Generative AI in Digital: A Practical Perspective

As per McKinsey research, Generative AI (Gen AI) features stand to add up to $4.4 trillion to the global economy—annually.

Generative AI is here and it’s evolving so fast that it can feel hard to keep up with it. At XCentium, we have been experimenting with different Gen AI models and use cases to identify how digital can benefit from it. To help our customers and digital executives, we have decided to post a series of videos showcasing the hands-on application of Gen AI to digital use cases.

We are broadly classifying the Gen AI use cases into four categories:

  • Content and Data Creation and Curation
  • Image, Audio and Video Creation and Curation
  • eCommerce
  • Web Development

The goal is to update this blog every time we create a video showing an actual example of Gen AI in these four areas.

Content and Data Creation and Curation

Gen AI use cases include:


  • Generating taxonomy and keywords from website content.
  • Tagging website content using taxonomy.
  • Tagging video or image content using taxonomy.


  • Generating summary for content.
  • Generating metadata for images/assets/videos. Generate transcript from video for alt-text and search engines.

Content & Personalization:

  • Generating content for a website.
  • Personalizing content using website brand tone.
  • Translating content.
  • Content moderation.
  • Sentiment analysis in content.

Image, Audio and Video Creation and Curation

Gen AI use cases include:

  • Generating image/illustration for content.
  • Generating concept images.
  • Generating images based on text prompts.
  • Generating videos based on text prompts.
  • Changing backgrounds, colors, and objects.


Gen AI use cases include:

Shopping Assistant:

  • Facilitating guided searches.
  • Implementing chatbots for customer service.
  • Providing shopping and returns assistance.
  • Offering product recommendations.

Promotion Assistant:

  • Managing promotions and pricing.

Web Development

Gen AI use cases include:

Generating and Converting Code:

  • Generating backend C# code.
  • Generating frontend React/JS code.
  • Converting ASP.Net MVC views to Next.js/React components.
  • Transforming ASP.NET services into Node.js APIs.
  • Assisting with code reviews, refactoring, and bug fixes.

Content Migration:

  • Creating Powershell scripts for content migration.
  • Refactoring code and ensuring adherence to best practices.
  • Generating user stories and test scenarios.
  • Assisting with AI-driven components and front-end code generation from design tools like Figma using
  • Designing interfaces with AI using tools like UIzard.

Gen AI Real-World Videos

Content Personalization

In our inaugural video, created by Kevin Melendez, Sitecore Director, XCentium, we’ll demonstrate how to personalize website content using a simple Chrome extension that uses Gen AI to personalize and translate content based on brand tone and guidelines.

Watch here.

If you have any questions or wondering how you can leverage AI, you can reach out to us or Kevin directly.

Taxonomy Tagging

Our next video in the “Generative AI in Digital: A Practical Perspective” series demonstrates content tagging and taxonomy using ChatGPT. Sergey Yatsenko, Sr. Director, National Competency Lead, XCentium, shows how tags can be generated for a website page using GenAI and how taxonomy can be generated for an entire website using GenAI.

Watch here.

If you have any questions or are wondering how you can leverage AI, you can reach out to us or Sergey directly.

Stay tuned as we continue to update this section with new videos and brief descriptions every 1-2 weeks, showcasing the diverse applications of Gen AI across the digital landscape.