{"id":13543,"date":"2026-07-07T07:37:49","date_gmt":"2026-07-07T07:37:49","guid":{"rendered":"https:\/\/www.salesforce.com\/?p=13543"},"modified":"2026-07-07T07:37:51","modified_gmt":"2026-07-07T07:37:51","slug":"as-ai-becomes-the-next-content-creator-purpose-becomes-the-editor","status":"publish","type":"post","link":"https:\/\/www.salesforce.com\/eu\/blog\/as-ai-becomes-the-next-content-creator-purpose-becomes-the-editor\/","title":{"rendered":"As AI Becomes the Next Content Creator, Purpose Becomes the Editor"},"content":{"rendered":"\n<p id=\"h-\">For decades, marketers have been creators.<\/p>\n\n\n\n<p>We built campaigns. Crafted messages. Produced content. Managed channels.<\/p>\n\n\n\n<p>But the rules are changing.<\/p>\n\n\n\n<p>With Agentforce, Slack AI, and the rise of the Agentic Enterprise, content is no longer something we simply create.<\/p>\n\n\n\n<p>Increasingly, it is something AI can generate, optimize, personalize, and distribute.<\/p>\n\n\n\n<p>The question is no longer: &#8220;Can AI create content?&#8221;<\/p>\n\n\n\n<p>Because it already can.<\/p>\n\n\n\n<p>The real question is: &#8220;Who ensures that content has meaning?&#8221;<\/p>\n\n\n\n<p>As AI becomes the next content creator, purpose becomes the editor.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-welcome-to-the-agentic-era\"><strong>Welcome to the Agentic Era<\/strong><\/h2>\n\n\n\n<p>Marketing is entering its most transformative chapter.<\/p>\n\n\n\n<p>According to Salesforce&#8217;s <a href=\"https:\/\/www.salesforce.com\/eu\/marketing\/resources\/state-of-marketing-report\/\">State of Marketing Report<\/a>, high-performing marketing teams are:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>2.8 times more likely to use AI across the customer lifecycle.<\/li>\n\n\n\n<li>3.3 times more likely to unify customer data.<\/li>\n\n\n\n<li>Significantly more likely to deliver personalized experiences at scale.<\/li>\n<\/ul>\n\n\n\n<p>With Agentforce and Data Cloud, organizations can orchestrate customer journeys in ways that were unimaginable just a few years ago.<\/p>\n\n\n\n<p>AI agents can:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Create content.<\/li>\n\n\n\n<li>Analyze performance.<\/li>\n\n\n\n<li>Recommend next-best actions.<\/li>\n\n\n\n<li>Personalize experiences in real time.<\/li>\n<\/ul>\n\n\n\n<p>And with Slack becoming the digital headquarters of the Agentic Enterprise, humans and agents are beginning to collaborate side by side.<\/p>\n\n\n\n<p>The future is no longer Human versus AI.<\/p>\n\n\n\n<p>It is Human + AI.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-infinite-content-limited-meaning\"><strong>Infinite Content, Limited Meaning<\/strong><\/h2>\n\n\n\n<p>AI can generate an infinite amount of content. But abundance creates a new challenge.<\/p>\n\n\n\n<p>Not scarcity of information but scarcity of meaning.<\/p>\n\n\n\n<p>Because customers are overwhelmed. Employees are overwhelmed. Leaders are overwhelmed.<\/p>\n\n\n\n<p>In a world where everyone can create more content, the winners will not be those who produce more.<\/p>\n\n\n\n<p>They will be those who produce content that matters.<\/p>\n\n\n\n<p>Content that inspires, that builds trust, that creates emotional connection.<\/p>\n\n\n\n<p>In other words:<\/p>\n\n\n\n<p>Content with purpose.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-why-cmos-must-become-editors-in-chief\"><strong>Why CMOs Must Become Editors-in-Chief<\/strong><\/h2>\n\n\n\n<p>The role of the CMO is evolving.<\/p>\n\n\n\n<p>Tomorrow&#8217;s marketing leaders won&#8217;t simply oversee campaigns. They will become editors-in-chief of meaning.