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",[],{"_key":887,"_type":173,"children":888,"markDefs":892,"style":181},"23c266683790",[889],{"_key":882,"_type":177,"marks":890,"text":891},[],"Zuerst legen wir das Zielbild fest: Ausgangspunkt und Endpunkt des Prozesses, inklusive Basisinformationen, Intention und Output-Format. Darauf aufbauend schlüsseln wir die Phasen auf – der Weg vom Ist zum Soll wird in klar abgegrenzte Prozessschritte zerlegt. Für jede Phase klären wir die Verantwortlichkeiten: Wer macht was? Hier zeigt sich oft, wie viel implizites Wissen in einzelnen Köpfen steckt. Anschließend ordnen wir Hilfsmittel und Quellen zu – welche Systeme, Daten und Dokumente speisen die jeweilige Phase? Zuletzt setzen wir an den Übergängen zwischen den Phasen Input\u002FOutput-Gates: Sie definieren, welche Qualität ein Zwischenergebnis haben muss, um weitergereicht zu werden. ",[],{"_key":894,"_type":173,"children":895,"markDefs":900,"style":181},"d3c5d6d989e3",[896],{"_key":897,"_type":177,"marks":898,"text":899},"815920b78c59",[],"Jeder dieser fünf Bausteine ist für sich machbar – zusammen ergeben sie das vollständige Prozessbild.",[],{"_key":902,"_type":903,"aspectRatioXs":904,"asset":905,"caption":907},"712fd564c665","newsImage","free",{"_ref":906,"_type":232},"image-ed84a5e52deb1f98839c9a906c8f6deacdd761be-3072x4608-png","Fünf Schritte in der KI-Content-Produktion (Quelle: Experience One)",{"_key":909,"_type":173,"children":910,"markDefs":915,"style":181},"5266538822ec",[911],{"_key":912,"_type":177,"marks":913,"text":914},"2220fde27dca",[],"Erst auf dieser Grundlage lässt sich seriös beantworten, wo KI-Potenziale liegen – und wo der Mensch zwingend in der Schleife bleibt. Die Gates aus dem letzten Schritt werden dabei zu natürlichen Kontrollpunkten: Sie markieren die Stellen, an denen ein Mensch prüft, freigibt oder korrigiert, bevor der Prozess weiterläuft.",[],{"_key":917,"_type":173,"children":918,"markDefs":923,"style":181},"3b43a28d5f3b",[919],{"_key":920,"_type":177,"marks":921,"text":922},"2141c7ac4a84",[805],"Nicht jede Phase muss automatisiert werden",[],{"_key":925,"_type":173,"children":926,"markDefs":931,"style":181},"631a0c0a935b",[927],{"_key":928,"_type":177,"marks":929,"text":930},"055522e87b00",[],"Die Analyse führt regelmäßig zu einem Ergebnis, das dem Hype widerspricht: Nicht jede Phase eines Content-Prozesses eignet sich für Automatisierung. Repetitive Schritte mit klaren Regeln – etwa das Überführen strukturierter Produktdaten in ein Zielformat – sind ideale Kandidaten. Phasen, in denen Markenurteil, strategische Abwägung oder rechtliche Bewertung gefragt sind, bleiben menschliche Aufgaben. Wer das Prozessbild vor sich hat, kann diese Unterscheidung fundiert treffen, statt sie dem Tool-Anbieter oder dem LLM zu überlassen. KI kann sicherlich den Entscheidungsraum fokussieren, die menschliche Abwägung und Einordnung schafft und sichert aber den Wert im Prozess.",[],{"_key":933,"_type":173,"children":934,"markDefs":939,"style":181},"a0448d812df6",[935],{"_key":936,"_type":177,"marks":937,"text":938},"48fb1736bccc",[805],"Inspire, Create, Scale: Wo im