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<a target="_blank" href="https://cmscritic.com/critics/michael-spenceley">Michael Spenceley</a> is Leader, Learning &amp; Content Standards - Innovative Medicine at <a target="_blank" href="https://www.jnj.com/">Johnson &amp; Johnson</a> and a CMS Critic Contributor. <hr />If you're a content professional, you've likely spent much of your career focused on how to govern the accuracy and quality of content. As Generative AI (Gen AI) has entered our collective corporate consciousness, our content is now under a microscope. If you have outdated or inaccurate content, Gen AI will bring it into focus for all to see. On one hand, this will lead to uncomfortable conversations for those who are responsible for the accuracy of content, but this also presents a significant opportunity for content professionals. Here's a conversation I’ve had a few times lately: Business Leader: “We have all this content, if we put it in a Gen AI tool, won’t that make it easier for people to get answers, reduce call center volume and create a better experience for our employees and customers?”Technologist: "Yeah, we can do that. We can integrate your CMS or knowledgebase with our Gen AI platform."Business Leader: “Michael, what do you think?”Me: "Well, I think there are more questions we need to ask. Do we have quality content to feed into the Gen AI experience? Do we have the right level of governance to ensure accuracy? Do we have clear roles and responsibilities for those who own content feeding into Gen AI? Is the ROI sufficient to invest the time and money to do this right?”  Business leaders are now recognizing the importance of good content to enable an effective Gen AI experience for employees and customers. Getting content governance right, especially in large organizations, takes lots of people, rigorous processes, clear roles and responsibilities and accountability. Here are three things all content professionals should focus on as Gen AI initiatives take center stage: <h3 id="1.-keep-moving,-even-when-it's-not-perfect">1. Keep moving, even when it's not perfect</h3>Be agile and be okay with imperfection. If you wait to use Gen AI until you've solved all your content governance problems, you will never start. Come up with an approach that works for your organization.  I see it as a two-pronged approach. First, what steps do you take right now to keep Gen AI moving? At this stage, you don't know what will work so keep it simple. Second, while you're doing that, plan for the long-term. To scale your approach, what tech do you need, what integrations and what processes need to be in place? Here’s a real example of what I’ve tried in my organization:When we need content for a new Gen AI use case, we follow this process:<ul><li>Identify – Identify relevant content that already exists. </li><li>Validate – Analyze content to ensure we have the most current version and it’s the correct level of detail.</li><li>Remediate – Work with subject matter experts to update content that is out of date and create new content to fill any gaps.</li><li>Extract – Technical team extracts content from our source system to ingest into Gen AI. </li><li>Monitor &amp; Update – Leverage existing reporting and processes to determine when content needs to be updated in the Gen AI tool.</li></ul>This is a largely manual process, but it works for now and as we refine it, we're planning for how best to scale it in the future and reduce manual effort through integrations and automation. <h3 id="2.-get-the-right-people-involved-">2. Get the right people involved </h3>If you're a content professional or a SME who owns content, speak up and get involved in Gen AI initiatives. You know things that are important to this process that others may not know. If you're not a content professional and you're on the technical side of Gen AI, don't go it alone. While you can probably get your hands on some content to start, there is a chance that there's a lot you don't know about the content. When assessing content for accuracy and relevance, there can be many nuances, especially in large global organizations. Additionally, content teams already have processes in place to source and update content, and they have relationships with the subject matter experts who can validate content. Rely on content professionals and SMEs to tell you which content is ready for Gen AI and what steps need to be taken to prepare content. Here’s a real example of what I’ve tried in my organization:We established weekly touchpoints that include a combination of content, IT and business process owners. The content team drives the identify, validate, remediate, extract, and monitor process. The content team works with SMEs and content owners to validate content accuracy and remediate gaps. Our IT partners ingest content into the Gen AI tool and train the model. This ensures that this work is connected to our existing content governance process and isn't seen as additional work for content and process owners. We have one source of truth, one process and one governance model for content. Gen AI is just an additional channel where the content is being consumed. This could change in the future, but leveraging existing processes and infrastructure is an effective way to get things moving quickly.    <h3 id="3.-seize-the-opportunity-to-get-resources-and-support">3. Seize the opportunity to get resources and support</h3>In large organizations, content governance has often not gotten the time and attention it deserves, beyond a small group of content professionals. In the short time I've been working on this, I have learned that this connection between content and the success of Gen AI, is logical but isn't always obvious. It's on us, as content professionals, to speak up, get involved and make the case. Here’s a real example of what I’ve tried in my organization:We engaged with leaders and content owners to help them understand how our content will make or break our journey with Gen AI and are weaving Gen AI into our strategic vision for the future of content. We’re defining requirements for how our content needs to be structured and stored in the future to enable a good Gen AI experience.  