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Content Management Article

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

janus-boye

<hr /> If you think it was hard getting tickets to Hamilton, try scoring seats for the <a target="_blank" rel="noopener noreferrer" href="https://thesavannahbananas.com/team/">Savannah Bananas.</a> Oh, you’ve never heard of them? Let me enlighten you.You see, there’s baseball. And then there’s Banana Ball. They grow on the same tree, but the latter is a completely different kind of fruit. One might say it’s more, well… “a-peeling.” Once called <a target="_blank" rel="noopener noreferrer" href="https://www.youtube.com/watch?v=T5RkB7_qNh8">“The Greatest Show in Sports” by ESPN,</a> the Savannah Bananas is easily the most fun you’ll ever have watching America’s favorite pastime. Banana Ball follows its own zany rules, injecting dancing players, acrobatics, and trick plays that challenge the status quo – often bringing fans and spectators into the experience.What made this quirky sport a viral sensation and a big-time brand success? Find out from <a target="_blank" rel="noopener noreferrer" href="https://www.linkedin.com/in/yellowtuxjesse/">Jesse Cole,</a> the owner of Savannah Bananas, at <a target="_blank" rel="noopener noreferrer" href="https://symposium.sitecore.com/">Sitecore Symposium 2025</a>, November 3–5 at the Walt Disney World Dolphin Resort in Orlando, Florida. In his exclusive keynote, you’ll get the whole “brand banana” and then some. This year’s Symposium also promises a backdrop for upleveling your marketing using AI, data, and content to build experiences that are bona fide home runs.   Before you go bananas over this news, Sitecore has a few more things planned for this year’s Symposium. By the way, early bird ticket pricing ends this week (September 12), so register now at <a target="_blank" rel="noopener noreferrer" href="http://symposium.sitecore.com/">symposium.sitecore.com </a> <h3 id="loading-the-bases-with-brand-power">Loading the bases with brand power</h3>For Jesse, Banana Ball is the realization of his dream to make baseball livelier and more fun. The Savannah Bananas are often on the road, playing in front of sold-out stadiums to raucous fans who come for the sport, but stay for the batters on stilts and the shortstop’s cartwheels. Or even the musical interludes from the All-American Rejects.As Jesse said during <a target="_blank" rel="noopener noreferrer" href="https://www.youtube.com/watch?v=Hluf-1XUb2k">an interview</a> on a recent edition of 60 Minutes, it started as baseball. “But now,” he said wryly, “let’s just turn it up a little bit.” Jesse’s story is a remarkable one. When his dream of playing professional baseball was sidetracked by injury, he steered into coaching. Along the way, he realized just how bored he was sitting in the dugout – and that’s where the showman bug bit him. He started incorporating choreographed dances and baseline hijinks into the games. He even donned a whacky yellow hat as an homage to PT Barnum. As the famous circus proprietor once said, “Without promotion, something terrible happens: Nothing!” Jesse embodies that belief – and proudly wears his brand out loud every day.“If your owner is dressed up in a yellow tuxedo,” he said, “I think that gives permission to everyone else to not take themselves too seriously. To have fun.”This is a big part of what makes Banana Ball different. It’s not just the dancing umpires or golden capes. It’s the philosophy that drives it all. You'll get a better sense of it from that 60 Minutes package: <figure class="media"><div data-oembed-url="https://www.youtube.com/watch?v=Hluf-1XUb2k"><div style="position:relative;padding-bottom:100%;height:0;padding-bottom:56.2493%"><iframe src="https://www.youtube.com/embed/Hluf-1XUb2k" style="position:absolute;width:100%;height:100%;top:0;left:0" frameborder="0" allow="autoplay; encrypted-media" allowfullscreen></iframe></div></div></figure> As you can see, Jesse screams authenticity. It’s a rare quality these days, but he’s the real deal – and cares deeply about the fans and community he’s cultivated. Despite the slim odds of actually nailing tickets for a game (there are thousands on the waitlist), the Savannah Bananas are committed to making their family-friendly fun affordable and accessible. And Jesse, a visible brand himself on social media, is always looking for ways to make fans feel like they’re the number one priority.Banana Ball has become a viral sensation, and attendees of this year’s Symposium 