Content-Lebenszyklus KI welchen Wert stiftet",[],{"_key":941,"_type":173,"children":942,"markDefs":947,"style":181},"c6aeb1812ce9",[943],{"_key":944,"_type":177,"marks":945,"text":946},"f41cd8f8c896",[],"Eine hilfreiche Unterscheidung ergänzt das Fünf-Schritte-Vorgehen um eine horizontale Ebene: In welchem Abschnitt des Content-Lebenszyklus bewegt sich der Prozess überhaupt? Wir unterscheiden drei Streams mit jeweils eigenem Automatisierungsgrad und einer anderen Rolle der KI.",[],{"_key":949,"_type":173,"children":950,"markDefs":959,"style":181},"636ab32e5466",[951,955],{"_key":952,"_type":177,"marks":953,"text":954},"a29176342f44",[805],"Inspire",{"_key":956,"_type":177,"marks":957,"text":958},"d1e9ce60c388",[]," umfasst Strategie, Konzeption und Ideation – etwa Content-Strategien, Content Design oder Produkt-Taxonomien. Hier ist KI Sparringspartner: Sie liefert Varianten, Recherche und Strukturvorschläge, die Entscheidung bleibt beim Menschen.",[],{"_key":961,"_type":173,"children":962,"markDefs":971,"style":181},"88b27fb24978",[963,967],{"_key":964,"_type":177,"marks":965,"text":966},"e48518c3cf81",[805],"Create",{"_key":968,"_type":177,"marks":969,"text":970},"b41136101082",[]," meint die Produktion einzelner Assets entlang definierter Phasen, zum Beispiel die Landingpage-Erstellung. Hier arbeiten Mensch und KI in Co-Creation: Die KI produziert, der Mensch prüft und gibt an den Gates frei.",[],{"_key":973,"_type":173,"children":974,"markDefs":983,"style":181},"68a6d16a0580",[975,979],{"_key":976,"_type":177,"marks":977,"text":978},"59b7d3a37282",[805],"Scale",{"_key":980,"_type":177,"marks":981,"text":982},"77e8b3fd9bdb",[]," beschreibt Skalierung in hoher Stückzahl – Varianten, Kanalableitungen oder Content-Migrationen über automatisierte Pipelines. Hier ist der Automatisierungsgrad am höchsten; der Mensch sitzt fast nur noch an den Input\u002FOutput-Gates.",[],{"_key":985,"_type":173,"children":986,"markDefs":991,"style":181},"2c627695725e",[987],{"_key":988,"_type":177,"marks":989,"text":990},"21bf6107ec49",[],"In der Praxis verschwimmen diese drei Streams schneller, als man denkt: Wenn ein Team denselben Automatisierungsanspruch, der in der Skalierung sinnvoll ist, unreflektiert auf einen Ideation-Workshop überträgt, wird die Zusammenarbeit zwischen Mensch und KI an der falschen Stelle kalibriert. Der praktische Nutzen der Unterscheidung liegt genau hier: Sie hilft, für jeden Stream die passende Erwartungshaltung zu setzen, statt mit Scale-Tempo an eine Inspire-Aufgabe heranzugehen oder wertvolle Skalierungspotenziale im Create-Modus ungenutzt zu lassen.",[],{"_key":993,"_type":173,"children":994,"markDefs":999,"style":181},"0a2b45c070c6",[995],{"_key":996,"_type":177,"marks":997,"text":998},"8c716ab27d0c",[805],"Aus der Praxis: Landingpage-Erstellung und Content-Migration",[],{"_key":1001,"_type":173,"children":1002,"markDefs":1007,"style":181},"1582a471e28a",[1003],{"_key":1004,"_type":177,"marks":1005,"text":1006},"47436d294d16",[],"Wir haben dieses Vorgehen unter anderem bei einem führenden Hersteller von Motorgeräten und einem internationalen Technologiekonzern angewendet – in