Specifically, how to simplify and componentize content with component-level metadata. We’re also defining future-state content governance and what that takes from a resource standpoint. This includes how we drive greater accountability and create clearer roles and responsibilities for our content professionals and content owners to ensure content accuracy. <h3 id="conclusion">Conclusion</h3>As with anything new, there are still more questions than answers. Here are a few questions that content professionals should be thinking about:<ul><li>I’ve been on a mission to promote the idea that less content is more. Will a minimalist approach to content work in the age of Gen AI? </li><li>Many people challenge the accuracy of information coming from Gen AI. What role might content professionals play to change that perception? </li><li>Will content structure, metadata and governance still matter as Gen AI gets more advanced?</li></ul>I’m sure we’ll continue to debate these questions in the coming years. This space is evolving quickly, and I'm confident there will be advancements to make it easier in the future. Given the technology and resource constraints that all organizations are dealing with, these are some practical things to consider as you embark on your Gen AI journey. For now, it’s going to be messy, and that’s okay. Seize this opportunity to elevate your role as a content professional in your organization.    <hr /><h3 id="upcoming-events">Upcoming Events</h3> <img style="width:30.46%" src="https://cmscritic.com/ms-content/uploads/2024/11/cms-summit-25.png" alt="" /><h4 id="cms-summit-25"><a target="_blank" href="https://www.boye-co.com/conferences/cmssummit25">CMS Summit 25</a></h4>May 13-14, 2025 – Frankfurt, GermanyDon't miss the first European edition of our prestigious international conference dedicated to the global content management community! CMS Summit 25 will bring together top-notch speakers, our renowned learning format, and engaging social events. Hear from leading practitioners like Deutsche Bahn, Dr. Oetker, and more – and join customers, agencies, and CMS vendors as we discuss current trends and what's ahead for the content and digital experience fields. Connect and network at the only vendor-neutral, in-person conference focused on CMS. Space is limited for this exclusive event, <a target="_blank" href="https://www.boye-co.com/conferences/cmssummit25">so book your seats today.</a> <img style="width:31.83%" src="https://cmscritic.com/ms-content/uploads/2025/01/cms-connect-2025-logo.png" alt="" /><h4 id="cms-connect-25"><a target="_blank" href="https://www.boye-co.com/conferences/cmsconnect25">CMS Connect 25</a></h4>August 5-6, 2025 – Montreal, CanadaWe are delighted to present the second annual summer edition of our signature global conference dedicated to the content management community! CMS Connect will be held again in beautiful Montreal, Canada, and feature a unique blend of masterclasses, insightful talks, interactive discussions, impactful learning sessions, and authentic networking opportunities. Join vendors, agencies, and customers from across our industry as we engage and collaborate around the future of content management – and hear from the top thought leaders at the only vendor-neutral, in-person conference exclusively focused on CMS. Space is limited for this event, <a target="_blank" href="https://www.boye-co.com/conferences/cmsconnect25">so book your seats today.</a>

Generative AI is Making Content King Again

michael-spenceley

<hr /> Since 2018, <a target="_blank" href="https://cmscritic.com/products/hightouch">Hightouch</a> has been “high touch” when it comes to data. The pioneering composable customer data platform (CDP) and AI decisioning company has been on a tear recently, doubling its revenue<a target="_blank" href="https://getlatka.com/companies/Hightouch"> </a>and growing its team.Hightouch is finding success with enterprises that prefer flexible, composable alternatives to traditional CDPs, which are often plagued by rigid and costly infrastructures. By leveraging data and AI across their organization, Hightouch enables its users to deliver personalized customer experiences, optimize performance marketing, and move faster.This unique approach – turning data warehouses into marketing engines – has earned it a growing list of high-profile customers, including PetSmart, Warner Music Group, Calendly, Spotify, and GameStop.Now, Hightouch is tapping the human power of a seasoned analytics veteran and industry thought leader as it aims to drive more growth. Today, the company announced that it has hired <a target="_blank" href="https://www.linkedin.com/in/adamgreco/">Adam Greco</a> as Product Evangelist, where he will focus on supporting Hightouch's mission to empower marketing and data teams.If you're “tuned in” to the data and analytics space, Adam's name needs little introduction. With more than two decades of experience driving innovation and strategy in the field, he's been shaping the roadmap at leading tech firms like <a target="_blank" href="https://cmscritic.com/products/salesforce">Salesforce</a> and Omniture – which was <a target="_blank" href="https://techcrunch.com/2009/09/15/breaking-adobe-to-acquire-omniture-for-approximately-1-8-billion/">acquired in 2009 by Adobe</a> for $1.8 billion. In the wake of that acquisition, Adam wrote the definitive book on Adobe Analytics. During his most recent tenure at <a target="_blank" href="https://cmscritic.com/products/amplitude">Amplitude</a> – a leading product analytics platform provider – I spoke with Adam about the evolution of CDP, the value of data, and how critical these technologies are within the stack. "CDPs should be more insights and analytics-driven, capable of looking at problems in experiences," he said. “Every vendor will need a CDP of some kind because they want to collect data from every touchpoint: mobile apps, OTT, web, etc. Pulling it all together and creating action is key.”