2025 will get a taste of it as Jesse Cole delivers the main stage keynote. His disruptive thinking has turned spectators into participants – and in many ways, that reflects Sitecore’s focus on helping brands move beyond transactions to create moments that matter. At Sitecore Symposium 2025, attendees will explore how to apply this ethos to their marketing strategy using AI, data, and content. Like the Savannah Bananas, the right combination of tools and thinking can help build experiences that feel personal, participatory, and even unforgettable. According to <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/sitecore-taps-veteran-eric-stine-as-ceo-to-lead-next-phase-of-growth-and-innovation">Sitecore CEO Eric Stine,</a> Jesse has transformed the fan experience by proving that joy and connection can create lasting loyalty. “That same principle applies to every brand represented at Symposium,” he said. “With the scale and speed of AI-driven personalization, companies have the power to translate complex products, large end-markets, or immense amounts of content into meaningful experiences that are both personal and enduring.”<h3 id="explore-the-future-of-ai,-data,-and-content-in-paradise">Explore the future of AI, data, and content in paradise</h3>Symposium 2025 is the second event that Sitecore has held in Orlando this year, starting with its <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/roi-explosion-sitecore-xm-cloud-delivers-371-return-on-investment-as-it-powers-the-agentic-future">Sales Kick Off back in July.</a> Orlando is a true “experience economy,” one of many reasons why it’s an ideal backdrop for an event that will attract 1,500 marketers, technologists, and digital leaders from around the globe.It’s also in Florida during the thick of autumn – exactly when the word “paradise” gets tossed into the descriptions. The air will be warm, the palm trees swaying, and the amenities are bountiful at the luxurious Dolphin Hotel. It’s also a stone’s throw away from Disney’s Boardwalk and a short hike to the Epcot theme park. While Jesse Cole is a big draw, Sitecore will also showcase its latest innovations at the event, including its <a target="_blank" rel="noopener noreferrer" href="https://www.sitecore.com/partners/marketplace">newly launched App Marketplace,</a> which provides marketers, developers, and agency partners the freedom to build and deploy custom apps on demand using Sitecore’s SDK. When coupled with <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/getting-loud-with-xm-cloud-sitecore-reports-100-growth-of-its-ai-powered-cloud-based-cms">XM Cloud,</a> Sitecore’s AI-ready, SaaS-native CMS, the App Marketplace provides dynamic solutions for brands to scale personalization with speed, flexibility, and precision – turning digital spectators into active participants. And XM Cloud continues to establish itself as a game-changer for organizations, delivering a <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/roi-explosion-sitecore-xm-cloud-delivers-371-return-on-investment-as-it-powers-the-agentic-future">371% return on investment.</a> At Symposium, attendees will be treated to real-world stories from customers like the American Heart Association, DP World, GoTo Technologies, and WellSpan Health, illustrating how Sitecore is helping organizations transform their digital strategies – not just with tools, but with a mindset shift toward experience-led growth. “Partnering with Sitecore allowed us to move fast and deliver results,” said <a target="_blank" rel="noopener noreferrer" href="https://www.linkedin.com/in/pemahoney/">Peter Mahoney,</a> Chief Commercial Officer at GoTo Technologies. “In a matter of weeks, we consolidated fragmented digital experiences, launched scalable personalization, and introduced innovations like a simplified product selector. As a result, we saw a 78% surge in organic trial conversions, a 200% improvement in lead quality and a projected 60–70% reduction in infrastructure costs. This wasn’t just a redesign – it was a transformation of how we engage, convert, and grow.”<a target="_blank" rel="noopener noreferrer" href="https://www.linkedin.com/in/masha-rubashkina-70b9361b/">Masha Rubashkina</a>, Managing Director, Global Head of Marketing and Branding at Kroll, also underscored the transformative impacts of XM Cloud on its Kroll.com website. As she said, it was more than just a platform upgrade – it set a new standard for digital excellence. “We have transformed how we present and deliver the firm to our clients, bringing clarity to our capabilities and strengthening our brand through a unified, global digital experience,” she said. “This new platform enables both our teams and our clients to move with greater speed, precision, and relevance – supporting marketing-led growth and reinforcing our position as a trusted advisor worldwide.”