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

janus-boye

<hr /> What does sustainability mean to you?For those of us in the digital experience industry, it means being more responsible about our carbon footprint and rethinking our web strategies to reduce the impact on the planet. But it's also a word that expresses a deep concern about the future – and how our efforts today can translate into a more stable and fruitful world tomorrow. In early April of this year, Umbraco published its <a target="_blank" rel="noopener noreferrer" href="https://umbraco.com/about-us/impact-report/">third annual Impact Report</a>, transparently documenting its vision for sustainable action and its holistic culture to activate change at a global level. Among its peers in the broader industry, Umbraco has long exemplified how a business can tap profitability, build loyalty, and scale to new heights while embracing sustainable practices. In my analysis of the report, I noted how Umbraco synthesized the company’s business and financial performance with its commitment and responsibility to the CMS industry and the world at large. Taken together, it crystallized Umbraco’s successful investment in sustainable strategies and told an inspiring story about how a business can do good in our world.As a next step in shepherding its vision for the year ahead, the open-source .NET CMS provider has revealed the members of its 2025 Sustainability Team, who were culled from its 250,000-strong global community of web developers, designers, content managers, and business leaders.I had a chance to connect with <a target="_blank" rel="noopener noreferrer" href="https://www.linkedin.com/in/martin-w%C3%BClser-larsen-72a6733/">Martin Wülser Larsen</a>, Umbraco’s Business Excellence Manager and new Sustainability Team steward, about Umbraco’s focus on sustainability. He brings a self-described role of “sustainability enthusiast” to his resume, and is squarely centered on managing and supporting this community-based team.<h3 id="why-such-a-deep-conviction-to-sustainability?">Why such a deep conviction to sustainability?</h3>“There is no long-term upside to not focusing on sustainability,” Martin said. “Working sustainably has, for good reason, become a demand from clients, partners, and employees alike.”As Martin indicated, there are compelling forces at play. Some of the need is driven by EU legislation being rolled out (albeit later than first anticipated) with its omnibus initiative. As such, legislative demand for transparency within the supply chain needs to be met. “But that's not the main driver for Umbraco,” he continued. “We believe in creating a sustainable company in the broadest understanding of the word, focusing on the people, planet, and profitability of our company because we believe this is the type of company people would like to engage with as part of the community, do business with, and work at.”As I’ve covered previously, sustainability is a topic many companies are telegraphing to the market. Some are taking authentic actions, others are “greenwashing” for media exposure. I asked Martin how Umbraco isn’t just standing out from the crowd, but leading the way. As you might expect, it comes down to the power of people. “I think a main differentiator is that we’re in a great position to influence a large part of the industry through the Umbraco community and our partnerships with some of the world's leading web agencies,” he reflected. “What we create and share can be utilized by a much larger audience than just our own company, and it’s part of our open source DNA to collaborate and share great ideas.”Much of Umbraco’s current sustainability planning is based on a legacy of interest in this area. The company has long promoted its focus on being more carbon-conscious and taken clear action. Much of its success orbits the early decision to adopt an open source posture and build a strong community of interest.“When it comes to sustainability, I can’t think of a better foundation for having a positive impact than continuing along the open source path that we have been on from the very beginning of Umbraco’s history,” Martin said.<h3 id="sustainability:-a-team-sport-with-agency-players">Sustainability: A team sport with agency players</h3>The Umbraco Sustainability Team was first established in March 2023 as a community-led task force. The collective’s mission was to identify practical ways to reduce the carbon footprint of websites and digital experiences developed on the Umbraco CMS platform. As the world’s most widely used open-source .NET CMS, Umbraco has adopted an internal sense of responsibility to reduce its impact on the environment. To expand the message faster and further, Umbraco is collaborating with digital agency partners and its developer community to make a bigger impact. To achieve a unified front, the Sustainability Team has assembled a bench of people with solid technical experience in developing professional websites using Umbraco or who have the management expertise to guide clients to more sustainable business choices.While technical solutions are key to this initiative, both messaging and education are essential pillars. As such, team members work alongside Umbraco HQ to write blogs, present talks, and host webinars on the latest carbon-conscious web design practices. <h3 id="building-actionable-tools-with-real-world-impact">Building actionable tools with real-world impact</h3>The inaugural Sustainability Team has already made great strides. I asked Martin what tools or resources from their efforts have really resonated with him thus far.“My personal favorite out of the team’s contributions to date is the <a target="_blank" rel="noopener noreferrer" href="https://docs.umbraco.com/sustainability-best-practices">Sustainability Best Practices</a>, where they utilized their experience building web solutions and their knowledge of sustainability to create detailed documentation on how to reduce the carbon footprint of web solutions,” he said. “This documentation is available for anyone to use free of charge, and will not only help reduce emissions from web solutions, but could also reduce hosting costs as more energy-efficient solutions are cheaper to host.”The Sustainability Team is also developing a package that provides web content editors with sustainability insights within the Umbraco CMS back office. They also provided technical input to the Umbraco Cloud team during the development of its <a target="_blank" rel="noopener noreferrer" href="https://docs.umbraco.com/umbraco-cloud/getting-started/the-umbraco-cloud-portal/sustainability-dashboard">Sustainability Dashboard, </a>which allows web developers to show clients the volume of greenhouse gases generated from running Umbraco Cloud projects – and explain how and where digital operations can be optimized.Giving these tools to agency partners demonstrates their strategic role in executing Umbraco’s big vision. But as Martin suggests, bringing their team members closer to the initiative is another way that Umbraco is reinforcing the importance of community in developing new ways to expand sustainability. “Agencies are getting directly involved by letting their employees participate as members of the team,” he explained. “That alone is testimony that we are doing something right when inviting the people and organizations who are building a business around our products to collaborate with us.”As someone who votes with my own dollars for products and services that meet specific environmental standards, I understand the importance of branding a company’s participation in goodwill initiatives. It raises awareness for programs and potentially motivates further involvement. To that end, I asked Martin how agency partners can communicate their efforts in a positive channel through badging or credentialing. He noted that Umbraco already has a robust <a target="_blank" rel="noopener noreferrer" href="https://umbraco.com/partners/become-an-umbraco-solution-partner/gold/contributing-platinum-gold-partners/">Contributing Partner</a> and <a target="_blank" rel="noopener noreferrer" href="https://community.umbraco.com/mvp-program/">MVP program</a>, but liked the idea of granulating it further and enabling the partners to highlight their involvement in creating a more sustainable web industry. <h3 id="the-2025-umbraco-sustainability-team-members">The 2025 Umbraco Sustainability Team members</h3>As Martin noted, the inaugural members of the Sustainability Team have lent tremendous effort over the past two years, illustrating how the Umbraco community has pulled together to share sustainable digital practices with enterprise clients – all with the goal of measurably reducing the web's emissions.The new members of the 2025 Sustainability Team are:<ul><li>Dennis Adolfi, Head of Technology at Danish digital agency <a target="_blank" rel="noopener noreferrer" href="https://knowitexperience.com/about">Knowit Experience</a></li><li>Peter Solow, Lead Developer at Knowit Experience</li><li>Imran Haider, Head of Development at London digital agency <a target="_blank" rel="noopener noreferrer" href="https://www.wearecogworks.com/">Cogworks</a></li><li>Helen Chaplin, Community Services executive at Manchester digital agency <a target="_blank" rel="noopener noreferrer" href="https://www.cantarus.com/">Cantarus</a></li></ul>Existing members remaining on the Sustainability team include:<ul><li>James Hobbs, Head of Technology at Wiltshire digital agency <a target="_blank" rel="noopener noreferrer" href="https://aerstudios.co.uk/">aer Studios</a></li><li>Rick Butterfield, Lead Software Engineer at Bristol and London agency <a target="_blank" rel="noopener noreferrer" href="https://www.wearewattle.com/">Wattle</a></li><li>Thomas Morris, Senior Software Engineer at roadside rescue and insurance company <a target="_blank" rel="noopener noreferrer" href="https://www.rac.co.uk/">RAC</a></li><li>Amy Czuba, Account Director at Macclesfield and Cambridge agency <a target="_blank" rel="noopener noreferrer" href="https://nexergroup.com/uk/nexer-digital/">Nexer Digital</a></li><li>Neil Clark, Head of Sustainability at global agency and B-Corp, <a target="_blank" rel="noopener noreferrer" href="https://www.msqpartners.com/">MSQ Partners</a> (also a member of the BIMA Sustainability Council)</li></ul> <figure class="image image_resized" style="width:87.67%"><img src="https://cmscritic.com/ms-content/uploads/2025/05/image.jpeg" alt="A collage of a group of people