<h3 id="doubling-down-on-growth-and-disruption">Doubling down on growth and disruption</h3>At its core, Hightouch is a data activation platform that specializes in synchronizing customer data from data warehouses into a variety of high-utility tools. These include CRMs, email and marketing automation platforms, and advertising networks (to name a few). Founded in 2018 by <a target="_blank" href="https://www.linkedin.com/in/joshcurl/">Josh Curl</a>, <a target="_blank" href="https://www.linkedin.com/in/guptakashish/">Kashish Gupta</a>, and <a target="_blank" href="https://www.linkedin.com/in/tejasmanohar/">Tejas Manohar</a>, Hightouch started life outside the CDP boundaries as a travel booking Slackbot. The company pivoted during COVID-19 circa 2020, after developing reverse ETL technology to sync data from warehouses to SaaS tools. The move to the CDP space has certainly proven lucrative: the space is projected to grow to $15.3 billion by 2026.Since the transition, Hightouch has been enabling organizations to transform high-value data assets into actionable insights and strategies without the need for extensive engineering. This is accomplished through an elegant suite of no-code features – making data activation easier, so almost anyone can build audiences, orchestrate customer journeys, and uncover customer insights.As of 2024, Hightouch has <a target="_blank" href="https://sacra.com/c/hightouch/">raised over $92 million</a> across its Series A and B. Powered by this funding, the company has invested heavily in advanced AI and machine learning capabilities, unlocking even more opportunities for marketers to activate their data and drive measurable results. Hightouch positions itself as an alternative to more traditional CDPs like Twilio's <a target="_blank" href="https://cmscritic.com/twilio-acquires-segment-for-3-2b-adds-market-leading-cdp-for-building-data-driven-apps">Segment</a>, which typically require data to be stored in their proprietary systems. This approach of leveraging existing data warehouses as the central data repository has resonated with companies looking to avoid data duplication and maintain control over their data infrastructure. For this reason, large enterprises like Warner Music Group have chosen Hightouch over a traditional CDP, even after performing a three-year evaluation process.As a CDP, Hightouch has been focusing on AI for quite some time, exploring more efficient ways to automate processes and scale its capabilities across large pools of data. In August of last year, the company announced the launch of <a target="_blank" href="https://hightouch.com/blog/introducing-ai-decisioning">AI Decisioning</a> – its new AI marketing product – which is also available as a <a target="_blank" href="https://www.snowflake.com/en/data-cloud/workloads/applications/native-apps/">Snowflake Native App.</a><h3 id="a-modern-day-legend-in-the-data-world">A modern-day legend in the data world</h3>Adam's arrival comes at a pivotal moment as Hightouch continues to redefine what’s possible for enterprises in the customer data space. As Product Evangelist, he will support Hightouch’s continued expansion and help users unlock the full potential of their data. He will also focus on educating and empowering customers to lean into new data and AI technologies safely and scalably.Adam's career reads like a blueprint for success in the analytics and data industry. As one of Omniture’s first customers and employees, Adam has been at the forefront of digital transformation for decades. His skills include hands-on expertise in online marketing, website design, voice of customer (VOC), and CRM integration with digital analytics. His contributions to the field are vast, and he has helped thousands of marketers optimize their digital experiences. As such, he will likely elevate Hightouch's perception as a market-leading authority. Over the years, Adam has become a trusted voice, sharing his insights as a speaker and board member for several data technology organizations. His leadership roles at companies like Salesforce and <a target="_blank" href="https://cmscritic.com/products/amplitude">Amplitude</a> have further cemented his reputation as an innovator who understands the practical and strategic sides of data. To date, Adam has written over 200 blog posts related to Adobe Analytics. He also penned <a target="_blank" href="https://www.amazon.com/Adobe-SiteCatalyst-Handbook-Insiders-Guide/dp/032185991X">The Adobe SiteCatalyst Handbook: An Insider's Guide</a>, which has enjoyed positive reviews since its original publication over a decade ago. This followed his tenure at Omniture, where Adobe's acquisition revealed its focus on integrating management and metrics to drive its future strategy – and it appears that the deal is still paying off. "I've been through more than anyone on planet." That's how Adam described his 25 years in the Adobe Analytics world. As Adobe's reign over the digital experience space expanded, he consulted around the AEM product and continued to roadmap the critical role of analytics.Adam has also been active in supporting the broader industry. In 2019, he joined Further's <a target="_blank" href="https://www.apolloplatform.com/">Search Discovery</a> practice, where he supported digital analytics customers in doing more with data. He also played an instrumental role in the growth and development of Search Discovery's <a target="_blank" href="https://c212.net/c/link/?t=0&amp;l=en&amp;o=2638129-1&amp;h=2362026&amp;u=https%3A%2F%2Fwww.searchdiscovery.com%2Fapollo%2F&amp;a=Apollo">Apollo</a><a target="_blank" href="https://c212.net/c/link/?t=0&amp;l=en&amp;o=2638129-1&amp;h=1357526835&amp;u=https%3A%2F%2Fwww.searchdiscovery.com%2Fapollo%2F&amp;a=%C2%A0solution"> solution</a> and its related service offerings.“Adam knows what it takes to do digital transformation at the world’s biggest companies, and we’re beyond excited to have his expertise at Hightouch,” said <a target="_blank" href="https://www.linkedin.com/in/briankotlyar/">Brian Kotlyar</a>, VP of Marketing at Hightouch. “He uniquely pairs a big vision with pragmatic, hands-on knowledge of how to make it real for marketers in any company. His passion for helping organizations use data to drive growth aligns perfectly with our mission.”