<h3 id="see-you-at-sitecore-symposium-2025">See you at Sitecore Symposium 2025</h3>Or Bananaland. Bottom line: we'll be having fun as we explore the future of digital experiences.Symposium is easily one of my favorite events of the year. It’s a chance to learn, connect, and be inspired by the people and projects being built on Sitecore. I'm also eager to hear about the real-world challenges affecting the content management and digital experience industry inside one of the leading ecosystems.Just like last year, I’ll be on the ground at Symposium 2025, connecting with partners, customers, and builders like you from across the Sitecore community. If you <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/sitecore-rocks-and-rolls-in-music-city-the-top-5-tracks-from-symposium-2024">read my analysis</a> from 2024 in Nashville, XM Cloud was already on a roll – and since then, it has continued to be a home run product for Sitecore. We’ll be tracking more of your stories as you share project outcomes and discuss the impacts of AI with Sitecore Stream and other advancements. If you want to join me, early bird pricing ends September 12, so register today at <a target="_blank" rel="noopener noreferrer" href="https://symposium.sitecore.com/">symposium.sitecore.com</a> <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:31.61%" src="https://cmscritic.com/ms-content/uploads/2025/08/storyblok-joyconf-2025-logo.jpg" /><h4 id="storyblok-joyconf-2025"><a target="_blank" rel="noopener noreferrer" href="https://joyconf.storyblok.com/">Storyblok JoyConf 2025</a></h4>October 14-15, 2025 – Amsterdam, Netherlands November 4, 2025 – New York, NY November 6, 2025 – Los Angeles, CAJoin us at JoyConf 2025, where the future of content meets the people shaping it. Built for developers, marketers, and digital innovators, this free conference goes way beyond product updates or yet another strategy playbook. It’s where you’ll get inspired, get real, and get connected – to ideas, to the community, and to what’s possible when you build joyfully. Whether you're building lightning-fast frontends or launching cross-channel campaigns, this is where content becomes connection and collaboration becomes second nature. Come for the talks. Stay for the community. Leave with joy. <a target="_blank" rel="noopener noreferrer" href="https://joyconf.storyblok.com/">Save your spot.</a> <img style="width:28.9%" src="https://cmscritic.com/ms-content/uploads/2025/08/sitecore-symposium-2025.jpg" /><h4 id="sitecore-symposium-2025"><a target="_blank" rel="noopener noreferrer" href="https://symposium.sitecore.com/">Sitecore Symposium 2025</a></h4>November 3-5, 2025 – Orlando, FLAt Sitecore Symposium, you’ll learn how to meet your customers where they are – across channels, moments, and touchpoints that didn’t exist a year ago. You’ll hear how the boldest brands in the world are transforming content into outcomes and creating experiences that are fast, relevant, and human. Join 1,500 marketers, digital leaders, and technologists in Orlando to see what’s possible when personalization scales, AI accelerates creativity, and trust becomes your competitive edge. This is the Third Wave of the Internet. And this is your moment to lead in it. <a target="_blank" rel="noopener noreferrer" href="https://symposium.sitecore.com/">Get your tickets today.</a> <img style="width:31.44%" src="https://cmscritic.com/ms-content/uploads/2025/08/cms-kickoff-2026-logo.png" alt="" /><h4 id="cms-kickoff-2026"><a target="_blank" rel="noopener noreferrer" href="https://www.boye-co.com/conferences/cmskickoff26">CMS Kickoff 2026</a></h4>January 13-14, 2026 – St. Petersburg, FLMeet industry leaders at our fourth annual CMS Kickoff – the industry's premier global CMS event. Similar to a traditional kickoff, we reflect on recent trends and share stories from the frontlines. Additionally, we will delve into the current happenings and shed light on the future. Prepare for an unparalleled in-person CMS conference experience that will equip you to move things forward. This is an exclusive event – space is limited, <a target="_blank" rel="noopener noreferrer" href="https://www.boye-co.com/conferences/cmskickoff26">so secure your tickets today.</a>

