Content visibility becomes crucial as AI adoption grows

A new analysis by Robert Rose highlights how the widespread adoption of generative AI is making content planning transparency more critical than ever. In an article published by the Content Marketing Institute, he explains that while AI promises to speed up content creation, it often amplifies existing challenges in content management. According to Forrester research cited in the piece, 65% of customer-oriented content goes unused due to issues with findability, relevance, or quality. The article points out that many organizations lack visibility into their content operations, with AI tools potentially creating more chaos when deployed without proper oversight. Rose warns that companies are prioritizing speed over strategic alignment, leading to ineffective content and wasted resources. To address these challenges, he recommends mapping content supply chains, implementing collaborative tools, building partnership-focused cultures, and deliberately slowing down processes to ensure quality. The analysis also reveals that fear of collaboration is growing in environments where production speed is the primary focus, particularly as AI tools become more prevalent.