<h3 id="why-it-matters">Why it matters</h3>Hightouch is challenging traditional CDPs and redefining how businesses think about data activation. As the world of marketing and data continues to evolve, the need for scalable, flexible solutions has never been greater. Hightouch’s vision of a composable, AI-driven future is no longer just an ambitious goal – it’s a reality. CDP has also been an incredibly lively sector in 2024, particularly as digital experience platforms (DXPs) have sought to leverage their own capabilities as part of their differentiated value. Most recently, <a target="_blank" href="https://cmscritic.com/products/contentstack">Contentstack</a> – a headless CMS turned composable DXP – <a target="_blank" href="https://cmscritic.com/contentstack-just-acquired-lytics-a-real-time-customer-data-platform-heres-why-it-matters">purchased Lytics</a>, a key player in the customer data landscape.Brass tacks: Adam is an unmatched commodity in the realm of data and analytics. His expertise and leadership will undoubtedly benefit Hightouch and likely lift its brand perception upon his hiring alone. But given his track record, the company can reasonably predict a greater long-term impact on its roadmap.With Greco’s guidance, customers can expect even more innovative solutions to help them stay ahead in an increasingly data-driven world. His deep knowledge and leadership can further solidify Hightouch as a go-to platform for enterprise marketing and data teams seeking to unlock the full potential of their data."I'm thrilled to join Hightouch and help drive the future of data activation," he exclaimed. "The potential to transform how organizations leverage their data is immense, and I'm excited to work alongside the talented Hightouch team to help customers navigate the complexities of modern data infrastructure."CDPs have proven essential to the enterprise stack. As competition and choice escalate, pure-play platforms certainly have their work cut out for them in a fragmented marketplace. But Hightouch continues to differentiate itself against key players like Segment with its composable offering – an asset that will serve them well as they look to further disrupt the competitive landscape. If they maintain those attributes and execute, they might want to consider a new tagline: “Can't touch this.” <hr /><h3 id="upcoming-events">Upcoming Events</h3> <img style="width:30.46%" src="https://cmscritic.com/ms-content/uploads/2024/11/cms-summit-25.png" alt="" /><h4 id="cms-summit-25"><a target="_blank" href="https://www.boye-co.com/conferences/cmssummit25">CMS Summit 25</a></h4>May 13-14, 2025 – Frankfurt, GermanyDon't miss the first European edition of our prestigious international conference dedicated to the global content management community! CMS Summit 25 will bring together top-notch speakers, our renowned learning format, and engaging social events. Hear from leading practitioners like Deutsche Bahn, Dr. Oetker, and more – and join customers, agencies, and CMS vendors as we discuss current trends and what's ahead for the content and digital experience fields. Connect and network at the only vendor-neutral, in-person conference focused on CMS. Space is limited for this exclusive event, <a target="_blank" href="https://www.boye-co.com/conferences/cmssummit25">so book your seats today.</a> <img style="width:31.83%" src="https://cmscritic.com/ms-content/uploads/2025/01/cms-connect-2025-logo.png" alt="" /><h4 id="cms-connect-25"><a target="_blank" href="https://www.boye-co.com/conferences/cmsconnect25">CMS Connect 25</a></h4>August 5-6, 2025 – Montreal, CanadaWe are delighted to present the second annual summer edition of our signature global conference dedicated to the content management community! CMS Connect will be held again in beautiful Montreal, Canada, and feature a unique blend of masterclasses, insightful talks, interactive discussions, impactful learning sessions, and authentic networking opportunities. Join vendors, agencies, and customers from across our industry as we engage and collaborate around the future of content management – and hear from the top thought leaders at the only vendor-neutral, in-person conference exclusively focused on CMS. Space is limited for this event, <a target="_blank" href="https://www.boye-co.com/conferences/cmsconnect25">so book your seats today.</a>

Hightouch Taps Adam Greco as Product Evangelist, Strengthening Its Leadership in Composable CDPs

matt-garrepy

<hr /> Digital agencies are like the heroes in a Greek myth. Driven by a quest for creative glory, they partake in an often perilous business odyssey. Along the way, they acquire “supernatural” skills and knowledge to help them navigate the competitive sirens and conquer impossible feats of digital transformation. At the same time, growth requires a bit of Gorgon-slaying, and it ain’t always pretty. Servicing existing customers is hard enough, but finding new business can be an epic battle. And yet, when an amazing new website or experience launches – and a brand takes pride in the results – it can become the stuff of legends.It's no secret that agencies are under increasing pressure to perform. As such, they’re having to transform. But this isn’t new territory for these nimble Argonauts. They’ve faced change time and again (I should know, having owned a tech-focused digital agency for 17 years). That said, the latest character in this tale – <a target="_blank" href="https://research.ibm.com/blog/what-is-generative-AI">Gen AI </a>– is like a Minotaur in a maze. Agencies are getting flanked from all sides. Even as some brands strengthen their in-house resources, many organizations are mired in confusion and need an agency’s guidance. Traditional business models have been disrupted, and competition is on the rise. And on the other end of the spectrum, tech vendors are looking for agency partners to drive more opportunities. It's a lot.Still, innovation is activating real value across the sector, and M&amp;A is proving to be a rapid path for driving differentiation and competing for business. Ad tech is one reflection of this. Agencies and marketers rely on it heavily, and while 2024 was solid, the third quarter was worthy of a Golden Fleece. According to <a target="_blank" href="https://lumapartners.com/presentations/q3-2024-market-report/">Luma Partners</a>, M&amp;A deal volume was up 118% year-over-year, the highest since the first half of 2022.Agencies did a similar acquisition dance in 2024, with a slew of deals from small to large. In December, Omnicom Group, one of the world’s biggest agencies, announced that it was <a