<\/p>\n\n\n\n<p>The future CMO must combine:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Agentic AI capabilities.<\/li>\n\n\n\n<li>Human creativity.<\/li>\n\n\n\n<li>Ethical judgment.<\/li>\n\n\n\n<li>Emotional intelligence.<\/li>\n\n\n\n<li>Purpose-driven leadership.<\/li>\n<\/ul>\n\n\n\n<p>Because while AI can optimize for attention, leaders must optimize for trust.<\/p>\n\n\n\n<p>While AI can predict behavior, humans understand emotions.<\/p>\n\n\n\n<p>And while AI can generate words, only humans can define values.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-slack-skills-giving-time-back-to-creativity\"><strong>Slack Skills: Giving Time Back to Creativity<\/strong><\/h2>\n\n\n\n<p>One of the most exciting developments is how AI is transforming collaboration itself.<\/p>\n\n\n\n<p>Slack AI and Slack Skills are redefining productivity.<\/p>\n\n\n\n<p>Imagine a world where:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Campaign briefs are generated automatically.<\/li>\n\n\n\n<li>Knowledge is surfaced instantly.<\/li>\n\n\n\n<li>Meetings are summarized in seconds.<\/li>\n\n\n\n<li>AI agents coordinate workflows across teams.<\/li>\n<\/ul>\n\n\n\n<p>Less searching. Less administration. Less busy work.<\/p>\n\n\n\n<p>More thinking. More creativity. More human connection.<\/p>\n\n\n\n<p>Because perhaps the greatest gift AI gives us is not speed.<\/p>\n\n\n\n<p>It is space.<\/p>\n\n\n\n<p>Space to think, to innovate, and to lead.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-a-glimpse-into-the-future-of-content\"><strong>A Glimpse Into the Future of Content<\/strong><\/h2>\n\n\n\n<p>Salesforce&#8217;s <a href=\"https:\/\/www.salesforce.com\/news\/stories\/salesforce-signs-definitive-agreement-to-acquire-contentful\/\">acquisition<\/a> of Contentful signals something larger.<\/p>\n\n\n\n<p>The future of content will be:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Dynamic.<\/li>\n\n\n\n<li>Contextual.<\/li>\n\n\n\n<li>Personalized.<\/li>\n\n\n\n<li>Composable.<\/li>\n<\/ul>\n\n\n\n<p>Content will adapt in real time.<\/p>\n\n\n\n<p>Experiences will become increasingly intelligent. But intelligence alone will never be enough.<\/p>\n\n\n\n<p>Technology amplifies. Humans give meaning.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-the-human-advantage\"><strong>The Human Advantage<\/strong><\/h2>\n\n\n\n<p>As Head of Marketing at Salesforce Switzerland, entrepreneur, and mental trainer, I&#8217;ve come to believe something profound:<\/p>\n\n\n\n<p>The future of marketing will not belong to the organizations with the most content.<\/p>\n\n\n\n<p>It will belong to those with the clearest purpose. Because customers don&#8217;t remember algorithms.<\/p>\n\n\n\n<p>They remember experiences.<\/p>\n\n\n\n<p>They remember stories.<\/p>\n\n\n\n<p>They remember how brands made them feel.<\/p>\n\n\n\n<p>And feelings remain deeply human.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-the-new-marketing-equation\"><strong>The New Marketing Equation<\/strong><\/h2>\n\n\n\n<p>The future is not: AI or Human.<\/p>\n\n\n\n<p>It is: AI + Human + Purpose.<\/p>\n\n\n\n<p>Technology creates possibilities. Humans create meaning. Purpose creates impact. Combined, they create trust.<\/p>\n\n\n\n<p>And trust is the ultimate competitive advantage.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-final-thought\"><strong>Final Thought<\/strong><\/h2>\n\n\n\n<p>In a world where machines can generate almost anything, our greatest differentiator will not be intelligence.<\/p>\n\n\n\n<p>It will be intention.