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Successful commerce enterprises need to be able to find the right content and deliver it to the right person at the right time — all at scale.

It’s no secret that content has become a key to successful commerce online.

Stephen Mello, vice president of strategy & offering management at IBM e-commerce, says the rise of content is no surprise. Within a few years, he said, 85 percent of customers’ interactions with brands won’t involve another person.

Content will be your ambassador and sales associate. Getting content right is increasingly becoming a key way to separate yourself from your competition.

We caught up with Mello at the Shop.org Digital Retail’s Summit, where he talked about the importance of simplifying for marketers and merchandisers the process of finding the right content. He also shared thoughts about the role of machine learning in building a content operation that can personalize content at scale.

Mike Cassidy is BloomReach’s storyteller. Contact him at mike.cassidy@bloomreach.com; follow him on Twitter at mike.cassidy@bloomreach.