22 мин.
Self-service content in the age of AI with Patrick Bosek The Content Strategy Experts - Scriptorium
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In episode 165 of The Content Strategy Experts Podcast, Sarah O’Keefe and guest Patrick Bosek of Heretto discuss how the role of customer self service is evolving in the age of AI.
I think that this comes back to the same thing that it came back to at every technological shift, which is more about being ready with your content than it is about having your content in the perfect format, system, set of technologies, or whatever it may be. The first thing that I think either of us will say, and a lot of people in the industry will tell you, is that you need to structure your content.
— Patrick Bosek
Related links:
* Heretto
* Content Components podcast by Heretto
* AI in the content lifecycle (white paper)
* Content paradox: Standardization = personalization
LinkedIn:
* Patrick Bosek, Heretto
* Sarah O’Keefe, Scriptorium
Transcript:
Sarah O’Keefe: Welcome to the Content Strategy Experts Podcast brought to you by Scriptorium. Since 1997, Scriptorium has helped companies manage, structure, organize, and distribute content in an efficient way. In this episode, we talk with Patrick Bosek about the changing role of content in self service and whatever the opposite of self service is, maybe just service. Hi, everyone. I’m Sarah O ‘Keefe, and I’ve got Patrick Bosek, the CEO of Heretto with me today. Hey, Patrick!
Patrick Bosek: Hey Sarah, it’s good to be here. I guess to be back, technically.
SO: Yeah, you’ve been here one or two times before, so I’m going to cut to the chase here. And our topic today is self-service content and how things are changing in self-service content. So talk a little bit about that. What’s going on?
PB: Well, I think to talk about self-service content, we have to talk about what’s changing in, I think, self service more generally, which you kind of alluded to in the idea of, you what is the opposite of self service, right? So the landscape is, as I see it, is very interesting today, because historically we had what was very obviously self service, and then what we had was very obviously not self service. So I guess just people or service or something—people service maybe. And for the most part, self service was content, right? So if you went someplace and you read something and you figured it out on your own, over the last decade or so, self services started to involve a little more action. You can go to a McDonald’s and self-service order a coffee today. We can talk about it in a minute whether or not we think that’s a good idea or a bad idea. But now as we’re getting into the age of true…intelligent, if you want to call them, virtual assistants, AI, those types of things. Now we’re in a place where the things that were very traditionally handled by humans. So helping you figure out what you really mean, helping you dig through something when you’re not exactly sure where you’re finding, finding it, or if it is possible, those types of questions are actually performing actions. Some of those are going to continue to bleed over into systems. So now self service isn’t just content anymore that you go and look up and then you yourself go and figure it out and do something. There’s going to be this mixing between the...
In episode 165 of The Content Strategy Experts Podcast, Sarah O’Keefe and guest Patrick Bosek of Heretto discuss how the role of customer self service is evolving in the age of AI.
I think that this comes back to the same thing that it came back to at every technological shift, which is more about being ready with your content than it is about having your content in the perfect format, system, set of technologies, or whatever it may be. The first thing that I think either of us will say, and a lot of people in the industry will tell you, is that you need to structure your content.
— Patrick Bosek
Related links:
* Heretto
* Content Components podcast by Heretto
* AI in the content lifecycle (white paper)
* Content paradox: Standardization = personalization
LinkedIn:
* Patrick Bosek, Heretto
* Sarah O’Keefe, Scriptorium
Transcript:
Sarah O’Keefe: Welcome to the Content Strategy Experts Podcast brought to you by Scriptorium. Since 1997, Scriptorium has helped companies manage, structure, organize, and distribute content in an efficient way. In this episode, we talk with Patrick Bosek about the changing role of content in self service and whatever the opposite of self service is, maybe just service. Hi, everyone. I’m Sarah O ‘Keefe, and I’ve got Patrick Bosek, the CEO of Heretto with me today. Hey, Patrick!
Patrick Bosek: Hey Sarah, it’s good to be here. I guess to be back, technically.
SO: Yeah, you’ve been here one or two times before, so I’m going to cut to the chase here. And our topic today is self-service content and how things are changing in self-service content. So talk a little bit about that. What’s going on?
PB: Well, I think to talk about self-service content, we have to talk about what’s changing in, I think, self service more generally, which you kind of alluded to in the idea of, you what is the opposite of self service, right? So the landscape is, as I see it, is very interesting today, because historically we had what was very obviously self service, and then what we had was very obviously not self service. So I guess just people or service or something—people service maybe. And for the most part, self service was content, right? So if you went someplace and you read something and you figured it out on your own, over the last decade or so, self services started to involve a little more action. You can go to a McDonald’s and self-service order a coffee today. We can talk about it in a minute whether or not we think that’s a good idea or a bad idea. But now as we’re getting into the age of true…intelligent, if you want to call them, virtual assistants, AI, those types of things. Now we’re in a place where the things that were very traditionally handled by humans. So helping you figure out what you really mean, helping you dig through something when you’re not exactly sure where you’re finding, finding it, or if it is possible, those types of questions are actually performing actions. Some of those are going to continue to bleed over into systems. So now self service isn’t just content anymore that you go and look up and then you yourself go and figure it out and do something. There’s going to be this mixing between the...
22 мин.