How Your Digital Experience Platform Should Think Like You Do

We’re living in a time where the news seems to always highlight amazing technologies and we’re grappled with the idea of artificially intelligent machines taking over lives...

  1. chevron left iconHow Your Digital Experience Platform Should Think Like You Do
Douglas EldridgeOctober 31, 2016
  • Content Management
  • Technology

We’re living in a time where the news seems to always highlight amazing technologies and we’re grappled with the idea of artificially intelligent machines taking over lives. With the rise of technology it’s easy to forget that a vast collection of human brains are behind these amazing inventions. Our brains are wired with neurons that create electricity which is transported throughout our bodies semantically to wherever it deems the relationship presides. Need to open a door? your brains neurons relate that to your hands turning the knob and so it happens.

If humans are wired to work a certain way it makes sense that our technology would work the same way since that’s what we know, it makes working with the technology easier and it’s the best technology we know to emulate. This point was brought up by censhare’s CEO, Dieter Reichert in a recent webinar leading up to DX Summit in Chicago. The best networks are semantic networks because that’s how humans think. That’s why censhare has invested heavily into being the industry leader with a semantic digital experience.

Humans vs. Machines

The question shouldn’t be whether a machine is more intelligent than a person, it should be whether a machine is capable of “thinking” or simply regurgitating information that someone has fed it. Of course most humans aren’t able to remember every detail of everything they see like a machine can since a machine has the ability to record data.

Humans are often narrow minded in what they think of as “smart”. Is it smart to store an asset? Is it smart to be able to pull up the stored asset using an obvious search term? Even being able to calculate costs and assign workflows aren’t necessarily “smart” things, they’re simply doing what they’re programmed to do.

So why do we give so much credit to platforms that can essentially do what a five-year old with a calculator could do? Most five year olds can store their toys, remember where they’re stored and retrieve them and even come up with a logical sequence to putting them back orderly. The difference between the five-year old and most digital platforms is that the five-year old really is smart, he just has more to learn, while the platform will get updates only when developers allow it.

It’s All Semantics

A semantic network, on the other hand, is truly smart. It functions the same way a human brain works in that it’s able to relate things. You likely use the technology daily but are unaware of it. Google uses this technology, which is essentially artificial intelligence, so every time you do a Google search, it’s using relational data to ensure that your search turns up useful information.

censhare’s semantic database works the same way. Anything that should relate does relate. For example, one photo in many systems is simply a photo. One photo in a semantic network is also the photographer who the photo is credited to, the photo rights, an article associated with the photos, the model that’s in the photo, previous campaigns run using that photo, model, photographer’s work, etc. Just like humans, it’s the fact that it can correlate relationships that make it truly smart.

While the concept is intuitive thanks to Google, it’s still new to companies that in many cases have siloed departments who use different platforms and different assets, despite all working together to deliver the same message. By implementing a relational digital experience system for your omnichannel content management strategy you are allowing your company to work intelligently and together across multiple departments and even locations.

Douglas Eldridge
Doug Eldridge has worked in marketing and communications for fifteen years, with experience in marketing agencies and software vendors, he’s written for CMSWire, eContent Magazine and various industry blogs. Doug is based in Denver, Colorado, is an alumnus of censhare US and while he is not writing, he is a typical Coloradan, which means a lot of time in mountains and breweries.

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