The LavaCon Content Strategy Conference | 27–30 October 2024 | Portland, OR
Torsten Machert

Before joining Congree, Torsten Machert was Managing Director of EasyBrowse GmbH. He specializes in the design and implementation of workflows based on SGML and XML and has industry experience in aerospace, defense, engineering and publishing. In the past few years, he has concentrated on the development of industrial processes for the production and distribution of highly effective electronic publications.

Combining Corporate Language with GenAI – Treat or Threat?

Co-presented with: Michael Mannhardt

Nowadays companies do not only use multiple communication channels. With the advent of GenAI the challenges in terms of content consistency and content quality lead to new challenges.
Consistent corporate language is an aspect and important asset of corporate identity.
To make sure that this asset is not getting lost by using GenAI, you want to take advantage of other assets that you already have: the content targets of your organization.
Linguistic assets like company specific style guides and terminology can be the perfect basis to create brand-compliant content even in the age of generative AI.
In this presentation Torsten Machert and Michael Mannhardt will be explaining why corporate language is an important asset of a company’s corporate identity and how companies can retain control over their corporate language even in the age of AI by defining linguistic standards and implementing and continuously reviewing them.

In this session, attendees will learn:

  • The significance of corporate language for Corporate Identity (CI)
  • The risk of losing corporate language through GenAI
  • How content targets like company specific style guides and company-wide terminology already build an important asset and the basis to train LLMs
  • How to benefit from those assets while using GenAI in the content creation process while keeping your corporate language as integral part of your CI