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Not All Heroes Wear Capes. Here's Why CMS Is Your 'Unsung Hero' in 2025

janus-boye

<hr /> <a target="_blank" rel="noopener noreferrer" href="https://www.linkedin.com/in/jared-smigelski-1b0023163/">Jared Smigelski</a> isn’t a dentist, but he’s doing his part to improve smiles.That’s not easy when you’re modernizing a digital ecosystem that’s been in place for decades. It’s a bit like performing dental work that’s long overdue. Where do you start? How do you ensure a pain-free outcome?When I met Jared at “The Composable Conference” a few weeks ago, I was immediately drawn into his career arc at <a target="_blank" rel="noopener noreferrer" href="https://www.linkedin.com/company/benco-dental/">Benco Dental. </a>He's spent the last 13 years supporting and incrementally improving his company’s digital properties, starting as a software engineer and moving into product and application ownership. Now, he and his team are embarking on a “composable cleaning” that aims to transform his company’s IT posture with a MACH architectural approach – a move that could improve Benco’s competitive agility while future-proofing it for the next wave of tech innovation.“We’re a hundred-year-old company, maybe more, and the site’s been around since there’s been a site,” Jared said. “So it’s heavily monolithic, heavily legacy. All the logic is all over the place, and a lot of it lives on the front end, so we’re looking to pull a lot of that apart. In theory, MACH principles are perfect for what we’re trying to do.”This initiative is exactly why Jared and two of his key practitioners were attending the annual <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/the-composable-conference-2025-takes-shape-as-mach-alliance-announces-speakers-and-new-events">MACH Alliance event in Chicago</a>. They had already started down the composable path by assessing a move to the cloud, embracing an API-first approach, and even procuring several tools to begin “drilling” into their strategy. “We’re in a position right now where we’re integrating a lot of these tools that are already within the Alliance,” he explained, mentioning <a target="_blank" rel="noopener noreferrer" href="https://www.bloomreach.com/en">Bloomreach</a> and <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/products/contentstack">Contentstack</a> by name.But going composable can be like pulling teeth, fraught with challenges and mired by the looming potential of failure. For Jared, the MACH Alliance community provided a bit of Novocain for his concerns, and hearing the successful use cases from other practitioners made him hopeful about their prospects. For me, this is a fantastic story and a compelling use case. First, it’s an opportunity to hear from a digital leader at the very beginning of his MACH journey, starting with an aging monolithic legacy system – and one that’s homegrown. It's brownfield with a bit of green on the edges. It’s also an example of an enterprise application within the B2B healthcare vertical, which gives it a differentiated spin from the typical retail examples we’re accustomed to in MACH. Finally, Jared’s frankness captured some of the real stakes at play when considering a composable path. In our chat, we delved into his selection of Contentstack as a CMS foundation and what influenced his decision. We also discussed how their roadmap for AI is already beginning to take shape as they consider the possibilities of a MACH-powered future.Will it be easy to realize this vision? Not likely – and he knows this is a years-long gamble for both his team and the company. Getting there could, at times, feel like a mouth full of braces. But with the right planning, mindset, and execution, a more structured and (dare I say) beautiful smile awaits. <h3 id="avoiding-digital-“tooth-decay”">Avoiding digital “tooth decay”</h3>Benco is a storied brand in the dental industry. As the largest privately owned, full-service distributor of dental supplies, equipment, consulting, and equipment services in the US, it has a rich heritage built on almost a century of success. Founded by Benjamin Cohen, the company has remained family-owned and laser-focused on its mission of "delivering success smile after smile."​ Based in Pittston, Pennsylvania, Benco is also the nation's fastest-growing dental distributor with more than 50 regional showroom locations and five distribution centers servicing more than 30,000 dental professionals in all 50 states.As you might imagine, this unabated growth is driving more dependency on Benco’s digital properties, which feature e-commerce shopping capabilities. And while legacy and longevity are key attributes for a brand, Benco’s aging website and infrastructure have been a key source of pain as it looks to scale. To avoid this digital “tooth decay” and get to the next step of digital transformation, Jared has embraced a composable strategy – and tapping the MACH Alliance and its community of expertise is one way he’s hoping to achieve success as he begins to execute.   “The principles, they’ve been around since modern development architecture has been around,” he said, referencing the tenets of MACH. “But actually having some place that pulls it all together is really helpful. We’re here to try to learn more about these principles, get some actionable content when we go back, so we can implement a CMS successfully on the first try.”<h3 id="the-mach-community:-a-retainer-for-knowledge">The MACH community: A retainer for knowledge</h3>As Jared mentioned, the goal of attending “The Composable Conference” was to seek insight and walk away ready to take action. The education piece continues to be a shining example of where the Alliance excels, and that came through in spades during the first day’s keynote sessions and focused workshops. That said, I spoke to a number of attendees who felt that the conference's content was on point, but that “actionable” component might not have been fully realized. This is one area where the Alliance can continue to improve its value to members and the market at large. This year’s session tracks did provide a clear and concise framework for attendees, allowing them to select a path that best fits their current status – from early-stage “MACH Curious” to “Active” or “Pro.” I asked Jared what sessions stood out for him and why they made an impact. “Hearing Andrew talk from Zoro on that first day, that keynote was really pertinent because we’re a similar company,” he said. “We’re a B2B selling to offices, and hearing about that transformation was truly impressive.”He was referring to <a target="_blank" rel="noopener noreferrer" href="https://www.linkedin.com/in/goodfellow/">Andrew Goodfellow</a>, CTO at Zoro – an online provider of tools, parts, and supplies. As CTO, Andy took attendees through the digital retailer’s early adoption of MACH, and how it ultimately enabled Zoro to go from 2 million SKUs to 15 million and double revenue. You can read more about it <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/the-deep-dish-on-composable-6-tasty-takeaways-from-the-mach-alliances-2025-conference">in my conference overview</a>. Jared also mentioned how <a target="_blank" rel="noopener noreferrer" href="https://www.vfc.com/brands">the use case for VF</a>, the company behind brands like The North Face and Timberland, struck a chord. It was real and relatable, and gave him perspective on where things are at – and the potential for them to go off the rails. “They had a 1.0 version of a MACH approach, which is where I feel we’re at,” he reflected. “We’re kind of new to this, and you hear the candid truth about their story, right? He said it took them three years to release one site the first time, because they jumped in, rushed it, and didn’t do it right. So it’s cool to hear that other companies are having these same challenges.”<h3 id="a-new-cms-crown-with-contentstack">A new CMS crown with Contentstack</h3>Benco doesn't have an actual CMS – and never has. Instead, they have what Jared described as a homegrown “CMS-like” solution. So the prospect of moving to a mature platform is novel… and even a little nerve-racking.“I almost wish we could skip past that first phase where we picked the wrong one and we try to migrate to another,” he said, laughing. “We’re in the very first phase of this. We’ve never integrated a CMS.”Jared mentioned that he had already settled on Contentstack, a composable DXP with a headless CMS as its foundation. While the platform already presented key advantages based on their goals, some soft attributes added confidence to his decision.“We had some really good experiences with their sales team and technical folks,” he said. Relying on experienced voices has been key for Benco as early questions arose like, Where’s your data map? or Where’s your architecture diagram? They simply weren't prepared.The MACH Alliance community has been pivotal to supporting education within the composable category, and platforms like Contentstack have helped bridge the awareness gap from the very beginning. “The Composable Conference” helps to crystallize things over a two-day period, but <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/mach-alliance-taps-dylan-valade-of-abbott-to-drive-expanding-ridemach-education-program">programs like rideMACH</a> are shepherding the cause throughout the year with courseware, certifications, and real-world insights from people who have done the work. “This has been really helpful to see and get to connect with people who’ve had those experiences," Jared remarked, "and help talk through what you do the first time.”<h3 id="removing-the-legacy-plaque-to-make-way-for-ai">Removing the legacy plaque to make way for AI</h3>Composable is already proving its value as a key conduit for AI innovation and adoption. Enterprises that have a composable posture are arguably better equipped to shift, experiment, and deploy new AI solutions, and the MACH Alliance is focusing more attention on this – specifically with the advent of its <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/mach-alliance-launches-new-mach-ai-exchange-to-help-enterprises-streamline-ai-adoption">new MACH AI Exchange.</a>  While Jared and his team are consumed with the elemental steps of their composable strategy, I asked him about AI and where it fits with his organization’s plans. From his perspective, he sees early gains within Benco’s content operations practice and how they leverage the new CMS.“The biggest use case that comes right to mind for AI, especially in something like a CMS, is getting our titles, blog posts, articles, all that stuff SEO optimized,” he said, reflecting how humans aren’t the best at knowing how to game the algorithms for search. This is one way that AI could have a solid impact on performance in the near term.But the future? With a composable architecture, Benco could certainly dive into the realm of more advanced personalization and optimization, akin to what Zoro achieved – something Jared and his team are eager to sink their teeth into.Here’s five minutes of brain floss to sharpen your smile: <figure class="media"><div data-oembed-url="https://youtu.be/BuUbmrwne-I"><div style="position:relative;padding-bottom:100%;height:0;padding-bottom:56.2493%"><iframe src="https://www.youtube.com/embed/BuUbmrwne-I" style="position:absolute;width:100%;height:100%;top:0;left:0" frameborder="0" allow="autoplay; encrypted-media" allowfullscreen></iframe></div></div></figure>