AI-generated content may be incorrect." /></figure>Members of Umbraco’s 2025 Sustainability Team. Source: Umbraco. In addition to Martin serving as the new Sustainability Team Steward, this year’s Umbraco HQ team members include Karita Kostiainen and Mikulas Tomanka.<h3 id="what’s-next?">What’s next?</h3>According to Martin, Umbraco has seen increased interest in its Impact Reports over the years, both from agencies and end clients. This seems to indicate that more organizations from across the market are seeking guidance – and ways to take action – to create a more sustainable web.Of course, a big part of realizing this vision is having the right leadership in place. For Martin and Umbraco, that begins with the Sustainability Team. And while the new players have just arrived, he seems ready to hit the ground running. “We’ve only just held our first ‘meet and greet’ with the new members of the 2025 Sustainability Team,” he said. “Now the real work begins.”As Martin explained, it’s important that the Sustainability Team be given latitude in setting goals and establishing relevant benchmarks. He wants to build on the work that’s already been started, bring in new ideas, and ultimately evaluate where the team’s efforts will have the biggest impact.“The inaugural team created a package for Umbraco that allows people to track and reduce emissions from their solutions,” he said. “I expect that we will likely see additions to that, or maybe even new packages, as we have some skilled engineers on the team who are eager to create new solutions.”As part of its ongoing efforts to educate the web community, the Umbraco Sustainability Team just <a target="_blank" rel="noopener noreferrer" href="https://umbraco.com/webinar-sustainability-2025/">hosted a webinar</a> with sustainability champion <a target="_blank" rel="noopener noreferrer" href="https://www.linkedin.com/in/mikebernerslee/">Mike Berners-Lee</a> on Thursday, May 22nd, at 3 p.m. UK time. If you're not familiar with Mike, he's the author of a groundbreaking series of books on sustainability, including A Climate of Truth: Why We Need It and How To Get It, There is No Planet B, and How Bad are Bananas? Mike was also one of the first researchers to calculate that the IT industry’s greenhouse gas emissions were equivalent to those of the aviation industry. <h3 id="why-it-matters">Why it matters</h3>I personally believe that doing good in the world is good for business – and that it’s indeed possible to be a good steward of the planet while pursuing growth. To that end, I asked Martin how the broader sustainability efforts are translating for Umbraco’s prospects. Is the messaging resonating with customers – particularly at a time when certain markets are deprecating ESG and DEI regulations and setting back previous policies to address climate change? And how can partners and the Sustainability Team support a beneficial trajectory?“During procurement processes, we see that there's already a demand for data about ESG and sustainability efforts from the market,” he said. “Legislation is making it necessary for more and more businesses to better understand and put demands on the suppliers in their supply chains. The team helps us provide just that."For Martin, the big benefit comes from working openly and collaboratively with agencies and having them well-represented within the makeup of the Sustainability Team. As he pointed out, it ensures that Umbraco gets the necessary “outside-in” perspective to align with what the agencies and end-clients prioritize when looking for new vendors.Umbraco has always marched to the beat of its own drum, and this is another example of how the company isn’t just motivated to improve digital experiences – but our planet as well. I can’t think of a better mission. <hr /><h4 style="text-align:center" id="looking-for-guidance-on-umbraco?-talk-to-an-expert.">Looking for guidance on Umbraco? <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>

Umbraco Reinforces Commitment to Global Impact with 2025 Sustainability Team

matt-garrepy

<hr /> It’s no secret that retail is under pressure. The “trade wars” and tariff drama are creating a groundswell of uncertainty, and consumers are shifting their behavior in response.As such, brands are looking for new ways tap AI-powered personalization to drive clicks and sales across the digital commerce frontier. We’re seeing a lot of new innovation at the vendor level, but also partnerships and strategic alliances blossoming to enhance the marketer experience and improve CX outcomes. To that end, <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/products/optimizely">Optimizely</a>, the DXP powerhouse known for its testing, personalization, and content management chops, has announced a strategic technology partnership with unified commerce platform <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/products/commercetools">commercetools.</a> Together, they’re aiming to transform how enterprise B2C retailers deliver digital experiences.According to the <a target="_blank" rel="noopener noreferrer" href="https://www.optimizely.com/commercetools/">press release</a>, the combination of Optimizely’s content management, personalization, experimentation, and AI capabilities with commercetools’ flexible, composable commerce platform will give marketers greater domain over their digital experiences. The goal is simple: drive conversions and improve customer retention.If it delivers as promised, this partnership could provide a functional, marketer-first solution that unshackles enterprise teams from the grind of dev-heavy digital rollouts and addresses one of the biggest pain points in modern enterprise retail: speed to market.<h3 id="why-this-partnership-matters">Why this partnership matters</h3>Marketers are feeling the heat. <a target="_blank" rel="noopener noreferrer" href="https://www.marketingweek.com/career-overwhelmed-emotional-exhaustion/">According to a recent survey</a>, over half feel overwhelmed, undervalued, and emotionally exhausted. AI is adding some complexity to the equation, but it could also be part of the solution – if it’s done right. For Optimizely and commercetools, freeing marketers to own and accelerate their digital experiences is central to their partnership promise. At the heart of their new integration is the unification of commercetools’ flexible product catalog with Optimizely’s CMS and <a target="_blank" rel="noopener noreferrer" href="https://www.optimizely.com/ai/">AI engine, Opal,</a> which recently announced some fantastic new enhancements. At a high level, here’s how it works: By injecting rich platform data from commercetools to inform AI agents within Optimizely Opal, marketers can leverage product data directly in their CMS. No more chasing down developers for content tweaks or waiting weeks for product pages to go live. Instead, marketers can launch fully personalized, omnichannel campaigns in a matter of weeks, not months.And the timing couldn’t be better. In this volatile consumer market, where trends shift overnight and expectations for personalization are sky-high, speed to market isn’t a luxury. It’s survival.<h3 id="key-benefits-of-optimizely-+-commercetools">Key benefits of Optimizely + commercetools</h3>Again, marketers are central to this partnership, and removing the roadblocks to productivity is key. By unifying content and commerce, users can create content-rich, personalized experiences powered by real-time product and customer data across every brand, market, and channel. With integrated conversions through experimentation, marketers can run A/B and multivariate tests across product, cart, and checkout flows and deploy what works instantly. By using Opal AI to generate product content such as descriptions and sales copy in seconds, marketers can also accelerate their campaign velocity.The Optimizely/commercetools partnership also promises to improve productivity by reducing development friction, giving users greater control over product pages, content, and personalization without submitting tickets to IT. End-to-end workflows will provide marketers with the ability to launch and optimize experiences without relying on the barrier of development resources.There’s also the benefit of leveraging a more composable, scalable architecture that’s future-proofed for what’s next. This is something commercetools is uniquely designed for, coming from a headless commerce heritage. Together, teams will have greater composable latitude for extending or swapping services as needs evolve.<h3 id="behind-the-curtain:-investing-in-innovation">Behind the curtain: Investing in innovation</h3>It’s worth noting that both Optimizely and commercetools are backed by <a target="_blank" rel="noopener noreferrer" href="https://www.insightpartners.com/">Insight Partners,</a> which counts <a target="_blank" rel="noopener noreferrer" href="https://monday.com/">Monday.com</a> as a successful portfolio IPO. This gives this move an extra layer of strategic depth. Shared investment could signal a potential for aligned roadmaps, faster innovation, and tighter integrations over time. How deep the connection goes is speculative, but the companies seem to be angling around this as a key advantage.Based on how this relationship has been telegraphed, this feels like more than a simple “tech handshake,” but a concerted effort to create a retail-ready composable ecosystem built around the needs of the modern marketing team.<h3 id="the-bottom-line">The bottom line</h3>As I said, retail is getting squeezed, and there’s no crystal ball to predict how things will unfold. In response, the market is getting creative, looking for new ways to provide greater agility and adaptability to maintain growth. Marketers are central to winning that fight, and they need more control and better tools to respond fast to the chaos. At the same time, we’re seeing significant disruption in digital commerce as more product discovery shifts to social, and search slides deeper into channels like ChatGPT and Perplexity. Downstream, Shopify and other tools are becoming more extensible to combat the shifting tides of consumer preference. Building a beachhead between content and commerce – and focusing on the enrichment of data and the usability for marketers – is an area where vendors can establish differentiated value.For enterprise retailers and the content teams that support them, this new partnership is a sign of where things might be headed. The monolithic mashups of the past are giving way to intelligent, modular ecosystems where content and commerce are evolving in omnichannel directions. At the same time, DXPs have made significant strides in embracing a more composable posture to meet this market mandate. Now, they’re all meeting in the middle and exploring new ways to thrive. Both Optimizely and commercetools have reached the top of their respective corners of the DX stack, and this integration is a clear signal that enterprise strategies and priorities are shifting. Many variables are in flux, but if there's one universal constant at play, it's the need for speed. Marketers can't be hamstrung by development delays or complexity – so having an AI-powered solution that gives them greater control and moves at a faster pace is key.Optimizely has already established its <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/some-thoughts-on-the-gartner-digital-experience-platforms-dxp-magic-quadrant-for-2025">dominance in the DXP</a> and <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/optimizely-leads-gartners-2024-mq-for-content-marketing-platforms-as-more-dxps-join-the-game">Content Marketing Platform</a> categories, and it continues to push the envelope to enrich testing, experimentation, and personalization. But offering a more modular approach for powering commerce with Optimizely's elegant CMS capabilities is another win – and a feather in its own composable cap. Trust is also a key component, and these proven brands offer the kind of scalable assurances that enterprises are seeking. That's a big reason why this new pairing could be a compelling path forward. <hr /><h4 style="text-align:center" id="looking-for-guidance-on-optimizely-or-commercetools?-talk-to-an-expert.">Looking for guidance on Optimizely or commercetools? <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>