Batter Up! Sitecore Symposium 2025 Brings Jesse Cole of Savannah Bananas to the Plate 

matt-garrepy

Is content management dead? Contentstack’s Agent OS reimagines new life in the ‘Context Economy'

Big Bang ROI: Sitecore XM Cloud Delivers 371% Return on Investment as it Powers the Agentic Future

A Gathering of Content Champions: Here’s Why CMS Connect 25 was ‘Super’ in Every Way

Narrative Content: Storytelling Over Time

deane

Sorry, Eurovision. The real music was at CMS Summit 25. Here’s what made it a hit

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

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

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

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

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

tom-cranstoun

Power your CMS on AWS

Manage your websites & apps in the most trusted cloud.

#ffffff

In a fast and furious tech world, CMS Kickoff 25 was a ‘love letter’ to slow down 

<hr /> <a target="_blank" href="https://cmscritic.com/critics/tom-cranstoun">Tom Cranstoun</a> is the principal consultant at Digital Domain Technologies Limited and a CMS Critic contributor. Reflecting on the <a target="_blank" href="https://www.boye-co.com/conferences/cmskickoff24/program">Boye &amp; Co CMS Kickoff 2024</a> down in St. Pete Beach, it's clear we're at a tipping point with AI in the CMS space. The event was a melting pot of CMS enthusiasts and experts, all there to predict and shape how we handle CMS. The setup was perfect for learning, networking, and bouncing ideas off one another, with sessions covering a wide range of topics.We had some standout talks, like <a target="_blank" href="https://cmscritic.com/critics/deane">Deane Barker's</a> Q&amp;A and <a target="_blank" href="https://cmscritic.com/can-you-trust-your-ai-data-new-standards-emerge-to-help-ensure-transparency">Kristina Podnar's</a> insights into Generative AI. <a target="_blank" href="https://www.linkedin.com/in/beckybrown1/">Becky Brown</a> and <a target="_blank" href="https://www.linkedin.com/in/davidcrasmussen/">David Rasmussen</a> hit home the importance of change management for content teams. <a target="_blank" href="https://www.linkedin.com/in/miketwills/">Mike Wills'</a> take on flexible content models for multichannel strategies was enlightening, and <a target="_blank" href="https://www.linkedin.com/in/jeffeaton/">Jeff Eaton</a> shed light on how CMS page builders affect team dynamics.<a target="_blank" href="https://www.linkedin.com/in/brianbrowning/">Brian Browning </a>showed us practical AI applications that are changing digital experiences. <a target="_blank" href="https://www.linkedin.com/in/debbie-tucek/">Debbie Tucek</a> pushed us to think of content as a product, while <a target="_blank" href="https://www.linkedin.com/in/rickywiki/">Ricky Frohnerath</a>'s masterclass on high-performance content teams was a game-changer. <a target="_blank" href="https://www.linkedin.com/in/nickrudd/">Nick Rudd'</a>s perspective on AI in real-time content generation was eye-opening, and sessions by <a target="_blank" href="https://www.linkedin.com/in/marlim/">Marli Mesibov</a> and <a target="_blank" href="https://www.linkedin.com/in/brianmckeiver/">Brian McKeiver</a> on the CMS buy vs. build dilemma and digital commerce were thought-provoking.<h3 id="the-twist-in-my-expectations">The twist in my expectations</h3>I noted that the <a target="_blank" href="https://www.boye-co.com/conferences/cmskickoff24/program">agenda of the CMS Kickoff 2024</a> offered only a slight focus on AI. The speakers often mentioned it during their talks; it’s very “of the moment” in our industry.I, like you, have been to many seminars, presentations, and conferences around AI and what it will do for you and your content. I was pleasantly surprised this was not about AI creating the content – it was about AI reading the content. It turned my expectations upside down, fired up my brain, and I could not stop taking notes.The whole CMS Kickoff conference was not just about AI. I have many takeaways that I am working on. But the most important is this: the AI revolution will change our industry and everyone else’s. Still, despite its great promise and clear benefits, it soon becomes clear that using AI to create content is not ideal. In fact, AI-generated content has many problems, including:<ul><li>Enforcing the use of internal style guides.