MACHtales: Voices from “The Composable Conference” with Jared Smigelski of Benco Dental

matt-garrepy

<hr /> The martech landscape is, in a word, messy. And we don’t need <a target="_blank" rel="noopener noreferrer" href="https://chiefmartec.com/2025/05/2025-marketing-technology-landscape-supergraphic-100x-growth-since-2011-but-now-with-ai/">Scott Brinker’s 2025 Supergraphic</a>, now a breathtaking pointillist painting of 15,384 discrete solutions, to tell us how confusing this morass has become.Marketers know this truth all too well. Data lives everywhere, scattered across CRMs, analytics dashboards, customer data platforms, CMSes, and dozens of other tools. Getting a complete view of their customers and campaigns has become a struggle, if not impossible.Along comes AI, and with it, the promise of finally unlocking personalization at scale with automated variants and streamlined workflows. But despite the eagerness of non-technical marketers to tap the fabric of AI, the lack of unified data has been a barrier to success. As such, their efforts are falling flat, and their content strategies feel more reactive than revolutionary.But <a target="_blank" rel="noopener noreferrer" href="https://www.databricks.com/">Databricks</a> might have an answer to this conundrum. The cloud-based data and AI company recently announced the launch of its new Data Intelligence for Marketing solution, which combines its popular <a target="_blank" rel="noopener noreferrer" href="https://www.databricks.com/product/data-intelligence-platform">Data Intelligence Platform</a> with a library of out-of-the-box integrations – connecting its capabilities to an ecosystem of leading marketing solution providers. Data Intelligence for Marketing leverages the proven power of Databricks to amplify and accelerate successful outcomes. By weaving AI across a bench of trusted marketing partners like <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/products/adobe-experience-manager">Adobe</a> and <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/products/salesforce">Salesforce</a>, anyone can access insights, personalize experiences, and run more effective marketing – all from a single, unified platform. “We’re launching Data Intelligence for Marketing to ensure every marketer, regardless of technical background, can get the data they need to make smarter decisions faster and run relevant, efficient campaigns,” said <a target="_blank" rel="noopener noreferrer" href="https://www.linkedin.com/in/rischultz/">Rick Schultz</a>, CMO at Databricks. “By unifying customer and campaign data and using AI to reason on that data, this platform enables real-time, conversational analytics for marketers. This empowers marketers to make financially impactful decisions faster and drive more effective and efficient campaigns. It’s what marketers need to compete in today’s data-driven era.”Already deployed in global brands as the data and AI foundation for their broader martech stack, Data Intelligence for Marketing is giving teams an AI pathway that’s bolstered by Databricks. By combining customer and campaign data in real time, marketers can sidestep the complexities, self-serve deeper insights, and develop more relevant and efficient campaigns at scale. <h3 id="powered-by-an-ai-“brick-house”">Powered by an AI “brick house”</h3>Over the last few months, we've been covering the data frontier extensively, focusing on some big moves that vendors like <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/contentstack-just-acquired-lytics-a-real-time-customer-data-platform-heres-why-it-matters">Contentstack</a> and <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/u-cant-touch-this-cdp-hightouch-nails-80m-series-c-to-power-its-ai-decisioning">Hightouch</a> have made in purchasing or expanding their data capabilities at the DXP and CDP levels. In a composable world, increasingly more tools are being leveraged to augment digital experience stacks. And as <a target="_blank" rel="noopener noreferrer" href="https://chiefmartec.com/2025/05/2025-marketing-technology-landscape-supergraphic-100x-growth-since-2011-but-now-with-ai/">recently codified on Martech Day</a>, AI has been a catalyst for significant growth in multiple dimensions, and data is the elemental fuel for the fire.Databricks is part of the growing <a target="_blank" rel="noopener noreferrer" href="https://www.databricks.com/product/data-lakehouse">data lakehouse</a> and <a target="_blank" rel="noopener noreferrer" href="https://docs.databricks.com/aws/en/sql/">data warehouse</a> ecosystems, and the company has been on a meteoric rise. Founded in 2013 by the original creators of <a target="_blank" rel="noopener noreferrer" href="https://aws.amazon.com/what-is/apache-spark/">Apache Spark</a> – an open-source, distributed processing system used for big data workloads – Databricks is a unified analytics platform for building, deploying, sharing, and maintaining enterprise-grade data, analytics, and AI solutions at scale. Why all the fuss? Because data systems are big – and only getting bigger. Enterprises are struggling to keep up, and marketers are drowning in the overflow. Databricks helps to unify and simplify this riptide of complexity by providing a fast, cost-effective, and highly scalable solution. There’s also the inherent flexibility. Databricks lives on top of existing cloud infrastructure, whether it’s <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/products/aws">AWS</a>, <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/products/microsoft-azure">Azure</a>, <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/products/google-cloud-platform">GCP</a>, or even a multi- or hybrid cloud combination. The Databricks Data Intelligence Platform integrates with cloud storage and security in a user’s cloud account, and automates the management and deployment of cloud infrastructure. The Apache Spark heritage is also a key asset, providing both speed and efficiency for large-scale data processing. Databricks is a clear innovator in the expanding AI landscape, and its Data Intelligence Platform is unlocking possibilities for leading global brands. Now, with the advent of its new marketing integrations, it’s making the promise of AI more attainable. <h3 id="unlocking-the-ai-potential">Unlocking the AI potential</h3>Marketers are hungry for AI. But they’re also cautiously optimistic – and sometimes, downright resistant. According to a <a target="_blank" rel="noopener noreferrer" href="https://www.brafton.com/ebooks/state-of-ai-adoption-in-marketing-teams/?utm_campaign=Saturday&amp;utm_medium=email&amp;_hsenc=p2ANqtz--48LEY4V7WS3TcqHusrz9uJnUfJvH4bm3wYAx3hp-ielN7erV5V2wcizL8Uj3799cBZDwg_w2BJDU4owusHJWCG2UU6JFEKW2HxlMkN9NjMoXNhnw&amp;_hsmi=361878176&amp;utm_content=361870430&amp;utm_source=hs_email">recent survey conducted by Brafton</a>, AI tools are creating a lot of difficulty, even if the potential for value is clearly understood. This is especially true for marketers, who have mixed feelings about the role of AI in their content and marketing operations. On the upside, there’s been an abundance of adoption for streamlining manual tasks. But the struggle is real: Over half of Brafton’s respondents admit to challenges with content personalization, and a quarter find it difficult to generate specific content formats. Some of the friction with onboarding and managing AI tools is also a contributing factor. It can take time to assess AI platforms from a usability and performance perspective, and fully leveraging the capabilities can take time. There’s also the need to create the right internal policies and governance for marketing teams – and how they should use AI-powered resources or generated content. This also includes navigating the complexities of external regulatory requirements for data privacy. Finally, there’s the soft challenge: marketers are underwater. <a target="_blank" rel="noopener noreferrer" href="https://www.marketingweek.com/career-overwhelmed-emotional-exhaustion/">According to a recent survey</a>, over half of them feel overwhelmed, undervalued, and emotionally exhausted. While AI has the propensity to complicate the matter, it could also be part of the solution.This is where simplification is essential, and Databricks stands to make its greatest impact. By connecting marketing data substantively, marketers can streamline processes and insights in new ways, giving them greater confidence in their strategies. Adding conversational analytics further eases the complexity of engaging with data and cutting through the noise. <h3 id="leveraging-key-partnerships-to-scale-ai">Leveraging key partnerships to scale AI</h3>Along with unifying marketing data, Databricks is democratizing broad insights for everyone. Now, marketers can easily access a complete view of customers and campaigns to improve segmentation, personalization, and conversion. With on-board AI that reasons on your customer and campaign data and understands the semantics of your business, enterprises can empower every marketer – not just technical teams – with tools to explore and act on data in real time. And by integrating with meaningful tools, Databricks can help streamline and accelerate the overall AI