Optimizely and commercetools Partner to Accelerate Enterprise Retail Experiences

<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> <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>

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

<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

Gettin’ hygge with AI (and more): A few cozy takeaways from the Forrester CMS Wave 2025

Power your CMS on AWS

Manage your websites & apps in the most trusted cloud.

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Accelerating AI progress: ai12z brings powerful AI search and chatbots to Progress Sitefinity

Umbraco Shines on Sustainability and Growth in Third Annual Impact Report

Contentful Rolls Out New AI and Personalization Capabilities, Ramps Up R&D for its DXP

<hr /> So… how do you feel about your CMS? Do you love it? Do you hate it?I know, I know. It's a complicated question. Most of us would probably say it's a little of both. There are loyalists out there, to be sure – hardcore fanatics who find little fault in their CMS stars. Others had a platform thrust upon them by their organization with no input whatsoever. They're usually not as chipper.Let's be brutally honest: Our list of grievances is probably longer than we think. Even the most enthusiastic users have big, fat, relevant gripes. And it's often less about the CMS as a whole and more about specific features (or lack thereof).Why is that the case? The answer, of course, is quite simple: We haven't been engaging content authors as co-conspirators in the design process. More often than not, they've been locked out of the room, with no seat at the product development table. That's reason enough to build some animus. Of course, this phenomenon isn't new. Software vendors have a long history of making choices that don't always land with users. You know what it feels like to have a UI radically change in an update, accompanied by a disclaimer that it's now “easier to use." Meanwhile, a key function you previously relied on has gone missing (I'm not naming names, Adobe) and you're left trying to cope with a new reality.There's an important word in all of this melee: Compromise. No one gets everything they want, whether you're an organization evaluating a CMS or a user with a wish list of cool stuff. So we put up. We adapt. As Thomas Sowell said, “There are no solutions, only trade-offs.”In this composable, hyper-connected era, choice is becoming more abundant – which can be a blessing and a curse. I recently <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/copy-and-paste-makes-waste-not-with-pantheons-content-publisher-for-google-docs">waxed about new solutions</a> that enable users to publish through their CMS directly from Word or Google Docs, allowing for greater collaboration or better alignment around internal systems. But what if CMS editing experiences were better tuned to authors' needs? Would they fully embrace those tools from the first keystroke? For what it's worth, I think CMSes have improved their capabilities, particularly as vendors invite more “guinea pigs” into their testing and optimization betas. But many of the same problems persist – and as such, we're still making a lot of those compromises.The fact is, if a content authoring experience doesn't appeal to a user, it can impact the quality of the content itself. As CMS community leader <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/critics/janus-boye">Janus Boye</a> channeled from <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/critics/deane">Deane Barker's </a><a target="_blank" rel="noopener noreferrer" href="https://www.boye-co.com/blog/2019/12/11/happy-editors-make-better-content">book on content modeling,</a> happy editors make better content. That should underscore the need to let content – and its authors – help drive the ship when making CMSes.Thankfully, <a target="_blank" rel="noopener noreferrer" href="https://www.linkedin.com/in/gdunlap/">Greg Dunlap</a> has been thinking a lot about these questions and challenges, and he's written a book about it called Designing Content Authoring Experiences. In it, he pulls back the veil and gives us a refreshing look at what matters in this messy world of content authoring in a CMS. As Greg observed, structure is important. But life is messy – and sometimes, authors need that same kind of unstructured, uninhibited freedom to create great experiences that serve their audiences.The book is a quick read (150 pages) and filled with dynamite reflections and observations. It's designed for a wide range of professionals, from designers to content strategists to developers, but anyone who's using a CMS will find it insightful. In fact, the CMS community at large has been patiently anticipating its arrival; there was even a <a target="_blank" rel="noopener noreferrer" href="https://www.kickstarter.com/projects/gregdunlap/designing-content-authoring-experiences">Kickstarter</a> campaign to help fund its genesis.As Greg pointed out, he’s not prescribing a solution to all our woes. Instead, he's refocusing the lens on the author’s experience, which often gets lost in translation as businesses make big-ticket decisions about what tools they buy to drive content – tools intended to simplify things at both the user and organizational levels. But as Greg noted, making something easier can often come at the cost of good content. That's why this book is so important: It provides a level-headed refresher on what really matters.“I always start with the needs of the content, and work backwards to the authors,” he said. "Ask most content authors, and they might say ‘I just want WordPress,’ but that doesn’t meet the needs of the organization.”Exactly. Everyone can benefit from understanding where the opportunities and weaknesses exist.<figure class="image image-style-align-center image_resized" style="width:56.55%"><a href="https://tinyurl.com/cmfvb9me" target="_blank" rel="noopener noreferrer"><img src="https://cmscritic.com/ms-content/uploads/2025/03/cms-critics-corner-podcast-greg-dunlap.jpg" alt="" /></a></figure>Greg recently joined me as the first guest on our all-new <a target="_blank" rel="noopener noreferrer" href="https://podcasts.apple.com/us/podcast/designing-content-authoring-experiences-with-greg-dunlap/id1801794414?i=1000699046599">“The Critic's Corner”</a> podcast (go check it out and follow us for future episodes). We had a fantastic conversation about his journey to CMS – which is seldom a straight line – and what inspired him to write this book.<h3 id="a-long,-strange-trip-to-cms">A long, strange trip to CMS</h3>Is there any other kind of trip to the world of content management? I won't go into the hero's exposition. You can hear it straight from Greg in the podcast. Here's a two-minute snapshot of our conversation, just to get your content juices flowing: <figure class="media"><div data-oembed-url="https://youtu.be/G8J1VqbkjBQ"><div style="position:relative;padding-bottom:100%;height:0;padding-bottom:56.2493%"><iframe src="https://www.youtube.com/embed/G8J1VqbkjBQ" style="position:absolute;width:100%;height:100%;top:0;left:0" frameborder="0" allow="autoplay; encrypted-media" allowfullscreen></iframe></div></div></figure>  Like many of us, Greg came to CMS from somewhere else. I've seen that background and skill set consistently show up in the resumes of many leaders in our space. As someone with an art history degree, I was taught to think like an information architect – leveraging tagging, meta descriptions, and other facets of structured data to help tell stories about paintings. Given that, the leap to CMS isn't so strange.Greg started in a similar place, earning his academic degree in photojournalism with minors in the art field. But he found himself drawn to computer science, entering the software field in the early ‘90s. During that period, he supported a colleague by building custom solutions to help businesses make changes to websites – things like custom UIs for editing content blocks independently.Around 2006, he found himself at the Seattle Times, working on their new media team. There, he was caught in a world transforming from print to digital, one where content management was a critical requirement but also a morass. With multiple systems and properties under the roof, Greg and his team were tasked to consolidate everything in <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/products/drupal">Drupal</a>.From there, he also helped shepherd some groundbreaking projects at <a target="_blank" rel="noopener noreferrer" href="https://www.lullabot.com/">Lullabot</a>, a Drupal-focused agency. During his tenure, he worked on a major project for the State of Georgia, an experience that taught him a lot about content management governance, compliance, and the critical importance of authoring. That public sector knowledge has served him well in his latest gig at <a target="_blank" rel="noopener noreferrer" href="https://www.bixal.com/">Bixal</a>, a digital shop that focuses on delivering government services with digital and human-centered solutions.Through it all, Greg has been making mental notes about what hasn't worked, probing around a number of central questions: Why have content authors been overlooked when building CMSes? Why haven't vendors been more tuned in? “The context of your users and the organizations they work for and the content they produce drives the authoring experience,” he said. “But when you’re a vendor, you’re building something that has no knowledge of any of these things.”During our conversation, he shared a story about missing the mark at the Seattle Times, where users were upset that a critical piece of functionality had been removed from the CMS.“After we launched, one of the people from the editorial department that actually enters content into the CMS, came to me and said, ‘Hey, in the old CMS, we had a function to do X, and it was really important to our day-to-day work, and now that’s gone. And the thing that I realized in that moment is that we had never built it, because nobody had ever talked to them about what they do. This whole website had been built with the designers and the executives and the IT people, and nobody had actually gone to talk to the people who use it every single day.”  That was a big lightbulb flash for Greg. “I can draw a straight line from that exact moment to writing this book.”<h3 id="a-new-chapter-for-content-authors">A new chapter for content authors</h3>In the podcast, we touched on a number of key themes in the book, from specific industry considerations to the very real struggles authors face around governance. The book provides practical examples of how to negotiate with designing forms (the bane of our existence), to the critical roles of support, training, and documentation.As Greg noted, every organization is different, and every client has its own unique problems to solve. Forcing square pegs into round holes is part of what’s been keeping him up at night in front of his keyboard.As CMS practitioners, we're fond of using the term “structured content.” And rightly so. But in the book, Greg reinforces the need for flexibility, and why it's so critical to the authoring experience.“I’ll see a lot of people talking about coming at it from a very Puritanical standpoint, like structure is king and everything is structured, and the content authors have to accept that everything is perfectly structured, and life just doesn’t work that way," he said. "If your authors are miserable using something, they’re not going to give the content the care that it needs.”As a long-time student of digital experience, Greg knows a lot about the intrinsic value of prototyping, and how failure is a win when it comes to success. The book highlights this, and we spent time exploring it on the podcast. We also dug into the topic of accessibility. Given his experience, Greg has amassed real wisdom on the topic, and we discussed our common experience coping with <a target="_blank" rel="noopener noreferrer" href="https://www.w3.org/WAI/standards-guidelines/wcag/">WCAG</a> and the <a target="_blank" rel="noopener noreferrer" href="https://www.section508.gov/">public sector's Section 508</a> – and how the experience can be improved on all sides of what we build. Greg tapped expert peers to help guide the accessibility chapter, which ended up being revelatory.“When I started the book, I didn’t know the authoring standard existed for the backend.” There's no mention of AI in the book, and as Greg said, that's intentional. For me, it was refreshing to focus on more practical applications in the authoring ecosystem. Nevertheless, he shared his perspective on the topic during our conversation. <a target="_blank" rel="noopener noreferrer" href="https://podcasts.apple.com/us/podcast/designing-content-authoring-experiences-with-greg-dunlap/id1801794414?i=1000699046599">Hear what he thinks.</a><h3 id="the-denouement">The denouement</h3>I absolutely loved this book. It was clear, concise, easy to read, and full of applicable nuggets. It made me wonder if we're asking the right questions, and how we can better embrace the plight of content authors while accepting the challenges vendors face when building great software. There's room for improvement on all sides of the equation, but authors should be part of the conversation at every step.During our chat, Greg made a sage observation about our industry's tech-imbued echo chamber. We tend to focus on high-brow topics that don't mean a “hill of beans” to a lot of users. Sure, it's important to have categories and use the right lexicon (I'm talking about you, ontology). But are we being inclusive with how we message the value of our tools? Are we listening to the real problems that users and customers are experiencing – and reflecting that in our product development?“Look at the discourse of the CMS online, and it’s always headless versus not headless, page builders and DXPs, personalization, advertising," Greg said. "That stuff doesn’t resonate with me because it’s not what our customers were struggling with, like getting people to enter alt text and write in plain text and really low-content maturity problems. I thought there was this great opportunity to talk about authoring experience from the perspective not of the AEMs of the world, but just of the simple stuff that anybody in any system could do to improve things for the groups that they’re working for. And that’s where I thought, ‘There could be a book here.’”Solving the simple stuff. Weep-worthy? Maybe. I'll leave that to you.For me, this feels like a new “Bible” for content authoring. I highly recommend grabbing your highlighter and keeping a physical copy in arm’s reach – just to remind you of what really matters. <h3 id="how-can-i-get-my-copy-of-the-book?">How can I get my copy of the book?</h3>Designing Content Authoring Experiences is available in paperback or digitally via EPUB format. Check out <a target="_blank" rel="noopener noreferrer" href="https://www.authoringexperience.com/">www.authoringexperience.com</a> to explore the different online retailers or to order a print version directly from the publisher.  <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>

