Articles - Page 25

What I Mean to Say: A Practitioner Perspective on AI, Semantics, and Content Evolution

msalvatierra

Highlights:
<ul>
<li>Christine Masters is driving product management for Contentstack's AI roadmap</li>
<li>The company's new AI Assistant offers generative content capabilities powered by ChatGPT</li>
<li>Contentstack’s AI approach is helping to mitigate concerns like data privacy</li>
<li>The combination of AI Assistant and Automation Hub delivers unique advantages</li>
</ul>
<hr />
 
Artificial Intelligence has long been a popular trope in the sci-fi genre. Most of us could rattle off a string of films about machines gone amuck, from 2001: A Space Odyssey to Ex Machina.
The stories are almost always identical: Humans create AI. The world marvels at its promise. People check out. AI becomes self-aware and decides humans need to be exterminated. Epic battles ensue.
And it’s all downhill from there.
While advancements in real-world AI have been profound, they’re a far cry from the popcorn pop-culture dystopias we see in the movies. Sure, there’s trepidation, but no threat of total machine domination (we hope). And AI models like <a href="https://openai.com/chatgpt" target="_blank">ChatGPT</a> – which has captured the moment's zeitgeist – are already proving their value in multiple use cases. 
Generally speaking, the AI features being added to CMS platforms show promise, not peril. At the same time, they’re fraught with challenges – and if there’s one Schwarzenegger-level threat suffering from a bit of time dilation, it might be the customer experience. Compounded by pressure to seize the opportunity and a need to remain in competitive lockstep, many AI features have been rushed to market at hyperbolic speed.
But what makes them different? And are they really delivering value? That depends a lot on how a user creates content in a CMS.
When I was in Europe last month, I met with <a href="https://www.linkedin.com/in/nehasampat/" target="_blank">Neha Sampat</a>, <a href="https://www.linkedin.com/in/conoregan/" target="_blank">Conor Egan</a>, and <a href="https://www.linkedin.com/in/susancbeermann/" target="_blank">Susan Beerman</a> – the leadership team at Contentstack. One of the discussion topics was Contentstack's new AI Assistant, which I had previewed and found quite compelling. I wanted to dive deeper, so they sent me to the source: Senior Product Manager <a href="https://www.linkedin.com/in/masters/" target="_blank">Christine Masters</a>.
Christine’s bailiwick is Emerging Products, where she’s working on the front line of innovation. Her months-long mission to launch Contentstack’s new AI features has yielded dynamite results, and she gave me a guided tour. We also talked about the big challenges the market is wrestling with, and how Contentstack's approach to generative AI – from content to code – is supercharging their composable DXP.
<h2>Mastering product management</h2>
Christine joined me on Zoom from her home in Iowa – an easterly track from her California roots, but a more temperate 80 degrees on an otherwise sweltering summer day.
“I remember 119 degrees,” she reminisced. It’s worth noting that the <a href="https://www.pbs.org/newshour/nation/californias-death-valley-sizzles-near-record-temperatures-as-brutal-heat-wave-continues#:~:text=The%20hottest%20temperature%20ever%20recorded,as%20keeper%20of%20world%20records." target="_blank">record in Death Valley</a> is 134, which makes 80 sound downright cool.
And cool is precisely the right word for Christine. She's easygoing, confident, and genuinely passionate about her work. From an experience perspective, she's a fluent industry stalwart that’s seen the evolution of content into the digital realm, starting in print at a newspaper in Fort Wayne, Indiana – where she used tools like QuarkXPress.
After operational roles in media, she managed CMS platforms at BLOX Digital, focusing on digital transformation for media applications in cloud and SaaS. She later became a senior director of core platforms, where she conducted focus groups to help build better CMS experiences.
Coming from a more traditional monolithic CMS background, Christine brings an unmatched perspective to her work in Emerging Products, specifically with Contentstack’s new AI features. The company <a href="https://demandgenreport.com/features/news-briefs/contentstack-adds-openai-chatgpt-integration-to-its-platform" target="_blank">announced</a> its ChatGPT integration in late March, relatively early in the hype cycle.
The new AI initiative was ambitious, enabling in-line user extensions that assist in creating brand-specific content in seconds. The stated capabilities were simple but powerful: editors would be able to quickly publish summaries, outlines, metadata descriptions, keyword-optimized blogs, and more – all by using prompts. But that was just the beginning.
In April, Contentstack <a href="https://community.contentstack.com/podcast-media-and-more-81/introducing-contentstack-live-383" target="_blank">hosted a webinar</a> introducing its ChatGPT connector and the future of AI-driven composability. The messaging established that the company sees AI and automation technologies touching virtually all facets of the digital experience stack – transforming content creation, code development, and asset creation.
Quite a charter, and one that will keep Christine busy for some time to come.
<h2>Understanding customer concerns with AI </h2>
Death by PowerPoint is a common fatality in the tech world, but Christine offered a single yet poignant slide before diving into the demo – one that crystallized the key challenges most companies face when considering AI. This educational entry point has become common for her.
“We’ve had a ton of interest, but a lot of concerns as well,” she said. “Many companies are asking, what should we be doing with AI? I’ve been on maybe 30 or 40 calls not just consulting, but talking and listening to their concerns. Some people are much more AI-friendly, and some are very nervous. There’s kind of this fear that when we let ChatGPT in, it’s going to suck up all our data to learn things and use it elsewhere, even with my competition.”
It’s a real concern – and one I’ve heard repeatedly from platforms and users. Will my company’s proprietary content become fodder for the training model? Or will <a href="https://www.aljazeera.com/news/2023/3/23/chatgpt" target="_blank">another bug</a> allow my competitors to see my chat sessions?  
I asked Christine how Contentstack is assuaging these fears. She quickly pointed out that their new service taps the ChatGPT API, but none of the data is being trained by the broader model. Additionally, only prompt data is stored for troubleshooting purposes and cleared out after 30 days. All of these tactics meet <a href="https://gdpr.eu/" target="_blank">GDPR compliance</a>, providing greater assurance around data privacy.
<hr />
<h4>"You need to make sure you have humans at the right step, particularly if it’s content created from scratch."</h4>
<hr />
That said, OpenAI has become a powerhouse tech company with more than 100 million users, making it a prime target for hacking. Last month, <a href="https://mashable.com/article/chatgpt-stolen-accounts-passwords-dark-web" target="_blank">Group-IB reported</a> that thousands of ChatGPT login credentials were leaked to the Dark Web, forcing Google and other companies to warn employees not to add sensitive information to the large language model. Contentstack addresses some of these risks with a combination of optimization and policy.
Accuracy is another blocker, and ChatGPT’s well-documented <a href="https://www.securityweek.com/chatgpt-hallucinations-can-be-exploited-to-distribute-malicious-code-packages/#:~:text=The%20issue%20is%20related%20to,information%20that%20may%20look%20plausible." target="_blank">hallucinations</a> have caused significant challenges to trust. “Sometimes it sounds very convincing, but it’s a total lie,” Christine added. “You need to make sure you have humans at the right step, particularly if it’s content created from scratch.”
Given this, Christine focuses on the use cases where ChatGPT excels, such as creating short summaries from longer-form content or extracting keywords. “We’ve been doing things like this for years now, so it’s become table stakes,” she said, noting that AWS has been making AI scalable for quite some time with products like <a href="https://docs.aws.amazon.com/managedservices/latest/userguide/rekognition.html" target="_blank">Amazon Rekognition</a>.  
But what is novel are the prompts being used to simplify and execute – and how Contentstack is harnessing its automation capabilities to streamline AI at exactly the right places in the content creation experience.
“That’s where we’re coming from with these products,” she punctuated.
<h2>Conjuring content with AI Assistant </h2>
Contentstack’s ChatGPT integration has two main products it intersects with: AI Assistant and Automation Hub. The combination of the two provides a unique ecosystem of capabilities that enriches the generative creation of content and the automation and streamlining of its entire AI workflow.  
As Christine pointed out, an important distinction with the AI Assistant is its nature as an app in Contentstack’s composable ecosystem. I knew other platforms had instrumented their AI with a more coupled architecture, so I asked her to elaborate on the advantages.
“One really great thing about our CMS is the extensibility,” she explained. “You can build your own apps and modules to extend the capabilities through a marketplace approach. With monolithic CMS platforms, you might keep adding features – but after ten years, it gets bloated and filled with toggles. By extending CMS through apps, you can keep it agile and lean.”
With the AI Assistant being an app, Christine began her demo in the most logical place: the installation process. This is critical, as users can choose to connect ChatGPT using their own API keys, or use Contentstack – which is free. In either case, the whole piece is painless.
<img src="https://cmscritic.com/ms-content/uploads/2023/07/contentstack-screen-installation-1024x727.jpg" alt="Contentstack screen showing the installation process" />
Inside the tool, there are lots of pre-configured features that allow you to build prompts for almost anything. You can add a pre-defined set of icons that conform with your brand standards or build custom prompts aligned with your organization’s content style. (Sidenote: <a href="https://learnprompting.org/" target="_blank">prompt engineering courses</a> have now emerged to help assist users with this new skill. Go figure.)
In Contentstack’s AI, the prompts can get very granular. For example, a customer can enter explicit instructions like when to use associated trademarks or which competitor should never be mentioned. 
From a UI perspective, the AI Assistant “lives” where the content writer creates new entries, enhancing the experience without disrupting the editorial flow. The whole experience is lightweight and elegant, and reflects thoughtful analysis of where the elements should co-exist. Users can interface with the tool via custom actions already configured for spelling and grammar, then add functions to write summaries, extract keywords, and even provide translations. 
As Christine pointed out, writers and editors aren’t typically creating content from scratch with AI. In most cases, they use it to augment their writing in different ways.
“As a quick example, let’s say I want to write a blog post about something,” she said. “You can use our pre-built Idea Generator to create ideas and use custom prompts to be in the tone and voice of your brand. Most of the time, writers want ideas and outlines, so they have more control.”
<img src="https://cmscritic.com/ms-content/uploads/2023/07/contentstack-screen-ai-ideas-1-1024x747.jpg" alt="Contentstack screen showing the AI idea prompt." />
From a success standpoint, Christine offered some experience-based advice about prompting, explaining how the assistant can produce better and more accurate results when properly fed. This includes prompt curation around overused terms that might seem cliché or incompatible with a brand’s voice.
“You might tell ChatGPT to ‘make it more exciting’ and it returns words and phrases like ‘trailblazing’ or ‘revolutionary.’ Everything can start to sound the same. ‘In the realm of digital experiences’ is another example that you see out there. These would be my guidelines for what not to use.”
Looking at the prompt capabilities, I asked if there was a plan to make the customizations more repeatable and sharable. Christine said that’s on the roadmap – along with other features.
“We really want to make sure that we’re providing something very useful for our customers they can actually use.”
<h2>Adding some magic with Automation Hub</h2>
The 1-2 punch of Contentstack’s AI offering is the unique combo of AI Assistant and <a href="https://www.contentstack.com/automation-hub/?creative=650999267431&amp;keyword=contentstack%20automation%20hub&amp;matchtype=p&amp;network=g&amp;device=c&amp;campaign=19810684522&amp;adgroup=146523337843&amp;placement=&amp;utm_campaign=fy24-glob-dg-automation-hub-us-ca&amp;utm_medium=paid-search&amp;utm_source=google&amp;gclid=Cj0KCQjwwvilBhCFARIsADvYi7L-bNoQPTRPXR4ba5lah7uPBz6xovMlmKayTKrMh-G4nO9xaoVQ8XUaAuRDEALw_wcB" target="_blank">Automation Hub</a>.
If you’re unfamiliar with the service, it’s an existing feature of the Contentstack DXP that delivers an easy, no-code solution for streamlining business processes. It starts with a trigger or action and allows you to define a specific workflow using a graphical interface – which is incredibly lithe and intuitive. The tool is designed to help simplify the complexity of integrations and automate routine tasks. 
“Now [with Automation Hub], you can build up a series of automated steps with the ChatGPT connector, which brings in an automatic prompt trainer,” Christine described. “It’s a webhook with a trigger – like publishing a new article – and you build steps afterward that are API calls or snippets of code performing functionality.”
According to Christine, Automation Hub is ideal for applications like translations, where ChatGPT can be automatically tapped to return languages based on specific fields and requirements. ChatGPT does a decent job with translations, and there’s already broad market trust with third-party tools like <a href="https://www.weglot.com/" target="_blank">Weglot</a> that leverage AI.
<img src="https://cmscritic.com/ms-content/uploads/2023/07/contentstack-screen-translation-1024x749.jpg" alt="Contentstack screen showing translation with ChatGPT and Slack connector." />
In just a few minutes, she demonstrated how simple it is to activate the "ChatGPT for Translation" automation in the UI and configure both the connector and the associated actions. Once the translation was completed, we even added a step with Slack, automatically letting team members know the task was completed. Pretty slick. 
“Summaries, keywords, translations – if you do something a hundred times over and you never have to change it, this can take the place of people. But you always want a human in the loop knowing what’s going on.”
In an upcoming version, Christine mentioned that users will be able to add in multiple prompts, but also specific function calls via API or http connections. For example, ChatGPT could be harnessed to tap a stock or sports score database at 9 AM and send an email to a list of recipients in a pre-defined format.
“Text enhancement is really the starting point,” she said. “I can’t wait to get this into the hands of more users. I don’t think we’ve even started to think about the cool ideas they’ll be able to implement.”
<h2>What’s ahead for Contentstack and AI</h2>
We’ve been on the ChatGPT “hype train” for well over six months now. I asked Christine how the landscape is unfolding, particularly with similar offerings from other platforms. She agreed that competitors are driving AI in a commoditized direction, but that Contentstack’s app architecture – and its focus on streamlining and automating processes – is unique.  
So what’s driving that value quotient for customers in these early days?
“We’re seeing a lot of use with things like extracting keywords, tapping language translations,” she motioned, “but there are also cost savings when you consider replacing other tools for things like SEO optimization. And if you’re using our Contentstack API keys, it’s even free.”
Free is good, but will it last? Christine did suggest that large organizations will likely opt to use their own ChatGPT keys – and if more translation is required, costs may increase with the scaling token requirements. But it's clear that Contentstack sees its AI features as a value-add, and having a free entry point is a smart move to build adoption. 
Based on the demo, there’s ample room to streamline the clicks required within Contentstack's AI experience. This is where Automation Hub really sings, delivering both efficiency and control to users. As she noted, it’s the “boring” integrations – the undifferentiated heavy lifting – that Contentstack is endeavoring to supplant. By doing so, users can focus on building high-value, high-utility apps and experiences. You know... the cool stuff. 
“Whatever you trust AI to do, we can automate that,” she declared.  
<h2>Get started with AI Assistant</h2>
If you want to join Contentstack’s AI Assistant program, sign up by <a href="https://explore.contentstack.com/ai-assistant?utm_medium=internal_docs" target="_blank">filling out this form</a>. After agreeing to a few terms, you’ll receive a link to install the app – which, as mentioned, is currently free.
Christine said we can expect more announcements in the coming months. You can also check out Contentstack’s recent <a href="https://www.contentstack.com/docs/changelog/#ai-assistant-june-release-highlights" target="_blank">June release highlights</a> for current details.  
All challenges aside, the introduction of AI in CMS platforms has tremendous potential to improve productivity for content editors and developers. I’ve always contended that AI should stand for augmented intelligence, because it’s really about enhancing our creativity and productivity – not replacing it.
“Humans are great at the interesting things,” Christine observed.
Exactly. Like writing sci-fi scripts... about AI.

