate and is going to grow anywhere between five to ten times over the next two years.
Some of the things that are driving demand are customer expectations...
the hybrid and physical customer journeys, and then, innovation in emerging formats, whether it's 3D...
more immersive content experiences, as well as Generative AI. So there's a lot coming. There's a lot that has happened, and the framework of a content supply chain becomes more and more important in order for brands to succeed.
Part of this revolution that we're experiencing...
is a natural progression from where we have been...
in the context of Web 2.0. Web 2.0 was the change to read and write...
sorts of experiences, to one now where many people and brands around the world are continuously creating experiences that help drive engagement and conversion, and this plethora of experiences is now creating and promising to create an order-of-magnitude increase in the amount of content and, of course, funding need for productivity gains over human-powered ways of working. And this sort of industrialization of the creation of content is really what's going to drive and power this next iteration and revolution of content creation. And we believe that it is gonna be imperative for brands to be successful and to win in this competitive marketplace for them to understand their current content supply chain framework, how it works, and how they're going to accelerate in the future. As Mike was talking about the revolution and innovation in the content supply chain...
the rise of Generative AI in recent times and prior to that, the whole automation, AI, and now Generative AI, will have a significant impact on the future of content supply chain in totality.
What we see is that Generative AI models for businesses threaten to upend the world of content creation, with substantial impacts on marketing, software and design fields. Brands need to understand how these capabilities and tools work together, and the value that they bring to the table.
Large language models and image AI models, usually called as "Generative AI" are foundation models, have created a new set of opportunities for brands that perform content creation and content development. And some of the opportunities, exciting opportunities what we see are around automation.
How can we generate the content automatically? Quality. There will be a significant improvement around the content quality. Variety. We can create content, variances of the content at scale. And lastly, the personalization. We've been talking about the personalization, we've been delivering the personalization for some time, but delivering personalized content at scale, leveraging Generative AI in the content supply chain is gonna be significantly beneficial for the brands.
Now, when things get done right, there are significant results as well. Deloitte clients are already using AI...
to generate original content for marketing, from email to the product campaigns to the social media copy...
helping their brands dramatically ramp up their content strategies, so that marketers now will have more time on the strategy and ideation.
Let's talk a little bit about some of the attributes of an effective content supply chain. And when we work with brands, and we evaluate their current content supply chain, we really look at six principles...
that are very important to ensure that their content supply chain gets it right. And these six principles are Customer Centricity...
Automation and Automated Fulfillment and Distribution...
Transparency and Traceability, Synchronized Planning...
Sustainable and Diverse Sourcing...
and Demand Adaptability. These capabilities, when brought together, are needed to break through the traditional silos and enable you to modernize your supply chain. If you're able to incorporate these principles into your supply chain practice, it's going to further enable you to execute your strategy, it is going to further enable you to ensure that your content is on brand and achieving the goals that it is designed to create... and it's going to do so in such a way that your people and their levels of engagement are driven higher and higher. Oftentimes, we see organizations where their content supply chain really struggles, and that shows up not only in terms of engagement of the team, but also in the KPIs and the results that their content delivers. So let's dig a little deeper on these six principles.
When we talk about the six principles... what we're really talking about, in terms of Customer Centricity, is leveraging connectivity and digitization to put the customer at the center. Oftentimes, we see situations where the customer, obviously, is at the beginning of the process, but the process can be so difficult that ultimate delivery loses that Customer Centricity.
Next, when we talk about Automated Fulfillment and Distribution...
leaning into and exploring how Generative AI and natural language processing can automate and maximize content creation abilities. This is an area that, obviously, we all know is growing. There's a lot of interest across the board. I will tell you, it takes a high degree of conviction and commitment to begin to create processes where Gen AI and NLP begin to deliver value. But once that foundation is established, once those models are trained, once the humans that are part of that process are able to govern both the inputs and the outputs, the level of value created is quite high.
Next, we talk about Transparency and Traceability. Knowing where anything is in your content supply chain at all times is key. Being able to find and reuse and identify content that's been created also is very key. So this idea of having a traceable environment with transparency is really what enables creatives, strategists, production teams, media teams to ensure that they're getting the most bang for their buck, and using content as much as possible, and reusing content as much as possible.
Next is Planning. Planning, as we all know, and a lot of time is spent on, enables execution and strategy to come together in a very harmonious way. And an effective content supply chain really enables and requires a Synchronized Planning approach. And this synchronized approach...
is what will power personalized content creation at a very efficient cost. If Planning is out of sync with the capabilities of your content supply chain, you see that start to show up in terms of the effectiveness of the content, as well as the efficiency or the cost of the actual creation of the content. So Planning is also key.