zwei Streams, die unterschiedlicher kaum sein könnten.",[],{"_key":1009,"_type":173,"children":1010,"markDefs":1015,"style":181},"e556852d8859",[1011],{"_key":1012,"_type":177,"marks":1013,"text":1014},"64f717d64723",[],"Im Create-Stream ging es um die klassische Landingpage-Erstellung: Aus einem Briefing entsteht über definierte Phasen eine publikationsreife Seite, bei der KI Texterstellung und Strukturvorschläge übernimmt, während Freigaben an den Gates menschlich bleiben.",[],{"_key":1017,"_type":173,"children":1018,"markDefs":1023,"style":181},"7c503105b69d",[1019],{"_key":1020,"_type":177,"marks":1021,"text":1022},"9ccea9066c02",[],"Im Scale-Stream stand eine Content-Migration an: Produktinformationen aus einem bestehenden PIM-System (Product Information Management) sollten in ein neues System überführt werden – inklusive Anpassung an eine neue Taxonomie. Gerade hier zeigte sich der Wert des Prozessverständnisses: Die eigentliche Herausforderung lag nicht im Übersetzen der Inhalte, sondern im Klären der Frage, mit welcher Absicht Inhalte ursprünglich gepflegt wurden und welche Qualität sie im Zielsystem haben müssen.",[],{"_key":1025,"_type":173,"children":1026,"markDefs":1031,"style":181},"687755787058",[1027],{"_key":1028,"_type":177,"marks":1029,"text":1030},"76fcaa09daf5",[],"In beiden Projekten stand am Anfang dieselbe Überlegung: Was soll am Ende herauskommen, und welche Phasen führen dorthin? Diese Klarheit vorab hat in beiden Fällen dafür gesorgt, dass die Automatisierung genau an der richtigen Stelle ansetzte.",[],{"_key":1033,"_type":173,"children":1034,"markDefs":1039,"style":181},"1b328fbcae2f",[1035],{"_key":1036,"_type":177,"marks":1037,"text":1038},"319c543df8ef",[805],"Fazit: Fünf Bausteine, ein vollständiges Bild",[],{"_key":1041,"_type":173,"children":1042,"markDefs":1047,"style":181},"fa98c4fa875d",[1043],{"_key":1044,"_type":177,"marks":1045,"text":1046},"c3a679ef280f",[],"Wer bei der Content-Automatisierung alles auf einmal lösen will, verliert sich meist in Grundsatzdiskussionen über Tools und Modelle. Wer stattdessen fünf kompakte Schritte durchgeht – Zielbild, Phasen, Verantwortlichkeiten, Quellen und Gates – schafft mit jedem Schritt sofort Klarheit und hat am Ende alle Optionen offen: den Landingpage Creator für die Content-Produktion, Low-Code-Pipelines für wiederkehrende Abläufe oder eine systematische Content-Migration für den Systemwechsel. Wer diesen Weg überspringt, wählt Werkzeuge für ein Problem, das er noch nicht verstanden hat.",[],{"_key":1049,"_type":173,"children":1050,"markDefs":1055,"style":181},"319cf53b9bb9",[1051],{"_key":1052,"_type":177,"marks":1053,"text":1054},"859dc51662c2",[],"Sie möchten wissen, welche Phasen Ihrer Content-Produktion sich für KI-Unterstützung eignen und in welchem Stream Sie den größten Hebel haben? Sprechen Sie uns an: Wir bringen die Methodik und die Erfahrung aus realen Projekten mit.",[],{"_key":1057,"_type":1058,"href":1059,"label":1060,"reference":778},"6c771926fbb1","cta","mailto: business@experienceone.com","Sprechen Sie mit