A Closer Look at Contentstack's AI Features with Christine Masters, Senior Product Manager

matt-garrepy

We live in a content economy. There <a href="https://linktr.ee/creator-report/static/Linktree-CreatorReport-2022-02f3aa05a27be6fecb3537b13d5ec9de.pdf" target="_blank">are an estimated</a> 200 million creators on the internet, and upwards of four billion social media users. If organizations want to tap into this burgeoning economy – set <a href="https://www.globenewswire.com/news-release/2022/02/08/2380564/0/en/Global-Digital-Content-Creation-Market-Growth-at-CAGR-of-9-5-by-2022-2027-Research-Report-by-Absolute-Reports.html" target="_blank">to be worth</a> over $24bn in the next four years – they must expand their capabilities beyond serving customers basic text and images.
Consumers want connected digital experiences that draw from multiple content sources. However, many organizations risk being held back by their current CMS, as customization and integration challenges slow the creation of new or complex digital services at scale.
The result? Innovation happens at the pace that back-end architects and developers want, not the speed the business demands. If organizations are to unlock full value from content, an alternative approach is needed. Enter – content federation.
<h2>The evolution of the CMS</h2>
The CMS as we know it has evolved before. Two decades ago, things were much simpler. Organizations wanted merely to post text and images to a single website. Providers like <a href="https://www.drupal.org/" target="_blank">Drupal</a>, <a href="https://www.cmscritic.com/adobe-experience-manager-evolves-franklin-launches-next-gen-composability-feature/">AEM</a>, and <a href="https://www.cmscritic.com/wp-engine-releases-worlds-first-study-of-the-wordpress-economy-cites-awe-inspiring-numbers/">WordPress</a> emerged to provide CMS platforms to meet this demand. They continue to have a huge market share today.
An explosion in the volume and variety of devices and content raised new questions about how businesses could deliver this content to channels beyond the browser. It was no longer a case of managing a one-to-one relationship between CMS admin portal and website, but rather a one-to-many relationship between CMS and smartphones, tablets, smart TVs, voice assistants, and more.
What emerged was the headless CMS: enabling platform-independent content distribution via APIs. It’s a model that has stood the test of time. And it continues to be a highly popular approach as organizations embrace composable architectures that enable developers to be more agile in creating new applications and services from reusable components.
From a CMS perspective, many organizations have needed to build and manage custom software to connect multiple content sources to their headless CMS. These could be anything from legacy CMSs, SaaS tools, and e-commerce components like <a href="https://blog.hubspot.com/website/digital-asset-management" target="_blank">Digital Asset Management Systems </a>(DAMs), to Product Inventory Management Systems (PIMs) and public/private APIs that link third-party data sources. As demand for connected experiences grows, IT teams must build and maintain more of these custom middleware connections, risking amassing technical debt in the process.
Ultimately, custom building everything is an innovation bottleneck. It’s not only expensive but time-consuming and really difficult to do well.
<h2>Unlocking the power of composability</h2>
Having transitioned from a one-to-one to a one-to-many approach, organizations now need technology to support a many-to-many architecture without adding cost and complexity. They not only need to serve content to multiple devices but also to serve content that lives within their software stack.
This is where federated content platforms offer an opportunity to evolve the market once more, just as it changed when headless CMS disrupted the space 10 years ago. The premise is simple: organizations can federate multiple content sources into a single universal API so developers that build connected digital services only have to develop with one API to serve content from very diversified back-end systems. This also removes the need to centralize dynamically changing data into a content hub and eliminates the risk of inconsistent and outdated data, as the federated API acts as the single source of truth. From a development perspective, this approach also accelerates innovation by enabling product teams to compose services significantly faster than existing methods.
<h2>The future’s federated</h2>
In a content-first world, the question for today’s businesses is whether they want to persist with the status quo, characterized by excessive innovation bottlenecks, costs, and mounting technical debt. Or, by combining composability with a federated content approach, organizations can choose to future-proof their CMS investments and significantly reduce their integration costs.
Content federation is the next major leap forward in CMS development. The improved integration of content and data will enable the creation of new digital services and business models in the content economy, so organizations can ill afford to stand still.
<hr />
<a href="https://www.cmscritic.com/critics/michael-lukaszczyk/">Michael Lukaszczyk</a> is CEO and Co-Founder of <a href="http://www.hygraph.com">Hygraph</a> and a CMS Critic contributor.

Why Content Federation Represents the Next Evolution of the CMS

michael-lukaszczyk

This week, <a href="https://cts.businesswire.com/ct/CT?id=smartlink&amp;url=https%3A%2F%2Fkontent.ai%2F&amp;esheet=52780079&amp;newsitemid=20220713005621&amp;lan=en-US&amp;anchor=Kontent.ai&amp;index=1&amp;md5=c56e95cdd90647703ac78689ada036c6">Kontent.ai</a> – a <a href="https://www.cmscritic.com/top-free-headless-cms-platforms/">headless CMS</a> – announced the expansion of its Most Valuable Professional (MVP) program, which recognizes the contributions of industry experts who have worked to support the Kontent.ai community.
The expansion features two new categories: Strategy MVP and Ambassador MVP. These join Kontent.ai's existing Technical MVP program, which has successfully operated for several years and elevated technical personas and developers in the company's community.
Along with the expansion, Kontent.ai announced seven new MVPs joining the new Strategy &amp; Ambassador programs. According to the company, these individuals will play a crucial role in shaping the future of Kontent.ai's platform and help drive innovation in the field. 
<h2>Strategy MVPs</h2>
The Strategy MVP category recognizes and celebrates valuable members of the Kontent.ai community who demonstrate a strong understanding of modern digital strategies. These individuals highlight how Kontent.ai can deliver successful outcomes for brands in an evolving technological landscape by sharing their technical knowledge and consultative expertise with the market. The new MVPs include:
<ul>
<li><a href="https://www.linkedin.com/in/adamgriffith/" target="_blank">Adam Griffith</a> (Luminary - Australia)</li>
<li><a href="https://www.linkedin.com/in/akshaysura/" target="_blank">Akshay Sura</a>* (Konabos - United States)</li>
<li><a href="https://www.linkedin.com/in/brianmckeiver/" target="_blank">Brian McKeiver</a>* (Bizstream - United States)</li>
<li><a href="https://www.linkedin.com/in/katywhitedept/" target="_blank">Katy White</a> (DEPT® - United Kingdom)</li>
<li><a href="https://www.linkedin.com/in/klaasjanmeijer/" target="_blank">Klaas-Jan Meijer</a> (ACTUM Digital - Netherlands)</li>
</ul>
*Transitioned from the Technical MVP Program
<h2>Ambassador MVPs</h2>
In addition, the newly formed Ambassador MVP category recognizes Kontent.ai customers that are considered experts in the deployment, management, and orchestration of Kontent.ai’s headless CMS. This category focuses on how the platform delivers superior content management experiences in a highly-competitive digital landscape. Ambassador MVPs are champions of Kontent.ai and advocate for what brands can achieve in their own complex digital and content management journeys. The new MVPs include:
<ul>
<li><a href="https://www.linkedin.com/in/marc-lamothe-87b78686/" target="_blank">Marc Lamothe</a> (American Bath Group - United States)</li>
<li><a href="https://www.linkedin.com/in/hiremebecause/" target="_blank">D’Arcy Heath</a> (UNUM - United Kingdom)</li>
</ul>
It's worth noting that Akshay Sura and Marc Lamothe were part of the team that received a 2023 MACH Impact Award for the American Bath Group project – a composable solution that featured the Kontent.ai headless CMS. The project featured the migration of 10 websites with over 50,000 products in only 8 months.
The award was announced in June during the MACH Alliance's <a href="https://www.cmscritic.com/mach-two-conference-wrap-six-takeaways-from-the-composable-event-of-the-year/">MACH Two event</a> in Amsterdam. 
<h2>About Kontent.ai</h2>
Kontent.ai is a leading modular content platform that enables marketers and developers to plan, create, and deliver content at scale. Business teams collaborate daily in the intuitive authoring experience designed for governed content production and management, real-time reviewing and approvals, and modular content reuse. In parallel, developers leverage the total flexibility of the headless solution, best-of-breed technologies, and composable AI to deliver digital experiences via API to any channel. With hubs in New York, London, Amsterdam, Brno, and Sydney, Kontent.ai helps companies like Zurich Insurance, Algolia, Vogue, AC Milan, and Oxford University unlock the full potential of their content and connect with customers worldwide.