</li><li>Maintaining a brand tone of voice.</li><li>Avoiding gender or race biases.</li><li>Avoiding cultural nuances.</li><li>Knowing which sources were used in the training of the AI (too few sources means limited vocabulary – conversely, too many sources suggest the corporation loses control. Does the AI manage to use local idiomatic expressions? For instance, a “sidewalk” is a “pavement” in the UK).</li><li>AI sometimes gives up asking the prompter to continue. </li><li>AI is becoming regulated, and legal ramifications will soon become commonplace, changing in each jurisdiction.</li></ul>And this is just the beginning. <h3 id="rethinking-ai’s-role-in-content-management">Rethinking AI’s role in content management</h3>Throughout the event, the speakers made me rethink AI's role in content management. Given the translation, bias, regulation challenges, and lack of trust in AI, one needs to employ reviewers and editors to correct the content – because AI is better suited for consuming content. Let’s think that the current state of AI creating content is a beta experiment, best left to the tech guys. After all, we have a business to think of.Nick Rudd led an exciting discussion explaining how AI should be thought of. He began by asking how an eight-year-old purchases toys. He described it as simple and direct, without the baggage of brand loyalty or complex decision-making. Kids are smart. They know what they want.Ignoring the elephant in the room, “TikTok” (an entirely different article), the eight-year-old goes to Google/Bing/Whatever and types in:“I WANT A TOY PLESIOSAURS” <figure class="image image-style-align-center image_resized" style="width:80%"><img src="https://cmscritic.com/ms-content/uploads/2024/02/tom-cranstoun-screen-1.png" /></figure> What didn’t the eight-year-old do?<ul><li>They didn’t go to Amazon.</li><li>They didn’t refine the search.</li><li>They didn’t look at brands.</li><li>They didn’t read customer reviews.</li><li>They didn’t sort by price or popularity or whatever.</li><li>They didn't read the price (well… mostly).</li><li>They didn’t create an account.</li><li>They didn’t click on dropdowns.</li><li>They ignored video and animations.</li><li>They didn’t read the copy.</li></ul>What happens when AI reads content? It behaves like an eight-year-old: <ul><li>It will ignore retailers.</li><li>It will probably not refine the search.</li><li>It will ignore brands.</li><li>It might skim customer reviews.</li><li>It might sort by price.</li><li>It won’t create an account.</li><li>It won’t follow your dropdowns.</li><li>It won’t give you an email address (you no longer know who your customers are).</li><li>It will ignore the videos and animations.</li><li>It will ignore the “see our shop links”.</li><li>It will skim-read the copy if it can find it among the ads.</li></ul><h3 id="how-will-“ai-simplicity”-affect-your-business?">How will “AI simplicity” affect your business?</h3>The idea of simplicity will challenge how AI interacts with our current web designs and content structures. The next step in AI monetization is that the AI offers to purchase the toy – keeping any discounts, commissions, and recommendation fees bypassing the retailer. This will impact KPIs as AI activity increases and human interaction decreases. What happened to <a target="_blank" href="https://stackoverflow.com/">StackOverflow</a> recently will begin to affect us all. The online Q&amp;A platform for developers is releasing 28% of its staff to save costs, which is not necessarily related to AI. But look at the point where ChatGPT entered the picture: <figure class="image image-style-align-center image_resized" style="width:73.55%"><img src="https://cmscritic.com/ms-content/uploads/2024/02/tom-cranstoun-screen-2.png" /></figure> <h3 id="what-about-a-site's-kpis?">What about a site's KPIs?</h3>As AI interaction increases, our reliance on traditional KPIs must fall.Every website today uses analytics to drive statistics, such as:<ul><li>The number of total visits.</li><li>The number of unique visitors.</li><li>The number of new vs returning visitors.</li><li>Geographical location of visitors.</li><li>Net promoter score.</li><li>Pages viewed per session.</li><li>Dwell time.</li><li>Bounce rate.