uns",{"contactPerson":1062},{"_type":1063,"copyContent":1064,"person":1065,"title":1091},"contactPerson","position",{"_createdAt":1066,"_id":1067,"_rev":1068,"_type":1069,"_updatedAt":1070,"department":1071,"email":1076,"linkedin":446,"name":453,"position":1077,"sanityImage":1080,"tenant":39},"2024-07-10T14:25:55Z","8679b80e-04ba-46b8-b3ae-150239fd297b","702LxbKIg2HpFbWOvCM5os","person","2025-05-15T06:10:24Z",[1072,1075],{"_key":13,"_type":1073,"value":1074},"internationalizedArrayStringValue","Platform Program Management",{"_key":766,"_type":1073,"value":1074},"business@experienceone.com",[1078,1079],{"_key":13,"_type":1073,"value":445},{"_key":766,"_type":1073,"value":445},{"_type":227,"alt":453,"aspectRatioSm":254,"aspectRatioXs":254,"asset":1081,"crop":1082,"hotspot":1086},{"_ref":450,"_type":232},{"_type":258,"bottom":1083,"left":1084,"right":1085,"top":259},0.4549427780100336,0.16675376254180613,0.15915029264214042,{"_type":261,"height":1087,"width":1088,"x":1089,"y":1090},0.5450572219899664,0.6569685409698995,0.4952380330267559,0.2725286109949832,"Autor",{"_key":1093,"_type":1094,"contactPerson":778,"content":778,"headline":1095,"imageSliderPersons":778,"items":1096,"persons":778,"reference":778,"sidebar":778},"98282d2a3154","teaserGroup","Das könnte auch spannend sein",[1097,1435],{"_createdAt":1098,"_id":1099,"_key":1100,"_ref":1099,"_rev":1101,"_type":770,"_updatedAt":1102,"category":1103,"content":1105,"language":13,"newsCategories":1404,"pinned":1408,"reference":778,"seo":1409,"slug":1426,"teaser":1428,"tenant":39,"title":1108},"2025-08-12T09:11:17Z","2ae370f9-5738-4e1a-b631-f3efae0a87ae","34783a17611b","xWoVqbh3boAYEquPI5ScSU","2025-10-02T06:36:10Z",{"slug":1104},{"_type":459,"current":25},[1106,1110,1116,1375],{"_key":1107,"_type":777,"headline":1108,"publishedDate":1109},"dfdb110c7b6e","Content-Automatisierung im B2B: Wie KI komplexe Content-Prozesse skalierbar macht","2025-10-02",{"_key":1111,"_type":782,"sanityImage":1112},"152135bbb8ec",{"_type":227,"alt":1113,"aspectRatioSm":784,"aspectRatioXs":352,"asset":1114},"an illustration of a computer screen with a arrow pointing to a button",{"_ref":1115,"_type":232},"image-0c5b86533f28ba6af84efdbbbb518d0e75652df2-5400x2250-png",{"_key":1117,"_type":789,"content":1118,"sidebar":1369},"1c8c2efd8f37",[1119,1127,1135,1143,1151,1159,1167,1176,1184,1192,1200,1208,1216,1224,1232,1240,1253,1265,1277,1289,1301,1309,1317,1325,1333],{"_key":1120,"_type":173,"children":1121,"markDefs":1126,"style":181},"b9f6dddaf8ef",[1122],{"_key":1123,"_type":177,"marks":1124,"text":1125},"dbcebec889e6",[],"In globalen B2B-Unternehmen stehen Marketing-Teams vor einer enormen Herausforderung: Wie lässt sich Content effizient und konsistent in diverse Märkte bringen – bei gleichzeitig steigenden Anforderungen an Personalisierung, Geschwindigkeit und Compliance? Die Antwort liegt in einem zentralisierten, KI-gestützten Content-Flow, der Effizienz, Kontrolle und Relevanz vereint. Doch was braucht es, damit Content-Automatisierung wirklich funktioniert? Und wie lassen sich komplexe Organisationsstrukturen dabei mitdenken?",[],{"_key":1128,"_type":173,"children":1129,"markDefs":1134,"style":181},"a675b30febca",[1130],{"_key":1131,"_type":177,"marks":1132,"text":1133},"c2521c7ed250",[805],"Fragmentierte