Kontent.ai Expands its MVP Program with Two New Categories

cms-critic-staff

In any industry, buzzwords abound! 
In the Digital Experience (DX) landscape, it is no different – and you will hear a handful of terms that seemingly set the standard for the ecosystem.
However, you might not know what they all mean and how they are different from one another. That could pose a major problem, particularly as a technology, marketing, and/or business leader in the enterprise who is expected to be at one with the trends and best practices while leading their organization to digital glory.
I recently sat down for an hour during a<a href="https://www.youtube.com/live/tDAVv1VwHgU?feature=share"> DX Café interview with Andrew Kumar,</a> VP of Customer Solutions at <a href="https://www.cmscritic.com/uniform-adds-new-visual-editing-and-integration-features-to-enhance-dxcp/">Uniform</a>, and we talked about four of the oft-heard concepts around the DX industry “watercooler.”
Uniform is an interesting company to start with as a frame of reference for much of this headless and composable DXP and product industry. As Kumar noted in the discussion, Uniform is “a rapidly evolving product set, but it is very much this visual workspace for digital teams.” 
One of our first orders of business was to define four specific terms within DX architecture: Monolithic, Headless, MACH, and Composable.
<h2>Monolithic: "All your software embedded into one application"</h2>
Kumar discussed the transition from monolithic systems to more modular, composable systems in enterprise technology. Traditionally, monolithic systems encapsulated all software functions in one application, which led to challenges due to the complexity of enterprises. Companies often had to adapt their processes to the monolithic system or spend significant resources to adapt them to their business.
Kumar suggests that enterprises' complexities arise due to their constant need to meet customer demands, leading to diverse offerings. When enterprises attempt to fit monolithic systems into their complex business operations, they often encounter difficulties.
In response to these challenges, monolithic platforms decompose into modular structures to support these complex business needs.
“I am starting to shy away from the term monolithic,” said Kumar. “And I'm shying away from that because the historical monolithic platforms are decomposing themselves.”
However, Kumar mentions that businesses often underestimate their complexity until they have analyzed their operations. Only when the complexities are fully understood can technology be molded around the business rather than vice versa.
He uses the term "all in one" rather than monolithic, as the platforms are becoming more modular and adaptable to fit the needs of the business. However, these all-in-one systems often do not integrate well with external modules, akin to battery packs that only fit one brand of tools.
While all-in-one solutions can be beneficial due to their convenience, speed to market, and easier vendor management, they often do not excel in any particular area, only offering adequate solutions for various functions. This can be a drawback for businesses requiring a specific solution or the best feature. Despite these shortcomings, it can prove valuable if the out-of-the-box solution fits an enterprise's needs.
Kumar concludes that the move away from monolithic systems is largely based on the level of complexity and customization that a business requires. The more complex and custom a business needs, the more likely a monolithic system is to be an impediment.
<h2>Headless: "Kind of a hot keyword"</h2>
Kumar talked about the concept of "<a href="https://www.cmscritic.com/top-free-headless-cms-platforms/">headless</a>" systems, which are becoming popular in the tech industry. Headless systems offer more flexibility than traditional "all-in-one" systems, as they separate the content from how it's presented to the customer. This decoupling allows for easier content distribution across various channels.
In an all-in-one system, content creation and presentation are intertwined. For instance, a Content Management System (CMS) creates webpages and websites. However, presenting the same content on a mobile app or other platforms like email channels, digital displays, or VR headsets requires significant effort to untether the content from its original presentation.
“An all-in-one CMS builds webpages and websites,” said Kumar. “(but) then if you try to build a mobile app with the all-in-one, you have to untether. You have to undergo a lot of effort to create flexibility. If you try to put that content into an email channel, or a digital display or a VR, like an Apple VR headset, it's a lot of work. It's feasible, but it's a lot of work.”
Conversely, headless systems don't know or dictate where the content will end up. The content is consumed through an API and can appear on a website, an app, or other platforms. This gives tremendous flexibility and allows reusing content across various touchpoints and channels.
The challenge with headless systems is that they do not inherently provide a way to preview how the content will appear in different consuming applications. Over the past six to seven years, Kumar has been developing tools to enable such previews.
The appropriateness of headless systems depends on the industry and the nature of customer interactions. Headless systems make sense in industries like telecom, where most customer interactions are through mobile devices or chatbots. Some organizations start by using headless for a single website before expanding to multiple websites, thereby beginning to take advantage of the system's flexibility. However, it's a different paradigm with a lean, out-of-the-box solution.
<h2>MACH: "Very high bar for standards of quality"</h2>
Kumar noted that the MACH in the <a href="https://www.cmscritic.com/the-future-is-composable-a-conversation-with-new-mach-alliance-president-casper-rasmussen/">MACH Alliance</a> stands for Microservices, API-first, Cloud-native, and Headless. The MACH Alliance sets high standards for vendors in the tech industry, and not every vendor meets these standards. 
Like Kumar's company Uniform, those who receive approval can assure prospective buyers that their platform has been audited and meets specific technical standards. This approval can help support both the buyers' previous and future investments.
Kumar acknowledges criticism that the MACH Alliance is not inclusive but argues that maintaining high standards is necessary to push the industry forward. The high bar for entry ensures that the MACH Alliance seal retains its value and is not awarded to companies that do not meet its stringent criteria. Therefore, he views the exclusivity of the Alliance as a potential strength rather than a weakness, ensuring that only vendors that meet the highest standards are admitted.
<h2>Composable: "The way it's being defined is learning the lessons from the previous three terms"</h2>
Kumar lastly broke down the concept of "composable" systems, stating that this is the latest term in the tech industry. He sees it as a natural evolution from monolithic to all-in-one to headless systems and now to composable systems.
Traditional monolithic systems are now decomposing into composable systems. They're breaking down into smaller, more manageable modules that can be reconfigured per business needs.
“Headless tools are generally composable by default,” asserted Kumar. “Because they're unique, like ring-fenced capabilities that can be plugged and played as necessary.”
The MACH Alliance's standards, Kumar explains, push the needle on what it means to be truly composable. Having APIs on top of any software does not make it headless or composable. He highlights the importance of having clean, well-defined microservices to manage the platform's infrastructure. He also emphasizes the necessity of being "API first," where APIs get published concurrently with features.
Moreover, he addresses the importance of the Cloud in the MACH model. While one might have a headless system hosted locally, it would not meet the requirements of being self-serve, auto-updating, and cloud-native. In a cloud environment, the vendor takes care of security patches, reducing the maintenance burden on users.
Finally, he highlights the value of being composable for complex business enterprises. Adapting technology to business needs is vital in a rapidly changing business environment. While "composable" hasn't gained much search volume or intent yet, he anticipates it may become the next hot keyword in the industry.
Education is paramount in the ever-shifting DX industry. We hope you have gained a better understanding of some of the key principles that are frequently raised in conversations. 
<hr />
<a href="https://www.cmscritic.com/critics/matthew-mcqueeny/">Matt McQueeny</a> is part of the leadership team at <a href="https://konabos.com/" target="_blank">Konabos</a> and a CMS Critic contributor.

Exploring DX Architecture

mattmcqueeny

<a target="_blank" rel="noopener noreferrer" href="https://www.cmscritic.com/new-mach-alliance-maturity-assessment-tool-helps-organizations-evaluate-their-mach-readiness/">The MACH Alliance</a> continues its unabated upward trajectory in 2023.The not-for-profit group, which advocates for open and best-of-breed enterprise technology ecosystems, has <a target="_blank" rel="noopener noreferrer" href="https://www.cmscritic.com/stripe-joins-mach-alliance-bringing-organization-to-nearly-90-members/">added multiple technologies and system integrators</a> to its ranks since the beginning of the year. This includes some noteworthy brands like Stripe and Paypal. Now, <a target="_blank" rel="noopener noreferrer" href="https://www.cmscritic.com/playing-to-win-in-the-headless-cms-game-interview-with-joel-varty-cto-at-agility/">Agility CMS</a> – an API-first <a target="_blank" rel="noopener noreferrer" href="https://www.cmscritic.com/top-free-headless-cms-platforms/">headless CMS</a> – has joined the prestigious industry organization.This week, the company announced that it is now a certified member of the MACH Alliance, highlighting its commitment to utilizing modern, modular, and scalable software architectures to provide innovative digital experiences to its clients. "We are thrilled to be a part of the MACH Alliance community," said <a target="_blank" rel="noopener noreferrer" href="https://www.linkedin.com/in/jonvoigt/">Jon Voigt</a>, CEO of Agility. "At Agility, we’ve always had the belief that customers should use best-of-breed solutions and bring them together to create the best experience for their teams and their customers. Joining the MACH Alliance just shows external verification that we’ve always been on the right track." <h2 id="building-the-composable-future-on-the-principles-of-mach">Building the composable future on the principles of MACH</h2>The MACH Alliance is a community of technology companies and enablers dedicated to promoting the adoption of MACH architecture principles for building flexible, interoperable, and future-proof digital ecosystems. MACH (Microservices, API-first, Cloud-native SaaS, and Headless) represents the foundational principles that Agility was designed on from its conception – making it an ideal fit for membership."By leveraging MACH architecture principles at Agility, we empower our customers and partners to build and deliver personalized, omnichannel digital experiences that drive engagement and loyalty," said <a target="_blank" rel="noopener noreferrer" href="https://www.cmscritic.com/playing-to-win-in-the-headless-cms-game-interview-with-joel-varty-cto-at-agility/">Joel Varty</a>, CTO of Agility. "I look forward to collaborating with other members of the MACH Alliance to drive innovation and advance the adoption of modern architectural standards." As a composable platform, Agility CMS allows clients to easily manage and distribute content across multiple channels and seamlessly integrate with other services. Additionally, its API-first approach enables clients to create content once and then distribute it anywhere, seamlessly integrating it with their existing technology stack.From an infrastructure perspective, Agility is cloud-native, running on the latest technology and making it easy for clients to scale their solutions as their business grows.Finally, Agility's headless approach – a key component in MACH architectures – allows clients to easily separate content from the presentation layer, giving them the freedom to deliver customized experiences across a variety of channels. <h2 id="gaining-agility-in-a-rapidly-changing-marketplace-">Gaining agility in a rapidly-changing marketplace </h2>Agility's membership in the MACH Alliance will give the company access to a network of leading technology companies, enabling it to stay at the forefront of technology innovation and continue delivering outstanding digital experiences to its clients. "At Agility, we always strive to provide the best possible digital experiences for our clients," said <a target="_blank" rel="noopener noreferrer" href="https://www.linkedin.com/in/jina-zohori/">Jina Zohori</a>, Head of Customer Experience at Agility. "By joining the MACH Alliance community and leveraging modern, modular, and scalable software architectures, we will continue to innovate and provide our clients with exceptional digital experiences that engage and delight their customers. Our membership in the MACH Alliance will also provide us with access to a network of leading technology companies, enabling us to stay at the forefront of technology innovation and deliver even more value to our clients." Agility's <a target="_blank" rel="noopener noreferrer" href="https://www.cmscritic.com/agility-unveils-refreshed-design-system-in-ui-delivering-enhanced-user-experience-and-accessibility/">recent announcement</a> of a new UI also reinforces its commitment to delivering a best-in-class customer experience. The upgrade reflected 18 months of research and innovation that improves the overall usability of the headless platform, along with new features and modernizations. <h2 id="about-agility">About Agility</h2>Agility is an API-first Headless CMS that enables organizations to build and deliver personalized digital experiences across multiple channels. With a Headless Architecture and White Glove service, Agility empowers its clients to easily manage and distribute content while seamlessly integrating with their existing technology stack. For more information, visit<a target="_blank" rel="noopener noreferrer" href="https://agilitycms.com/"> https://agilitycms.com/</a>