target="_blank" href="https://investor.omnicomgroup.com/news/news-details/2024/Omnicom-to-Acquire-Interpublic-Group-to-Create-Premier-Marketing-and-Sales-Company/default.aspx">acquiring Interpublic Group</a> to expand its offerings across CRM, data, digital commerce, precision marketing, and more. This comes just as marketing budgets are expected to stabilize or increase in 2025.Even firms with a tight focus on digital transformation bought big. Earlier in the year, <a target="_blank" href="https://www.valtech.com/en-us/">Valtech</a> – a reknowned agency that pitches itself as the “experience innovation company” – <a target="_blank" href="https://www.valtech.com/en-us/news/valtech-completes-acquisition-of-kin-carta/">completed its purchase</a> of Kin + Carta, a global digital consultancy. Now, <a target="_blank" href="https://www.bizstream.com/">BizStream</a> has joined the M&amp;A mythology. The Michigan-based digital agency – which specializes in strategy, design, and development – just announced its acquisition of <a target="_blank" href="https://www.refactoredmedia.com/">Refactored</a>, a Colorado-based agency known for its expertise in digital transformation and advanced user experience design. Refactored is also known for its proven experience as a U.S.-based <a target="_blank" href="https://www.storyblok.com/">Storyblok</a> partner, adding to BizStream’s long list of CMS technology specializations. This includes platforms like <a target="_blank" href="https://cmscritic.com/products/kentico">Kentico</a>, <a target="_blank" href="https://cmscritic.com/products/kontentai">Kontent.ai</a>, <a target="_blank" href="https://cmscritic.com/products/payload">Payload</a>, <a target="_blank" href="https://cmscritic.com/products/wordpress">WordPress</a>, and <a target="_blank" href="https://cmscritic.com/products/progress-sitefinity">Progress Sitefinity</a>. “We’re thrilled to have Refactored join BizStream, as their expertise in digital transformation and brand storytelling perfectly aligns with goals of expansion and growth,” said <a target="_blank" href="https://cmscritic.com/critics/bmckeiver">Brian McKeiver,</a> BizStream Co-owner, Solution Architect. “This acquisition allows us to deliver an even broader range of modern, scalable, and engaging solutions to our clients. It also opens some doors into new areas of opportunity for BizStream. We look forward to continuing our tradition of exceptional results, now with an expanded team and enhanced capabilities.”It's worth mentioning that Brian McKeiver has also been a CMS Critic contributor, exploring the realm of artificial intelligence through the agency lens. You can read his article, <a target="_blank" href="https://cmscritic.com/responsible-ai-principles-for-digital-marketing-and-content-teams">“Responsible AI Principles for Digital Marketing and Content Teams,”</a> and I highly recommend downloading his <a target="_blank" href="https://bit.ly/Responsible-AI-Guidelines-For-Content-Teams"> AI Principle Worksheet</a>.<h3 id="expanded-capabilities-and-a-headless-cms-accelerator">Expanded capabilities and a headless CMS accelerator</h3>As noted, BizStream already boasts a strong aptitude for CMS as part of its core technology portfolio. And while both companies provide a similar range of services – from visual design to web development – Refactored’s proven success in creating digital strategy, data-driven digital experiences, and brand storytelling will complement BizStream’s existing expertise. Refactored has cultivated a track record for executing strategies based on deep industry understanding, audience insights, and key channels and technologies. By leveraging its expertise in digital transformation, advanced user experience design, and tailored brand and content development, the unified team aims to deliver substantive business results.BizStream’s customers will also have access to Refactored’s <a target="_blank" href="https://www.refactoredmedia.com/web-accelerator/">Web Accelerator</a> solution, which simplifies the adoption of modern <a target="_blank" href="https://cmscritic.com/what-is-a-content-management-system-cms">headless content management </a>technology while reducing costs and mitigating risk. Web Accelerator provides a complete, pre-built website framework using the Storyblok methodology – which streamlines the transition to a headless CMS.Accelerators are certainly having their moment within the agency tapestry. These custom solutions are purpose-built to deliver a quick startup, easier onboarding, and better user adoption. Refactored’s Web Accelerator is designed with composable principles in mind, helping companies realize faster business value while future-proofing their stack with a centralized content model that makes migrations a thing of the past.Storyblok continues to blaze trails in the headless CMS landscape, making this particular accelerator even more attractive. With a killer UX and a strong commitment to exceptional customer experience and outcomes (CEO <a target="_blank" href="https://www.linkedin.com/in/dominikangerer/">Dominik Angerer</a> once told me “I’ve never had a customer leave because of our product”), Storyblok is building momentum as it eyes the larger addressable U.S. market. Last year, it sold investors on that vision, <a target="_blank" href="https://cmscritic.com/storyblok-is-writing-its-next-chapter-with-an-80m-series-c-heres-why-it-matters">closing on an $80 million Series C</a>. <h3 id="agencies-are-poised-for-growth,-even-as-pressure-mounts">Agencies are poised for growth, even as pressure mounts</h3>Given the growing trend of M&amp;A activity last year, the digital experience sector was already signaling some healthy activity heading into 2025. That prediction paid off at the beginning of January, when <a target="_blank" href="https://cmscritic.com/products/contentstack">Contentstack</a> – a leading headless CMS – <a target="_blank" href="https://cmscritic.com/contentstack-just-acquired-lytics-a-real-time-customer-data-platform-heres-why-it-matters">purchased Lytics</a>, a respected customer data platform. Of course, there were numerous factors driving that acquisition.As I previously mentioned, agencies also had some wins. But the picture is far from clear. As always, it’s helpful to look at where we’ve been for a glimpse of what’s ahead, and I found a couple