horizon.Built with open standards and out-of-the-box integrations, Databricks allows marketing teams of all sizes to maximize the value of their existing martech tools and services. The company has partnered with industry-leading technology platforms across multiple categories like analytics, customer data platforms, data management, customer engagement, data privacy, and more:<ul><li><a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/products/adobe-experience-manager">Adobe</a></li><li><a target="_blank" rel="noopener noreferrer" href="https://amperity.com/">Amperity</a></li><li><a target="_blank" rel="noopener noreferrer" href="https://www.braze.com/">Braze</a></li><li><a target="_blank" rel="noopener noreferrer" href="https://www.getcensus.com/">Census</a></li><li><a target="_blank" rel="noopener noreferrer" href="https://deepsync.com/">DeepSync</a></li><li><a target="_blank" rel="noopener noreferrer" href="https://www.epsilon.com/us">Epsilon</a></li><li><a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/products/hightouch">Hightouch</a></li><li><a target="_blank" rel="noopener noreferrer" href="https://www.onetrust.com/">OneTrust</a></li><li><a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/products/salesforce">Salesforce</a></li><li><a target="_blank" rel="noopener noreferrer" href="https://snowplow.io/">Snowplow</a></li><li><a target="_blank" rel="noopener noreferrer" href="https://tealium.com/">Tealium</a></li><li><a target="_blank" rel="noopener noreferrer" href="https://www.uniphore.com/">Uniphore</a></li></ul>Databricks has also aligned with key integrators to provide custom solutions and consulting expertise in critical areas like data decisioning, data science, customer analytics, and AI solutions for specific industry verticals:<ul><li><a target="_blank" rel="noopener noreferrer" href="https://celebaltech.com/">Celebal Technologies</a></li><li><a target="_blank" rel="noopener noreferrer" href="https://www2.deloitte.com/us/en.html">Deloitte</a></li><li><a target="_blank" rel="noopener noreferrer" href="https://www.latentview.com/">LatentView</a></li><li><a target="_blank" rel="noopener noreferrer" href="https://lovelytics.com/">Lovelytics</a></li><li><a target="_blank" rel="noopener noreferrer" href="https://www.slalom.com/us/en">Slalom</a></li><li><a target="_blank" rel="noopener noreferrer" href="https://www.tredence.com/">Tredence</a></li></ul>Given the challenges and resistance marketers face in the shift to AI, this partnership model provides a unique asset for marketing organizations. It helps ensure seamless workflows and innovation at scale while helping businesses unlock the full potential of their marketing data.<h3 id="realizing-value-with-data-intelligence-for-marketing">Realizing value with Data Intelligence for Marketing</h3>For marketing professionals, it’s all about efficiency. AI can’t be part of the problem, and Databricks is working to address that. With Data Intelligence for Marketers, teams can adopt AI quickly with fewer barriers––allowing them to run more effective campaigns using real-time, accurate data to power recommendations, triggers, and automation they can trust.Marketing teams at leading global brands are already seeing the impact of Data Intelligence for Marketing while maintaining compliance with global privacy standards like GDPR and CCPA. Based on figures from highly visible customers, the investment appears to be paying off. For example, <a target="_blank" rel="noopener noreferrer" href="https://www.databricks.com/customers/skechers">Skechers</a> – the global footwear brand – uses <a target="_blank" rel="noopener noreferrer" href="https://www.uniphore.com/products/actioniq/">ActionIQ</a>, a composable CDP, with Databricks. The combo helps personalize customer journeys that boost lifetime value, resulting in a 324% increase in CTRs, a 68% decrease in CPC, and a 28% increase in return on ad spend.<a target="_blank" rel="noopener noreferrer" href="https://hightouch.com/customers/petsmart">PetSmart</a>, a leading pet retailer, also tapped Hightouch on Databricks. By juicing the CDP capabilities with AI, the company’s marketing team orchestrates personalized journeys at unmatched scale while powering its broader marketing and loyalty initiatives. “We’re syncing millions of records directly to SFMC every single day to orchestrate personalized journeys for the 65+ million members in our loyalty program,” said <a target="_blank" rel="noopener noreferrer" href="https://www.linkedin.com/in/tinotomasone/">Tino Tomasone,</a> Senior Manager, Database &amp; Audience Management at PetSmart. “We’re powering thousands of audiences and over four billion emails every year, and that’s not even factoring in what we do across other channels.”<h3 id="why-it-matters">Why it matters</h3>We all live in a data-driven world, and it's getting spicy. Digital leaders are feeling the heat, but data intelligence platforms are providing a life ring of enhanced data management and insights. By employing AI models to deeply understand the semantics of enterprise data, brands and organizations are deriving faster insights, optimizing their decision-making, and scaling data analytics workflows with ease.Marketers stand to benefit significantly from AI-powered systems that unify data. That said, AI fatigue is a real phenomenon. And while marketers are wrestling with the need for more AI, they’re also struggling with onboarding greater complexity. What we need is less confusion, so marketers can do their jobs more efficiently. That’s where Databricks is potentially easing the burden. As an AI pioneer, the company has long focused on the essential layers of data that power effective AI. With its Data Intelligence for Marketing, it now brings the best capabilities of data lakehouse architecture to unify data, analytics, and AI while simplifying the value for marketers. Databricks is also greasing the wheels with purpose-built integrations that align with data-centric platforms and applications. They're also balancing the complexity equation by partnering with SIs and consultancies that can provide a foundation through the journey, which includes the perilous challenges surrounding data privacy and governance. This all translates into greater confidence and fewer limiting concerns when it comes to scaling marketing programs with AI.I have questions about the fabric of the partnership model and the roadmap for future additions, but harnessing AI successfully requires expertise – and this feels like the right approach for delivering product and support.From a content and digital experience perspective, we’re already seeing the potential for evolution. CDPs have been crucial components in the DXP composition, and Databricks is helping to augment their value through tangible use cases. This could have big implications for the CMS and DXP landscape as platforms continue to innovate with AI along a composable edge. One of the things I really like about Databricks is the spectrum of usability. At its core, it's designed to simplify the modern data stack by eliminating data silos and facilitating data access and insights. But it does this for everyone, whether you’re a non-technical marketer or a data scientist immersed in deep learning. This announcement is relatively fresh, so we can anticipate more details to emerge. In the meantime, do the intelligent thing with this data – and check it out.   <hr /><h4 style="text-align:center" id="looking-for-guidance-on-databricks?-talk-to-an-expert.">Looking for guidance on Databricks? <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/contact">Talk to an expert.</a></h4><hr /> <h3 id="upcoming-events">Upcoming Events</h3> <img style="width:33.07%" src="https://cmscritic.com/ms-content/uploads/2025/05/contentcon25-logo-1747412490394.png" /><h4 id="contentstack-contentcon-25"><a target="_blank" rel="noopener noreferrer" href="https://www.contentstack.com/contentcon">Contentstack ContentCon 25</a></h4>June 3-5, 2025 – Chicago, USAThe 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. <a target="_blank" rel="noopener noreferrer" href="https://contentcon2025.site.zuddl.com/">Register today! </a> <img style="width:31.83%" src="https://cmscritic.com/ms-content/uploads/2025/01/cms-connect-2025-logo.png" alt="" /><h4 id="cms-connect-25"><a target="_blank" rel="noopener noreferrer" href="https://www.boye-co.com/conferences/cmsconnect25">CMS Connect 25</a></h4>August 5-6, 2025 – Montreal, CanadaWe are delighted to present the second annual summer edition of our signature global conference dedicated to the content management community! CMS Connect will be held again in beautiful Montreal, Canada, and feature a unique blend of masterclasses, insightful talks, interactive discussions, impactful learning sessions, and authentic networking opportunities. Join vendors, agencies, and customers from across our industry as we engage and collaborate around the future of content management – and hear from the top thought leaders at the only vendor-neutral, in-person conference exclusively focused on CMS. Space is limited for this event, <a target="_blank" rel="noopener noreferrer" href="https://www.boye-co.com/conferences/cmsconnect25">so book your seats today.</a>