Read it and weep: Greg Dunlap's new book on content authoring experiences is a treasure

<hr /> When it comes to UX, we tend to wizzywag around the value of the <a target="_blank" rel="noopener noreferrer" href="https://www.techtarget.com/whatis/definition/WYSIWYG-what-you-see-is-what-you-get">WYSIWYG</a>.It's true. Even though WYSIWYGs are a foundational part of so many software experiences, we take them for granted. Maybe it’s because they feel a little commoditized, offering similar features and functionality. But is that true? Some WYSIWYG experiences are elegant and robust. Others? Not so much. And when it's the latter, you probably take notice.The concept of “What You See Is What You Get” draws its origins back to Douglas Engelbert’s 1968 presentation, <a target="_blank" rel="noopener noreferrer" href="https://en.wikipedia.org/wiki/The_Mother_of_All_Demos">“The Mother of all Demos.”</a> Xerox PARC picked up on the signals (well before Apple pilfered their UI), and a few years later, began developing the first WYSIWYG editor. It would take decades before they became a staple in word processors and <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/what-is-a-content-management-system-cms">content management systems.</a>Rich text editors have been an essential feature of CMSes since the beginning, providing portals for content. Some are designed to look and feel familiar, as if you’re working in Microsoft Word or Google Docs. Others are more visually equipped, enabling you to preview what your “stuff” looks like to a reader once it’s published. Having a clear and intuitive rich text editor makes a CMS easier to use. A good WYSIWYG delivers a simple canvas to content creators, enabling them to do their job with ease while having access to code in the right places. But that’s if the editor is good.This is where <a target="_blank" rel="noopener noreferrer" href="https://ckeditor.com/">CKEditor</a> has been focusing its superpowers. The modern, feature-rich JavaScript editor is infinitely customizable, enabling developers and organizations to build exactly what they need. It’s long been a staple of <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/products/drupal">Drupal</a> and other CMSes across modules, plugins, and other tools that help shape content for publishing on websites and across screens.Of course, it’s not just CMSes. CKEditor is nearly ubiquitous, used in apps and experiences by leading global brands like Salesforce, Disney, IBM, and countless others across industries. It’s been downloaded a staggering 50 million times and is in use by 100,000+ customers, making it one of the most popular resources of its kind. CK Editor’s flexibility is one key to its continued success. It offers native integrations with some of the most popular libraries, enabling builders to move quickly – whether they’re using React, Angular, Bootstrap, or other ultra-modern frameworks. The company behind it all, <a target="_blank" rel="noopener noreferrer" href="https://cksource.com/">CKSource</a>, knows a thing or two about the editor game. Headquartered in Warsaw, Poland, they’ve been at it for a long time, springing out of the original CKEditor – which was first released in 2003 under the moniker “FCKEditor.” One might assume that’s a blue reference, but it’s actually the initials of <a target="_blank" rel="noopener noreferrer" href="https://ckeditor.com/blog/authors/frederico-knabben/">Frederico Caldeira Knabben</a>, the founder of the original project. At the time, he considered the whole exploit a “passionate hobby.” 50 million downloads later, he’s notched his place in UX history.Over the past two decades, CKSource has achieved a multitude of milestones, and its products are employed by hundreds of thousands of users around the globe. From CKEditor’s open source beginnings to its current foothold in products across the spectrum, the company became a target for <a target="_blank" rel="noopener noreferrer" href="https://www.tiugotech.com/">Tiugo Technologies</a> – part of the PSG equity portfolio – which <a target="_blank" rel="noopener noreferrer" href="https://ckeditor.com/blog/cksource-is-acquired-by-psg-a-growth-equity-firm/">acquired it in 2021</a> for an undisclosed amount. The story gets more interesting. Tiugo has been consolidating a small cabal of developer-centric apps under its umbrella, building an ecosystem of content creation and collaboration tools. This includes <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/products/buttercms">ButterCMS</a>, a headless content management system, and <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/tinymce-brings-advanced-ai-to-cms-text-editing-interview-with-fredrik-danielsson-elise-bentley">TinyMCE</a> – an alternative WYSIWYG editor with numerous CMS customers. While both tools perform similarly, there are some key differences. All of TinyMCE’s editor content is HTML-based, meaning it’s rendered in the editor the exact same way it is in the browser. It was also early to the GenAI phenom, adding GPT-powered content generation to its platform in 2023. I did a <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/tinymce-brings-advanced-ai-to-cms-text-editing-interview-with-fredrik-danielsson-elise-bentley">deep dive on the feature</a> at the time it was launched. CKEditor stores its data using a different methodology and structure. It also offers over 1,000 API methods, a modern composable architecture, and a host of collaborative features, making it robust and customizable for complex use cases. It also provides an AI assistant add-on and access to its <a target="_blank" rel="noopener noreferrer" href="https://ckeditor.com/docs/ckeditor5/latest/features/file-management/ckbox.html">CKBox</a> file manager for assets.Both products have pros and cons, and choice is important in the market. Regardless, the primary goal is to make the developer and end-user experience easier, richer, and more productive. Again, these tools might go overlooked in the pantheon of product composition. But given their critical importance in the day-to-day workflow for dev and content professionals, it’s no wonder WYSIWYG editors are continuing to innovate – and CKEditor just pushed the boundaries again.<h3 id="bringing-drop-in-image-uploading-to-the-editing-ui">Bringing drop-in image uploading to the editing UI</h3><a target="_blank" rel="noopener noreferrer" href="https://ckeditor.com/blog/ckeditor-44-2-0-release-highlights/">CKEditor 5</a> – the tool’s most recent version, launched in 2017 – recently pushed a set of new features as part of its first major release of the year. The package includes enhanced source code editing, the ability to add emojis, a “track changes” preview capability, and a host of other improvements. Among the updates is a hip new feature called <a target="_blank" rel="noopener noreferrer" href="https://ckeditor.com/blog/ckeditor-44-2-0-release-highlights/">Image Optimizer</a> – a fully functional drop-in image upload solution that enables storing, transforming, optimizing, and delivering images at scale. Image Optimizer “optimizes” your image performance, reducing the size and simplifying content creation for image-rich websites. This supports the needs of both developers and end users by easing the workflow and accelerating time to market.<figure class="image image-style-align-center image_resized" style="width:80.46%"><img src="https://cmscritic.com/ms-content/uploads/2025/03/image-1741443464990.png" alt="A screenshot of a computer