Agility CMS Joins MACH Alliance, Bringing its Headless CMS to the Industry-Leading Composable Ecosystem

Content continues to be a crucial marketing strategy for any organization. In fact, <a href="https://www.searchenginejournal.com/content-marketing-statistics/475206/#close">over 70% of B2B and B2C marketers</a> utilize content marketing as part of their overall marketing goals. Couple this with the fact that content marketing has been found to generate three times as many leads as traditional marketing, and you can see why taking a strategic approach is so vital.
Central to a company’s content marketing strategy is its ability to manage its own website content in an efficient and effective manner. A reliable and flexible content management system (CMS) allows you to create, scale, and enhance any piece of content.
Here’s what you need to know about content management systems and how to choose the right type of CMS.
<h2>What is a CMS?</h2>
A CMS is software that gives you the ability to create, manage and publish content for your website. Traditional CMS platforms, like WordPress, are considered monolithic, meaning everything is packaged together, with the front-end design and layout directly tied to the back-end code and database.
Another type of CMS solution is known as a headless CMS. Designed as a back-end only CMS, content is accessible for display on any device using an API. The result is a content-first approach to your CMS platform.
<h2>Differences Between WordPress and Headless CMS</h2>
Traditional CMS options like WordPress are built to display content through a single application, primarily a website. A <a href="https://buttercms.com/blog/what-is-headless-cms/">headless CMS</a>, on the other hand, is designed for content displays across a number of presentations, not just your website.
The differences between monolithic and headless CMS ultimately affect the content creation, operations, management, consistency, integration, and front-end execution of your content.
<h4>Content Creation</h4>
When it comes to creation and structuring of content in WordPress, information is managed through posts and pages. Posts are added to an existing blog and displayed with the newest at the top. Content is tagged into categories as a method of classification. These pages are considered static with the goal of providing information about one particular subject.
In a headless CMS environment, content and structuring are done through a web-based interface. The interface is accessible by content editors and authorized users who can create, edit, organize, and tag specific content. Content is generally stored in a database and available through API, so it can be displayed appropriately on any device.
Some headless CMS platforms, also have the<a href="https://buttercms.com/kb/category/content-modeling-basics/"> option of content modeling</a>, which allows for custom fields and creation of dynamic content and personalization.
<h4>Content Operations</h4>
Once the content is created and structured, it needs to be organized and produced to meet the needs of the target audience – also known as content operations.
In a monolithic environment, content management and organization involve scheduling, automatic notifications when new content is published, and configuring user permissions. Often, this occurs through third-party plugins, which can increase compatibility issues, security vulnerabilities, and more.
In a headless CMS, web-based interfaces can be accessed by any user on any device. WYSIWYG editor options, custom page types, workflow creation, and localization all provide a flexible and dynamic solution to content creation for a wide variety of audiences.
<h4>Content Management</h4>
Content management can be<a href="https://buttercms.com/blog/enterprise-content-management-challenges/"> your ultimate competitive edge</a>, increasing lead generation and conversion. This only happens, however, when you strategically plan your publication calendar.
In WordPress, content management includes SEO optimization tools (typically plugins) as well as automated publishing and scheduling processes.
In a headless CMS, content management is more agile because of the dynamic experience. Based on what device the content is viewed on, a headless CMS can allow for different structures and presentation styles.
<h4>Content Consistency</h4>
In WordPress, content consistency happens through a variety of templates and themes. The standardized look of your website is coupled with specific templates for individual pages and sections. While plug-ins, custom post types, and other items can help aid consistency, there are also several challenges.
Many legacy CMS platforms give users very specific features and functionalities, making it difficult to personalize the experience. In addition, any amount of edits can be time-consuming and difficult to scale.
In a headless CMS environment, content consistency is guided by a set of clear standards for structure, writing, language, tone, and formatting. For instance, a headless CMS could provide custom content types, fields, and typeforms, all centrally located and accessible through APIs.
<h4>Integrations</h4>
Because content does not exist in solely written words, it is important for content teams to pay attention to how content types integrate with one another. In WordPress, this typically happens through third-party plug-ins and themes.
In a headless CMS, things like Rest API, webhooks, CDNs and microservices all handle integration and functionality based on the needs of a particular application. APIs can retrieve and utilize content in the CMS regardless of technology stack or programming language to create a unique, functional user experience.
<h4>Front-end Execution</h4>
In WordPress, front-end rendering is done through code and WordPress templates. Through a system of templates and template tags, you can control the execution of the pages, their structure and layout. In a headless CMS, front-end rendering happens through a separate application that takes the content and places it in an API, resulting in the rendering the user sees.
<h2>The Use of Headless WordPress</h2>
WordPress does have a headless option. However, technically, it’s decoupled, rather than truly headless. That’s because the head is still attached to the backend. In other words, when you use Headless WordPress, you still have to deal, at least partially, with the UI when installing things like main plugins and performing the setup. 
Drawbacks to a decoupled WordPress environment include increased maintenance, need for heightened development experience, plugin dependency, and potential increased cost to get what other truly headless CMS options give you right out of the gate. 
Headless WordPress has several options that could <a href="https://buttercms.com/blog/headless-wordpress-how-to-use-their-blog-data-in-your-app/">benefit</a> organizations who are looking to test a headless approach. However, there are important limitations to consider as you look to align your CMS with long term strategies. 
<h2>How to Decide Which CMS is For You </h2>
There are a number of options to consider when it comes to the use of content for social, web, advertising, internal and more. That’s why it’s important to start at the beginning and develop your digital strategy. Honing your digital strategy will allow you to define your target audiences, set clear goals, audit existing resources, and create a proactive content approach. By understanding what you’re hoping to achieve, you’ll know what the best programs and tools are.
It’s also important to think about where you’re at now and where you’re hoping to go. While a certain product might meet your current needs, looking to the future will help you choose platforms that will grow with you and your company’s content goals.
The best future-proof technology tools will allow you to:
<ul>
<li>Increase productivity and efficiency</li>
<li>Improve the user experience</li>
<li>Allow you to scale</li>
<li>Give you advanced analytics to drive decisions</li>
<li>Enhance search engine optimization</li>
</ul>
Ultimately, understanding your present and future state will help determine the CMS that’s right for you. It’s an exercise that’s worth the time and effort as your website and its content is crucial to success in today’s digital climate. 
 
<hr />
Jake Lumetta is CEO and Founder of ButterCMS, and a CMS Critic contributor.

Marketing 101: Managing Website Content on WordPress vs. Headless

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One of the biggest challenges with adopting <a href="https://machalliance.org/mach-technology" target="_blank">MACH</a> (Microservices, API-First, Cloud-Native SaaS, Headless) is understanding what you’re in for. After all, going composable and embracing MACH patterns and architectures is not for the faint of heart.
So if you’re seriously considering MACH, is your company prepared for what’s ahead? What resources will you require? And what does success look like?
To help answer some of these foundational questions, the <a href="https://www.cmscritic.com/mach-alliance-expands-advisory-board-launches-new-mach-book-resource/">MACH Alliance</a> – a not-for-profit group that advocates for open and best-of-breed enterprise technology ecosystems – has developed a new <a href="https://machalliance.org/mach-maturity-assessment" target="_blank">MACH Maturity Assessment Tool</a>. This five-minute "quiz" focuses on high-level business considerations instead of just the technical landscape, giving you a quick snapshot of your organization’s MACH readiness.
The online self-assessment provides a step-by-step Q&amp;A that scores your overall readiness to make the MACH shift. The questions focus on six key pillars: Strategy and Transformation, Organization and Governance, Process and Metrics, People and Culture, Technology and Architecture, and Business Intelligence.
I previously chatted with <a href="https://www.cmscritic.com/the-future-is-composable-a-conversation-with-new-mach-alliance-president-casper-rasmussen/">Casper Rasmussen</a>, President of the MACH Alliance, to ask why this assessment tool is so important.
“What we set as an objective for 2023 is to help buyers make the right decisions,” he said. “We want to clarify the role of MACH and whom it’s for – and this tool plays a vital role in doing that. It allows an organization to gauge its readiness to adopt MACH, but it’s not a technology evaluation. This is a 360-degree view of the actual organizational aspects.”
It’s worth noting that MACH Alliance member Deloitte Digital led the development of this tool, along with a group of Alliance member volunteers and SI reps. The consortium included professionals from commercetools, Capgemini, Apply Digital, Orium, Vuestorefront, Big Commerce, Scaleflex, Vercel, talon.one, Cloudinary, Intive, Bold Commerce, Epam, and Valtech.
<h2>The six dimensions of a MACH-ready business</h2>
The Maturity Assessment questions align with what Casper described as six dimensions of a MACH-ready business – the same dimensions the Alliance has been consistently focused on.
But, as he points out, there’s always a journey element to MACH. Part of that transition is evaluating readiness, but it’s also identifying the gaps to help improve it.
“We’re not expecting companies to be perfect,” he clarified. “Not only do we score based on the answers that brands provide us, but we help them figure out, rectify, and actually improve across the dimensions that might be troublesome or problematic for them. This helps them navigate the journey they are about to embark on.”
The MACH Alliance also released a <a href="https://machalliance.org/thought-leadership/mach-maturity-assessment-whitepaper">white paper</a> covering the six pillars, which pair up to each self-assessment stage. Here’s a brief summary of each dimension:
<img src="https://cmscritic.com/ms-content/uploads/2023/07/mach-maturity-diagram-pillars-1024x757.png" alt="MACH Maturity Assessment Diagram" />
<ul>
<li>Strategy and Transformation: As an organization considers a MACH transformation, clearly understanding its business objectives is essential. This initial step of the assessment highlights where a MACH approach may be applicable based on an organization’s current view of transformation across domains and as a whole.</li>
<li>Organization and Governance: This assessment step focuses on the decision-making process and how organizations support rapid change cycles and integrate with multiple external suppliers. MACH may require a business to adapt its operating model or delegate governance around an agreed-upon set of principles. These practices are foundational to supporting an effective MACH transition.</li>
<li>Process and Metrics: As noted in the white paper, any approach to MACH will have “knock-on” effects to process and metrics to support a distributed system of smaller components. Organizations may need to adopt an Agile project management framework, new reporting to span multiple business domains, and business processes for procuring, provisioning, and onboarding external systems.</li>
<li>People and Culture: Having the right distribution of people and frictionless communication between teams is key to a successful MACH transition. These questions focus on an organization’s culture and dynamics, where empowering greater autonomy, collaboration, and personal ownership of decisions can drive success – along with the development of new digital skills.</li>
<li>Technology and Architecture: While the assessment focuses more on business considerations, technology is a cornerstone of MACH and plays a big role in the transition. These questions focus on the shift from large, multi-function systems to more granular components, assessing whether an organization’s engineers and architects are prepared for microservices, APIs, cloud-based systems, and decoupled services.</li>
<li>Business Intelligence: The final stage of the assessment is concerned with optics and KPIs. To achieve and maintain MACH, organizations require tools for analysis and visualization that enable data-driven decisions at technical, operational, and business levels. Also, business intelligence best practices encompass the role of advanced analytics, AI and machine learning, and near-real-time data transparency.</li>
</ul>
<h2>Taking the MACH Maturity Assessment</h2>
Like any objective knowledge-seeker, I took the MACH Maturity Assessment myself.
As billed, I spent just a few minutes from start to finish and found the experience clear, frictionless, and kind of fun. Each question was multiple choice (A/B/C), peppered with intuitive options that use words like “firepower” and “big bang.” This makes the flow easy and highly accessible to business users.
A few questions did meander into techspeak (CI/CD processes, APIs, etc.). As a cloud guy, I easily understood the concepts, but you can pause the assessment and even back up if there are any specific details you need to hunt down. Once completed, you can enter your email address and have the assessment sent to you (not a requirement, BTW).
The final report generates a slick performance chart that maps your maturity as Weak, Immature, Moderate, or Mature. I included mine below:
<img src="https://cmscritic.com/ms-content/uploads/2023/07/mach-maturity-performance-chart-1024x1018.png" alt="MACH Maturity Assessment diagam" />
I pulled a “Moderate” based on some of my answers, and was given a set of suggestions for improving my performance in the areas that required the most attention. For example, I was stronger in People and Culture but weaker in Business Intelligence – so the tool suggested I invest in improving my ability to track metrics across applications and experiences.
Again, this is a high-level snapshot, so not enough detail to prescribe specific solutions. But certainly enough to plan next steps.
Reviewing my results reminded me of how Casper framed success in our discussion. “The more we can emphasize the potential areas that will end up being problematic and really improve, the better,” he said. “Because it means brands are walking into it eyes wide open.”
<h2>MACHinating the journey ahead</h2>
If you’re considering a transition to MACH – and want an eye-opening experience – I would wholeheartedly recommend the MACH Maturity Assessment. It takes just a few minutes, but it’s a great place to start your journey.
You can access the tool online at <a href="https://machalliance.org/mach-maturity-assessment">https://machalliance.org/mach-maturity-assessment</a>