Prozesse, hoher Aufwand",[],{"_key":1136,"_type":173,"children":1137,"markDefs":1142,"style":181},"a5112350d007",[1138],{"_key":1139,"_type":177,"marks":1140,"text":1141},"f4ca9327a617",[],"In internationalen Unternehmen ist Content-Produktion oft dezentral organisiert. Während Markenführung und zentrale Kampagnenstrategie im Headquarter angesiedelt sind, erfolgt die Umsetzung in den Ländergesellschaften – mit eigenen Tools, Workflows und Interpretationen. Die Folge: Intransparente Prozesse, inkonsistente Markenbotschaften und hoher manueller Aufwand.",[],{"_key":1144,"_type":173,"children":1145,"markDefs":1150,"style":181},"5ba9daf478d9",[1146],{"_key":1147,"_type":177,"marks":1148,"text":1149},"e0bd4618ce0c",[],"Besonders in regulierten Branchen, wie der Medizintechnik, verschärft sich das Problem: Unterschiedliche Zielgruppen (Ärzt:innen, Administrator:innen, Techniker:innen) verlangen hochspezifische Inhalte - rechtlich abgesichert und dennoch individuell relevant.",[],{"_key":1152,"_type":173,"children":1153,"markDefs":1158,"style":181},"cb2dfc22c1df",[1154],{"_key":1155,"_type":177,"marks":1156,"text":1157},"65c667ed84dc",[805],"Ein zentralisierter, KI-gestützter Content-Flow",[],{"_key":1160,"_type":173,"children":1161,"markDefs":1166,"style":181},"c39f371996f2",[1162],{"_key":1163,"_type":177,"marks":1164,"text":1165},"19e1bd1c42b5",[],"Der Schlüssel zur Skalierbarkeit liegt in der Automatisierung von Content-Prozessen, ohne die Qualität und Präzision zu verlieren. Erfolgreiche Ansätze kombinieren dabei drei Elemente:",[],{"_key":1168,"_type":173,"children":1169,"level":263,"listItem":1174,"markDefs":1175,"style":181},"4048efbd2d51",[1170],{"_key":1171,"_type":177,"marks":1172,"text":1173},"fc637e2983b1",[],"Zentrale Steuerung und Standards","number",[],{"_key":1177,"_type":173,"children":1178,"level":263,"listItem":1174,"markDefs":1183,"style":181},"3febbadb803f",[1179],{"_key":1180,"_type":177,"marks":1181,"text":1182},"ff6da64dd8b6",[],"Einheitliche Briefing-Dokumente",[],{"_key":1185,"_type":173,"children":1186,"level":263,"listItem":1174,"markDefs":1191,"style":181},"87cad489ab71",[1187],{"_key":1188,"_type":177,"marks":1189,"text":1190},"ae6b548a72f2",[],"Strukturierte Workflows und klare Freigabeprozesse",[],{"_key":1193,"_type":173,"children":1194,"markDefs":1199,"style":181},"92aaf8b98b74",[1195],{"_key":1196,"_type":177,"marks":1197,"text":1198},"415874815f97",[],"Sie sind die Basis für konsistente Content-Erstellung über Ländergrenzen hinweg.",[],{"_key":1201,"_type":173,"children":1202,"markDefs":1207,"style":181},"f61c2ef1d22f",[1203],{"_key":1204,"_type":177,"marks":1205,"text":1206},"ad0ab76cebf2",[805],"Generative KI in der Content-Produktion: Personalisierung durch Datenintegration",[],{"_key":1209,"_type":173,"children":1210,"markDefs":1215,"style":181},"3a97f0c18d0d",[1211],{"_key":1212,"_type":177,"marks":1213,"text":1214},"8436676aa8f0",[],"Large Language Models (LLMs) übernehmen die automatisierte Erstellung von Texten - basierend auf strukturierten Prompts. Qualitätssicherung erfolgt