</li><li>Conversions, including A/B testing.</li><li>Organic search visitors.</li><li>The number of social share impressions.</li><li>Feedback and reviews.</li><li>Cart abandonment.</li></ul><h3 id="design-by-engineers:-a-trap">Design by engineers: a trap</h3>The conference also highlighted a common pitfall: websites designed by engineers focus on looks over function, which does not work well for AI. We need a more structured approach to content modeling for better clarity and organization.Today’s HTML markup makes sense to the browser: <figure class="image image-style-align-center image_resized" style="width:85.84%"><img src="https://cmscritic.com/ms-content/uploads/2024/02/tom-cranstoun-screen-4.png" /></figure>  However, opening the “View Page Source” shows a different take: <figure class="image image-style-align-center image_resized" style="width:85.9%"><img src="https://cmscritic.com/ms-content/uploads/2024/02/tom-cranstoun-screen-3.png" /></figure> Buried in the HTML are the brand name, the price (more than one is shown in the HTML), and the description. Note that discounts and age suitability are placed in the text. A human reading this would have difficulty, never mind an AI.Engineers create text and image boxes in your CMS; they let you fill and serve them.They might call them hero’s carousels, cards, etc. They are dressed up text and image boxes with interactions.This is the Design by Engineer Trap.<h3 id="what-needs-to-be-added-to-our-sites?">What needs to be added to our sites?</h3>Content Modeling and schema presentation!A lot has gone wrong. The IT people who made this website are very clever engineers; I could not do this.The engineers took the site owners' desires and made pretty pictures with text and prices, highlighting discounts. They made it reasonably fast and effective and made the site owner one of the world's wealthiest men.Look at other sites’ HTML. How do they handle pricing? Awful!Each site dresses up text in presentations. No semantic meaning is given to the objects described. There is no content modeling. It looks like Al will need an LLM for each brand!!  This is not going to work in the Al world.Something major must happen…<h3 id="content-modeling-the-traditional-cms-way">Content modeling the traditional CMS way</h3>You probably already know it: the model gets built into the CMS.This is a trap.Designers fixate on the presentation when envisioning a website – and build a style guide with fonts, colors, components, and interactions. They create heroes, cards, lists, articles, carousels, accordions, tabs, text, and much, much, more.<h3 id="what-next?">What next?</h3>The content team is asked to create: <ul><li>Testimonials. Someone decides that testimonials should be in the cards component.</li><li>Special offers. Someone decides that testimonials should be in the lists component.</li><li>A “coming soon” message. Someone decides that testimonials should be in the image with a link component.</li><li>Bulk discount messages. Someone decides that Bulk Discount should be in the text component.</li></ul>Content modeling by developers!<h3 id="so,-what-do-we-need-to-do-about-this?">So, what do we need to do about this?</h3>We need technical improvements, enthusiastic use of content models, and application of schema without putting cognizant overload on the content team – which is a big ask. I assure you it will be worth it.Let’s look at the HTML example we showed earlier, this time with schema applied: <figure class="image image-style-align-center image_resized" style="width:86.1%"><img src="https://cmscritic.com/ms-content/uploads/2024/02/tom-cranstoun-screen-5.png" /></figure> Now a machine can see the price, the description, the brand, the discount, and the age applicability. It knows it is for a product, not an ad on the site. <h3 id="call-to-action">Call to action</h3>We are in marketing, so we must end with a call to action. So here it is:Our websites need to target 4 device types: Mobile, Tablet, Desktop, and Machine in the future. Our CMS strategy needs a solid content model that applies consistently across all platforms. This is key for targeted ads, personalized content, and campaign management. However, the current developer-driven content modeling approach must be revised and rethought. We must wrap our content semantically