From Data Chaos to Campaign Clarity: Databricks Delivers AI for Marketers

<a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/critics/tom-cranstoun">Tom Cranstoun</a>, “The AEM Guy,” is the principal consultant at Digital Domain Technologies Limited and a CMS Critic contributor. <hr /> The Frankfurt skyline, the only city in Germany with skyscrapers, provided a fitting backdrop for two days of intense conversation about content management systems at the CMS Summit 2025, organized by <a target="_blank" rel="noopener noreferrer" href="https://www.boye-co.com/conferences/cmssummit25/program">Boye &amp; Co. </a>This first European installment brought together a diverse mix of CMS practitioners, vendors, agencies, and analysts from across Europe and North America. My experience at the summit changed how I view the intersection of AI, CMS, and web technologies—areas that directly connect to my professional focus.<h3 id="the-state-of-content-management-in-2025">The State of Content Management in 2025</h3>What struck me most was not the technical specifications of various platforms, but the rich dialogue about how organizations actually use these systems. A common challenge emerged across multiple sessions: the search for a perfect "all-in-one" solution often leads to disappointment.Several presentations addressed this directly, noting that good technology alone doesn't guarantee success. Speakers described how quickly new requirements can reveal limitations in even the most promising systems. This observation was reinforced by cautions against purchasing tools before clearly defining the problems they should solve. The recommendation to view technology "not as a solution but as an enabler" resonated with many attendees, myself included.<h3 id="ai-integration:-substance-over-spectacle">AI Integration: Substance Over Spectacle</h3>The discussion around AI and content management stood out for its practicality. Rather than focusing on theoretical applications, presenters addressed real implementation challenges.Sessions on AI integration cut through typical enthusiasm with a focus on creating genuine value. Speakers emphasized that successful AI implementation depends less on impressive features and more on building user trust and achieving measurable outcomes.Several talks provided valuable insights on how AI systems interact with CMS-powered content, highlighting current limitations and offering concrete approaches to help AI better understand structured content—a critical consideration as these technologies become more deeply integrated. In full transparency, I was one of the speakers and I moderated one of the workshops, “Trust in AI”.<h3>"How Did I Not Know This?"</h3>The most profound insight came during the "Trust in AI" and "Building Products with AI" workshops, where a startling realization emerged that changed my understanding of AI in multilingual content management: Non-English speakers experience AI differently. And those of us in the English-speaking tech world rarely understand this. <hr /><h4 style="text-align:center" id="-"> </h4><h4 style="text-align:center" id="“non-english-speakers-experience-ai-differently.-and-those-of-us-in-the-english-speaking-tech-world-rarely-understand-this.”">“Non-English speakers experience AI differently. And those of us in the English-speaking tech world rarely understand this.”</h4> <hr /> As someone familiar with AI bias discussions, I thought I understood the landscape. Yes, AI has a Western tilt. Yes, models reflect dominant ideologies. But what I hadn't fully grasped until this summit was the structural exclusion of non-English perspectives from the foundation upwards.In the European context, where linguistic diversity is lived rather than theoretical, this observation gained immediate traction. As we discussed AI implementation in content management systems, participants from various countries shared starkly different experiences with the same AI tools—experiences shaped primarily by language.The technical explanation proved equally eye-opening. Most large language models powering today's AI features in CMS platforms are trained on Common Crawl, a public dataset that scrapes vast portions of the web. Approximately 44% of this content is in English, with no other language exceeding 6%. German, Spanish, French, Russian, Japanese, and Chinese are present, but minimally so. The remaining global languages are virtually absent.A couple of anecdotes from the side chatter further underscore this challenge in both artificial intelligence and machine translation, particularly when dealing with nuanced languages like German.  <a target="_blank" rel="noopener noreferrer" href="https://www.linkedin.com/in/trieloff/">Lars Trieloff's</a> remark, "His English is Better than AI's German," while perhaps humorous, highlights the limitations of AI in achieving natural and idiomatic language proficiency. This suggests that even with advancements in AI, human expertise remains essential for tasks requiring linguistic finesse.  <figure class="image image_resized" style="width:86.85%"><img src="https://cmscritic.com/ms-content/uploads/2025/05/image-1747664039114.png" alt="A person speaking into a microphone

AI-generated content may be incorrect." /></figure><a target="_blank" rel="noopener noreferrer" href="https://www.linkedin.com/in/trieloff/">Lars Trieloff</a>, principal at Adobe. Photo Source: Marta Cukierman <a target="_blank" rel="noopener noreferrer" href="https://www.linkedin.com/in/angelika-gust-5a4192205/">Angelika Gust's</a> experience further emphasizes this point. Her workflow, involving an "Experiment in AI," necessitated the active participation of native German speakers. Their role was crucial in rectifying the "stilted German" generated by the AI, indicating that while AI can be a useful tool in translation, it often falls short of producing text that is both grammatically correct and stylistically natural.  <figure class="image image_resized" style="width:85.83%"><img src="https://cmscritic.com/ms-content/uploads/2025/05/image-1747664039107.png" alt="A person in a dress with her hands up

AI-generated content may be incorrect." /></figure><a target="_blank" rel="noopener noreferrer" href="https://www.linkedin.com/in/angelika-gust-5a4192205/">Angelika Gust</a>, Senior Product Manager, Digital Channels at <a target="_blank" rel="noopener noreferrer" href="https://www.bahn.de/">DB Regio</a>. Photo Source: Marta Cukierman These real-world examples serve as a potent reminder that achieving truly human-quality language generation and translation remains a hurdle for artificial intelligence. The need for human oversight and correction is not just a matter of preference but a practical necessity for ensuring accuracy and quality. <figure class="image image_resized" style="width:84.04%"><img src="https://cmscritic.com/ms-content/uploads/2025/05/image-1747664038840.png" /></figure> This imbalance creates models that "think" in English—not just linguistically, but culturally and contextually. For CMS implementations serving multilingual audiences, this poses significant challenges. Content created or augmented by AI in non-English languages often exhibits lower quality, cultural misalignments, and reduced effectiveness.Don’t forget that the system prompt is also written in English, the UI and front end often sneak in tricks by looking for text like ‘think deeply” in the prompt and then adjust the model's output.Wow. Perhaps everyone should prompt in English! I hope not.Common Crawl's architecture compounds the problem by prioritizing highly-linked domains, which overwhelmingly come from the English-speaking West. Already-dominant voices are further elevated, while content from smaller, less networked communities is ignored. This is particularly problematic for CMS implementations serving diverse global audiences.The contrast with established institutional approaches was striking. The United Nations publishes all official documents in six languages. The European Union recognizes 24 official languages and mandates linguistic equity across communications. Yet our content management systems, increasingly powered by AI, lag significantly behind this standard despite serving the same diverse populations.Another layer of systemic imbalance arises in how AI systems are fine-tuned. Reinforcement <a target="_blank" rel="noopener noreferrer" href="https://en.wikipedia.org/wiki/Reinforcement_learning_from_human_feedback">Learning from Human Feedback (RLHF)</a>, the technique used to refine language models, is overwhelmingly English-centric. This creates:<ul><li>Perspective Narrowing: Models reflect Anglophone values and social assumptions</li><li>Language Exclusion: Many global languages receive no feedback at all</li><li>Digital Colonialism: While the Global South provides labour and data, the benefits and governance remain concentrated in the Global North</li><li>Outdated non-native English: The global south was decolonised in the 1950s, their English language was often a second language, used as a link language; it has not kept up with modern English.</li></ul>What made this revelation particularly impactful was its obviousness in retrospect. As someone who has worked extensively with content management systems, I found myself wondering:  “How did I not know this?”<h3 id="digital-sustainability-emerges-as-a-core-concern">Digital Sustainability Emerges as a Core Concern</h3>The conference marked a shift toward acknowledging the environmental impact of digital solutions. Presentations offered compelling data on the growing carbon footprint of websites, applications, and AI systems.Speakers noted that building more climate-friendly digital experiences benefits both the planet and business outcomes. Several vendors and agencies have begun incorporating sustainability metrics into their development practices, signaling a potential industry-wide shift in priorities. <figure class="image image_resized" style="width:86.08%"><img src="https://cmscritic.com/ms-content/uploads/2025/05/image-1747664039089.png" alt="A person giving a presentation to a group of people