<\/p>\n\n\n\n<p>Because while AI may become the next content creator, purpose will always remain the editor.<\/p>\n\n\n<div class=\"wp-block-quote-article\" style=\"\"><div class=\"wp-block-quote-social-wrapper\"><figure class=\"wp-block-quote-article-quote\">\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p>&#8220;Technology can write the story. But only humans can decide why it matters.&#8221;<\/p>\n<\/blockquote>\n\n<div class=\"post__social post__social--v2 post__social--blockquote\">\n\n\t\n\t<ul class=\"social-nav social-nav-v2\">\n\t\t\t\t\t<li class=\"social-nav__item\">\n\t\t\t\t<a\n\t\t\t\t\taria-label=\"Share on LinkedIn (Opens in a new tab)\"\n\t\t\t\t\thref=\"http:\/\/www.linkedin.com\/shareArticle?mini=true&#038;url=https%3A%2F%2Fwww.salesforce.com%2Feu%2Fblog%2Fas-ai-becomes-the-next-content-creator-purpose-becomes-the-editor%2F%3Futm_source%3DLinkedIn%26utm_medium%3Dorganic_social%26utm_campaign%3Dus_cbaw%26utm_content%3Dblog-ctt&#038;title=As%20AI%20Becomes%20the%20Next%20Content%20Creator%2C%20Purpose%20Becomes%20the%20Editor\"\n\t\t\t\t\ttarget=\"_blank\"\n\t\t\t\t>\n\t\t\t\t\t\n<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"21\" height=\"21\" fill=\"none\"><path fill=\"#032D60\" d=\"M16.625 0H4.375A4.375 4.375 0 0 0 0 4.375v12.25A4.375 4.375 0 0 0 4.375 21h12.25A4.375 4.375 0 0 0 21 16.625V4.375A4.375 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label\">\n\t\t\t<a class=\"label has-right-arrow has-right-arrow--small\" href=\"https:\/\/www.salesforce.com\/eu\/blog\/category\/podcasts\/\" target=\"_blank\">\n\t\t\t\t<span>And the Spotlight Podcast<\/span>\n\t\t\t\t\n<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" viewBox=\"0 0 14 10\"><path d=\"M13.92 5.38a1 1 0 0 0 0-.76.9.9 0 0 0-.17-.26.3.3 0 0 0 0-.07l-4-4a1 1 0 0 0-1.46 1.42L10.59 4H1.07a1 1 0 0 0 0 2h9.52l-2.3 2.29a1 1 0 0 0 0 1.42 1 1 0 0 0 1.42 0l4-4a.3.3 0 0 0 0-.07.9.9 0 0 0 .21-.26\" \/><\/svg>\n\t\t\t<\/a>\n\t\t<\/p>\n\t\t\t\t<img class=\"tidbit img-evergreen\"\n\t\tsrcset=\"\n\t\t\thttps:\/\/www.salesforce.com\/eu\/blog\/wp-content\/themes\/newsroom\/assets\/images\/article-tidbit-evergreen-large@0.5x.png 84w,\n\t\t\thttps:\/\/www.salesforce.com\/eu\/blog\/wp-content\/themes\/newsroom\/assets\/images\/article-tidbit-evergreen-large@1x.png 168w,\n\t\t\thttps:\/\/www.salesforce.com\/eu\/blog\/wp-content\/themes\/newsroom\/assets\/images\/article-tidbit-evergreen-large@2x.png 336w\n\t\t\"\n\t\tsrc=\"https:\/\/www.salesforce.com\/eu\/blog\/wp-content\/themes\/newsroom\/assets\/images\/article-tidbit-evergreen-large@1x.png\"\n\t\talt=\"Illustration of evergreen\"\n\t\tsizes=\"(min-width:1024px) 175px, 130px\"\n\t>\n\t<\/aside>\n\n","protected":false},"excerpt":{"rendered":"<p>Marketing with Purpose | By Vanessa Gentile, Head of Marketing, Salesforce Switzerland<\/p>\n","protected":false},"author":757,"featured_media":13546,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"sf_justforyou_enable_alt":true,"optimizely_content_id":"123455667787899905043212","post_meta_title":"","ai_synopsis":"","_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_feature_clip_id":0,"_jetpack_memberships_contains_paid_content":false,"footnotes":"","jetpack_post_was_ever_published":false},"sf_topic":[10],"sf_content_type":[437],"coauthors":[137],"class_list":["post-13543","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","sf_topic-marketing","sf_content_type-blog"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.2 (Yoast SEO v27.2) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>As AI Becomes the 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