AI-generated content may be incorrect." /></figure>Source: CKEditor website How does it work? First, Image Optimizer is delivered as a plugin that handles its image optimization capabilities via CDN. Automating the compression and responsive image generation helps reduce latency with load times while battling the cost of higher bandwidth. In addition to automatically resizing and streamlining formats, Image Optimizer can improve website speed, SEO rankings, and even help to ensure compliance with SOC2 and GDPR. For content creators, there are some killer integrated editing tools with adaptive settings that handle optimization for less technical users. This includes resizing, cropping, and tuning parameters such as brightness, exposure, and contrast. You can also apply pre-built filters.  <img src="https://cmscritic.com/ms-content/uploads/2025/03/image-1741443465643.png" alt="A screenshot of a computer

AI-generated content may be incorrect." />Source: CKEditor website Behind the scenes, Image Optimizer’s secure, non-destructive editing preserves your original files, ensuring both flexibility and control. Additionally, it supports uploads from devices, URLs, social networks, and cloud storage sources, enhancing overall flexibility and productivity.<h3 id="powered-by-uploadcare">Powered by Uploadcare</h3>Part of the secret sauce for Image Optimizer is how it leverages the CDN layer to perform its magic. This provides a fast, lightweight solution for executing and delivering a modified image while retaining the original at its source.  To harness this feature, Image Optimizer leverages <a target="_blank" rel="noopener noreferrer" href="https://uploadcare.com/">Uploadcare,</a> another tool in the Tiugo Technologies portfolio. I recently wrote about the company’s <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/uploadcare-video-cdn-adds-seamless-uploading-and-streaming-as-a-native-cms-capability">innovative video CDN</a> capabilities, and how seamless uploading and streaming can now be added as a native CMS capability. "In today's tech-driven world, speed and efficiency are everything," said <a target="_blank" rel="noopener noreferrer" href="https://www.linkedin.com/in/wiktor-walc/">Wiktor Walc</a>, Chief Technology Officer at CKEditor. "Image Optimizer, powered by Uploadcare, equips content creators and developers with a seamless solution to enhance performance, streamline workflows and deliver visually stunning content – all while saving time and resources."CDNs are an indispensable part of the expanding composable, API-first landscape. They significantly improve performance by distributing online content across a multitude of servers positioned across global geographies, allowing users to access data from the closest server. This translates into faster load times, reduced latency, and better overall UX. While CDNs can also be used to manage high traffic spikes, they also distribute traffic loads across their independent networks, providing additional security features against nasty DDoS attacks. CDNs have long been tied to content management systems, and as such, Uploadcare has worked closely with CMS and DXP platforms to leverage SDKs and develop extensions for <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/products/wordpress">WordPress</a>, <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/products/contentful">Contentful</a>, and <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/products/decap-cms">Decap CMS</a>. Uploadcare even calls <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/products/webflow">Webflow</a> a customer.Uploadcare is uniquely aligned with CKEditor’s capacity to further enhance the CMS UX. By streamlining image upload and optimization, users can experience significant benefits. "Optimized images are crucial for performance and user experience," said <a target="_blank" rel="noopener noreferrer" href="https://www.linkedin.com/in/debatur/">Igor Debatur</a>, CEO of Uploadcare. “Our partnership with CKEditor brings enterprise-grade image processing directly into their editing workflow, allowing users to create and upload high-quality visuals effortlessly.”<h3 id="what’s-next?">What’s next?</h3>Image Optimizer is currently an add-on available with <a target="_blank" rel="noopener noreferrer" href="https://ckeditor.com/pricing/">CKEditor’s Custom plan</a> and will also be available with self-service plans later this year. You can contact CKEditor for more information, plans, and pricing details. <h3 id="the-verdict">The Verdict</h3>CKEditor will not be wizzywagged. After two decades, it continues to prove its undeniable value within the software experience stack. Developers and content creators rely on it to be performant every day, and it delivers on that promise.Adding new and innovative features can certainly benefit the CMS UX, and the addition of its new Image Optimizer is a winning solution. It seems adaptable to a diverse range of needs, expanding creative freedom while enhancing operational efficiency.On a granular level, the automated resizing will remove headaches for content practitioners, while organizations benefit from improved website performance around speed and even SEO. Additionally, the lightweight image enhancement tools within the editor deliver greater control and productivity. All positive outcomes.To be sure, there are custom solutions in other platforms that provide image compression and editing at different layers in the workflow. Even CKEditor’s CKBox file manager provides some basic editing capabilities, allowing you to crop, resize, rotate, and flip images. But adding more expansive optimization features directly to the WYSIWYG editor is a smart evolution of a tool that exists at the publishing edge. While the solution is non-destructive to the original source – and that’s a good thing – there could be some lingering questions about maintaining governance with manipulated images. As such, it might lend itself to very specific use cases. This is where CKEditor's flexibility and customizability are key assets for establishing control. Like any new feature, you should understand your team’s relationship to the functionality and establish best practices and appropriate guardrails. One last point on the solution’s genesis: It seems that Tiugo Technologies is dogfooding its investments in CKEditor and Uploadcare to yield sweeter fruit. In this sense, it’s assembling a composable ecosystem for developers – one that now includes a headless CMS, a dynamic CDN, and rich editing tools. It will be interesting to see which direction the company evolves its portfolio to complete its vision. BTW: If you’re interested in learning more about the history of WYSIWYG and CMS, let me recommend <a target="_blank" rel="noopener noreferrer" href="https://www.tiny.cloud/blog/history-of-cms-wysiwyg/">this article by Di Mace</a> of Tiny. It’s incredibly deep and well-researched, chronicling the timeline along key chapters in the computing revolution. Meanwhile, go check out this new feature from the “wiz” of WYSIWYG.    <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>

