Fixing the Content Supply Chain with Generative AI

What you’ll learn

Fixing the Content Factory and Content Supply Chain with a New GenAI Approach

Clients often strive to make content creation quicker, more affordable, and scalable while preserving what works well. Relying on traditional content factory models or generative AI (GenAI) to speed up production can seem compelling. However, this approach risks damaging your brand’s quality, strategic alignment, experience, and identity by prioritizing volume and efficiency.

To counter this, I propose an AI Twin hybrid approach that balances marketing strategy with cost-effective production and outsourcing, optimizing value and impact over mere cost savings.

The Living Brand and AI-Enabled Life Cycle Optimization: Nature, Nurture, and Budgetary Constraints

Who supports your brand throughout its life cycle from pre-launch market development to launch, peak performance, and eventual loss of exclusivity? Usually, different teams take on this responsibility over time. Despite the necessary transfer of duties, valuable brand knowledge and continuity can be lost. However, there’s room for improvement.

Brands often change agencies for various reasons, including preferences, performance, corporate changes, or budget adjustments. Initially, brands with more resources can afford top talent. However, as they grow older and budgets decrease, brands may switch to less experienced teams or more affordable options to cut costs. This efficiency shift during maturation leads to more focus on mass content production, outsourcing, and cost-cutting measures, which can lower the quality of the brand’s marketing. Traditional content factory models solve for cost reduction but sacrifice strategy, creativity, and marketing effectiveness. These actions can diminish the hard-earned brand cache, customer insights, and the brand’s ability to impact customer choices.

A New Solution: AI-Enabled Intelligent Brand Life Cycle Optimization Supported by AI Brand Ambassadors

As your product evolves, the initial investment in premium talent may not be necessary or justifiable. While the availability of large budgets, information, and messaging may reduce over time, customer understanding, the volume of reusable content, and insights from performance data increases. It’s crucial to view your brand as dynamic and capable of adapting to its maturity level, emerging insights, new target audiences, competitive shifts, and clinical developments. Mature brands possess rich knowledge and narratives ripe for repurposing to meet their audience’s more precise needs.

Our approach to brand creation, development, and planning is built on these principles—intentional learning, adaptation, and evolution. Klick calls this “The Living Brand.”

New Low-Cost High-Volume Offshore and AI Options: Hard to See the Downside?

Brands and companies seek affordable solutions, often splitting content creation from production and leveraging AI-enhanced content factories or AI-first partners. This approach seems practical, especially when evaluating individual assets like images and text. However, this perspective overlooks customer insights, messages and touchpoints orchestration, customers’ issues anticipation and resolution, and resistance and friction points. Context fosters efficiency, effectiveness, and strategic alignment, culminating in substantial brand impact and customer value.

The result is a derivative product based on previous upfront investments. Value is no longer accounted for when pricing these low-cost efficiency outputs. When decoupled from the context and insights core to a brand’s building and strategic evolution, each cycle leads to dilution.

As we look for efficiencies in producing content, we must focus on why this content was initially created. It is the fuel essential to the brand’s identity, experience, and commercial strategy that reaches, engages, informs, and influences customers. Focusing solely on individual components contradicts the integrated and engaging experiences that define leading brands like Apple, Google, and Coca-Cola.

Content Supply Chains Should Amplify Not Degrade Your Customer Experience Capabilities

The life sciences sector has heavily invested in more connected and customer-focused experiences, but separating elements dilutes their impact and favors short-term efficiency over strategic marketing goals. Eventually, brands might realize they’ve sacrificed their essence for cost savings, becoming a less valuable version of themselves.

As someone who once advocated for and implemented decoupled content strategies, I’ve noticed a pattern: While the model depends on widespread use, the biggest and most financially solid brands often return to traditional, more expensive agencies after facing issues like poor content quality, misalignment, loss of insights, and lower service levels. Recurrence weakens the decoupled model, reducing the benefits of both in-house and external content factories. This doesn’t mean we shouldn’t use GenAI for scalable, quick, and cost-effective personalized experiences, but rather, it highlights the need for a more comprehensive, aligned approach.