New MACH Alliance Maturity Assessment Tool Helps Organizations Evaluate Their MACH Readiness

There’s a little-known psychological condition called footballis doldrumus that affects millions of people each year.
This peculiar phenomenon strikes around mid-July – the “dog days,” as we say – causing North American football fans to incessantly pine for the pigskin. The hotter the summer, the more intense the craving. And this has been a hot one.
Symptoms include (but are not limited to): listing the season opener as a holiday on your Outlook calendar, leaving messages on refrigerator wipe boards that read “6 weeks left ‘til kickoff,” and waking up from a deep sleep and shouting first and ten for no apparent reason.
It’s a sinister malady that Joel Varty is undoubtedly familiar with, given his own experience on the field. When we met in New York City this past May, he told me about his son’s goal of playing football at the collegiate level, and perhaps one day in the NFL. I learned later that Joel played during college, and has a passion for coaching. 
As a victim myself of footballis doldrumus, talking with Joel was a bit like a support group on multiple levels. I resisted any mention of Tom Brady for fear of getting too off-topic (or sounding like an insipid fanboy), and we focused instead on the real-world challenges impacting the content management game.
In his role as Chief Technology Officer at <a href="https://www.cmscritic.com/agility-cms-introduces-simplified-pricing-tiers-for-headless-content-management/">Agility</a> – <a href="https://www.cmscritic.com/top-free-headless-cms-platforms/">a headless CMS</a> – Joel is facing a deep bench of competitors with similar strengths on the field. As many platform features become commoditized, executing the right plays to differentiate is essential to win.
When I learned that Agility was releasing new updates to its UI, I caught up with Joel to learn more about his company’s strategy and get his perspective on the marketplace. We talked about how composable is changing the game, why trust is critical to customer experience, and how he’s quarterbacking his own way to victory.
<h2>Coaching the long game in CMS </h2>
Like most content management veterans, Joel’s path to product was circuitous. While playing football at the <a href="https://www.uoguelph.ca/" target="_blank">University of Guelph</a> in Ontario, he parlayed a love of prose into programming and graduated with honors in English and Computer Science.
It’s not an uncommon story in the development world. Some of the best coders I’ve ever worked with started analyzing James Joyce before JavaScript.
Guelph is also where Agility’s CEO, <a href="https://www.linkedin.com/in/jonvoigt/">Jon Voigt</a>, attended – and the two have been teaming up ever since. They both endured the rise and fall of the dot.com era, and that lead to a stint of website consulting gigs that encompassed the buildout of their own CMS.
“[I think] everyone has said, ‘hey, I can build my own CMS’ at some point,” he recalls with laughter. “We started ours around 2005 and kept doing it because we really like working together. But by 2017, we decided we didn’t want to build websites anymore – we just wanted to build a CMS, and we think headless CMS is the way to go.”
Joel also said that one of the catalysts for this shift in priorities was the maturity of the Agility CMS itself. Not only was it stable and trusted at a foundational level, but it now had enough customers running on it to make financial sense. As a totally bootstrapped company with solid profitability, they were able to sell off some of their existing contracts in 2018 and go all-in on the CMS.
<hr />
<h4>“I think where Agility shines isn't in a specific vertical market. It's with folks who have complex, unique needs – and you have to approach those in a special way. We love to teach our partners how to do that.”</h4>
<hr />
“It was really hard to let go,” Joel admitted. “Giving [our business] to partners was a double-edged sword, but it was great to stop competing with our partners. We were always the first party vendor building stuff, so we didn't feel it was fair to have a product we have an upper hand with.”
I asked Joel how they made the transition successful, particularly around client care. I’ve heard this projects-to-products story many times, but the failures often come from a lack of top-down leadership and cultural investment – like a self-inflicted form of pass interference. 
“We actually looked at our core values as a company, and really focused on teaching,” he said, “so we took the lessons we’ve learned and started teaching our partners how to do things. I think where Agility shines isn't in a specific vertical market. It's with folks who have complex, unique needs – and you have to approach those in a special way. We love to teach our partners how to do that.”
Teach... or coach? Either way, Joel and his team have made the knowledge transfer a big part of the Agility experience. This includes clear documentation, tutorials, transparent practices, and regular communication with their community of users. 
<h2>Outplaying sameness with service </h2>
At a recent event, I was discussing the headless CMS category with several attendees, and the subject of commoditization came up (as it frequently does). One of the pedaled analogies was that DXPs are akin to “apples and oranges” based on their feature sets, while headless CMSes are more like red apples versus green.
I asked Joel about this swelling box of apples and how he views the commoditization challenge.
“It’s interesting because there's almost more of a move to be enough of the same so that you're recognizable across vendors – like things have to be ‘same enough,’” he observed. “If you're too different, that's not actually a good thing, because it's hard to compare in a DX or composable space. So we strive to be ‘same enough’ while being unique.”
Commoditization is a real threat, but Agility is rising above the challenge by investing in its customer experience. This is embodied by its “White Glove Service,” which assures each client receives human interaction – which Joel admits is a challenge for most vendors as it inhibits scalability. But when the average lifetime of an Agility customer is eight to ten years, there’s value in this hands-on approach.
This felt like a key differentiator to me, so I asked if it was a key selling point for Agility.
“We haven't been using it enough,” Joel said. “We need to listen more to that part of our customers’ reactions. Our product was built based on customer feedback, and that's how we decide what we're going to do. It's 100% customer driven. We spent a lot of time and effort tracking what people say and want regarding features. And that's how we decide what we build into the product.”
To that end, Agility continues to provide transparency around its roadmap, engaging with its users via <a href="https://roadmap.agilitycms.com/tabs/3-launched" target="_blank">roadmap.agilitycms.com</a> around ideation. Joel said developers are very vocal within their community, but Agility strives to ensure that marketers and business decision-makers have a voice. That’s important, given the critical role of content operations within most enterprises.
“Our ideal customer needs to understand the value of content,” he explained. “Sometimes it's the developer, an information management role, a head of marketing, a CTO – maybe even the CEO of a smaller company. But if they can get the value of that content… then that’s going to be a good fit for Agility.”
<h2>Tackling the composable hype-cycle with trust</h2>
As a headless CMS, I asked Joel what he thought about the growth of composable and the advent of <a href="https://www.cmscritic.com/wrestling-with-category-confusion-in-the-dxc-slackdown/">DXC (digital experience composition)</a> and other categories emerging in the space. On the one hand, DXC vendors like <a href="https://www.cmscritic.com/uniform-raises-28m-in-series-a-funding-round-for-composable-dxp/">Uniform</a> are solving the visualization challenges for headless CMSes. But are these TLAs (or “three-lettered acronyms” for the unindoctrinated) helping or hindering our understanding of the composable space?
“My opinion is those acronyms are holding us back as much as they bring us forward,” he said. “They give us something to talk about, but you always have to go beyond that. There's always some explaining that has to happen when you're talking to someone who actually wants to use this in their business. I think it comes down to having more trust between people.”
That trust is hard-earned, as Joel explained. <a href="https://www.cineplex.com/" target="_blank">Cineplex</a>, one of Agility’s customers since 2007, has relied not just on its CMS, but on the expertise of a team that understands their business imperatives. Over the years, trust in Agility has guided the cinema giant’s digital transformation, from site rebuilds to infrastructure changes. This ingredient of trust has shaped Joel’s perspective on composable, which is as much about the business considerations as the technology posture.
“I think the idea of enterprise software should mean long-term ROI, not just fast ROI,” he said. “How can you take a piece out and put it back in, or fix something that you don't like? That, to me, is like the best of composable.”
I probed further about the importance of composable standards and the rise of the <a href="https://www.cmscritic.com/the-future-is-composable-a-conversation-with-new-mach-alliance-president-casper-rasmussen/">MACH Alliance</a> over the last few years. The organization has advocated for best-of-breed technologies that meet the rigid standards of MACH (Microservices, API-first, Cloud-native SaaS, Headless). Are relationships with vendors in DXC, e-Commerce, search, and other categories becoming an important growth channel for headless CMS?
“Yes, and the long-term goal is to have a combination of technology and relationships accelerated, where it's like a pre-built stack or grid that everyone knows works,” he said. “So CMS is going to be hosted here, and it will have this for search, this personalization, and this for commerce. We know how it all works together – and everyone trusts it.”
Joel admitted that we might be three or four years away from any broad market buy-in, suggesting that it’s still a hard sell given the institutional culture of some IT departments. This is why the efforts of thought leaders within the MACH Alliance community have been key to advancing the growth of composable.
“They won’t get it until they trust it,” Joel punctuated.
<h2>Agility’s new UI delivers more than a fresh uniform</h2>
I heard Agility’s plans for its new user interface some time ago, well before its scheduled GA. While modernizing a UI is an accepted part of any software lifecycle, it offers as many opportunities as challenges. Most people loathe change – so any modification can be met with temperamental responses. That’s why this UI "refresh" is as much about empathy and sentiment as it is about systems and processes.
I wanted to hear how Agility approached this undertaking, and what stood out for Joel.
“Interestingly enough, we started this new UI project about 18 months ago,” he revealed. “The last time we redid our UI was in 2015, and Jon [our CEO] and I knew that you always do it once and then refresh it after everyone's already had a chance to see it. We started base testing with cohorts of new or existing users, and we actually brought design in-house – which, for a smaller company, was a big deal. We also have this amazing person who A/B tested different things and conducted interviews to determine what makes [users] feel better. And we focused as much on that as we could and tried to be very consistent about how we handled content.”
As Joel detailed the process, it was clear his team didn’t cut things out or remove extraneous elements just to satisfy the simplification goal. To his point, CMS users claim to want all the features – even if they won’t be using them.
“There's a real balance there,” he continued. “But overall, we wanted things to be faster and easier across the board and ultimately make people feel better.”
I had a chance to peruse the new UI while comparing it to the classic version (which will continue to be available to users). Right off the bat, the visual design system is cleaner and more streamlined, offering a modern lightweight experience that feels more like an app. The main navigation panel provides more contrast, aimed at reducing eye strain during prolonged use. The authoring tools are still intuitive and familiar, a staple of Agility's previous UI. 
<img src="https://cmscritic.com/ms-content/uploads/2023/07/agility-new-ui-2023-1024x692.jpg" alt="New Agility software UI" />
You can read about the full scope of features <a href="https://www.cmscritic.com/agility-unveils-refreshed-design-system-in-ui-delivering-enhanced-user-experience-and-accessibility/">in our previous post</a>, but a few stand out, including new filters that offer augmented search. Users will find the new org selector handy, and there’s a slick heartbeat indicator coming that will provide greater visibility around specific events and tasks. Also noteworthy are the drag-and-drop model editor and the table column reordering, both designed to simplify and accelerate tasks.
You can check out the UI for yourself by creating an Agility account at <a href="http://www.agilitycms.com">www.agilitycms.com</a>. While Joel and his team are still fine-tuning some details, scope creep has pushed the original launch date into late July – a frustrating reality of software launches.
“But I think it will be worth it,” he said. “Our company anniversary is July 19, so I'm kind of thinking maybe that's a good day.”
<h2>Keeping the game fun – even with AI on the field</h2>
I’ve already waxed extensively about Joel’s affinity for football. But that affection is grounded by a deep gratitude for his family and their shared pastimes. Much like his dual pursuits of literature and computer science, he blends a love for athletics and a passion for art and scholarship in his life outside Agility.
“I am super blessed with two really, really cool kids,” he said glowingly. “My son plays football, and I've been a dedicated ‘dad coach’ for that. But my daughter is super into theater, and I love directing, being on stage, or getting involved from a community standpoint. It's got nothing to do with technology – it's just having fun.”
As we rounded out our time together, the subject of AI meandered into the conversation. What does Joel think about the advent of this technology and its impact on content? He has, after all, helped shape the CMS space over the last two decades. What does the world look like now that ChatGPT is a growing fixture in the creative process?
“I look at it like this: ChatGPT needs us,” he said. “It copies ideas. Nothing comes out of thin air, and someone has to come up with the ideas.”
Kind of like a quarterback audibling on the field. Sometimes, human instinct takes over – no matter how rehearsed the play might be. And while AI may prove its worth as a key automation tool, it’s heartening to hear from a content veteran that people are still core to the process.
As a headless CMS in a densely-packed market, Agility is executing in all the right ways. And with so many seasons under its belt, the platform and its people have proven resilient in the face of change. That speaks volumes about its vision and go-to-market strategy, which gives it a strong position in the new composable game. 
I still reserve the mantle of GOAT for Tom Brady, but Joel definitely has my vote for the “CMS Hall of Fame.”

