Content Creation and Personalization Creating quality content should be the top priority of any organization, which today means using data to both inform the creation of relevant content, and data to deliver the right content to the right person at the opportune time. In an agile system, content-creating teams have easy access to the data they need, as well as the ability to glean actionable insights from it. Much of these practices today are being supported, or fully performed, by AI-powered software that can analyze data to create segments, suggest content variations and deliver those variations in real-time across digital channels. 14