AI-generated content may be incorrect." /></figure><a target="_blank" rel="noopener noreferrer" href="https://www.boye-co.com/speakers/thorsten-jonas">Thorsten Jonas</a> presenting “The Time is Now for Web Sustainability.” Photo Source: Marta Cukierman This focus on sustainability connects directly to questions about resource allocation and efficiency—particularly relevant as content management systems grow more complex and data-intensive.<h3 id="collaborative-problem-solving-">Collaborative Problem-Solving </h3>The second day shifted from presentations to working groups addressing pressing industry questions. Topics included building products in the age of AI, future-proofing content across multiple platforms, and establishing accuracy and trust with AI systems. <figure class="image image_resized" style="width:87.11%"><img src="https://cmscritic.com/ms-content/uploads/2025/05/image-1747664277914.png" /></figure><a target="_blank" rel="noopener noreferrer" href="https://www.linkedin.com/in/julianmills/">Julian Mills</a> facilitating one of the day two workshop sessions. Photo Source: Janus BoyeThis format created space for substantive cross-organizational dialogue, allowing participants to share challenges and strategies from different perspectives. Many attendees noted this collaborative approach as particularly valuable compared to the experience of traditional conferences.<h3 id="reflections-and-forward-movement">Reflections and Forward Movement</h3>Looking back on the summit, what remains most valuable are the connections formed with other practitioners facing similar challenges. The conversations during breaks and social events often yielded insights as valuable as the formal sessions.For those working at the intersection of content management and emerging technologies, the path forward requires both technical expertise and strategic vision. We're navigating an industry-wide transformation driven by technological changes that pressure vendors, agencies, and clients alike.The multilingual AI revelation particularly calls for a shift in how we approach AI integration in content management. If we truly want AI-enhanced CMS to serve global audiences, then we need:<ul><li>Training data that's representative, multilingual, and culturally nuanced</li><li>Evaluation processes that account for linguistic diversity</li><li>Governance structures that include voices from all markets served</li><li>More inclusive, ethically curated datasets</li><li>Feedback systems reflecting a genuinely global range of human values</li><li>Movement beyond tokenism into structural equity</li></ul>The next European CMS Summit is scheduled for May 12-13, 2026, again in Frankfurt. Based on the quality of this year's event, it promises to provide another opportunity for meaningful exchange across the global CMS community. If you're based in North America, you can also join <a target="_blank" rel="noopener noreferrer" href="https://www.boye-co.com/conferences/cmsconnect25">CMS Connect in August</a> or <a target="_blank" rel="noopener noreferrer" href="https://www.boye-co.com/conferences/cmskickoff25">CMS Kickoff in January.</a> And finally, the conversation continues in the <a target="_blank" rel="noopener noreferrer" href="https://www.boye-co.com/groups/cms-experts/">CMS Expert Groups,</a> where <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/critics/matt-garrepy">Chief Critic Matt Garrepy</a> is also an active community leader. This post represents my personal takeaways rather than a comprehensive report. I extend my gratitude to all speakers, demonstrators, and fellow attendees for two days of inspiring dialogue and discovery. <hr /><h3 id="upcoming-events">Upcoming Events</h3> <img style="width:33.07%" src="https://cmscritic.com/ms-content/uploads/2025/05/contentcon25-logo-1747412490394.png" /><h4 id="contentstack-contentcon-25"><a target="_blank" rel="noopener noreferrer" href="https://www.contentstack.com/contentcon">Contentstack ContentCon 25</a></h4>June 3-5, 2025 – Chicago, USAThe 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. <a target="_blank" rel="noopener noreferrer" href="https://contentcon2025.site.zuddl.com/">Register today! </a> <img style="width:31.83%" src="https://cmscritic.com/ms-content/uploads/2025/01/cms-connect-2025-logo.png" alt="" /><h4 id="cms-connect-25"><a target="_blank" rel="noopener noreferrer" href="https://www.boye-co.com/conferences/cmsconnect25">CMS Connect 25</a></h4>August 5-6, 2025 – Montreal, CanadaWe are delighted to present the second annual summer edition of our signature global conference dedicated to the content management community! CMS Connect will be held again in beautiful Montreal, Canada, and feature a unique blend of masterclasses, insightful talks, interactive discussions, impactful learning sessions, and authentic networking opportunities. Join vendors, agencies, and customers from across our industry as we engage and collaborate around the future of content management – and hear from the top thought leaders at the only vendor-neutral, in-person conference exclusively focused on CMS. Space is limited for this event, <a target="_blank" rel="noopener noreferrer" href="https://www.boye-co.com/conferences/cmsconnect25">so book your seats today.</a>

'How did I not know this?’ CMS Summit 25 changed my understanding of AI

tom-cranstoun

<hr /> Change is a-brewin' for <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/products/sitecore">Sitecore</a>.Just over a year ago, the DXP appointed <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/big-shift-at-sitecore-dave-oflanagan-takes-the-helm-as-interim-ceo">Dave O’Flanagan</a> as its new CEO, assuming the role from <a target="_blank" rel="noopener noreferrer" href="https://www.linkedin.com/in/tzikakis/">Steve Tzikakis</a>, who had held the reins since 2020. During O'Flanagan's tenure, the company achieved some key wins, specifically around the growth of its popular AI-enhanced <a target="_blank" rel="noopener noreferrer" href="https://www.sitecore.com/products/xm-cloud">XM Cloud offering</a> – a headless, cloud-native SaaS CMS that changed the game for the legacy player as the fastest-growing product in Sitecore’s history.As of this morning, the torch is passing to <a target="_blank" rel="noopener noreferrer" href="https://www.linkedin.com/in/eric-stine-49540a9/">COO Eric Stine</a>, who has been a visible force behind Sitecore’s recent traction. Effective immediately, Stine will assume the role of CEO, bringing deep experience and proven performance to the top job. The appointment comes at a time of rapid change for Sitecore. While the company has achieved notable growth, <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/sonic-boom-sitecore-surges-past-500m-in-arr-heres-why-it-matters">surpassing $500 million in ARR</a> as of last October, it faces the same economic headwinds as its competitors. There’s also the persistent grudge of AI and deriving value from those investments in an increasingly crowded field. But Sitecore has been pushing the innovation envelope, reengineering the company’s core DXP and CMS for an AI era led by the agent revolution. While the company has steadily introduced solutions in AI/ML and GenAI, it released its <a target="_blank" rel="noopener noreferrer" href="https://www.sitecore.com/resources/insights/artificial-intelligence/introducing-sitecore-stream">Sitecore Stream</a> solution at <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/sitecore-rocks-and-rolls-in-music-city-the-top-5-tracks-from-symposium-2024">last year’s Symposium event</a>, which brings integrated, brand-aware AI across its product ecosystem. With Stine’s experience leading enterprise software companies to grow at scale, he aims to accelerate Sitecore’s expansion to attract and retain even more of the world’s top brands.“I’m honored to lead Sitecore through the next phase of growth and innovation,” he said in the company’s press release. “Having spent a significant amount of time with our clients, our partners, and our talented team of employees, I am confident that we are uniquely positioned to help brands simplify how they reach, engage, and serve their customers.