Talented People and AI Twin: Decoupling Without Degradation

Klick has embraced a distinctive strategy for GenAI content to enhance your brand’s value, commercial agility, and revenue while elevating its intelligence. Brand intelligence encompasses various insights, including clinical advancements, commercial strategies, healthcare operations, value access and reimbursement strategies, health economics and outcomes research (HEOR), and detailed audience insights. It also includes data on the effectiveness of asset deployment, timing, order, and the choice of media channels and offers. Purposeful testing, learning, and enhancing brand intelligence are vital for ongoing effectiveness throughout the brand’s life cycle.

Klick has an extensive network of subject-matter experts (SMEs) with expertise across the entirety of life sciences commercialization—including medical, market access, value and reimbursement, sales force effectiveness, and marketing. We also have the people, processes, and technology to enable these efforts,

Engaging with every Klick SME team and service gives you access to some of the brightest minds in their fields and the shared knowledge of their entire team. This understanding fuels the intelligence and efforts of our people (via AI copilots) and their AI Twin. Complex tasks are delegated to the talented individuals you hire, augmented by their AI copilot and shared SME intelligence, while their AI Twin observes and learns. The AI Twin can autonomously complete low-value or low-complexity tasks, while the SME is continually informed and actively represented by their copilot.

Through AI, this initiative enhances and extends the value, intelligence, and impact of every SME team you engage. It allows them to participate in every meeting and task, either directly or via their AI Twin, asking questions and being kept in the loop so nothing is missed. Costly and time-consuming team-update meetings are eliminated. AI Twin exponentially increases each SME team’s collaboration, influence, and impact in every task, no matter how high or low a priority. Engaging multiple SME teams serves as a multiplier, as each team’s copilots and AI Twin benefit from each other, and every contracted SME team shares an intelligence library and perspective. Using AI Twin grants you access to a foundational model enriched by healthcare knowledge and best practices. Complex tasks get the expert attention they deserve, while AI Twin handles routine tasks, ensuring efficiency and quality.

How does this benefit your brand? Imagine having the insight of your entire team for every decision without the time and cost involved. AI Twin makes this possible, enabling experts to contribute without being present, sharing knowledge effectively, and speeding up processes with fewer mistakes. Using GenAI tools, our local and remote teams can collaborate, brainstorm, and quickly execute ideas, combining human creativity with AI efficiency, ensuring your brand stays ahead in a competitive landscape.

Let’s look at how this creates something as frequent as an email.

Empowering the Evolution of Work Power to the Domain Experts

In a recent interview, NVIDIA’s CEO had a brilliant recommendation:

“You probably recall over the course of the last 10 years, 15 years, almost everybody who sits on a stage like this would tell you it is vital that your children learn computer science, everybody should learn how to program, but in fact, it’s almost exactly the opposite. It is our job to create computing technology such that nobody has to program and that the programming language is human; everybody in the world is now a programmer. This is the miracle; this is the miracle of artificial intelligence.”

This quote is core to our approach. We integrate AI internally, not to replace our people but to enhance their engagement, impact, scalability, and application of their knowledge. By moving beyond traditional concerns like hourly rates, onshoring/offshoring, and talent mix, we can amplify the contributions of our SMEs. This strategy, powered by AI, AI Twin, SMEs, and copilots, allows us to continually enrich our effectiveness throughout your brand’s journey, achieving more with less and multiplying impact.

See it in action!

The Klick AI Immersion Center is nearly complete. We’re eager to welcome you and showcase our groundbreaking AI innovations transforming the commercialization process. This strategy isn’t for every brand, especially those already reducing costs and trying to keep their market share. It’s mainly for brands preparing to launch or those in the market who want a progressive way to boost long-term intelligence and value.

Contact Michael Chambers to discuss if your brand qualifies for the living brand and AI-enabled life-cycle optimization approach.