Context Is Queen: Contentstack Crowns its Adaptive DXP with Native Real-Time Audience Insights

“If content is king, context is queen.”

That’s what Neha Sampat, Contentstack’s founder and CEO, had to say about her company’s latest innovation, speaking to the “royal” relationship between content and data – and how their DXP is poised to help brands adapt to customers in real-time to every interaction and across every channel.

Contentstack has been steadily building this evolutionary vision of an “adaptive DXP,” laying the groundwork from the moment it purchased Lytics – a customer data platform – last January. 

After breaking that news, I later visited Sampat at Contentstack’s HQ in Austin during a Boye & Company CMS Experts meeting, where she rolled out more of the red carpet surrounding her data ambitions. At the time, I had no idea just how fast she would move to “adapt” Lytics. 

“The future of digital is here,” she said, “which is why we moved so quickly to deliver on our promise to arm customers with the combined power of content and data.”

Indeed, the future is here. And for brands to compete, they need more context than ever. 

That’s where today’s announcement at ContentCon 25 (the company’s fourth annual customer shindig) comes in. Contentstack just revealed that it has natively added real-time audience insights, intelligent content recommendations, and omnichannel journey orchestration into Contentstack EDGE – its fully integrated adaptive digital experience platform.

According to Contentstack, this is an industry-first game-changer at the CMS level. Armed with these features – where content and data are seamlessly combined – brands can deliver one-to-one personalized experiences across every channel.

Making the announcement at ContentCon will no doubt help to fortify visibility and reinforce the relevance. Featuring speakers from a number of Contentstack’s marquee customers – including Crocs, Mattel, PetMeds, and Volvo – will help bring greater stickiness to the message as they trumpet their success leveraging the platform’s capabilities. 

To further elevate the message of performance, attendees will be treated to a closing keynote by two-time FIFA Women's World Cup champion and Olympic Gold Medalist Brandi Chastain, co-founder of Bay Football Club.

This is sure to score points as partners, agencies, and practitioners leave with practical wisdom – as well as a deeper sense of Contentstack’s roadmap for adaptive digital experiences. 

A speedy expansion to the ‘queendom’

I recently wrote about Contentstack EDGE, the brand envelope for its adaptive DXP. This new platform identity came just five months after its acquisition of Lytics, which demonstrates the speed and efficacy of Contentstack’s team in the pursuit of value from its CDP purchase.

We’ve seen other vendors ride hype around M&A, only to have a slow integration and consolidation period that can last years. Worse, the results are sometimes spotty, resulting in a cumbersome UX that misses the mark. This is fast by every modern measure, and the motivation was clear.

It’s still early days for these new capabilities, but Contentstack has always doubled down on the user experience, making its native products like Launch incredibly easy to use. Speed is absolutely critial, but so too is the delivery of an experience that meets – or at best, exceeds – customer expectations. 

“The royal treatment” of AI-powered personalization

AI is the name of the game, and Contentstack has been at the innovation edge since 2023, when I first demoed its early GenAI capabilities. They were certainly novel at the time, and they were one of the first platforms to focus on more concrete, high-utility applications at the workflow level – where automation was solving real problems. 

Personalization has arguably come a long way. It’s not the elusive “Holy Grail” it once was. But according to Conor Egan, Contentstack’s SVP of Product, there are still barriers to realizing its potential. 

“Personalization is a priority, but brands struggle to deliver,” he said. “The reality is too abstract, complicated, disconnected or they’re locked into legacy tech that makes agility impossible.”

Last year, Contentstack released a new personalization engine that combined brand-aware generative AI content creation, automation, and visual building technology. It was a foundation step that unleashed the benefits of AI while simplifying key aspects of the experience. 

But to deliver true hyper-personalization at scale, both content and real-time data were essential to the recipe. Now, Contentstack is fulfilling the last mile of its personalization vision, providing a blazing-fast integration that addresses long-standing personalization challenges with a practical solution. 