Next is Sustainable and Diverse Sourcing, and that means having a diverse supplier base. It means sourcing content from different partners. It means also having... internal content creation processes that all come together to create and enable the creation of content that is sourced from diverse places, and also maximizes the value and reduces the cost of creating content. We've seen, for example, during COVID, we've seen brands that had very solid and diverse sourcing inside of their content supply chains. Those brands were able to remain in business. Those brands were being able to succeed during COVID, because they had diverse and sustainable sources. Content factories, content supply chains that relied on very few sources struggled, and that showed up in business results. And finally, Demand Adaptability. We all understand that there are peaks and valleys in every business cycle. We also understand that there are things like product launches, there are other events that can drive up demand...
and it is the introduction of AI-driven supply into this Demand Adaptability that ensures that the content supply chain is able to flex with the demands and the needs of the business...
as they present themselves, as well as what's happening in that competitive set. And one of the things that we see, and are predicting, is that as a brand's competitors...
as their content supply chains become more adept and they incorporate things like Generative AI, and many of the principles inherent in the content supply chain that we're discussing, their ability to win in the marketplace is gonna increase, and so it will be very important for brands to be able to respond to that competitive moment. And this is why this is also very important. So those are the six principles that we look for, and we encourage our clients to adapt, when we evaluate their content supply chain. As Mike was talking about the six principles...
when we work with our clients, and most of them are at a different maturity level when it comes to adopting those principles.
However, the good news is the platforms, enterprise platforms like Adobe, can really help and accelerate the brand's content supply chain ecosystem. Delivering incredible experiences, as fast as the end-consumers expect them, requires ensuring visibility, automation and collaboration throughout the entire process. With Adobe's creative workflow and asset management solutions, brands can plan, leveraging Adobe Workfront, and create, leveraging Adobe's Creative Cloud, and deliver, leveraging Adobe's Experience Manager...
personalized content at scale that supports the customer journey at every touchpoint.
Thanks, Trinadha. And so, what I want to share with you now is some of the ways that Deloitte assesses current content supply chain maturity, and what we'd like to offer to you is the opportunity to have us... meet with you for a 15 to 30 minute session. We typically go through a 36-question assessment, and the output of that assessment will help you have an understanding of where your current content supply chain sits, relative to the attributes that we've discussed, and it will help you identify some next steps in terms of evolving to the next phase and understanding what that roadmap might look for you. So, from a maturity assessment standpoint, we evaluate each stage from nascent to cutting edge...
we evaluate the different capabilities, everything from Creative Vision and Planning to Workflow Management, Creation and Scalability, Asset Management and Sharing, Distribution for Activation, and then, of course, Measurement and Optimization. And it's not only measurement and optimization of the performance of the content, but it is also measurement and optimization of the effectiveness of the content supply chain, evaluation of exactly how much it costs to create a piece of content, and ways to improve the efficiency of that. As part of the assessment, we'll identify gaps and opportunities. And we typically meet with your creative team, your production team, folks involved in program management, marketing, marketing operations, strategy team, and some of your tech team.
Anybody that has a role to play in the content supply chain should be part of this session. And then we'll use... as a result of the conversation and the questions, we'll use industry benchmarks to compare your performance against your peers, so you get a sense of where you sit relative to your competition, relative to your peers. Of course, understanding that things are evolving quickly in the space, and so, we expect, frankly, progress to be seen in the marketplace very quickly. So, we'll establish a baseline of your current content supply chain capabilities, we'll identify gaps and opportunities, and we'll help you define a future state and strategic priorities, with a roadmap for you. So, the result of this session will really be some tangible understanding, some potential gaps and next steps, and a sort of a path to help you evolve your content supply chain to where you would like it to be, and position you for growth and success. Keeping in mind, going back to what we mentioned at the beginning, we're anticipating the need for content, in order for brands to be successful, to increase five to ten times in the next couple of years. So if you think about what you're creating now, what your current content supply chain is creating now, imagine that increasing five to ten times the next couple of years. So there's a real call to action, and we'd love to help you understand where you are and what you can do to get ready. So with that, thank you very much for your time and attention. Please reach out to myself, Mike Monroe, my partner, Trinadha Kandi, and if you care to learn more, please snap the QR code, and we'd love to hear from you. THANK YOU.
MAX SESSIONS