Playing to Win in the Headless CMS Game: Interview with Joel Varty, CTO at Agility CMS

<a href="https://www.cmscritic.com/uniform-raises-28m-in-series-a-funding-round-for-composable-dxp/">Uniform</a> continues to drive innovation in the digital experience composition platform (DXCP) space.
As a leading provider in the emerging category, the company just announced a series of enhancements to its <a href="https://uniform.dev/canvas">Uniform Canvas</a> and <a href="https://uniform.dev/mesh">Uniform Mesh</a> products. The new features round out Uniform's DXCP as the most robust visual workspace, empowering digital teams to deliver winning multichannel experiences.
The new product releases also complete Uniform's original promise of headless technologies. Now, brands can visually weave multiple API-powered technologies together to create high-performance digital experiences quickly and with greater agility. 
According to Uniform's press release, the new functionality will allow marketers to create web and app experiences faster and more flexibly. The enhanced features will also give developers broader scope for building lightning-fast experiences with innovative technology.
Below are some of the technical highlights and enhancements of Canvas and Mesh.
<h2>Putting power back in the hands of marketers </h2>
Canvas comes equipped with two new enhancements: Uniform Dynamic Pages and Uniform Redirect Manager. These powerful additions to the visual experience builder will offer marketers and merchandisers greater control over product-based experiences.
<ul>
<li>Dynamic Pages: Enables business users to efficiently adapt and iterate across thousands of webpages, such as product detail pages, to build visual experiences at scale without developer support. No-code templates and custom page creation drive seamless content updates, consistent branding, and improves speed to market.</li>
<li>Redirect Manager: Simplifies URL management through the creation of vanity URLs, activation of fast redirects using a modern content delivery network (CDN), and reliable page access. A visual tool helps business users quickly identify browser errors, improving accuracy and ensuring a smooth customer experience.</li>
</ul>
<h2>Freedom to innovate with best-of-breed tools</h2>
Mesh’s enhanced features underpin Uniform's DXCP capabilities by removing silos, eliminating weeks of manual coding, and freeing developers to work with their tools of choice. Features will allow users to: 
<ul>
<li>Utilize any data source: Build and reuse front-end components to boost implementation speed and flexibility.</li>
<li>Leverage no-code connections to any API: This includes headless services, legacy platforms, and single-use data sources, along with pre-built connectors for key services.</li>
<li>Use Edgehancers to enable cutting-edge performance: Automatically push content to a CDN’s edge to enhance page speed, user experience, and SEO performance – all without any custom code.</li>
</ul>
<h2>Accelerate time to market</h2>
Uniform is also launching a Component Starter Kit – an open-source and fully customizable collection of front-end components to streamline ideation for testing and production. Users can easily add these to a component development system like <a href="https://storybook.js.org/">Storybook</a> and connect to content sources using Mesh.
“The excitement surrounding the new release comes from its ability to empower digital teams and tackle the challenges marketers encounter when delivering high-performing digital experiences,” said <a href="https://www.cmscritic.com/is-the-birth-of-dxc-the-death-of-dxp-a-conversation-with-darren-guarnaccia-president-at-uniform/">Darren Guarnaccia</a>, president, Uniform. “These latest capabilities elevate the visual workspace, enabling true enterprise scalability and seamlessly blends content, data, and technology at remarkable speeds. With enhancements to Canvas, Mesh, and the introduction of the Component Starter Kit, we’re fulfilling the promise of what headless tools initially aimed to achieve. The envisioned future is one where marketers can focus on storytelling and audience engagement, free from the constraints of traditional platforms and processes.”
<h2>About Uniform</h2>
Uniform DXCP speeds up time to value for composable experience architecture, lowers development costs, and makes it easy for business users to build digital experiences. A composable orchestration layer for legacy and modern headless systems or any API in Uniform DXCP eliminates the need for complex custom integration code. Instead, available for marketers, merchandisers, and other business users are no-code tools to build digital experiences with content from any source—without submitting developer tickets. Furthermore, Uniform DXCP’s high-performance personalization capability, delivered at the edge, raises conversion and CX for all channels.

Uniform Adds New Visual Editing and Integration Features to Enhance DXCP

Big leadership changes are afoot at the <a href="http://www.machalliance.org/" target="_blank">MACH Alliance</a>, the group of independent tech companies that advocate for open, best-of-breed technology ecosystems. The organization just announced changes to its Executive Board and leadership team, coming on the heels of its successful <a href="https://www.cmscritic.com/mach-two-conference-wrap-six-takeaways-from-the-composable-event-of-the-year/">MACH Two Conference</a> in early June. 
As composable technology adoption increases globally, the MACH Alliance provides vendor-neutral resources, education, and guidance through industry experts, helping to support companies on their journey to <a href="https://www.cmscritic.com/mach-alliance-releases-study-on-adoption-of-mach-technologies-by-tech-leaders-qa-with-sonja-keerl/">MACH</a> (Microservices, API-First, Cloud-Native SaaS, Headless). As a movement, having transparent and democratic governance is vital, and the new board intends to fulfill the Alliance's commitment to diverse representation across member categories, geographies, genders, and areas of expertise.
According to the press release, the Alliance now touts more North American representatives than European. This reflects an accelerated adoption of MACH in markets like the U.S. and Canada. Additionally, the board has shifted its primary technology focus to concentrate more on business, marketing, and strategy. This transition will aid in advancing its mission, promoting the overall movement, and further supporting its expansion into North America within the next 12 months.
<h2>New Executive Board appointments 
</h2>
The MACH Alliance Executive Board comprises representatives from ISV, SI, and Enabler members within the Alliance, with an almost equal split between female and male members. Board elections take place every year, each term lasting two years, and Executive Board members are permitted to serve a maximum of two terms.
The new Executive Board appointments include:
<ul>
<li><a href="https://www.linkedin.com/in/naragon/" target="_blank">Kristin Naragon</a> – Chief Strategy &amp; Marketing Officer at Akeneo</li>
<li><a href="https://www.linkedin.com/in/briankwalker/" target="_blank">Brian Walker</a> – Chief Strategy Officer (CSO) at Bloomreach</li>
<li><a href="https://www.linkedin.com/in/krithikaganesamoorthi/" target="_blank">Krithika Ganesamoorthi</a> – Senior Manager, Solutions Architecture at Amazon Web Services (AWS)</li>
<li><a href="https://www.linkedin.com/in/jenerale/" target="_blank">Jen Jones</a> – Chief Marketing Officer at commercetools</li>
<li><a href="https://www.linkedin.com/in/jasmin-guthmann-a463a766/" target="_blank">Jasmin Guthmann</a> – Head of Corporate Communication at Contentstack (re-elected)</li>
</ul>
This new crop of members will join the existing MACH Alliance Executive Board, which includes:
<ul>
<li><a href="https://www.linkedin.com/in/casper-aagaard-rasmussen/" target="_blank">Casper Rasmussen</a> – President and Global SVP Technology at Valtech</li>
<li><a href="https://www.linkedin.com/in/jon-panella-b616911/" target="_blank">Jon Panella</a> – Group Vice President at Publicis Sapient</li>
<li><a href="https://www.linkedin.com/in/christianbachdk/" target="_blank">Chris Bach</a> – Co-founder and CSO at Netlify</li>
<li><a href="https://www.linkedin.com/in/dom-selvon-1488958/" target="_blank">Dom Selvon</a> – Chief Technology Officer at Apply Digital</li>
</ul>
<h2>Outgoing members of the Executive Board </h2>
As the new board appointees cycle in, the Alliance is parting with three very large pairs of shoes to fill:
<ul>
<li><a href="https://www.linkedin.com/in/kellygoetsch/" target="_blank">Kelly Goetsch</a> – Chief Strategy Officer at commercetools</li>
<li><a href="https://www.linkedin.com/in/jjwilliams/" target="_blank">John Williams</a> – Chief Technology Officer at Amplience</li>
<li><a href="https://www.linkedin.com/in/gordana-vuckovic/" target="_blank">Gordana Vuckovic</a> – Advisor, TAZI AI Systems</li>
</ul>
Goetsch has been – and remains – an important changemaker within the MACH Community. He has played a critical role in the development of the Alliance since its inception and served as its founding president. During his two-year board tenure, he significantly contributed to furthering the industry’s understanding of MACH and will continue to be a very active member.
Similarly, Williams and Vuckovic have left an indelible mark on the Alliance and bolstered the MACH movement during their time on the Executive Board.
<h2>2023 Elections introduce new Heads of Councils</h2>
The Alliance announced the appointment of several new Heads of Councils during its 2023 elections. Voting took place between June 28th and 30th. Candidates from member companies nominated themselves and campaigned for MACH Alliance member votes, which were cast as part of a transparent, democratic process.
The new appointments include: 
<ul>
<li>Growth Council: <a href="https://www.linkedin.com/in/thetalofer/" target="_blank">Tal Ofer</a> – Partnerships Director at Cloudinary</li>
<li>Marketing Council: <a href="https://www.linkedin.com/in/andrewwadsworth1/" target="_blank">Andrew Wadsworth</a>, Senior Director Business Development at Apply Digital, joined by <a href="https://www.linkedin.com/in/irinabotea/" target="_blank">Irina Boteo</a>, VP Marketing at Uniform</li>
<li>Tech Council: <a href="https://www.linkedin.com/in/stuartguestsmith/" target="_blank">Stuart Guest-Smith</a>, Lead Principal Architect at BigCommerce, and <a href="https://www.linkedin.com/in/robertocarreramaldonado/" target="_blank">Roberto Carrera</a>, Strategy Architect at Apply Digital</li>
</ul>
<h2>New Education Council focuses on business and technical foundations</h2>
This year, the Alliance also announced the establishment of a new Education Council. The initiative will be led by <a href="https://www.linkedin.com/in/tareknseir/" target="_blank">Tarek Nseir,</a> SVP of Digital Engagement EMEA at EPAM Systems, who has been an active member of the Executive Board for the past year.
With this new council, the Alliance aims to turbocharge its efforts in the educational space, ensuring it remains at the top of the agenda. During the MACH Two Conference, Casper Rasmussen detailed some of the roadmap for the Alliance's ambitious education plans. The council will be critical in meeting that horizon, launching business and technical foundation tracks later this year.
<h2>Celebrating MACH Milestones</h2>
The board changes and election appointments come on the heels of several milestones for the MACH Alliance. Most notably: the celebration of its third anniversary. The organization recently attained 90 members, including <a href="https://machalliance.org/newsroom/mach-alliance-announces-paypal-is-the-first-company-to-join-new-supporter-membership-category" target="_blank">PayPal</a> and other global financial service providers – all while maintaining the purity of the MACH Alliance certification.
As previously noted, the MACH Two Conference – which was held from June 13-14 in Amsterdam – was a resounding success. The event brought together more than 600 leaders across the MACH community, providing a wealth of education workshops and sessions with real customer use cases and success stories.
“It has been an exciting and fun experience to strategically lead this organization for the last 12 months,” said Casper Rasmussen, President of the MACH Alliance. “We are looking forward to onboarding fresh thinking, new energy, and to welcome new individuals to our executive team. With this leadership team in place from August, we have the exclusive opportunity to really propel awareness, education and the advancement of MACH to the next level. My sincere thanks to our board for having been such an essential part of all our achievements to date.”
<h2>About the MACH Alliance</h2>
The MACH Alliance is a [501(c)(6)] non-profit organization, governed by an independent board and does not endorse specific vendors, members or otherwise. The Alliance was formed in June 2020 to help enterprise organizations navigate the complex modern technology landscape. It aims to guide and show the business advantage of open tech ecosystems that are Microservices based, API-first, Cloud-native SaaS and Headless. All MACH Alliance members meet certification principles that are published on the website. The MACH Alliance welcomes technology companies and individual industry experts who share the same vision for the future.

