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Bland Brands Beware: Optimizely’s New Identity Brings Human Creativity to its Agentic AI and AEO Ambitions

matt-garrepy

<hr /> There’s an undeniable “craftsmanship” that underpins <a target="_blank" rel="noopener noreferrer" href="https://craftersoftware.com/">Crafter Software’s</a> success. The name evokes something handmade, deliberate, and bespoke – which most digital experiences aspire to be. And that's what Crafter has always aimed to deliver.It’s not to say that reusable components and DRY principles aren’t part of the unique recipe. They are – along with a Git-based, developer-centric posture that has made this its headless <a target="_blank" rel="noopener noreferrer" href="https://craftercms.com/">CrafterCMS</a> a preferred choice for notable enterprise brands like MasterCard, Marriott International, and eBay.Founded in 2013 as an open source project, CrafterCMS has long reflected the evolving needs of content operations in a cloud-based, multi-channel, highly personalized ecosystem. By 2019, the product and its community were growing by leaps and bounds. After an acquisition by <a target="_blank" rel="noopener noreferrer" href="https://www.capgemini.com/us-en/">Capgemini</a>, CrafterCMS was “decoupled” from its agency roots with Rivet Logic and spun off as part of the Crafter Software entity. Since then, the company has been innovating hard under the leadership of CEO and co-founder <a target="_blank" rel="noopener noreferrer" href="https://www.linkedin.com/in/mikevertal/">Mike Vertal</a>, and a big part of his recent focus has been on AI. The company just unveiled its new <a target="_blank" rel="noopener noreferrer" href="https://craftercms.com/products/craftercms-ai">CrafterCMS AI,</a> billing it as the “Open Source Agentic CMS for the Enterprise.” The new release combines AI skills, content authoring assistance, vector search, MCP integrations, and more. <figure class="image image_resized" style="width:39.69%"><img src="https://cmscritic.com/ms-content/uploads/2026/07/image-1784643823358.png" /></figure>Crafter Software Co-founder and CEO Mike Vertal. Source: LinkedIn Now, Crafter is democratizing AI for any website with <a target="_blank" rel="noopener noreferrer" href="https://crafterq.ai/">CrafterQ</a>, an AI agent platform that promises to transform any existing website or e-commerce store into an intelligent conversational experience. It enables organizations to deploy <a target="_blank" rel="noopener noreferrer" href="https://crafterq.ai/blog/website-ai-agents-the-complete-guide-for-business-leaders">AI agents</a> trained on their own content to answer questions, guide purchases, capture leads, and deliver instant self-service directly on their websites."We're witnessing one of the biggest shifts in the history of the web," Mike said. "For years we've optimized websites around pages, menus, and search. AI changes that. Customers no longer want to hunt for information – they want outcomes. We believe every website will evolve from a collection of pages and search results into an intelligent conversational experience."It’s worth noting that Crafter was recently named to the <a target="_blank" rel="noopener noreferrer" href="https://crafterq.ai/blog/crafterq-named-to-the-2026-kmworld-ai-100">KMWorld AI 100 for 2026</a>, which highlights companies that are empowering intelligent knowledge management. For more than two decades, KMWorld has been one of the leading publications covering topics like enterprise search, information management, and AI.<h3 id="evolving-the-web-with-agent-power">Evolving the web with agent power</h3>With the rise of AI chatbots, consumers are engaging with brands using natural language – and they expect to receive an answer that’s personalized to their queries. Browsing page after page of results is so 2020. That’s true across every digital touchpoint, including answer engines like <a target="_blank" rel="noopener noreferrer" href="https://chatgpt.com/">ChatGPT </a>and <a target="_blank" rel="noopener noreferrer" href="https://search.google/ways-to-search/ai-overviews/">Google AI Overviews.