of sources that provide a modicum of consensus. Fair warning: these are both from services companies in the agency business, so I assume a bit of bias is baked in. Just a few weeks ago, <a target="_blank" href="https://www.rswus.com/survey/rsw-us-2025-new-year-outlook-report/">RSW/US published some comprehensive research</a> on key trends across the agency landscape. The report is about 30 pages long, but worth a deeper dive – and it’s free to download.The sample included over 5,000 marketing services, advertising, and PR firms in the U.S. and Canada, with capitalized billings ranging from under $3 million to $75 million. In the mix were full-service, digital, PR, and marketing consultancies. While this represented a broad set of disciplines, many of these shops undoubtedly build websites and apps, implement CMS and other DX technologies, and manage content and marketing strategies.As I reflected in my <a target="_blank" href="https://cmscritic.com/down-the-agency-rabbit-hole-a-post-opticon-chat-with-chris-kostakis-cto-at-hero-digital">Opticon follow-up</a> with <a target="_blank" href="https://www.linkedin.com/in/chriskostakis/">Chris Kostakis</a>, CTO at <a target="_blank" href="https://herodigital.com/">Hero Digital</a>, the outlook from agencies is mostly positive as brands and marketers increasingly rely on their expertise. According to RSW/US, 78% of agencies expect their business to improve in 2025. At the same time, there are headwinds. Over one-third of participants reported a decline in business from 2023 to 2024, likely driven by client demand and increased competition. AI is also disrupting the agency business model and could further drag down performance. This is precisely why the rapid development or acquisition of strategic services – including the expansion into new technologies – is critical.It's worth noting that <a target="_blank" href="https://sparktoro.com/blog/the-state-of-digital-agencies-in-2024-big-challenges-bigger-optimism-and-is-remote-work-here-to-stay/">Rand Fishkind and his Sparktoro team</a> recently published their own independent research on the same subject, trying to determine how shops have been fairing over the last 12 to 24 months. I covered some of their conclusions <a target="_blank" href="https://cmscritic.com/down-the-agency-rabbit-hole-a-post-opticon-chat-with-chris-kostakis-cto-at-hero-digital">in a recent article</a>, and the assessment was decidedly less “glowing” around last year’s performance. I would encourage reviewing that data as well for some additional context. <h3 id="trust-in-digital-agency-partners-is-solid">Trust in digital agency partners is solid</h3>Despite the tectonic shifts, agencies are still perceived as high-value partners. According to the RSW/US research, 62% of marketers believe their agency partners are “ahead of the curve,” particularly when it comes to new trends and technologies. This positions agencies as a trusted source for guiding marketers and brands on a wide range of investments and considerations, which certainly includes the composition of a modern tech stack.Agencies, likewise, have greater confidence in their preparedness to meet their customers’ expectations regarding new trends and technologies (between a 6 and a 10) – a slight increase from previous years.On the subject of new technologies, here’s the big one: 73% of agencies cite AI-powered personalization as the top trend for 2025. Just as we heard from vendors, agencies, and customers at the <a target="_blank" href="https://cmscritic.com/reflections-on-cms-kickoff-25-from-the-aem-guy">Boye &amp; Company CMS Kickoff 25</a>, AI is no longer an emerging tool but a critical driver of automation, efficiency, and innovation. While the future is still a bit murky, what’s abundantly clear is that agencies are under increasing pressure to prove their value and expertise in areas like data-driven insights, cutting-edge creativity, and specialized tech solutions – positioning them as indispensable partners. They also need to deliver measurable impact around KPIs and ROI. These will be the defining factors that help agencies win business against both competitors and in-house resources.<h3 id="why-it-matters">Why it matters</h3>There’s a reason why Jason dragged all those Argonauts with him: there’s strength in numbers. With 50 heroes sailing the Argo, he had a better shot of navigating rough seas and avoiding any siren calls. With BizStream’s acquisition of Refactored, they’re tapping that same mythology of combining forces to scale and succeed. While some mergers focus more on expanding an addressable market reach, technology pairings often zero in on specific IP or resources that bridge a missing gap. In this case, BizStream is benefiting from Refactored’s broader strategy and capabilities, as well as its Web Accelerator component. By reducing the hassle factor of migrating to a headless CMS, they will have another ace in their hand for powering growth.A big part of advising on any stack is choice, and BizStream is delivering that in spades. They provide expertise in multiple CMSes and DX solutions, necessitating an agile and objective mindset for choosing the right technology for each project. At the same time, having a broad menu requires knowledgeable teams across each platform – which can be challenging to maintain.Digital agencies continue to be resourceful in the age of AI, leading their customers from chaos to clarity. As brands double down on hyper-personalization and other advanced AI-powered capabilities, they will require knowledgeable partners to get there. My guess is that we’ll see more of these “unified fronts” via M&amp;A and strategic alliances, allowing agencies to compete more effectively in the AI theater and at the edge. That's good, but only if it remains tightly focused on a firm's core business. The track record for agencies becoming product companies is uneven at best and might deter from the mission.Despite any positive momentum in the aforementioned studies from RSW/US and SparkToro, 2025 might prove more challenging than anticipated, especially as the political and policy-making dynamics in the U.S. continue to evolve and players like <a target="_blank" href="https://www.deepseek.com/">DeepSeek</a> disrupt the status quo. This is where an