MACH Alliance Appoints New Members to Executive Board, Focuses on Diversity of Expertise and Growth in North America

<hr /> A CMS is a software application that enables a user – or groups of users – to create, manage, and publish digital content to a range of channels for audiences to consume. <a target="_blank" href="https://opensource.com/article/20/7/history-content-management-system">The first CMS platforms</a> were introduced in the early 2000s as a tool for managing websites. Even today, there is often confusion between the definition of a “website” and a CMS. The difference is quite simple: a website is a collection of web pages, while a CMS is the software that manages, stores, and publishes those web pages.A traditional CMS is often called a “monolithic” or “coupled” CMS, meaning that it contains all features in one singular system. Because websites have primarily been the core channel, these systems are also called “Web CMS” or WCMS platforms. In most standard architectures, a CMS consists of a front end and a back end. The backend is a collection of templates and pages within the system, where users can create, edit, and publish. Content is stored in a database and rendered in what is called a “presentation layer,” or the frontend website – which is displayed in a web browser. For the most part, a CMS empowers its users to be more productive, making it easy to create, modify, and format website content with low code/no code <a target="_blank" href="https://en.wikipedia.org/wiki/WYSIWYG">WYSIWYG</a> editing capabilities. These users can often collaborate inside a CMS around specific workflows, where administrators can set permissions for users based on different roles like “author” or “editor.” Modern CMS platforms typically have an API (application programming interface) that enables the system or its modules to integrate with other software. This can be simple like <a target="_blank" href="https://en.wikipedia.org/wiki/Webhook">webhooks</a> but are generally more advanced connections that push data – like form leads – to a <a target="_blank" href="https://cmscritic.com/products/salesforce">customer relationship management (CRM)</a> tool or <a target="_blank" href="https://cmscritic.com/products/hubspot">marketing automation system</a>.Most CMS platforms help to automate various features that optimize URL structure, enhance data structure to improve SEO, provide on-board analytics, and enable scheduling capabilities to publish or remove content from pages. Each platform brings slightly different features to its users, but they all revolve around creating and publishing content. <h3>What is a headless CMS? </h3>Unlike a traditional CMS or WCMS, a <a target="_blank" href="https://cmscritic.com/top-free-headless-cms-platforms">headless CMS</a> contains only the back end of a content management system, serving more as a content repository.The term “headless” refers to the concept of cutting off the “head” – the front end, such as a website presentation layer – from the “body,” or the back end. Monolithic or coupled CMS platforms contain both back end tools as well as website templates, making them inseparable. Headless CMS platforms use APIs to display content without relying on built-in templates and pages. This allows content to be published across multiple devices or endpoints. This is referred to as “<a target="_blank" href="https://en.wikipedia.org/wiki/Omnichannel">omnichannel</a>,” where editors can create content once in a headless CMS and push it to different destinations, including websites, apps, digital signage, and even <a target="_blank" href="https://en.wikipedia.org/wiki/Internet_of_things">Internet of Things (IoT)</a> devices like smartwatches. Headless CMS platforms contain many of the same features for content management as traditional systems, from facilitating workflows to enabling permissions and collaboration. They are often seen as an attractive solution for modern stacks that are focused on omnichannel strategies. They also have a disadvantage around their lack of front end visualization.  Some examples of headless CMS platforms include <a target="_blank" href="https://cmscritic.com/products/agility">Agility</a>, <a target="_blank" href="https://cmscritic.com/products/buttercms">ButterCMS</a>, <a target="_blank" href="https://cmscritic.com/products/contentstack">Contentstack</a>, <a target="_blank" href="https://cmscritic.com/products/contentful">Contentful</a>, and <a target="_blank" href="https://cmscritic.com/products/kontentai">Kontent.ai</a>.<h3>What is the difference between an open source CMS and a proprietary CMS?</h3>An open source CMS is a content management system that has made its source code freely available for anyone to use, modify, or build upon. The software belongs to the open market as opposed to being the property of a single company. This enables a community of developers and users to contribute to and customize the software to meet a wide variety of applications and use cases. While most open source CMS or Web CMS platforms have distinct features, they all have key advantages. One is the availability of open source plugins or “widgets” that expand the functionality of the CMS. Another is the prevalence of open source communities that continue to develop, maintain, and innovate with the source code. Unlike open source, a proprietary CMS is a product that is legally owned by a company or organization. It is copyrighted, meaning that a license must be procured to purchase or subscribe to the software using SaaS (software as a service) delivery.  Proprietary CMS source code is closed to the public. While many proprietary platforms have their own communities of users, they do not contribute to or help maintain the software as they do in open source. There are many advantages to open source. First, open source CMS platforms are generally free. Users only pay for hosting, additional plugins, or support. They can also use the source code without any restrictions, allowing developers to innovate and customize at will. However, proprietary systems generally offer more security and stablity, and provide better support, accountability, and access to professional services. Some leading examples of open source CMS are <a target="_blank" href="https://cmscritic.com/products/wordpress">WordPress</a>, <a target="_blank" href="https://cmscritic.com/products/drupal">Drupal</a>, and <a target="_blank" href="https://cmscritic.com/products/joomla">Joomla</a>. Proprietary CMSes include <a target="_blank" href="https://cmscritic.com/products/adobe-experience-manager">Adobe</a>, <a target="_blank" href="https://cmscritic.com/products/optimizely">Optimizely</a>, <a target="_blank" href="https://cmscritic.com/products/sitecore">Sitecore</a>, and <a target="_blank" href="https://cmscritic.com/products/solodev">Solodev</a>. <h3>What are the advantages of using a content management system?</h3>There are many benefits to using a CMS. Here are a few highlights:  <ul><li>Manage multiple websites and integrate with third-party systems.</li><li>Assign permissions and controls for a single user or teams of users. </li><li>Create, edit, manage, and publish content with ease.</li><li>Reduce reliance on front-end developers for website changes.</li><li>Push content across websites or to a wide range of destinations</li></ul><h3>How do you choose the right CMS?</h3>There are many factors that influence the purchase of a content management system. Here are a few factors to consider:<ol><li>What kind of content model are you creating?</li><li>Are you planning to publish across multiple channels, or just web?</li><li>Do you need coupled or headless? Proprietary or open source?</li><li>What are the hosting, training, and support costs associated with the CMS?</li><li>Are there specific workflows or processes the CMS needs to accommodate?</li><li>Does the CMS have a robust API? How does it integrate with other technologies?</li><li>How easy is the content editing experience in the CMS? Is it low code/no code? Does it require significant training?</li><li>Do developers have access to code for customizations? </li><li>How many users will you have working in the CMS? Are your teams distributed? </li><li>What kinds of analytics do you require? What do your KPIs look like?</li><li>Do you need a cloud-first SaaS CMS, or an on-premises CMS for compliance? </li><li>What kind of technology or frameworks do you require in your CMS?</li><li>Is there a community of users associated with the CMS?</li><li>What kind of training, support, or professional services does the CMS provide?</li></ol><h3>CMS Selection Services</h3>With hundreds of choices, picking the right CMS can be challenging – and a costly endeavor. If you are in the evaluation process, talk to one of our CMS Critics today about our CMS Selection Service. Our seasoned staff of experts can help you limit the field, test the right options, and pick the right platform based on your needs. From demo to decision, we give you the confidence to make the right choice for your next CMS.<a target="_blank" href="https://cmscritic.com/cms-selection-service">Start your CMS selection today</a>

What is a Content Management System (CMS)?