</a> For many brands, delivering this experience at the website level is key, and this is where CrafterQ applies its intelligent conversational layer, helping visitors leap over laborious navigation and avoid sifting through search results. First and foremost, CrafterQ surfaces answers that are trained on your organization's website. That means less hallucinating and more relevant, trustworthy, and brand-consistent experiences. But it can also be targeted at other content sources like your product catalog, documentation, FAQs, and more.CrafterQ supports a broad range of customer-facing use cases like marketing and corporate websites, AI shopping assistants for e-commerce, and product discovery and recommendations. It’s also an easy lift for adding customer support and self-service capabilities and enabling quick answers from sources that are under your organization's control. <h3 id="how-it-works">How it works</h3>In a nutshell, CrafterQ interprets customer intent through a natural language query, identifies the most relevant knowledge, and generates accurate, context-aware responses grounded in your organization's content. As you might guess, this is <a target="_blank" rel="noopener noreferrer" href="https://aws.amazon.com/what-is/retrieval-augmented-generation/">AI RAG (Retrieval-Augmented Generation)</a> but with a proprietary mix of contextual memory and reasoning technologies.  <figure class="media"><div data-oembed-url="https://www.youtube.com/watch?v=5v-XJl9_j2o"><div style="position:relative;padding-bottom:100%;height:0;padding-bottom:56.2493%"><iframe src="https://www.youtube.com/embed/5v-XJl9_j2o" style="position:absolute;width:100%;height:100%;top:0;left:0" frameborder="0" allow="autoplay; encrypted-media" allowfullscreen></iframe></div></div></figure> Like similar conversational AI products I’ve covered, CrafterQ can be deployed in minutes with almost no technical know-how. After creating an account (which starts for free), you simply enter your website URL, which is then crawled in the background. I went through the entire process, which was pretty darn seamless.Once you arrive at your dashboard, you’ll notice how clean and intuitive the UX is. Super easy to navigate with zero complexity. Even a novice user could start testing in the sandbox without consulting any documentation – <a target="_blank" rel="noopener noreferrer" href="https://crafterq.ai/docs/index.html">but docs are available</a>, and they’re pretty easy to digest.  <figure class="image image_resized" style="width:86.22%"><img src="https://cmscritic.com/ms-content/uploads/2026/07/image-1784643297491.png" /></figure>Source: CrafterQ It works – nicely. I ran it through a few basic queries and was pleased with the overall accuracy. You can also tweak and customize the parameters and refine your agent’s role and responses via CrafterQ’s Playground. <img style="width:85.67%" src="https://cmscritic.com/ms-content/uploads/2026/07/image-1784643297504.png" />Source: CrafterQ CrafterQ is designed to continuously learn as your website content changes and evolves. It automatically retrains and provides detailed conversation analytics that reveal what customers are asking, where they struggle, and what information they can't find. What stood out for me was the analytics. With CrafterQ’s dashboard, you get clear data on user chats, geographic trends, and other details that can help you improve your customer experience and journey. "Traditional analytics tell you what visitors clicked," Mike explained. “Conversations tell you what people are actually trying to accomplish. That gives organizations a completely new source of customer insight and a better understanding of how to improve their websites, products, and customer experience.” <img style="width:84.79%" src="https://cmscritic.com/ms-content/uploads/2026/07/image-1784643297447.png" />Source: CrafterQ As I said previously, this goes beyond websites. You can also target CrafterQ at documents like PDFs or Microsoft Word files, which you can easily upload into the system. The platform automatically discovers, indexes, and learns from anything you add.When ready, your CrafterQ agent can be embedded into almost any existing website simply by copying and pasting a single line of JavaScript from the “Deploy Agent” tab. You can also adjust the look and feel of the UI and even add your own avatar. Pretty slick.As with any modern AI product, enterprise-grade control and governance are top of mind. Crafter has brokered a lot of trust over the years, and it’s not surprising that CrafterQ has been designed with security and scalability in mind. Along with the built-in layers of analytics and reporting, there’s SOC 2 compliance and deeper admin controls like MFA that make the solution more performant. CrafterQ also gives agencies and partners access to white-label branding and customization features, as well as REST APIs for more expansive integrations. Available in the advanced plans, it enables connections to business systems like CRM or support tools. You can get more details in the product documentation. <h3 id="real-world-success-with-crafterq">Real-world success with CrafterQ</h3>As far as adoption, CrafterQ is already being used across a myriad of industry use cases. From higher education to public sector websites, it’s an ideal fit for information-heavy sources. But given its enterprise posture and focus on security, it’s could be a good fit for regulated sectors like healthcare, financial, and professional services. Of course, this all comes down to specific compliance requirements on a case-by-case basis.CrafterQ is delivering for customers with some measurable impact. One example is <a target="_blank" rel="noopener noreferrer" href="https://www.buyrailings.com/">BuyRailings,</a> a manufacturer of architectural and industrial railing systems. The company deployed a CrafterQ AI agent that guides visitors through its complex catalog of railing products and systems.  <img style="width:84.36%" src="https://cmscritic.com/ms-content/uploads/2026/07/image-1784643297654.png" />The CrafterQ agent customized for the BuyRailings website. Source: www.buyrailings.com According to BuyRailings CEO Ihab Barrawi, CrafterQ transformed its e-commerce website from a catalog into an AI shopping assistant, helping customers find exactly what they need quickly and efficiently. The proof is in the pudding: adding the CrafterQ agent delivered an immediate 12% bump in online sales while helping customers identify the right products more quickly. Impressive.<h3 id="pricing">Pricing</h3>In a word? Simple. I’m a stickler for transparency, and this SaaS-based subscription model offers a range of clear options that should fit almost any website. Try out the Free tier and launch a single agent with some basic limits on messages and storage. It’s just enough to kick the tires. The Solo plan starts at just $29/month, and it’s perfect for small projects or solopreneurs who want real performance and control over agent actions, as well as automated agent retraining for content that’s regularly changing.The Team and Business plans ($99 and $399/month respectively) get serious for serious workloads. You can invite and manage additional users – and the messages, storage, and retraining all step up in size and frequency. And yes, there’s an Enterprise tier with custom options, including private hosting on AWS, your choice of AI model, SSO, advanced analytics, and support with a CSM. You can dig into all the plan details at <a target="_blank" rel="noopener noreferrer" href="https://crafterq.ai/pricing">crafterq.ai/pricing</a><h3 id="the-verdict">The verdict</h3>Conversational AI has become an expectation for most website visitors. It’s delivering higher levels of engagement, conversion, and online sales – making the web channel more valuable at a time when answer engines are disrupting search and traffic. Intelligent on-site agents are also mitigating repetitive support requests across industries like retail, manufacturing, restaurants, marketing agencies, and enterprise software. That makes it a must-have for improving productivity across a wide range of applications. I’ve test-driven and reviewed several conversational AI solutions, and the results have steadily improved. They’re addressing a gap in the AI transformation journey by enhancing the web experience with almost zero friction, and making AI attainable for a broader swath of the market. Yes, there’s already parity surrounding the fundamentals, and the performance is fairly on par. But I really like CrafterQ’s ease of use, customizability, and focus on security and scalability. The clean UX further simplifies the build, train, and deploy funnel for new users, and the retraining is automatic, so one less concern to manage. And because it’s backed by Crafter – a respected brand in the CMS and software ecosystem – it marshals greater validation and trust.My Recommendation: If you’re considering options for an on-site chatbot, CrafterQ should be on your list. It’s free to run it around the track, and I encourage you to do so. There are platforms with more robust features, but this one really delivers on the core mission of higher visitor satisfaction and achieving business objectives. If you’re concerned about data ownership and deeper governance, I would recommend a demo and conversation about the Enterprise options. <a target="_blank" rel="noopener noreferrer" href="https://app.crafterq.ai/">Start for nothing</a>, or contact <a href="mailto:hello@crafterq.ai">hello@crafterq.ai</a> for details. <hr /><h3 id="upcoming-events">Upcoming Events</h3> <a target="_blank" rel="noopener noreferrer" href="https://www.boye-co.com/conferences/cmsconnect26"><img style="width:41.96%" src="https://cmscritic.com/ms-content/uploads/2026/05/cms-connect-logo-26.jpg" /></a><h4 id="cms-connect-26"><a target="_blank" rel="noopener noreferrer" href="https://www.boye-co.com/conferences/cmsconnect26">CMS Connect 26</a></h4>August 5-6, 2026 – Montreal, CanadaThe best conferences create space for honest, experience-based conversations. Not sales pitches. Not hype. Just thoughtful exchanges between people who spend their days designing, building, running, and evolving digital experiences. CMS Connect brings together people who share real stories from their work and platforms and who are interested in learning from each other on how to make things better. Over two days in Montreal, you can expect practitioner-led talks grounded in experience, conversations about trade-offs, constraints, and decisions, and time to compare notes with peers facing similar challenges. Space is limited for this exclusive event, <a target="_blank" rel="noopener noreferrer" href="https://www.boye-co.com/conferences/cmsconnect26">so book your seats today.