Still the ‘Wiz’ of WYSIWYG: CKEditor keeps innovating with new Image Optimizer to improve CMS UX

<hr /> Whenever I hear Aerosmith’s <a target="_blank" href="https://www.youtube.com/watch?v=7i_qRmWUdpQ">Livin’ on the Edge</a>, I’m obliged to provide a little headbanging. This iconic, heart-pounding anthem from the early ’90s requires me to push the decibel limit in my HOA's compact. It might not be good for the ears (or neighborhood tranquility), but it's great for the soul. Maybe you can relate.These days, it feels like <a target="_blank" href="https://cmscritic.com/products/contentstack">Contentstack</a> might be doing a little of its own headbanging. After completing the <a target="_blank" href="https://cmscritic.com/contentstack-just-acquired-lytics-a-real-time-customer-data-platform-heres-why-it-matters">acquisition of Lytics in January</a> (an industry-leading CDP), the headless-CMS-turned-composable-DXP scored a Visionary position on Gartner’s <a target="_blank" href="https://www.contentstack.com/resources/report/gartner-magic-quadrant-dxp?utm_campaign=fy26q1_glb_pmm_cs-edge-announcement&amp;utm_medium=press-link&amp;utm_source=globenewswire">2025 Magic Quadrant for Digital Experience Platforms</a>.The hits keep coming. So what’s next on the playlist? How about a stadium rocker that takes us right to the edge – and beyond?Dream on.With its newly-pressed <a target="_blank" href="https://www.globenewswire.com/news-release/2025/02/26/3033112/0/en/Introducing-Contentstack-EDGE-the-World-s-First-Adaptive-Digital-Experience-Platform.html">Contentstack EDGE</a>, the company might have another gold record on its hands. Billed as the world’s first adaptive digital experience platform built for the AI era, EDGE is being positioned as a next-generation DXP that effectively unifies Contentstack’s advanced ecosystem of features.The whole band has assembled for this show, and it’s a promising lineup featuring Contentstack’s pioneering headless CMS, newly acquired CDP capabilities, personalization, automation, AI, and frontend hosting capabilities. What does EDGE deliver? A fresh interpretation of a tune called adaptive experiences. The name is intuitive enough, but if you’re not familiar, it’s a topic we’ve been discussing over the last few years – specifically as AI has evolved in its ability to automate with greater agency. The concept also has its roots in <a target="_blank" href="https://medium.com/@goodrebels/adaptive-design-creating-personalised-digital-experiences-46eecf9e406d">adaptive design</a> and supporting personalized digital experiences, which goes back over a decade.Adaptive experiences adapt. With Contentstack EDGE, this manifests in the platform’s ability to react in real time to every customer interaction while staying authentically on-brand through AI and data-driven decision-making. These are essential attributes for modern marketers and brands that rely on their DXP tools to be fast, elegant, and designed for AI.“We’re in a new era of marketing when simply having a digital presence isn’t enough to drive consumers to opt-in to the brand experience,” said <a target="_blank" href="https://www.linkedin.com/in/gurdeepd/">Gurdeep Dhillon</a>, Chief Marketing Officer of Contentstack. “Brands need adaptive experiences that create a dynamic, always-relevant, always-personal connection with their audiences. Contentstack EDGE is the platform to give brands the experience edge they need.” <h3 id="evolving-the-dxp-playlist">Evolving the DXP playlist</h3>Contentstack EDGE isn’t just a shiny new product name – it’s a statement. For years, the DXP space has been dominated by a predictable “rank and file” that is only now beginning to shift to a more composable posture. While there are benefits and efficiencies within some of these legacy tools, brands that have implemented all-in-one solutions often find themselves locked into rigid ecosystems that lack the flexibility needed for modern marketing.This year’s Gartner MQ for DXPs brought quite a few surprises to the grid, especially at the top end of the ladder. But Contentstack’s continued innovation and investment in its composable, future-ready technology has given it a disruptive edge in the crowd. With its shoring up of customer data through the acquisition of a real-time CDP, Contentstack expanded its vision and cemented its position as a game changer in the traditional grid – further signaling a shift from traditional platforms. <figure class="image image_resized" style="width:58.56%"><img src="https://cmscritic.com/ms-content/uploads/2025/02/image-1740603215935.jpeg" alt="A diagram of a company's company's company