<h3 id="proven-experience-to-drive-the-next-wave-of-growth">Proven experience to drive the next wave of growth</h3>As mentioned, Stine was serving as Sitecore’s Chief Operating Officer and has been instrumental in building momentum across the company’s go-to-market organization. Under his leadership, Sitecore XM Cloud – an AI-enabled SaaS platform for delivering powerful digital experiences at scale – has significantly expanded its customer base, <a target="_blank" rel="noopener noreferrer" href="https://www.sitecore.com/company/newsroom/press-releases/2025/01/sitecore-closes-2024-with-100percents-growth-in-ai-enhanced-cloud-based-content-management-system">growing global revenues by 100% over the last year</a>.Stine’s impact on driving sustained revenue growth and aligning teams around customer success certainly gives the company an edge as it transitions through this period. A big part of his focus has been dedicated to deepening Sitecore’s partner ecosystem and improving customer retention – where it continues to be a trusted DXP to some of the world’s most notable brands, including Equifax, INEOS Automotive, Shure, and Zurich Insurance Group.“We have the most compelling and advanced AI-powered DX platform on the market, unlocking powerful, personalized connections at global scale,” Stine said. “Combine that with an ecosystem able to implement and drive value faster than any other vendor, and we are simply unrivalled.”Stine is no stranger to the C-Suite. Before joining Sitecore, he was Chief Executive Officer of <a target="_blank" rel="noopener noreferrer" href="https://www.elemica.com/">Elemica</a>, a digital supply chain platform for manufacturers. Prior to that, he served as Chief Commercial Officer at <a target="_blank" rel="noopener noreferrer" href="https://www.skillsoft.com/">Skillsoft</a>, an employee training platform provider, and Chief Revenue Officer at <a target="_blank" rel="noopener noreferrer" href="https://www.qualtrics.com/">Qualtrics</a> – an experience management platform. Earlier in his career, Stine spent over a decade at <a target="_blank" rel="noopener noreferrer" href="https://www.sap.com/index.html">SAP</a>, one of the world’s leading ERP providers, where he led industry go-to-market strategies and built customer-centric commercial operations across North America.<h3 id="the-shift-to-a-cloud-first,-ai-powered-era">The shift to a cloud-first, AI-powered era</h3>During his time as CEO, Dave O’Flanagan made significant strides, leading Sitecore’s transformation as a modern cloud-focused AI-capable DXP. The rollout of Stream arguably gives Stine a faster runway for building more innovative solutions, particularly as agentic AI becomes a mandate for digital experiences. O’Flanagan initially joined Sitecore through the acquisition of Boxever – a customer data platform (CDP) – where he was founder and CEO. <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/sitecore-acquires-boxever-and-four51">The transaction</a>, which closed in 2021, happened simultaneously with Sitecore’s purchase of Four51, a digital commerce platform. At the time, these were viewed as key elements in completing Sitecore’s vision for its DXP.Following the integration of Boxever into Sitecore’s CDP, O’Flanagan became the company’s Chief Product Officer and later rose to CEO. Over the course of his tenure, he moved Sitecore into the Cloud as a feature-rich DXP with AI capabilities. Under his watch, XM Cloud became a key factor in the company’s roadmap, gaining significant adoption – thanks in large part to Stine’s guidance. While O’Flanagan will be moving on from the day-to-day management of the business, he will remain an advisor to the Board.<h3 id="why-it-matters">Why it matters</h3>Change at the top of an organization is always precarious. It can telegraph a wide range of signals to the market while leaving customers wondering about the broader implications. Managing the optics is always tricky. For Sitecore, Stine is exactly the kind of vocal consensus builder who can drive results. He brings the right mix of confidence and charisma to help reinforce the vision and address some of the persistent challenges that exist. This includes assurances to Sitecore’s legacy XP users and committing to support and enrich those tools while focusing on the future of XM Cloud.On that note, the growth of XM Cloud is a clear indicator that the company is moving in a solid direction from a composable perspective. In my recent assessment of the <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/gettin-hygge-with-ai-and-more-a-few-cozy-takeaways-from-the-forrester-cms-wave-2025">Forrester Wave Report for CMS</a>, I discussed with <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/critics/mattmcqueeny">Matt McQueeny</a> – a CMS Critic contributor and three-time Sitecore MVP – how XM Cloud is showing up as a contender from a feature and pricing perspective. All positive points in its favor.One of Sitecore’s greatest strengths is its community. Stine is already a visible leadership figure among users and partners, and maintaining strong ties will be key to easing the transition and laying out future innovation. When I spoke to agencies and partners at last year’s Symposium, it was clear that O’Flanagan was working to build stronger bridges within Sitecore’s ecosystem.There’s no doubt that AI continues to be the center of gravity for Sitecore’s strategy, enabling brands to deliver more personalized and scalable digital experiences. I recently spoke to O’Flanagan about the company’s <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/sitecore-partners-with-microsoft-to-launch-industrys-first-ai-innovation-lab-for-marketers">partnership with Microsoft to launch the industry’s first AI Innovation Lab</a> – which is keenly focused on the role of marketers. Bolstered by Microsoft’s partnership with <a target="_blank" rel="noopener noreferrer" href="https://openai.com/">OpenAI</a>, this kind of collaboration is exactly what vendors need to drive differentiated value as trusted advisors.2025 has already served up a menu of challenges, from trade wars to waning consumer sentiment. If there’s a time for bold and decisive leadership, it’s now – and that might be playing into Sitecore’s calculus as it shakes things up. There are obviously other factors at play, but Stine's experience and heritage make him an ideal choice for steering this company through its next chapter. <hr /><h4 style="text-align:center" id="looking-for-guidance-on-sitecore?-talk-to-an-expert.">Looking for guidance on Sitecore? <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/contact">Talk to an expert.</a></h4><hr /> <h3 id="upcoming-events">Upcoming Events</h3> <img style="width:30.46%" src="https://cmscritic.com/ms-content/uploads/2024/11/cms-summit-25.png" alt="" /><h4 id="cms-summit-25"><a target="_blank" rel="noopener noreferrer" href="https://www.boye-co.com/conferences/cmssummit25">CMS Summit 25</a></h4>May 13-14, 2025 – Frankfurt, GermanyDon't miss the first European edition of our prestigious international conference dedicated to the global content management community! CMS Summit 25 will bring together top-notch speakers, our renowned learning format, and engaging social events. Hear from leading practitioners like Deutsche Bahn, Dr. Oetker, and more – and join customers, agencies, and CMS vendors as we discuss current trends and what's ahead for the content and digital experience fields. Connect and network at the only vendor-neutral, in-person conference focused on CMS. Space is limited for this exclusive event, <a target="_blank" rel="noopener noreferrer" href="https://www.boye-co.com/conferences/cmssummit25">so book your seats today.</a> <img style="width:31.83%" src="https://cmscritic.com/ms-content/uploads/2025/01/cms-connect-2025-logo.png" alt="" /><h4 id="cms-connect-25"><a target="_blank" rel="noopener noreferrer" href="https://www.boye-co.com/conferences/cmsconnect25">CMS Connect 25</a></h4>August 5-6, 2025 – Montreal, CanadaWe are delighted to present the second annual summer edition of our signature global conference dedicated to the content management community! CMS Connect will be held again in beautiful Montreal, Canada, and feature a unique blend of masterclasses, insightful talks, interactive discussions, impactful learning sessions, and authentic networking opportunities. Join vendors, agencies, and customers from across our industry as we engage and collaborate around the future of content management – and hear from the top thought leaders at the only vendor-neutral, in-person conference exclusively focused on CMS. Space is limited for this event, <a target="_blank" rel="noopener noreferrer" href="https://www.boye-co.com/conferences/cmsconnect25">so book your seats today.</a>