</a> <img style="width:36.69%" src="https://cmscritic.com/ms-content/uploads/2026/01/open-source-cms-26.jpg" /><h4 id="open-source-cms-26"><a target="_blank" rel="noopener noreferrer" href="https://www.boye-co.com/conferences/opensourcecms26">Open Source CMS 26</a></h4>October 20–21, 2026 – Utrecht, NetherlandsJoin us for the first annual edition of our prestigious international conference dedicated to making open source CMS better. This event is already being called the “missing gathering place” for the open source CMS community – an international conference with confirmed participants from Europe and North America. Be part of a friendly mix of digital leaders from notable open source CMS projects, agencies, even a few industry analysts who get together to learn, network, and talk about what really matters when it comes to creating better open source CMS projects right now and for the foreseeable future. <a target="_blank" rel="noopener noreferrer" href="https://www.boye-co.com/conferences/opensourcecms26/tickets">Book your tickets today.</a> <a target="_blank" rel="noopener noreferrer" href="https://www.storyblok.com/joyconf"><img style="width:34.57%" src="https://cmscritic.com/ms-content/uploads/2026/07/joyconf-2026-logo.png" /></a><h4 id="storyblok-joyconf-2026"><a target="_blank" rel="noopener noreferrer" href="https://www.storyblok.com/joyconf">Storyblok JoyConf 2026</a></h4>October 28 - 29, Rheingoldhalle, Mainz (Frankfurt)JoyConf 2026 is where developers, marketers, and digital innovators come together from all around the world, united by one powerful idea: great content isn’t built by tools alone – it’s built by people who rely on systems to deliver their best work to the world. In an era where technology is increasingly shaped by AI, Content Confidence becomes your competitive advantage. When you can create, manage, and scale content that performs seamlessly across channels, platforms, and AI, you don’t just keep up – you win. <a target="_blank" rel="noopener noreferrer" href="https://www.storyblok.com/joyconf">Book your seats today.</a> <a target="_blank" rel="noopener noreferrer" href="https://symposium.sitecore.com/"><img style="width:36.36%" src="https://cmscritic.com/ms-content/uploads/2026/07/sitecore-symposium-2026.png" /></a><h4 id="sitecore-symposium-2026"><a target="_blank" rel="noopener noreferrer" href="https://symposium.sitecore.com/">Sitecore Symposium 2026</a></h4>November 10 - 12, Orlando, FloridaWelcome to “Marketing Rewired” at Sitecore Symposium 2026! Sitecore's annual flagship global conference brings together customers, partners, developers, marketers, and digital experience leaders to explore the latest innovations in digital experience, content management, AI, personalization, and customer engagement. This year's event features keynote presentations from Sitecore executives and industry experts, product announcements, hands-on learning, technical sessions, customer success stories, and networking opportunities focused on helping organizations build more intelligent, connected, and AI-powered digital experiences. <a target="_blank" rel="noopener noreferrer" href="https://symposium.sitecore.com/">Book your seats today.</a>

Cue the CrafterQ: Crafter Software’s Agent Platform Turns Websites into Conversational AI Experiences

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<a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/critics/tom-cranstoun">Tom Cranstoun,</a> “The MX Guy,” is the principal consultant at Digital Domain Technologies Limited, author of <a target="_blank" rel="noopener noreferrer" href="https://mx.allabout.network/books/">MX: The Handbook</a>, and a CMS Critic contributor. <hr /> Content operations and content design are doing the right things. They're providing governance frameworks, taxonomy, structured authoring, and lifecycle management. Over time, the disciplines have matured.Up until now, content ops has focused on human readers. Now, in an era where <a target="_blank" rel="noopener noreferrer" href="https://www.cnet.com/tech/services-and-software/bots-now-outnumber-humans-on-the-internet-heres-what-that-actually-means/">bot traffic is outnumbering humans,</a> the dynamic has shifted. Machines have become the predominant audience, and they have different requirements. The gap is narrower than it looks – and more specific. That gap is where most organizations are going to get stuck. Cogs that don’t mesh don’t move anything. They just grind. But there's hope, and it starts by understanding the crucial role of <a target="_blank" rel="noopener noreferrer" href="https://mx.allabout.network/">MX: Machine Experience.