AI-generated content may be incorrect." /></figure>Source: Gartner  Along with its fully integrated, fully automated MACH-compliant frontend hosting capabilities – as well as its breadth of personalization features – the company is effectively redefining the composition of the DXP category. Along those MACH lines, Contentstack EDGE is built on the same composable architecture that has powered its solutions, combining its headless CMS and real-time CDP into an easy-to-use solution backed by the company's prolific <a target="_blank" href="https://www.contentstack.com/customer-care">“Care Without Compromise”</a> support program and what it calls a “no-fail AI guarantee.”I’ve spoken previously to <a target="_blank" href="https://cmscritic.com/contentstack-raises-57-5-million-in-series-b-round-qa-with-ceo-neha-sampat">Neha Sampat</a>, Contentstack’s founder and CEO, about the growing “brand relevancy crisis” impacting the market. This was a hot-button topic <a target="_blank" href="https://cmscritic.com/contentstack-fires-up-brand-relevant-ai-powered-personalization-at-contentcon-2024">at last year’s ContentCon</a>, and it continues to be a central mandate for companies as they look to grow in a noisy, fragmented ecosystem of messages and choices. She believes Contentstack is a catalyst for activating interest and conversions through scalable hyper-personalization – the kind only attainable through modern platforms like EDGE."To remain relevant in today's competitive markets, brands need customers to opt into the experiences they create. But it's a two-way street,” she said. “Brands must create experiences worth ‘opting in’ to, which means they must adapt to a data-first, AI-driven, hyper-personalized world. Retrofitting old technology won’t get them there. Contentstack EDGE will.”<h3 id="what-makes-edge-rock?">What makes EDGE rock?</h3>We’ve seen a lot of demos from vendors showcasing the breadth of their AI tooling, and some embracing <a target="_blank" href="https://aws.amazon.com/what-is/ai-agents/">the AI agent frontier</a>. There are impressive applications, but few have fully harnessed the potential. Contentstack consistently stood out as a pioneer during the generative AI “Gold Rush,” <a target="_blank" href="https://cmscritic.com/a-closer-look-at-contentstacks-ai-features-with-christine-masters-senior-product-manager">focusing early on high-utility applications</a> that had a meaningful impact on productivity and governance. Now, with EDGE, they’re evolving what it means to be “AI-powered” by baking adaptability into the platform’s core.It's still early from an assessment perspective, but according to the company’s press release, the foundation sounds rock solid. At its core is Contentstack’s brand-aware generative AI and automated workflows – which create, manage, and distribute intelligent content at scale with breathtaking precision.The power of this intelligent content is reinforced by real-time, first-party customer data that’s unified across sources. This helps ensure the delivery of the right message to the right audience across channels – all with incredible accuracy.Advanced analytics also brings the promise of personalization to the next level, allowing brands to deliver content that feels customized for every user without the persistent latency of traditional systems. This includes content and journey analytics and predictive modeling, so brands can deliver highly dynamic and responsive experiences.<h3 id="what’s-next?">What’s next?</h3>Again, it’s early days, but the roadmap sounds promising. Given Contentstack’s past performance, we can anticipate that trusted customers are already in beta and providing feedback. The company plans to showcase EGDE's full capabilities at <a target="_blank" href="https://www.contentstack.com/contentcon">ContentCon 2025</a>, its annual cabal for digital teams and industry leaders, which will take place June 3-5 in Chicago. Expect to hear more from brands already leveraging the platform and deeper dives into how EDGE is being used to drive real results.<h3 id="why-it-matters">Why it matters</h3>When it comes to the DXP marketscape, it feels like we’ve been hearing Walk This Way on repeat. This year’s Gartner MQ codified that change is upon us, and we continue to see that telegraphed across the market. Some of this was precipitated by headless CMSes and legacy DXPs settling on their own view of “composability” to best serve their customers. We initially called this a race to the middle, but it really turned out to be a race to relevance.  We don’t really need an analyst report to tell us that the digital experience topology is shifting. Customers expect more from brands, and we need tools that help us understand their preferences and react in real time – delivering content that’s always on target, always personalized, and always engaging. As I said before, Contentstack EDGE feels more like a statement. Is it indeed a new breed of DXP? Or is it assembling the core components that define our modern definition of a DXP? The acquisition of Lytics certainly satisfied a DXP-level need for customer data, but what makes this different from the other players on the board?The distinction lies in its promise to deliver adaptive experiences, buoyed by its core composability and AI-powered, data-driven decisioning. It’s an ambitious vision, and we need more validation through use cases. But if executed correctly, it could be exactly what brands need to break free from the old model and move toward truly real-time, intelligent engagement.For marketers, developers, and digital leaders who are constantly Livin' on the Edge, the implications could be huge. If EDGE delivers on its promise, it could usher in a future where digital experiences are as dynamic as the audiences they serve. And that’s a Sweet Emotion everyone can headbang to. <hr /><h4 style="text-align:center" id="looking-for-guidance-on-contentstack?-talk-to-an-expert.">Looking for guidance on Contentstack? <a target="_blank" 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" href="https://www.boye-co.com/conferences/cmssummit25">CMS Summit 25</a></h4>May 13-14, 2025 – Frankfurt, GermanyDon't miss the first European edition of our prestigious international conference dedicated to the global content management community! CMS Summit 25 will bring together top-notch speakers, our renowned learning format, and engaging social events. Hear from leading practitioners like Deutsche Bahn, Dr. Oetker, and more – and join customers, agencies, and CMS vendors as we discuss current trends and what's ahead for the content and digital experience fields. Connect and network at the only vendor-neutral, in-person conference focused on CMS. Space is limited for this exclusive event, <a target="_blank" href="https://www.boye-co.com/conferences/cmssummit25">so book your seats today.</a> <img style="width:31.83%" src="https://cmscritic.com/ms-content/uploads/2025/01/cms-connect-2025-logo.png" alt="" /><h4 id="cms-connect-25"><a target="_blank" href="https://www.boye-co.com/conferences/cmsconnect25">CMS Connect 25</a></h4>August 5-6, 2025 – Montreal, CanadaWe are delighted to present the second annual summer edition of our signature global conference dedicated to the content management community! CMS Connect will be held again in beautiful Montreal, Canada, and feature a unique blend of masterclasses, insightful talks, interactive discussions, impactful learning sessions, and authentic networking opportunities. Join vendors, agencies, and customers from across our industry as we engage and collaborate around the future of content management – and hear from the top thought leaders at the only vendor-neutral, in-person conference exclusively focused on CMS. Space is limited for this event, <a target="_blank" href="https://www.boye-co.com/conferences/cmsconnect25">so book your seats today.</a>

Livin’ on the EDGE? Contentstack’s new ‘Adaptive DXP’ might just rock your world

<hr /> When acclaimed <a target="_blank" href="https://www.nytimes.com/">New York Times</a> columnist <a target="_blank" href="https://www.nytimes.com/by/david-brooks">David Brooks</a> spoke at a college commencement in 2019, he observed two key emotions at play during the event. One was happiness. The other was joy.As he explained <a target="_blank" href="https://www.nytimes.com/2019/05/07/opinion/happiness-joy-emotion.html">in an article</a> recapping his experience, “happiness” usually involves a victory for one's self, usually around personal accomplishments. “Joy,” on the other hand, is the transcendence of self—or as he put it, “the present life gives you as you give away your gifts to others.”Once upon a time, the web was a joyful place to explore. It felt new and undiscovered, a world where almost anything was possible. There were fewer walls and more open spaces, and building experiences felt creatively ambitious.My, how things have changed. In today's world of <a target="_blank" href="https://cmscritic.com/what-is-a-content-management-system-cms">content management,</a> practitioners might struggle to say they’re happy when creating experiences—and even less happy with the CMS tools they use.But are they experiencing joy? When was the last time you felt joyful about managing content? It’s not a trick question. I think most of us in the CMS industry never really stop to think about this distinction. As it turns out, <a target="_blank" href="https://cmscritic.com/products/storyblok">Storyblok</a> has been focusing on that lack of joy—and working to bring it back. That effort has been crystallized by the launch of its new <a target="_blank" href="https://storyblok.com/lp/labs">Storyblok Labs</a>, a place for marketers and developers to get early access to the platform’s latest headless content management innovations. The goal is simple: Help Storyblok users explore and adopt its latest innovations with greater speed, intelligence, and confidence—so they can stay ahead of market trends and learn new ways to outperform competitors. These benefits are delivered in the form of new features that aren't generally available but are free to use and easy to turn on and off.Most importantly, Storyblok has thoughtfully infused joy into its Labs experience, so customers feel a sense of uninhibited wonder as they experiment with new ideas.“Creating content is supposed to be fun and full of possibilities,” said <a target="_blank" href="https://cmscritic.com/storyblok-is-writing-its-next-chapter-with-an-80m-series-c-heres-why-it-matters">Dominik Angerer</a>, CEO of Storyblok. “But for users of legacy CMS platforms, it’s become a slow and frustrating chore filled with restrictions. We believe working with a CMS should be a joyful experience that makes it easy for brands to use content to make a bigger, faster market impact. Storyblok Labs is a natural next step in driving that vision forward.” <h3 id="a-lab-that’s-purpose-built-for-exploration">A lab that’s purpose-built for exploration</h3>I’ve commented in the past on Storyblok’s clean, intuitive, super-sharp interface, which makes using its headless CMS that much more inviting. Thanks to user feedback, its UI has a lot of differentiated value baked into it, and the evolution of Labs was no exception. This is a reflection of the company’s approach to serving the needs of both marketers and developers across its ecosystem."By speaking to our customers, we were able to uncover one result our customers experience when working with Storyblok: how much easier it makes their lives,” said <a target="_blank" href="https://www.linkedin.com/in/julius-hemingway/">Julius Hemingway</a>, Product Marketing Team Manager at Storyblok. “For many, the payoff in how we remove the barriers between developers and marketers has led to much greater productivity, which has been rewarding."On the theme of “ease of use,” Storyblok Labs establishes that in abundance. When first entering the environment, you’re greeted by a suite of tools that prioritize speed, agility, and control – all designed to help users stay ahead of what’s next and pioneer new ways of working with their teams.<figure class="image image-style-align-center image_resized" style="width:89.54%"><img src="https://cmscritic.com/ms-content/uploads/2025/02/image-1740007620258.png" alt="A screenshot of a computer

AI-generated content may be incorrect." /></figure>Storyblok Labs provides an easy on/off capability for test driving new features. Source: Storyblok website. Each new feature in Labs offers a guided walk-through video and an interactive demo (both are high-quality assets). You can easily toggle the features on and off in your space, with higher-level admin controls to manage your team’s access—and important layer of governance that controls the guardrails around exploration.  <figure class="image image-style-align-center image_resized" style="width:87.89%"><img src="https://cmscritic.com/ms-content/uploads/2025/02/image-1740007620515.png" alt="A screenshot of a video chat