agency’s expertise, wisdom, and trust can deliver real value – and transform a myth into legendary success. <hr /><h3 id="upcoming-events">Upcoming Events</h3> <img style="width:30.46%" src="https://cmscritic.com/ms-content/uploads/2024/11/cms-summit-25.png" alt="" /><h4 id="cms-summit-25"><a target="_blank" href="https://www.boye-co.com/conferences/cmssummit25">CMS Summit 25</a></h4>May 13-14, 2025 – Frankfurt, GermanyDon't miss the first European edition of our prestigious international conference dedicated to the global content management community! CMS Summit 25 will bring together top-notch speakers, our renowned learning format, and engaging social events. Hear from leading practitioners like Deutsche Bahn, Dr. Oetker, and more – and join customers, agencies, and CMS vendors as we discuss current trends and what's ahead for the content and digital experience fields. Connect and network at the only vendor-neutral, in-person conference focused on CMS. Space is limited for this exclusive event, <a target="_blank" href="https://www.boye-co.com/conferences/cmssummit25">so book your seats today.</a> <img style="width:31.83%" src="https://cmscritic.com/ms-content/uploads/2025/01/cms-connect-2025-logo.png" alt="" /><h4 id="cms-connect-25"><a target="_blank" href="https://www.boye-co.com/conferences/cmsconnect25">CMS Connect 25</a></h4>August 5-6, 2025 – Montreal, CanadaWe are delighted to present the second annual summer edition of our signature global conference dedicated to the content management community! CMS Connect will be held again in beautiful Montreal, Canada, and feature a unique blend of masterclasses, insightful talks, interactive discussions, impactful learning sessions, and authentic networking opportunities. Join vendors, agencies, and customers from across our industry as we engage and collaborate around the future of content management – and hear from the top thought leaders at the only vendor-neutral, in-person conference exclusively focused on CMS. Space is limited for this event, <a target="_blank" href="https://www.boye-co.com/conferences/cmsconnect25">so book your seats today.</a>

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<hr /> There's no denying that 2024's Wicked is an Oscar-worthy flick. In fact, it's already been <a target="_blank" href="https://www.forbes.com/sites/conormurray/2024/12/17/oscars-shortlists-announced-emilia-prez-and-wicked-lead/">shortlisted for multiple categories.</a>But hey, we think CMS is pretty wicked, too. And there are a few platforms that might be spellbinding enough for a trophy or two. Of course, it’s not up to us – at least not during the annual <a target="_blank" href="https://cmscritic.com/cms-critic-awards">CMS Critic Awards</a>. During this contest, we put you in the judge’s seat, so you can tell us what CMS and related DX tools really defied gravity in 2024.Keep scrolling for more background and the house rules, but here's how it works: Make your nominations at <a target="_blank" href="https://cmscritic.com/nominate">www.cmscritic.com/nominate.</a> We take the top five contenders across a range of categories, open that up to general voting, and announce the victors in late February.Hollywood can have its glam and glitz, but it doesn’t hold a candle to schema and workflows. Content is the real star of this musical, and the CMS Critic Awards is an opportunity for you to sing the praises of the platforms that power your digital experiences. <figure class="media"><div data-oembed-url="https://www.youtube.com/watch?v=Ew02JL1FcZg"><div style="position:relative;padding-bottom:100%;height:0;padding-bottom:56.2493%"><iframe src="https://www.youtube.com/embed/Ew02JL1FcZg" style="position:absolute;width:100%;height:100%;top:0;left:0" frameborder="0" allow="autoplay; encrypted-media" allowfullscreen></iframe></div></div></figure><h3 id="it's-all-about-community">It's all about community</h3>If you’re not familiar, the CMS Critic Awards is an institution in the content management industry. It unites rabid fans across the globe to rally around the tools they love – no small feat in today’s fleeting technology landscape. But CMS is its own sort of bewitching ecosystem. With well-established enterprise vendors and a plethora of open source platforms, CMS enjoys some of the most loyal user communities in the tech pantheon. That’s why we’ve had such incredible participation over the past 12 years, making ours one of the longest-running awards programs in our industry (you can check out<a target="_blank" href="https://cmscritic.com/cms-critic-awards"> all the previous winners here</a>).While CMS is our Emerald City, we also make space for the expanded ecosystem of products. Over the last decade, we've seen the tornadic rise of digital experience technologies, from pure-play to fully integrated. To that end, we include categories for e-commerce, digital asset management, and even product information management. If it's a system that manages content, we want to celebrate it.In a land where technology can feel like it’s riding a broomstick, the CMS Critic Awards is proof that loyalty still lives – and people make all the difference.<h3 id="what-to-expect-with-this-year’s-categories">What to expect with this year’s categories</h3>2024. Man, what a whirlwind. This was the year <a target="_blank" href="https://cmscritic.com/wp-engine-wins-an-injunction-against-automattic-is-the-wordpress-scorched-earth-campaign-over">WordPress turned open source upside down</a>. The drama surrounding Matt Mullenweg’s contentious and public battle with <a target="_blank" href="https://cmscritic.com/products/wp-engine">WP Engine</a> took the tech world by storm, and the future feels decidedly unsettled. That said, WordPress still represents a crucial part of the market, and we want to know what your favorite tools are in this category, from <a target="_blank" href="https://cmscritic.com/products/drupal">Drupal</a> to proprietary platforms with free and open source versions of their software.This was also the year that many platforms “moved to the middle.” Traditionally headless players like Contentstack <a target="_blank" href="https://cmscritic.com/seeing-in-a-headless-world-contentstack-introduces-new-visual-building-capabilities-for-marketers">introduced visual builders</a> and