</a><h3 id="what-machines-need-that-humans-don’t">What Machines Need That Humans Don’t</h3>A human reading a page infers context. They notice tone, recognize brand, and understand that a press release from 2019 probably doesn’t reflect current pricing. They bring judgment.Machines don’t. And they’re not one thing.An on-device model with a small context window reads raw HTML and sees nothing beyond what’s in the initial server response. A foundation-model agent with browsing tools sees the rendered DOM. A scraper never runs a model at all. A coding agent fetches once over HTTP and moves on. Each reads a different projection of the page, and none of them sees the visual rendering. The publisher can’t know which kind arrives, so designing for a specific agent is designing for a guess.Despite these differences, every machine type does one of two things: It finds a declaration, or it guesses. What is this document? Who made it? What’s it for? What can be done with it? What’s still accurate?Good content ops structures pages so humans can navigate them. That’s necessary. But it’s not sufficient. The metadata is in a database that the agent can’t reach. The relationships are implicit. The provenance isn’t embedded. The agent (whichever kind it is) fills the gaps with confidence it hasn’t earned.That’s not a failure of content design. It’s an extension that hasn’t been built yet.Now, take it one step further. A machine doesn’t always read your content inside your environment. For example, a PDF getting ingested by another organization’s LLM, or a page being scraped and stored in a vector database. A document travels through three systems before an agent even acts on it. At that point, the CMS is gone. The database is gone. The metadata that lived in the platform’s tables is gone. What’s left is the file. If the file carries nothing (no provenance, no authorship, no permissions, no declared scope), the agent has nothing to work with except the words. It guesses the rest.This is the old problem, made new and urgent. Documents have always lost context when they leave their environment. MX is built specifically for that moment.<h3 id="governance-built-into-the-document">Governance Built Into the Document</h3>A CMS isn’t just software. It’s a controller of a publishing point. It has an implicit contract with the data owner to make content visible to humans in a way that benefits the owner. That obligation now implicitly includes machines, whether anyone asked for it or not. When it fails, the data owner blames the vendor. The vendor blames the agency. Nobody owns the failure because nobody wrote machines into the contract.A plugin doesn’t close this gap. Neither does a model upgrade or an <a target="_blank" rel="noopener noreferrer" href="https://modelcontextprotocol.io/docs/getting-started/intro">MCP (Model Context Protocol)</a> endpoint. Those wrap the content. They don’t change it. What makes the difference is governance built into the document itself. Not bolted on, not held in a separate system. That’s what a COG is: Community Owned Governance. It's a portable, self-describing document standard that carries its own context wherever it travels. It includes vital details like what it is, who made it, what it’s for, and what an agent is and isn’t permitted to do with it.Take a cog out of a machine, and it stops. Take governance out of a document, and the machine that's reading it stops working, too. It doesn’t issue an error. It hallucinates. And that's even worse. The work that content ops and content design have already done – the taxonomy, the schema, the approval chains – is exactly the right foundation. A COG is how that work travels with the content, instead of staying behind in a CMS database that the agent can never query.<h3 id="ownership-only-works-with-structure">Ownership Only Works With Structure</h3>The organizations getting real value from AI aren’t pouring content into shared infrastructure and hoping for the best. They’re running models on their own data and building agents against their own knowledge base.That only works if the data has structure – and as stated, that structure can travel. Ownership without portable structure is a hard drive full of files nobody can act on safely. A document with provenance (where the relationships are explicit and the records are verifiable) is something you can point a machine at and trust the result.