With the rise of digital marketing over the past two decades, software vendors have developed tools to partially automate marketers' work, making them more productive and enabling actions that were previously difficult or impossible. Examples include marketing automation, email autoresponders, chatbots, social media post schedulers, automatic content curation tools, programmatic advertising, and more.
In recent years, the rapid adoption of AI has led to the emergence of AI-driven marketing tools that further enhance marketers' ability to automate tasks. Today, the vast majority of content marketers use AI to assist with creating, reviewing, or editing written content, as well as ideating or generating visuals. Many of these tools are already integrated into Content Management Systems (CMS) or Digital Experience Platforms (DXP).
Inefficiency is a marketer's biggest problem
Marketers spend a significant portion of their work time on routine, repetitive tasks that drain their time, focus, and creative energy.
When it comes to managing content, they often need to create engaging materials in multiple formats. For example, writing a compelling blog post might be followed by creating a teaser for an email newsletter, then adapting the same message for social media.
Today, marketers frequently rely on tools like ChatGPT or similar AI chatbots to automate some of these transformation tasks. However, creating visual content is far more challenging, especially when marketers need to produce countless variations for use across various digital channels.
Whether dealing with written or visual content, marketers often switch between multiple tools such as AI chatbots, Canva, Squoosh, and their CMS or DXP. This constant tool-switching leads to focus disruptions and inefficiencies.
Consider a micro-campaign built around a few key visuals designed for use across multiple devices, channels, and media. Once the campaign visuals are chosen, each must be adjusted into multiple variants optimized for its specific placement. This can mean transforming a single image into dozens of target variations.
Kentico’s AIRA makes marketers 10x more efficient
Smart automation, augmented with AI capabilities for the tasks mentioned in the previous chapter—controlled directly from a CMS or DXP—could save content editors hours every day.
At Kentico, we strive to make marketers more efficient. That’s why we introduced AIRA, Xperience by Kentico’s native AI capability designed to streamline workflows and enhance productivity for content editors and marketers.
AIRA offers a wide range of automated assistance to marketers for content governance and experience management tasks. It also helps them leverage Xperience by Kentico more effectively, enabling them to achieve and deliver results faster.
With AIRA, marketers no longer need to leave the CMS interface to edit and tailor images for various digital contexts, nor do they need to switch to ChatGPT for AI-powered copy assistance. Everything they need is seamlessly integrated into their workflow in one UI environment.
AIRA can automatically transform and optimize images into the required variants based on their placement. Whether it’s a page hero image, blog article image, product image, or social media open graph, it handles everything for you.
In practice, all technical parameters—such as dimensions, resolutions, file formats, file size limits, and more—can be predefined by developers and automatically optimized. Content marketers can simply upload their images to Xperience by Kentico, and the system will handle all necessary processing for them.
Configuration of automatic image cropping in Xperience by Kentico
AIRA saves content editors a significant amount of time by automatically suggesting focal points, ensuring the automatic image cropper retains key elements of a visual while generating multiple dimension formats.
Focal point selection for optimal automatic cropping
AIRA automates format conversion and image quality optimization during mass uploads. You can set up crop optimization, configure target image variants, and enable automatic resizing, cropping, file format adjustments, and more.
Transforming assets to the required dimensions, resolutions, file formats, and file sizes is now easier than ever as you can do it directly within the DXP interface. Properly optimized images result in faster page loading, an improved user experience, and better SEO performance.
Format conversion and quality optimization in Kentico uploader
What’s more, AIRA can automatically categorize your assets by selecting from predefined category tags, helping you organize content in your repository and quickly locate the right items. These tags can also be used to filter content on the website frontend, benefiting not only editors but also visitors. Additionally, AIRA can automatically add titles, descriptions, and alt texts to your images, improving both content organization and SEO.
If you’re interested in learning more about the practical applications of AIRA, check out Sean Wright's product refresh update here.
Boost productivity content editors’ productivity with Kentico’s AIRA
Digital marketers and content editors juggle demanding agendas, from creating engaging content to managing complex campaigns. AIRA accelerates and simplifies delivery. By automating repetitive processes like image optimization, tagging, and content personalization, AIRA empowers teams to focus on what matters most—crafting impactful digital experiences and high performing campaigns.
Say goodbye to manual busy work and hello to streamlined productivity with AIRA!
Learn how to use artificial intelligence to boost productivity while maintaining authenticity by downloading our free ebook, The AI copywriter’s handbook: Strategies for the modern marketer.