preview capabilities, evolving into composable CMSes and DXPs. Meanwhile, pre-composed DXPs continued adding <a target="_blank" href="https://cmscritic.com/optimizely-introduces-new-saas-cms-with-visual-builder-for-marketers">headless capabilities and SaaS options</a> to become… well, more composable. From a category perspective, 2024 was a critical tipping point – and one that created more features and greater flexibility for buyers and customers. What does this mean for this year’s Awards categories? When nominating, the spectrum for “Best Headless CMS” can certainly be applied to more than just the pure play platforms – and likewise, a DXP can be inclusive of previous headless players that have advanced their feature sets. Tell us what you think.There were also a lot of moves in the DAM world, with <a target="_blank" href="https://cmscritic.com/canto-pim-unites-dam-and-product-information-management-streamlining-asset-and-data-workflows">Canto gobbling up Image Relay</a> and Cloudinary adding <a target="_blank" href="https://cmscritic.com/cloudinary-assets-brings-new-ai-powered-features-to-its-api-first-intelligent-dam">more AI-powered capabilities</a>. Still, there are DXPs with built-in DAMs that can hold their own – and now with greater composable flexibility (think <a target="_blank" href="https://cmscritic.com/acquia-widens-its-dxp-stack-with-widen-acquires-dam-and-pim-capabilities">Acquia’s acquisition of Widen</a>). To that end, you can nominate your favorite pure play or composed solution. And we’ve even made space for your top PIM picks, whether they’re part of a combined DAM/PIM solution or a standalone product. CMS and DXP platforms offer multiple features and capabilities. As always, if you feel a single vendor can live in more than one category, it’s your choice to nominate it. During last year's CMS Critic Awards, we had a huge showing in our “Best Composable Solution” and “Best AI Solution” categories. They're back again, so feel free to nominate any vendor in our space that delivered the most innovative composable or generative AI experience. <h3 id="a-note-about-integrity">A note about integrity</h3>The CMS Critic Awards are intended to be fun and friendly. But they do, at times, get a little fiery. Every year, we receive thousands of ballots. Users come together like wolfpacks, championing the platforms they love. We also intercept a number of, shall we say, “passionate” pleas, demanding to know why certain platforms were in a specific category, or why their tool wasn’t in the running. As always, we try to operate in a space of respect and integrity. Obviously, if a platform isn’t truly open source, it won’t be considered for “Best Open Source CMS.” But now more than ever, we're blurring the proverbial lines – and let’s face it, the analysts are also compounding the problem. So, our editorial team endeavors to stay out of the nominating process. As a reminder, we only take the top five in each category by nomination count, so anything below that won’t be featured in the final voting. <h3 id="how-to-make-your-nominations-for-the-2024-cms-critic-awards-">How to make your nominations for the 2024 CMS Critic Awards </h3>Drum roll… nominations for the 2024 CMS Critic Awards are officially open! Here’s how you can participate:<ol><li>Visit <a target="_blank" href="http://www.cmscritic.com/nominate">www.cmscritic.com/nominate</a></li><li>Fill out the required fields and enter the names of your nominees in each category. You don't have to include a nomination for every category – only complete the fields that you care about, and your ballot will be counted. Remember that you can nominate the same vendor in multiple categories.</li><li>Once completed, click the “Submit” button at the bottom of the form. </li><li>You can only nominate once, and companies or brands that offer incentives of any kind will be disqualified.</li><li>Spread the word! Remember to share and encourage others to participate, especially across your social channels.</li></ol>Nominations close on January 24, 2025, so get out there and rally your communities! Once we tabulate the results, we’ll announce the top five for general voting in early February via email and social. Don’t be green with envy. Show us how wicked your communities really are – and make your nominations today! <hr /><h3 id="upcoming-events">Upcoming Events</h3> <img style="width:29.58%" src="https://cmscritic.com/ms-content/uploads/2024/01/cms-kickoff-2025-logo.png" /><h4 id="cms-kickoff-2025"><a href=" https://www.boye-co.com/conferences/cmskickoff25">CMS Kickoff 2025</a></h4>January 14-15, 2025 – St. Petersburg, FloridaJoin industry leaders at our third annual CMS Kickoff – the industry's premier global CMS event. Similar to a traditional kickoff, we reflect on recent trends and share stories from the frontlines. Additionally, we will delve into the current happenings and shed light on the future. Prepare for an unparalleled in-person CMS conference experience that will equip you to move things forward. This is an exclusive event – space is limited, <a target="_blank" href="https://www.boye-co.com/conferences/cmskickoff25/tickets">so secure your tickets today.</a> <img style="width:30.46%" src="https://cmscritic.com/ms-content/uploads/2024/11/cms-summit-25.png" alt="" /><h4 id="cms-summit-25"><a target="_blank" href="https://www.boye-co.com/conferences/cmssummit25">CMS Summit 25</a></h4>May 13-14, 2025 – Frankfurt, GermanyDon't miss the first European edition of our prestigious international conference dedicated to the global content management community! CMS Summit 25 will bring together top-notch speakers, our renowned learning format, and engaging social events. Hear from leading practitioners like Deutsche Bahn, Dr. Oetker, and more – and join customers, agencies, and CMS vendors as we discuss current trends and what's ahead for the content and digital experience fields. Connect and network at the only vendor-neutral, in-person conference focused on CMS. Space is limited for this exclusive event, <a target="_blank" href="https://www.boye-co.com/conferences/cmssummit25">so book your seats today.</a>

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CMS. Content. AI. Where is it all headed?

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