<h3 id="the-asset-that-compounds">The Asset That Compounds</h3>Within a few years, most online content will be machine-generated. Volume is already cheap. So is velocity.What becomes scarce is authorship. Content that a human wrote, edited, argued over, and signed off on. Content that has a history. That doesn’t depreciate when generation gets cheaper. In fact, it appreciates – because it’s the thing machines can’t produce and audiences can distinguish.The right home for that content is a system where governance is built into every document: structured, provenance-intact, and verifiable. Pointing a model at well-governed content produces something qualitatively different from pointing it at an undifferentiated pile.Content ops and content design got us here. COGs take it the rest of the way. The organizations that understand this aren’t waiting for the next release note. They’ve already got the cogs turning.<h3 id="is-your-pdf-mx-compatible?">Is your PDF MX Compatible?</h3>See what the gaps are in practice! <ol><li>Visit <a target="_blank" rel="noopener noreferrer" href="https://mx.allabout.network/tools/pdf-inspector.html">https://mx.allabout.network/tools/pdf-inspector.html</a> </li><li>Drop in a PDF sample where instructed. Your browser reads it locally, and the PDF never leaves your machine. </li><li>The inspector reports what the file carries, what it lacks, and what a regulator or AI agent would find if they tried to verify it.</li></ol> <hr /><h3 id="upcoming-events">Upcoming Events</h3>  <a target="_blank" rel="noopener noreferrer" href="https://www.boye-co.com/conferences/cmsconnect26"><img style="width:41.96%" src="https://cmscritic.com/ms-content/uploads/2026/05/cms-connect-logo-26.jpg" /></a><h4 id="cms-connect-26"><a target="_blank" rel="noopener noreferrer" href="https://www.boye-co.com/conferences/cmsconnect26">CMS Connect 26</a></h4>August 5-6, 2026 – Montreal, CanadaThe best conferences create space for honest, experience-based conversations. Not sales pitches. Not hype. Just thoughtful exchanges between people who spend their days designing, building, running, and evolving digital experiences. CMS Connect brings together people who share real stories from their work and platforms and who are interested in learning from each other on how to make things better. Over two days in Montreal, you can expect practitioner-led talks grounded in experience, conversations about trade-offs, constraints, and decisions, and time to compare notes with peers facing similar challenges. Space is limited for this exclusive event, <a target="_blank" rel="noopener noreferrer" href="https://www.boye-co.com/conferences/cmsconnect26">so book your seats today.</a> <img style="width:36.69%" src="https://cmscritic.com/ms-content/uploads/2026/01/open-source-cms-26.jpg" /><h4 id="open-source-cms-26"><a target="_blank" rel="noopener noreferrer" href="https://www.boye-co.com/conferences/opensourcecms26">Open Source CMS 26</a></h4>October 20–21, 2026 – Utrecht, NetherlandsJoin us for the first annual edition of our prestigious international conference dedicated to making open source CMS better. This event is already being called the “missing gathering place” for the open source CMS community – an international conference with confirmed participants from Europe and North America. Be part of a friendly mix of digital leaders from notable open source CMS projects, agencies, even a few industry analysts who get together to learn, network, and talk about what really matters when it comes to creating better open source CMS projects right now and for the foreseeable future. <a target="_blank" rel="noopener noreferrer" href="https://www.boye-co.com/conferences/opensourcecms26/tickets">Book your tickets today.</a> <img style="width:35.73%" src="https://cmscritic.com/ms-content/uploads/2026/05/image-1778200565145.png" /><h4 id="contentstack-contentcon-2026">Contentstack <a target="_blank" rel="noopener noreferrer" href="https://www.contentstack.com/contentcon">ContentCon 2026</a></h4>September 30 - October 1, Amsterdam  /  October 27-28, 2026 – ChicagoContentstack’s annual customer conference is the premier event for executives, marketing leaders, and developers to redefine their digital experience strategy. This is your opportunity to step out of the "status quo" and into "elite" status, learning exactly how the world’s most successful brands are using the technology you already own to do the impossible. Enjoy a full day of interactive workshops, certifications, and inspirational on-stage sessions designed to help you become an expert on cutting-edge digital strategies and how to turn Contentstack's CMS and adaptive personalization tools into your greatest competitive advantage.<a target="_blank" rel="noopener noreferrer" href="https://www.jdayusa.com/"> </a><a target="_blank" rel="noopener noreferrer" href="https://www.contentstack.com/contentcon">Book your seats today.</a>

Without Cogs, No Machine Moves

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