AI-generated content may be incorrect." /></figure>Storyblok Labs offers interactive videos, demos, and other feature components. Source: Storyblok website. Within Labs, you can also create a free demo space to test drive any of the new features. And as an early adopter, you get to help shape the product with Storyblok by providing your feedback at the bottom of each feature page. In this sense, it’s paving the roadmap and enhancing Storyblok’s feature set as it develops.  <figure class="image image-style-align-center image_resized" style="width:86.83%"><img src="https://cmscritic.com/ms-content/uploads/2025/02/image-1740007620282.png" alt="A screenshot of a computer

AI-generated content may be incorrect." /></figure>Storyblok Labs allows you to create your own space to explore features. Source: Storyblok website. Here’s a quick snapshot demo of Storyblok Labs:<figure class="media"><div data-oembed-url="https://www.youtube.com/watch?v=eWy5V3XllkU"><div style="position:relative;padding-bottom:100%;height:0;padding-bottom:56.2493%"><iframe src="https://www.youtube.com/embed/eWy5V3XllkU" style="position:absolute;width:100%;height:100%;top:0;left:0" frameborder="0" allow="autoplay; encrypted-media" allowfullscreen></iframe></div></div></figure> <h3 id="new-features-in-the-playground">New features in the playground</h3>While still relatively new, Storyblok Labs is already hosting a few new features that you can start playing with. According to the company, Storyblok Labs will be regularly updated with new features designed to enhance the entire content lifecycle—covering everything from ideation to creation, publishing, and maintenance.Here’s an overview of the features you can test drive today: <h4 id="ideation-room">Ideation Room</h4>Our “ideas” live in lots of different places. Drafts are often scattered across other applications, making it difficult to work together. Ideation Room is a slick workspace where you and your team can centralize everything within Storyblok and rally around the creation and optimization of content—all with the help of AI. <figure class="image image-style-align-center image_resized" style="width:85.21%"><img src="https://cmscritic.com/ms-content/uploads/2025/02/image-1740007619889.png" alt="A screenshot of a computer

AI-generated content may be incorrect." /></figure>Ideation Room provides a familiar interface for collaborating on content. Source: Storyblok website. The first thing to note about Ideation Room is the layout. It feels instantly familiar, like a Word or Google Doc, providing users with a clean canvas for creating. You have a lot of direct domain over adding links, basic styles, and more to your content. You can also leave comments, putting the collaboration features front and center. You can also toggle to <a target="_blank" href="https://www.storyblok.com/docs/editor-guides/visual-editor">Storyblok’s handy Visual Editor</a> to preview how an article will present in its published format as a blog or other content type. This is a cool solution that helps streamline the content creation process.To get more up close and personal, here's a video tour of the tool:<figure class="media"><div data-oembed-url="https://www.youtube.com/watch?v=6-hbLAUDB68"><div style="position:relative;padding-bottom:100%;height:0;padding-bottom:56.2493%"><iframe src="https://www.youtube.com/embed/6-hbLAUDB68" style="position:absolute;width:100%;height:100%;top:0;left:0" frameborder="0" allow="autoplay; encrypted-media" allowfullscreen></iframe></div></div></figure> <h4 id="ai-translations">AI Translations</h4>Translating content into different languages has become an essential tool for many brands and content professionals. Translation and localization services are handled in a multitude of ways, and often with third-party services. With Storyblok’s new AI Translations, you can translate entire pages or individual text fields with just one click—making the entire process less cumbersome to manage. <figure class="image image-style-align-center image_resized" style="width:85.59%"><img src="https://cmscritic.com/ms-content/uploads/2025/02/image-1740007620371.png" alt="A screenshot of a computer

AI-generated content may be incorrect." /></figure>Ideation Room provides a familiar interface for collaborating on content. Source: Storyblok website. AI-powered translation has become a trusted engine for handling multilingual sites, giving content professionals more accurate results when switching languages. Now, having a built-in feature will make the journey much easier for Storyblok users. <h4 id="concept-room-(preview)">Concept Room (Preview)</h4>Currently in preview, the Concept Room will enable users to map out their project structure and visually design their experiences with drag-and-drop tools. You’ll be able to link ideas directly to components in Storyblok’s Visual Editor and bring content to life faster and more efficiently. And like the other features in the Labs, you’ll be able to collaborate more fluidly on the structure of your entire project. You can sign up for launch notifications within Storyblok Labs.<h3 id="the-verdict">The Verdict</h3>“Joy” is fleeting, and any opportunity to capture more of it is a good thing. I think Storyblok’s commitment to delivering delight—through exceptional customer experiences—has served them exceedingly well. Heck, Dominik Angerer <a target="_blank" href="https://cmscritic.com/storyblok-is-writing-its-next-chapter-with-an-80m-series-c-heres-why-it-matters">has personally told me</a> that he’s never had a customer leave because of his product, and that speaks volumes about Storyblok’s culture and customer intimacy.Said more simply: They understand their users. On its surface, Storyblok Labs is a kind of early-adopter skunkwork for rolling out new features. It’s an incubator for experimenting and optimizing its tools for prime time and developing an effective feedback loop within an exclusive channel. But Labs is more than this: It’s an investment in the value of partnerships, a vessel of trust for loyal and emphatic users who are on this journey together and contributing to the evolution of Storyblok’s CMS. It's also a reflection of the company's spirit, and how their people and products are delivering a missing quotient in what we do.As far as the actual features go, I really like the intention of the new Ideation Room. <a target="_blank" href="https://cmscritic.com/copy-and-paste-makes-waste-not-with-pantheons-content-publisher-for-google-docs">I recently reviewed Pantheon’s Content Publisher</a> for Google Docs, and I love the idea that content creators have access to greater choice when it comes to familiar authoring tools. While not an apples-to-apples feature comparison, I dig how Storyblok is supplying a similar canvas for creating and connecting the loose parts of a content ecosystem—and driving it all back to its Visual Editor. In this sense, they’re improving the overall authoring and editing experience and attracting more users to work in its platform across the content lifecycle.Finally, the composable angle can't be overlooked. Storyblok continues to add the right kinds of features while reinforcing its value within composable architectures as the engine for powering digital experiences. Developers continue to have deep control while editors now have robust visual tools for doing their jobs more effectively. The Storyblok Labs “playground” is a great “proving ground” for nurturing these new attributes and gaining valuable insight around impact—particularly as brands build more ambitious solutions. We might not be happy with everything about our CMSes. However, some vendors are trying to think beyond the mundane and help content creators visualize a more joyful experience. As David Brooks observed, joy is all about the “present” life gives you as you give away your gifts to others.Is Storyblok Labs that “gift” to content management? I'd say it's worth exploring. <hr /><h4 style="text-align:center" id="looking-for-guidance-on-storyblok?-talk-to-an-expert.">Looking for guidance on Storyblok? <a target="_blank" 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" href="https://www.boye-co.com/conferences/cmssummit25">CMS Summit 25</a></h4>May 13-14, 2025 – Frankfurt, GermanyDon't miss the first European edition of our prestigious international conference dedicated to the global content management community! CMS Summit 25 will bring together top-notch speakers, our renowned learning format, and engaging social events. Hear from leading practitioners like Deutsche Bahn, Dr. Oetker, and more – and join customers, agencies, and CMS vendors as we discuss current trends and what's ahead for the content and digital experience fields. Connect and network at the only vendor-neutral, in-person conference focused on CMS. Space is limited for this exclusive event, <a target="_blank" href="https://www.boye-co.com/conferences/cmssummit25">so book your seats today.</a> <img style="width:31.83%" src="https://cmscritic.com/ms-content/uploads/2025/01/cms-connect-2025-logo.png" alt="" /><h4 id="cms-connect-25"><a target="_blank" href="https://www.boye-co.com/conferences/cmsconnect25">CMS Connect 25</a></h4>August 5-6, 2025 – Montreal, CanadaWe are delighted to present the second annual summer edition of our signature global conference dedicated to the content management community! CMS Connect will be held again in beautiful Montreal, Canada, and feature a unique blend of masterclasses, insightful talks, interactive discussions, impactful learning sessions, and authentic networking opportunities. Join vendors, agencies, and customers from across our industry as we engage and collaborate around the future of content management – and hear from the top thought leaders at the only vendor-neutral, in-person conference exclusively focused on CMS. Space is limited for this event, <a target="_blank" href="https://www.boye-co.com/conferences/cmsconnect25">so book your seats today.</a>

Can content management be ‘joyful’ again? Storyblok Labs promises fun and possibility in its innovation playground  

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