Sitecore Taps Veteran Eric Stine as CEO to Lead Next Phase of Growth and Innovation

The ‘Deep Dish’ on Composable: 6 Tasty Takeaways from the MACH Alliance’s 2025 Conference

<hr /> At <a target="_blank" rel="noopener noreferrer" href="https://cts.businesswire.com/ct/CT?id=smartlink&amp;url=https%3A%2F%2Fmachalliance.org%2Fevents%2Fcomposable-conference-25&amp;esheet=54242130&amp;newsitemid=20250423626378&amp;lan=en-US&amp;anchor=The+Composable+Conference+2025&amp;index=3&amp;md5=43a1cfa7eaa4a3566b2d9ca6d14dae9d">“The Composable Conference 2025”</a> this week, the topic of AI permeated almost every session and sidebar conversation. Based on my connections with attendees, it’s clear that many organizations have already invested heavily in their own strategies with varying results. Meanwhile, some businesses are still searching for the right place to start their journey.Now, the <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/the-composable-conference-2025-takes-shape-as-mach-alliance-announces-speakers-and-new-events">MACH Alliance</a> is providing a helping hand across the lifecycle, built on the terra firma of composability. The Alliance – a not-for-profit industry body dedicated to advocating for open, best-in-class technology ecosystems – just unveiled its new <a target="_blank" rel="noopener noreferrer" href="https://cts.businesswire.com/ct/CT?id=smartlink&amp;url=https%3A%2F%2Fmachalliance.org%2Fmach-ai-exchange&amp;esheet=54242130&amp;newsitemid=20250423626378&amp;lan=en-US&amp;anchor=MACH+AI+Exchange&amp;index=2&amp;md5=2db441d6ec823188692b0030ff55277b">MACH AI Exchange</a>, a professional peer network focused on guiding real-world AI implementation for enterprise companies. The program, which was launched during this week’s conference, was inspired by a recent Alliance study that codifies the value of MACH in streamlining and accelerating AI adoption. According to the <a target="_blank" rel="noopener noreferrer" href="https://cts.businesswire.com/ct/CT?id=smartlink&amp;url=https%3A%2F%2Fmachalliance.org%2Fglobal-annual-research&amp;esheet=54242130&amp;newsitemid=20250423626378&amp;lan=en-US&amp;anchor=2025+MACH+Alliance+Global+Annual+Research&amp;index=4&amp;md5=8b35e7c9765b71263fa3b549fb481c06">2025 MACH Alliance Global Annual Research</a> report, 77% of organizations well into their composable journey are using AI. That’s compared to only 36% of those new to MACH. The data suggests that MACH's flexible, connected, and open foundation could translate into successful AI outcomes.<h3 id="implementing-ai-solutions-at-scale">Implementing AI solutions at scale</h3>As part of its rollout, the MACH AI Exchange will launch with three founding members who are leaders in their field. This includes <a target="_blank" rel="noopener noreferrer" href="https://www.linkedin.com/in/karlrh/">Karl Hampson</a>, CTO, Data &amp; AI at <a target="_blank" rel="noopener noreferrer" href="https://www.linkedin.com/company/valtech/posts/?feedView=all">Valtech</a>; <a target="_blank" rel="noopener noreferrer" href="https://www.linkedin.com/in/vikasjain2007/">Vikas Jain</a>, Director, US Retail &amp; Consumer Ecosystem Portfolio at <a target="_blank" rel="noopener noreferrer" href="https://www.linkedin.com/showcase/google-cloud/posts/?feedView=all">Google Cloud</a>; and <a target="_blank" rel="noopener noreferrer" href="https://www.linkedin.com/in/thexunwang/">Xun Wang</a>, CTO at <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/products/bloomreach">Bloomreach</a>.Core to its charter, the network’s mission is to support enterprise businesses as they implement AI solutions at scale. This includes the bleeding-edge realms of generative and agentic AI technologies. The MACH AI Exchange will accelerate a knowledge base of technical insights, architectural patterns, and implementation methodologies that can significantly reduce integration risk and accelerate deployment timelines.“AI thrives on structured, real-time data, and enterprise architectures face heightened challenges as AI workloads dynamically scale,” said Vikas Jain, founding member and Director of Google Cloud’s U.S. Retail &amp; Consumer Ecosystem portfolio. “The MACH AI Exchange will enable the convergence of composable principles and AI capabilities to help technical leaders establish a competitive advantage through architectural innovation.”<h3 id="who-can-join?">Who can join?</h3>According to the press release, the peer-to-peer community is open to those implementing AI in enterprise systems. This includes engineers, architects, and strategists integrating AI into workflows, builders and innovators shaping AI in MACH environments, and problem solvers pushing AI forward in business technology.“Enterprise stacks weren’t built to handle the constant innovation of the AI era, but that also doesn’t mean we need to start from scratch, either,” said Xun Wang, founding member, CTO of Bloomreach. “Just like MACH de-risks change by making technology adaptable, open, and connected, AI adoption requires the same foundation. In the MACH AI Exchange, members will share what works, what breaks, and how to de-risk AI adoption without common AI buzzwords and hype.”<h3 id="why-it-matters">Why it matters</h3>As AI continues to ripple across our roadmaps, enterprises are struggling to separate the hype from the hope. Regardless of where an organization is on its AI maturity lifecycle, guidance continues to be a missing link – and without it, many businesses risk missing the mark on AI’s full potential.Buoyed by a MACH foundation, it’s evident that organizations can leverage a composable posture to accelerate and streamline their plans. But more importantly, the MACH Alliance is providing valuable industry insight to help mitigate risk and guide the journey. This layer of human expertise could be a critical differentiator.To learn more about the MACH AI Exchange, visit <a target="_blank" rel="noopener noreferrer" href="https://cts.businesswire.com/ct/CT?id=smartlink&amp;url=https%3A%2F%2Fmachalliance.org%2Fmach-ai-exchange&amp;esheet=54242130&amp;newsitemid=20250423626378&amp;lan=en-US&amp;anchor=https%3A%2F%2Fmachalliance.org%2Fmach-ai-exchange&amp;index=6&amp;md5=835c89f808371874a54aaa43b71e7f53">https://machalliance.org/mach-ai-exchange</a> <hr /><h3 id="upcoming-events">Upcoming Events</h3> <img style="width:24.53%" src="https://cmscritic.com/ms-content/uploads/2025/03/image-1742910054704.png" /><h4 id="the-composable-conference-2025"><a target="_blank" rel="noopener noreferrer" href="https://machalliance.org/events/composable-conference-25">The Composable Conference 2025</a></h4>April 22-24 – Chicago, USAExperience the future of composable and MACH principles in “The Windy City” and dive even deeper into the innovative world of MACH architecture and its benefits for your business. Building on the momentum of MACH THREE, this conference will provide your teams with the expert, impartial guidance needed to craft a winning transformation strategy and leverage the latest advancements in automation and Al to maximize efficiency and drive your organization forward. This event is ideal for executives, business leaders, technologists, and everyone in between who is looking to harness the power of composable. <a target="_blank" rel="noopener noreferrer" href="https://machalliance.org/events/composable-conference-25">Secure your spot today.</a> <img style="width:30.46%" src="https://cmscritic.com/ms-content/uploads/2024/11/cms-summit-25.png" alt="" /><h4 id="cms-summit-25"><a target="_blank" rel="noopener noreferrer" href="https://www.boye-co.com/conferences/cmssummit25">CMS Summit 25</a></h4>May 13-14, 2025 – Frankfurt, GermanyDon't miss the first European edition of our prestigious international conference dedicated to the global content management community! CMS Summit 25 will bring together top-notch speakers, our renowned learning format, and engaging social events. Hear from leading practitioners like Deutsche Bahn, Dr. Oetker, and more – and join customers, agencies, and CMS vendors as we discuss current trends and what's ahead for the content and digital experience fields. Connect and network at the only vendor-neutral, in-person conference focused on CMS. Space is limited for this exclusive event, <a target="_blank" rel="noopener noreferrer" href="https://www.boye-co.com/conferences/cmssummit25">so book your seats today.</a> <img style="width:31.83%" src="https://cmscritic.com/ms-content/uploads/2025/01/cms-connect-2025-logo.png" alt="" /><h4 id="cms-connect-25"><a target="_blank" rel="noopener noreferrer" href="https://www.boye-co.com/conferences/cmsconnect25">CMS Connect 25</a></h4>August 5-6, 2025 – Montreal, CanadaWe are delighted to present the second annual summer edition of our signature global conference dedicated to the content management community! CMS Connect will be held again in beautiful Montreal, Canada, and feature a unique blend of masterclasses, insightful talks, interactive discussions, impactful learning sessions, and authentic networking opportunities. Join vendors, agencies, and customers from across our industry as we engage and collaborate around the future of content management – and hear from the top thought leaders at the only vendor-neutral, in-person conference exclusively focused on CMS. Space is limited for this event, <a target="_blank" rel="noopener noreferrer" href="https://www.boye-co.com/conferences/cmsconnect25">so book your seats today.</a>

MACH Alliance Launches New MACH AI Exchange to Help Enterprises Streamline AI Adoption