idealerweise durch einen zweiten Validierungs-LLM, um stilistische, inhaltliche und regulatorische Anforderungen sicherzustellen.",[],{"_key":1217,"_type":173,"children":1218,"markDefs":1223,"style":181},"8f54c68bd4eb",[1219],{"_key":1220,"_type":177,"marks":1221,"text":1222},"7031f4de5c5f",[],"Über eine Customer Data Platform (CDP) lassen sich Rollenprofile, Interessen und Nutzerverhalten einbinden. Dadurch wird generierter Content nicht nur effizient produziert, sondern gleichzeitig hochgradig personalisiert.",[],{"_key":1225,"_type":173,"children":1226,"markDefs":1231,"style":181},"f2d23f90c74b",[1227],{"_key":1228,"_type":177,"marks":1229,"text":1230},"f93a5c8c89d1",[805],"Erfolgsfaktoren für skalierbare Content-Automatisierung",[],{"_key":1233,"_type":173,"children":1234,"markDefs":1239,"style":181},"3e74509c9de8",[1235],{"_key":1236,"_type":177,"marks":1237,"text":1238},"f1d36c2bbd25",[],"Damit KI-gestützte Content-Prozesse in komplexen B2B-Strukturen funktionieren, braucht es mehr als nur Technologie. 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Über 100 Entscheider:innen, Praktiker:innen und Vordenker:innen kamen in Stuttgart zusammen, um darüber zu sprechen, was es braucht, damit aus dem Vibe echter Unternehmenswert wird. ",[],{"_key":1469,"_type":173,"children":1470,"markDefs":1475,"style":181},"bbfafae51572",[1471],{"_key":1472,"_type":177,"marks":1473,"text":1474},"17026c20e8e2",[],"Vibe Coding und KI-Agenten verändern, wie wir Software denken, entwickeln und nutzen. Unternehmen sehen sich plötzlich mit einer Flut an KI-Artefakten konfrontiert – ohne klare Verantwortlichkeiten, ohne Bewertungsmaßstäbe. Das macht Menschen, die in die Verantwortung gehen und wissen, wie man KI wertstiftend weiterentwickelt, zum entscheidenden Erfolgsfaktor. 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Juni in Stuttgart Entscheider:innen, Product Owner und Gestalter agentischer Systeme zusammen, um zu zeigen, wie aus KI-Experimenten echte Wertschöpfung wird.",[1764],{"_key":1765,"_ref":1407,"_type":232},"b4df02e1d127",{"description":1767,"image":1768,"keywords":1771,"title":1781,"type":1425},"Warum erfolgreiche Content-Automatisierung beim Prozessverständnis beginnt – ein Fünf-Schritte-Vorgehen aus der Praxis von Experience One.",{"_type":1412,"asset":1769},{"_ref":1770,"_type":232},"image-5ee0f40c8e9283a0fb46cf5c2b3e01a5b5a28b46-3012x2250-png",[1772,1773,1774,1775,1776,1777,1778,1779,1418,1780],"KI-Content ","Content-Automatisierung ","Prozessverständnis ","KI-Agenten","Content-Migration ","Content-Produktion","Automatisierungsgrad","Landingpage-Erstellung","Prozessautomatisierung","KI in der Content-Produktion: Erst der Prozess, dann das Tool",{"_type":459,"current":761},{"_type":1429,"categories":1784,"headline":1785,"publishedDate":779,"sanityImage":1786,"text":1788},[26],"KI-Content: Der Prozess zählt",{"_type":227,"aspectRatioXs":352,"asset":1787},{"_ref":1770,"_type":232},"Wer Content-Produktion automatisieren will, braucht zuerst kein Tool, sondern ein präzises Prozessverständnis. Ein Fünf-Schritte-Vorgehen aus der Praxis zeigt, wo KI wirklich Wert schafft.",1786382967607]