<a href="https://www.cmscritic.com/netlify-to-host-headless-commerce-summit-for-talks-on-building-world-class-e-commerce-experiences/">Netlify</a> continues to net more of the composable ecosystem.
Yesterday, the web hosting and development platform announced the purchase of <a href="https://www.stackbit.com/" target="_blank">Stackbit</a> – a visual editor that empowers enterprises to build and manage composable websites more efficiently with a key feature: live previews.
"This acquisition brings the power of Stackbit's visual editor to our product portfolio, expanding our offerings to now empower marketers and non-developers to rapidly create, innovate, and iterate," said <a href="https://www.linkedin.com/in/mathias-biilmann-christensen-a5a3805/" target="_blank">Matt Biilmann</a>, CEO at Netlify.
The Stackbit news follows Netlify's purchase of <a href="https://www.gatsbyjs.org/" target="_blank">Gatsby</a> earlier this year, a popular open source static site generator built on Node.js using <a href="https://www.cmscritic.com/netlify-publishes-jamstack-community-survey-shows-developers-are-driving-the-future-of-remote-work/">React</a> and <a href="https://graphql.org/" target="_blank">GraphQL</a>. Gatsby had cultivated a strong reputation in the <a href="https://www.cmscritic.com/top-jamstack-static-site-generators-for-2021/">Jamstack</a> community, becoming a preferred frontend library for building composable architectures with a headless CMS. With Stackbit, Netlify aims to bring visual editing to its toolkit, providing a more complete platform for users. 
<h2>Powerful visual editing for composable websites</h2>
Over the last few years, web development platforms have focused on improving enterprise tools with a focus on developer productivity. Now, companies are looking for ways to deliver unparalleled value to marketers and product managers by leveraging collaboration orchestration. This has been reflected by the growth of digital experience composition (DXC) – an emerging category within the broader digital experience space. 
The acquisition of Stackbit expands Netlify's product portfolio, empowering users to design, create, and edit experiences within composable platforms. According to Netlify's announcement, Stackbit will deliver a range of tools and features that simplify the web development process and enable deeper collaboration between developers, marketers, and other stakeholders.
With Stackbit, users can connect any content source and use any tech stack. It also supports key tenants of composable architectures by eliminating bottlenecks and lock-ins around specific vendors or frameworks. For customers like Telus, one of Canada's largest telecommunication companies, Stackbit enables marketers, product managers, and project managers to create and update new and existing websites and applications.
Based on Netlify's press release, Stackbit is easy to use and can aggregate content from any <a href="https://www.cmscritic.com/top-free-headless-cms-platforms/">headless CMS</a>, content source, or custom data source – creating a singular, streamlined workflow for front-end content changes. Stackbit can also update objects within a UI and write changes automatically to the originating source.
<h2>Key benefits of Stackbit and Netlify</h2>
With Stackbit, Netlify plans to empower enterprise teams to build best-in-class websites, online stores, and applications. According to Netlify's website, Stackbit will expand Netlify’s product portfolio, providing a variety of benefits for enterprise teams, including:
<ul>
<li>No-code website editing: Using Stackbit, marketers, product managers, and non-developers can easily update and edit their websites in real time. They can also create pages, drop in components, and adjust layouts and styles on demand.</li>
<li>Design flexibility: With Stackbit, teams can easily customize the design and layout of websites using themes or create their own designs. This flexibility allows marketers to maintain consistent branding and improve the user experience.</li>
<li>Streamlined collaboration: Stackbit reads and writes content to and from your CMS, database, e-commerce catalog, or custom data source – making collaboration more efficient. </li>
<li>Compatible with any tech stack: Stackbit works seamlessly with any CMS application, content source, headless frontend platform, or framework.</li>
</ul>
To learn more about Netlify and the Stackbit acquisition, visit <a href="https://www.netlify.com/blog/netlify-acquires-stackbit-to-bring-no-code-creation-to-its-platform/">netlify.com</a>
<h2>About Netlify</h2>
Netlify is the platform for enterprises to build highly-performant and dynamic websites, e-commerce stores, and web apps. By uniting an extensive ecosystem of technologies, services and APIs into one workflow, Netlify unlocks new levels of team productivity, while saving time and money. With more than 4M developers and over 475 Enterprise customers, Netlify is the creator of the Jamstack movement, bringing together all modern web frameworks, serverless functions and edge computing into one platform to deliver unmatched user experiences, serving the needs of developers, architects, and marketers.

Netlify Acquires Stackbit, Adding No-Code Visual Editing to Its Platform

There's no doubt that data is gold to every enterprise. But analyzing mountains of it to divine actionable insight is becoming more challenging by the day. This is where innovators like <a target="_blank" href="https://www.cmscritic.com/amplitude-announces-new-testing-and-analytics-tools-for-making-smarter-product-decisions-at-scale/">Amplitude</a> – a leading digital analytics platform – are proving essential to unlocking data-driven decisions.Now, Amplitude has announced another breakthrough with the launch of Snowflake-native Amplitude, a Snowflake Native App that utilizes Snowpark Container Services – currently available in a private preview. Snowflake-native Amplitude allows joint customers to access self-serve behavioral insights directly within their Snowflake instance.The news was announced at Snowflake Summit 2023, the cloud data warehouse provider's annual user conference. Amplitude is one of a select group of partners developing Snowflake Native Apps that utilize Snowpark Container Services, and the new capability builds upon Amplitude and Snowflake’s partnership and data-sharing integration. This application marks Amplitude’s first warehouse-native offering. Warehouse-native Amplitude will help more organizations uncover the behavioral insights they need to make better product decisions without leaving their data platform of choice.Amplitude also announced several new capabilities, including AI-assisted data governance and automated instrumentation and reporting, to help teams access clearer insights faster. <h2>Unlocking the power of the enterprise data cloud</h2>Based on IDC data, only 32% of the data within an enterprise is being used. Additionally, with the deprecation of third-party cookies, marketers are looking to their data teams to drive more value from their first-party data stored in their data warehouse. Snowflake-native Amplitude unlocks the ROI of data in the data cloud. Joint customers can now mine additional value from their data by empowering their entire organization with access to self-serve insights from Amplitude — all without leaving their Snowflake instance. Snowflake-native Amplitude also simplifies data governance by using existing Snowflake security and access controls and eliminating the need to store or duplicate data in multiple places.“Today, siloed data makes it difficult for teams to get the insights they need to drive their business forward,” said Justin Bauer, Chief Product Officer at Amplitude. “We want to make it easier for teams to seamlessly and securely integrate customer and product insights with their Snowflake data. Now every Snowflake customer can unlock the benefits of self-service analytics to better understand each step in the customer journey so they can drive active user growth, increase retention, and improve monetization.”<h2>New features including AI and partner integrations</h2>Snowflake announced the launch of Snowpark Container Services to expand the scope of Snowpark. This was designed to help organizations run third-party software and full-stack applications – all within their account. By accessing and running commercial software and apps directly in Snowflake, customers can seamlessly enhance the value of their data using cutting-edge tools without moving or compromising security.“We continue to invest in our expansive partner ecosystem, accelerating how users build in the Data Cloud by reimagining what they can run within Snowflake, without tradeoffs,” said <a target="_blank" href="https://www.linkedin.com/in/chrischild/">Chris Child</a>, Senior Director of Product Management, Snowflake. “With the launch of Snowpark Container Services, we’re making this a reality. Amplitude’s proven track record of helping teams measure and understand customer behavior to improve customer experiences combined with the ease of use, scalability, and unified governance of the Snowflake Data Cloud will help us deliver more value for our joint customers.”This news comes alongside Amplitude’s announcement of several new capabilities to help technical and non-technical teams gain self-serve access to trusted data and clearer insights. With user experience improvements and automated insights, it’s never been easier to get started with Amplitude. New capabilities and integrations include:<ul><li>Automated instrumentation &amp; reporting: Instantly track user activity and baseline metrics like daily active users, average session length, and geolocation with Amplitude’s enhanced SDK so teams can start reporting on day one.</li><li>Industry-specific reporting templates: Customers can quickly discover product insights tailored to their business with new reporting templates that include industry-specific key metrics.</li><li>AI-assisted data governance: Maintain and continually improve data quality with automation and intelligent suggestions.</li><li>Expanded partner integrations: Quickly and easily send data to other parts of your stack with new and expanded integrations with Braze, Hubspot, Intercom, Marketo, and more.</li></ul>“As the amount of customer data within data platforms continues to grow, self-serve access to insights is a must-have,” said <a target="_blank" href="https://www.linkedin.com/in/davidmwallace/">David Wallace</a>, research director of customer data and analytics at IDC. “Snowflake-native Amplitude will allow teams to quickly and easily access more of their customer data while maintaining the security and governance benefits within their Snowflake instance.”As previously noted, Snowflake-native Amplitude is available in preview, and users can sign up for an Early Access Program.<h2>Q&amp;A with Justin Bauer</h2>Following the announcement, we had a chance to connect further with Justin Bauer, Chief Product Officer at Amplitude, to ask a few questions about the new service.  <hr />CMS Critic: How big of a deal are the AI capabilities mentioned in the announcement? AI-related features are leading most of the news cycle, and we're curious about how strategic the innovation is, and how it might provide a competitive edge for Amplitude.Justin Bauer: Amplitude has been early to the AI/ML Game. We have one of the most unique and comprehensive datasets on product and customer behavior, which allows us to develop powerful models that will impact how companies develop digital products. We already incorporate a number of ML capabilities to help our customers identify issues early, predict behaviors and personalize campaigns.With new advancements in Generative AI, we're looking to help our customers maintain &amp; improve their data quality more easily, generate analysis faster, and even summarize recommendations from their insights. Our new data governance capabilities are just an early example of that. We are also piloting a new feature in beta that uses conversational AI to dramatically shorten the time it takes for Amplitude users to answer questions. They can simply type “How many active users per day?” or “How many users are new versus returning?” into the analysis search bar and generate suggested analyses that help users analyze, explore, and learn.This is still early days, but we think AI has the potential to accelerate growth in the digital analytics category.<hr />CMS Critic: When will the new service be GA?Justin Bauer: Snowflake-native Amplitude will be GA in Q1 2024, but all of Amplitude's other new features are being rolled out this week. <hr />CMS Critic: Is there a cost advantage or economic optimization that might be a selling point?Justin Bauer: Snowflake-native Amplitude has some big cost benefits for organizations because there’s no need for you to export data to Amplitude or build new data pipelines. We run SQL queries directly on the data in an organization's warehouse and provide insights right from their source of truth. Maintaining and managing all of this data directly in Snowflake drives down costs for our joint customers. This process also eliminates the need to move data between systems, so teams can minimize data drift, which is what we call the divergence of two data sets over time. If data drift isn't prevented, it can create big data quality problems down the line. Another benefit is that we're making it easier for teams to manage data access controls, security, privacy, and governance directly in their warehouse. This means they can lift and shift over to Snowflake more easily, while keeping existing security and privacy controls intact.<hr />CMS Critic: Are the integrations one-click or require additional setup?Justin Bauer: We can't claim one-click, but how about 3-5? We do everything we can to make these integrations easy to get set up. And they're all configuration based, meaning you click instead of code to get them up and running.<hr /><h2>About Amplitude</h2>Amplitude is a leading digital analytics platform that helps companies unlock the power of their products. Almost 2,200 customers, including Atlassian, Jersey Mike’s, NBCUniversal, Shopify, and Under Armour, rely on Amplitude to gain self-service visibility into the entire customer journey. Amplitude guides companies every step of the way as they capture data they can trust, uncover clear insights about customer behavior, and take faster action. When teams understand how people are using their products, they can deliver better product experiences that drive growth. Amplitude is the best-in-class analytics solution for product, data, and marketing teams, ranked #1 in multiple categories in G2’s 2023 Summer Report.

Amplitude Announces Snowflake-native Amplitude App: Q&A with Justin Bauer, Chief Product Officer

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