<hr /> I first heard the term “MCP” as a tech-obsessed, Commodore-64-toting 8-year-old. It landed during the epic video game movie Tron, where it was used as an off-hand contraction for the nefarious “Master Control Program."As the story's digital antagonist, the MCP exhibited the worst traits of artificial intelligence, projecting an unscrupulous, destructive, self-serving agenda. Kind of like that terrible neighbor who’s always on a power trip at your HOA meeting – but with lasers. Life is sometimes stranger than fiction, and this acronym has now materialized on the grid as a real-life TLA with an AI inference. Hopefully, the similarities to that other MCP end here, but I’m keeping my light cycle on standby.This newer permutation of MCP – <a target="_blank" rel="noopener noreferrer" href="https://modelcontextprotocol.io/introduction">Model Context Protocol</a> – is an open standard for governing how applications provide context to LLMs. Much like USB-C provides a standardized way to connect devices to different accessories, MCP does the same to connect AI models to different data sources and tools.Why is this important? Because MCP has become a critical piece of <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/its-an-ai-agent-world-is-agent-experience-the-secret-weapon-for-controlling-the-chaos">the agentic pie</a>, enabling you to build agents and workflows on top of LLMs – which often need to integrate with various data sources and tools. MCP can provide access to pre-built integrations that ease the connection process, including lightweight programs and hosts like IDEs. All of this, as Tron might say, is about interoperability. And while the digital frontier is very much focused on the evolution of agents, we’re still wrestling with integration complexities in the here and now. This is where data models can be key assets, helping brands, system integrators, and vendors to present products, orders, inventory, and other commerce-related data. But building a data model from scratch is tough. And by definition, each from-scratch data model is unique. That’s why the <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/the-composable-conference-2025-takes-shape-as-mach-alliance-announces-speakers-and-new-events">MACH Alliance</a> has introduced a new <a target="_blank" rel="noopener noreferrer" href="https://machalliance.org/open-data-model-initiative">Open Data Model Initiative</a>, which aims to solve the lingering interoperability issues plaguing enterprises, SIs, and ISVs. The industry group – which is focused on future-proofing enterprise technology through open, connected, and composable digital experiences – just announced the launch of the program. It coincides with its annual live event, <a target="_blank" rel="noopener noreferrer" href="https://machalliance.org/events/composable-conference-25">“The Composable Conference,”</a> which is being held in Chicago this week.  Led by the Alliance’s Interoperability Task Force, the Initiative will provide a set of reusable data model recipes and reference structures. These components will be extensible across critical technology domains, such as commerce, product information management (PIM), and orchestration. These patterns aren’t a set of draconian standards. In fact, they’re designed to be lightweight, adaptable, and built for real-world applications. This addresses the strategic concerns of businesses as they seek out more composable, interoperable solutions to help them navigate a rapidly changing digital landscape."Interoperability has been a primary focus for the MACH Alliance," said <a href="Adam%20Peter%20Nielsen">Adam Peter Nielsen</a>, CTO of <a target="_blank" rel="noopener noreferrer" href="https://www.novicell.com/">Novicell</a> and MACH Alliance Interoperability Lead. “With a shared data model recipe, we can make tangible progress toward seamless integration and strategic agility across diverse technologies.”<h3 id="broadening-the-composable-roadmap-">Broadening the composable roadmap </h3>According to the Alliance, its Open Data Model will be made publicly available under an open-source license on <a target="_blank" rel="noopener noreferrer" href="https://github.com/">GitHub</a>, helping to ensure transparency, accessibility, and broad community engagement. But that’s only the first step. The plan is to maintain innovation and maturity through the MACH Alliance Interoperability Working Group, which will actively enhance and expand the model. The goal is to deliver a solution that’s ready for full member consumption by the end of Q2 2025.To accelerate go-to-market readiness, the MACH Alliance is working with several MACH Certified Vendors that have provided sample material. The list includes <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/products/conscia">Conscia</a>, <a target="_blank" rel="noopener noreferrer" href="https://alokai.com/">Alokai</a>, <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/products/commercetools">commercetools</a>, <a target="_blank" rel="noopener noreferrer" href="https://www.bluestonepim.com/">Bluestone PIM</a>, <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/products/occtoo">Occtoo</a>, and <a target="_blank" rel="noopener noreferrer" href="https://pipe17.com/">Pipe17</a> – which offered its open, comprehensive, canonical data model as a starting point. “We built our data model over five years,” said <a target="_blank" rel="noopener noreferrer" href="https://www.linkedin.com/in/kellygoetsch/">Kelly Goetsch</a>, COO of Pipe 17 and former MACH Alliance president and chair. “It sits at the heart of our solution, has been rigorously tested in real-world use, continuously refined, and has always been open source from day one. We’re thrilled to contribute it to the MACH Alliance, further empowering the commerce ecosystem to innovate and scale faster.”Also leading the initiative are a set of MACH Certified System Integrators, including <a target="_blank" rel="noopener noreferrer" href="https://www.applydigital.com/">Apply Digital</a>, Novicell, and <a target="_blank" rel="noopener noreferrer" href="https://www.valtech.com/en-us/">Valtech</a> – buoyed by the hyperscaling support of MACH Certified Enabler <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/products/aws">AWS</a>.<h3 id="giving-merchants,-sis,-and-vendors-a-mach-multiplier">Giving merchants, SIs, and vendors a MACH multiplier</h3>The new Open Data Model is poised to provide significant benefits across the MACH ecosystem. From vendor-neutral patterns for seamless interoperability to reference structures for vertical markets like manufacturing, the initiative will provide a “springboard” for new projects or legacy – all with a dedicated focus on transparency.  First, merchants will have the ability to adopt this data model as their own – and effortlessly connect their existing homegrown systems with MACH-compliant solutions.Additionally, systems Integrators and agencies will be able to build repeatable solutions, enhance their overall efficiency, and speed up MACH implementations. This will accelerate their time to deliver value to merchants.As for MACH Alliance vendors, the initiative will provide immediate access to a robust foundational data model, dramatically reducing initial development effort and enhancing a more seamless data flow between partner solutions.<h3 id="what-about-ai-(and-that-mcp-stuff)?">What about AI (and that MCP stuff)?</h3>Of course, there’s the future runway to agentic AI that I mentioned, which is wholly dependent on data. As the Alliance posits, without a shared data model, enterprises will continue to face fragmented, siloed data environments that limit AI’s ability to make accurate decisions and deliver tangible business value.By establishing an open, vendor-neutral data model, the MACH Alliance is laying the groundwork for the use of agentic AI and supporting <a target="_blank" rel="noopener noreferrer" href="https://www.anthropic.com/news/model-context-protocol">Anthropic’s MCP-powered agents. </a>This is helping to connect AI assistants to the systems where data lives, including content repositories, business tools, and development environments. Its goal is to help frontier models produce better, more relevant responses. "Enterprises demand solutions that work together,” said <a target="_blank" rel="noopener noreferrer" href="https://www.linkedin.com/in/bobhowland/">Bob Howland</a>, Chairperson of the MACH Alliance. “By standardizing an Open Data Model, we dramatically simplify integrations. Vendors adopting the Open Data Model will find faster implementation cycles and significantly reduced complexity – enabling true interoperability that powers digital innovation."<h3 id="why-it-matters">Why it matters</h3>Spoiler alert: At the end of Tron, the computer system is once again free, giving the personified programs the ability to move about and, presumably, connect with other programs to build cool things. There’s something beautiful about this idea of seamlessly interoperating. There’s no question that security and governance are top of mind in such paradigms, and we’re a long way from easy. Still, interoperability can be made easier – better, even – with the introduction of more predictable standards. From the beginning, the concept of “openness” has been core to the MACH Alliance, making it a solid foundation for providing a common, open source data model that’s been proven. Based on the Alliance’s plans, it sounds like this model will continue to benefit from ongoing innovation and be well-supported in the future.The flexibility and extensibility of this model are also key factors. By enabling off-the-shelf access to its merchant, SI, and ISV ecosystems, the Alliance is helping to ensure that the model is instantly adoptable and supported by its members. There’s also an open invitation for experts and practitioners to help shape the model for future use cases.The market is always yearning for standards, and with the rapid acceleration of AI – specifically with MCP-powered model agents – having more predictable and reliable pathways to integrate should reduce the friction for building the next wave of agentic applications. Even the most advanced models are limited by their isolation from data, walled in behind silos and legacy systems. This is why this investment in an open data model is an ambitious and positive step forward.Will this solve every integration problem on the light cycle grid? Not likely. But it's a start. It might also unlock more potential for additional industry applications, something the organization has struggled with as it endeavors to expand and export its relevance to other industries. To that end, the MACH Alliance is also undergoing its own evolution (including its messaging). The Open Data Model might be the first page of its next chapter as it seeks to enrich its foundational mission and further support the market. With composable continuing to make gains, many are asking what's ahead, and this initiative is a glimpse of its vision for an open, AI-enabled ecosystem. You can learn more about the Open Data Model initiative and even contribute to the project at <a target="_blank" rel="noopener noreferrer" href="https://machalliance.org/open-data-model-initiative">https://machalliance.org/open-data-model-initiative</a> <hr /><h3 id="upcoming-events">Upcoming Events</h3> <img style="width:24.53%" src="https://cmscritic.com/ms-content/uploads/2025/03/image-1742910054704.png" /><h4 id="the-composable-conference-2025"><a target="_blank" rel="noopener noreferrer" href="https://machalliance.org/events/composable-conference-25">The Composable Conference 2025</a></h4>April 22-24 – Chicago, USAExperience the future of composable and MACH principles in “The Windy City” and dive even deeper into the innovative world of MACH architecture and its benefits for your business. Building on the momentum of MACH THREE, this conference will provide your teams with the expert, impartial guidance needed to craft a winning transformation strategy and leverage the latest advancements in automation and Al to maximize efficiency and drive your organization forward. This event is ideal for executives, business leaders, technologists, and everyone in between who is looking to harness the power of composable. <a target="_blank" rel="noopener noreferrer" href="https://machalliance.org/events/composable-conference-25">Secure your spot today.</a> <img style="width:30.46%" src="https://cmscritic.com/ms-content/uploads/2024/11/cms-summit-25.png" alt="" /><h4 id="cms-summit-25"><a target="_blank" rel="noopener noreferrer" href="https://www.boye-co.com/conferences/cmssummit25">CMS Summit 25</a></h4>May 13-14, 2025 – Frankfurt, GermanyDon't miss the first European edition of our prestigious international conference dedicated to the global content management community! CMS Summit 25 will bring together top-notch speakers, our renowned learning format, and engaging social events. Hear from leading practitioners like Deutsche Bahn, Dr. Oetker, and more – and join customers, agencies, and CMS vendors as we discuss current trends and what's ahead for the content and digital experience fields. Connect and network at the only vendor-neutral, in-person conference focused on CMS. Space is limited for this exclusive event, <a target="_blank" rel="noopener noreferrer" href="https://www.boye-co.com/conferences/cmssummit25">so book your seats today.</a> <img style="width:31.83%" src="https://cmscritic.com/ms-content/uploads/2025/01/cms-connect-2025-logo.png" alt="" /><h4 id="cms-connect-25"><a target="_blank" rel="noopener noreferrer" href="https://www.boye-co.com/conferences/cmsconnect25">CMS Connect 25</a></h4>August 5-6, 2025 – Montreal, CanadaWe are delighted to present the second annual summer edition of our signature global conference dedicated to the content management community! CMS Connect will be held again in beautiful Montreal, Canada, and feature a unique blend of masterclasses, insightful talks, interactive discussions, impactful learning sessions, and authentic networking opportunities. Join vendors, agencies, and customers from across our industry as we engage and collaborate around the future of content management – and hear from the top thought leaders at the only vendor-neutral, in-person conference exclusively focused on CMS. Space is limited for this event, <a target="_blank" rel="noopener noreferrer" href="https://www.boye-co.com/conferences/cmsconnect25">so book your seats today.</a>

A New Game for Interoperability? Here’s Why the MACH Alliance’s Open Data Model is a Winner

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