And by unifying content, data, and journey orchestration into a single, combined platform, brands can power true personalization at scale – all with clarity and confidence.

“We’re not just committed to our vision of the future,” Egan said. “We’re offering customers the tools that make personalization possible today.”

‘Knighting’ its adaptive DXP with key features

The announcement provides some details about the feature additions to Contentstack EDGE at a granular level, further defining the company’s vision as an adaptive digital experience platform.

First, the integration of Audience Insights will enable users to understand what content is driving engagement and delivering on business goals. The added context can help marketers support targeted campaigns and ground their personalization efforts in data-driven insights. 

Along with visual maps, audience building, and opportunity insights, brands can learn what their audiences care most about in real time. Worth noting: This feature is available at no additional cost to Contentstack customers today.

Then, there’s Real-Time Data Activation, which aims to deliver personalized experiences instantly via seamless access to over 200 data connectors. There’s also native integration with existing data warehouses, activated in real time as customers interact – a key benefit that has emerged as brands tap data from a variety of siloed sources.

Finally, with Flows, it’s all about scaling the promise of omnichannel personalization. Users can design and automate what Contentstack calls “adaptive customer journeys,” which can guide individuals seamlessly across web, mobile, email, ads, SMS, and other channels, maximizing engagement and conversions. 

Is this a new reign for adaptive DXPs?

For a space that’s often more buzzword than breakthrough, Contentstack is walking the walk with a rarefied air. This launch doesn’t just expand their platform – it helps reshape what’s possible for brands that are still struggling with the paralysis of personalization.

Marketers are hungry for the context that Contentstack is promising. The speed at which they’ve delivered these new insights and journey orchestration capabilities is impressive, but UX is key – and we’ll have to see how organizations embrace the feature set. One big benefit here is Contentstack’s focus on customer intimacy and fueling its product enhancements around a solid feedback loop.

Atop everything is the crowning position of adaptive digital experiences. While there’s a clear marketing angle, we’re all being forced to adapt to new realities in the race to digital dominance – and Contentstack is building a platform solution around the challenges and opportunities. 

You can come up with a fancy new name. But you have to make it mean something. And that’s precisely what they’re doing. 

Contentstack’s ascension to a DXP throne has been hard-fought, but its strategy seems to be paying off. As noted by several key analyst reports, the company’s composable roadmap and the acquisition of a data layer have catapulted it into new quadrants of consideration. This should assist in the battle against industry stalwarts and the general barrier to greater awareness.

I still think one of Contentstack’s greatest assets is its culture. Over the years, I’ve spoken to CEO Neha Sampat about the company’s growth ambitions, but it’s always peppered with stories about people – and how Contentstack is doubling down on expanding through diversity and other human-focused initiatives.

Case in point: The company has been recognized for its unmatched customer care and tradition of giving back globally through its Contentstack Cares program, including its support of Pledge 1% and “Girls Who Code.”

It might be one of the shiniest gems in its crown – and another reason to watch this company as it continues to expand.

Looking for guidance on Contentstack? Talk to an expert.

Upcoming Events

Contentstack ContentCon 25

June 3-5, 2025 – Chicago, USA

The future of digital is waiting for you! Contentstack presents ContentCon, the premier event for digital teams and industry leaders who are reimagining the future of digital experiences. Join us for two days of transformative presentations and workshops designed to help you put personalization and AI strategies into action. Register today! 

CMS Connect 25

August 5-6, 2025 – Montreal, Canada

We are delighted to present the second annual summer edition of our signature global conference dedicated to the content management community! CMS Connect will be held again in beautiful Montreal, Canada, and feature a unique blend of masterclasses, insightful talks, interactive discussions, impactful learning sessions, and authentic networking opportunities. Join vendors, agencies, and customers from across our industry as we engage and collaborate around the future of content management – and hear from the top thought leaders at the only vendor-neutral, in-person conference exclusively focused on CMS. Space is limited for this event, so book your seats today.