The News:
Grammarly, a company best known for utilizing AI and human expertise to help people develop, compose, revise, and understand communications, announced several new enhancements and features designed to improve workflow and productivity for employees. The company announced on May 18 enterprise-specific capabilities in GrammarlyGo, the company’s on-demand assistant powered by generative AI, that will allow Grammarly Business customers to incorporate organizational context, including:
- Company terms and knowledge to deliver highly contextual, generated content
- Brand tone preferences to generate on-brand content that adheres to company voice and ensures a consistent brand experience
- Relevant prompts based on specific team use cases to help them maximize productivity by jump-starting tasks
Grammarly also announced Knowledge Share, which is a feature that surfaces definitions of company terms and links to relevant documents and key contacts directly within an employee’s workflow, so they do not need to interrupt their process to search for information. Grammarly says it will expand the ecosystem that supports Knowledge Share over time with a set of connectors and app integrations to help employees easily move through complex workflows and improve their level of productivity.
The first iteration of the new features will be available in beta for Grammarly Business customers in June, with additional functionality and capabilities added over time. Click here to read the press release announcing the updates to GrammarlyGo and the company’s future roadmap for generative AI.
Grammarly Incorporates Generative AI to Improve Workflow and Productivity
Analyst Take:
Grammarly announced new and enhanced features to help Grammarly Business customers break down information silos and focus on helping workers improve workflow and productivity via enhancements to its generative AI-enabled GrammarlyGo assistant, as well as the use of Knowledge Share, a technology that surfaces definitions of company terms and links to relevant documents and key contacts directly in an employee’s workflow.
At the company’s pre-launch event for analysts, customers, press, and influencers, new Grammarly CEO Rahul Roy-Chowdhury presented a demonstration of the features included in this release of Grammarly for Business, and outlined the company’s vision and roadmap for future enhancements.
Using AI and Data to Improve Workflow and Productivity
One of the key themes raised at the pre-launch event was the power of AI and data to improve workflow and data, by automatically surfacing relevant customer information and insights, so that workers do not need to switch between multiple applications or systems. This is a common theme for behind-the-scenes workers at companies, such as product managers or marketers, who often spend a significant amount of time culling information, creating collateral, and then sending it around to others for approvals.
Frontline workers who interact with customers, including sales agents, customer support representatives, and technical support workers, often face similar challenges with needing to navigate between multiple systems, or needing to look up specific pieces of information that may be unfamiliar to them, impacting their agent experience.
Grammarly’s use of Knowledge Share appears to address some of those frustrations by allowing workers to essentially annotate terms, phrases, or words that they expect may need to be defined for others in the organization. As seen in the image, a worker could select a term, and then create a definition or explanation which would then be available to all who use that term in the future. While this is currently a manual process, the company said this initial annotation process may be automated in future releases to further improve workflow and productivity.
Writing in a Unified Voice
A valid criticism of AI-generated content is that it may not be correct, and even if it is technically accurate, will be written in a very bland, machine-like style. Organizations rightly should be concerned about sending out any AI-generated content without it being reviewed by a human, but the time and effort it can take to recast it in the company’s specific voice can impact an employee’s workflow and productivity. Grammarly is introducing brand tone preferences, which allow workers to generate on-brand content that adheres to company voice and ensures a consistent brand experience. This could be a significant win for Grammarly, in terms of not only impacting back-end workflow issues, but also ensuring that its brand message and positioning are not compromised by AI-generated content.
Grammarly’s Market Strategy
In speaking with Roy-Chowdhury after he participated in a panel discussion and presentation, it was made clear that while the features and functions enabled in this release are targeted at enterprise workers, Grammarly is taking a much more bottom-up approach to enterprise sales. Roy-Chowdhury says that individuals or teams can purchase licenses, try out the software, and then make the case to the IT department and organizational leadership that the technology can positively impact workflow and productivity.
For Grammarly to compete against some of the larger vendors offering workflow and productivity-enhancing technology, it likely will need to start establishing key partnerships that can help the company address the enterprise market from a more top-down approach. Integration with collaboration, contact center, CRM, or other larger workflow platforms may be a way to gain mindshare and market share in what is becoming a very competitive space.
Author Information
Keith Kirkpatrick is VP & Research Director, Enterprise Software & Digital Workflows for The Futurum Group. Keith has over 25 years of experience in research, marketing, and consulting-based fields.
He has authored in-depth reports and market forecast studies covering artificial intelligence, biometrics, data analytics, robotics, high performance computing, and quantum computing, with a specific focus on the use of these technologies within large enterprise organizations and SMBs. He has also established strong working relationships with the international technology vendor community and is a frequent speaker at industry conferences and events.
In his career as a financial and technology journalist he has written for national and trade publications, including BusinessWeek, CNBC.com, Investment Dealers’ Digest, The Red Herring, The Communications of the ACM, and Mobile Computing & Communications, among others.
He is a member of the Association of Independent Information Professionals (AIIP).
Keith holds dual Bachelor of Arts degrees in Magazine Journalism and Sociology from Syracuse University.