and stick to structured data schemas. <a target="_blank" href="https://schema.org/">Schema.org</a> is the place to start; that is the technical part. We as an industry need to evangelize and build a joint effort from designers, developers, and content creators to ensure content is built within the model and aligns with the established schema. As such, teams need to add an “AI Evangelist” to the roles.The AI Evangelist will be a pivotal figure in our organizations, driving the transformative adoption and implementation of AI technologies. This role bridges technical prowess, strategic insight, and the ability to vividly communicate AI's benefits to diverse audiences. The AI Evangelist will forge partnerships across design, development, content, and testing teams to craft a unified AI vision.Key Responsibilities of an AI Evangelist:<ul><li>Champion AI technology adoption, showcasing tangible enhancements to digital strategies and user experiences.</li><li>Spearhead AI-centric models and strategies, focusing on predictive analytics, personalized content, and AI-powered search optimization.</li><li>Facilitate AI integration into workflows with cross-functional teams, ensuring smooth transitions and peak efficiency.</li><li>Lead educational initiatives like workshops and training to build an AI-savvy culture.</li><li>Monitor and assess cutting-edge AI trends for strategic adoption.</li><li>Cultivate a network with AI vendors and thought leaders to bolster expertise.</li><li>Advise leadership on AI integration, securing necessary resources and investments.</li><li>Examine new opportunities to decrease time-to-market and increase engagement.</li></ul>Qualifications:<ul><li>Proficient in digital marketing, SEO, development, and UX design.</li><li>Exceptional communicator, adept at demystifying complex tech for varied audiences.</li><li>Proven leader and collaborator in team-driven environments.</li><li>A zeal for learning and staying at the forefront of AI advancements.</li></ul>Desired Skills:<ul><li>Background in digital analytics and personalized content strategies.</li><li>Knowledge of CMS and digital content creation.</li><li>Experience with app-based content platforms and audience engagement tactics.</li><li>Strategic thinker, ready to foster innovation and change.</li></ul><h3 id="closing">Closing</h3>CMS Kickoff 2024 was pivotal to me. As an industry, we must reconsider our content strategies in the face of AI's evolution. As we gear up for AI's continued integration into our digital spaces, adopting a structured, semantic approach to <a target="_blank" href="https://cmscritic.com/what-is-a-content-management-system-cms">content management</a> is more crucial than ever in building cross-team strategies.  These reflections aren't set in stone but are a “call to arms” for the industry. Together, we must prepare for a significant shift in how we design, manage, and deliver content in an AI-first world. <hr /><h3 id="upcoming-conferences">Upcoming conferences</h3> <img style="width:29.67%" src="https://cmscritic.com/ms-content/uploads/2024/01/cms-connect-2024-logo.png" alt="CMS Connect 24 logo" /><h4 id="cms-connect-24"><a target="_blank" href="https://www.boye-co.com/conferences/cmsconnect24">CMS Connect 24</a></h4>August 6-7, 2024 – Montreal, CanadaWe are delighted to present our first annual summer edition of our prestigious international conference dedicated to the global content management community. Join us this August in Montreal, Canada, for a vendor-neutral conference focused on CMS. Tired of impersonal and overwhelming gatherings? Picture this event as a unique blend of masterclasses, insightful talks, interactive discussions, impactful learning sessions, and authentic networking opportunities. <img style="width:29.58%" src="https://cmscritic.com/ms-content/uploads/2024/01/cms-kickoff-2025-logo.png" /><h4 id="cms-kickoff-25"><a target="_blank" href="https://www.boye-co.com/conferences/cmskickoff25/tickets">CMS Kickoff 25</a></h4>January 14-15, 2025 – Tampa Bay Area, FloridaJoin us next January in the Tampa Bay area of Florida for the third annual CMS Kickoff – the industry's premier global event. Similar to a traditional kickoff, we reflect on recent trends and share stories from the frontlines. Additionally, we will delve into the current happenings and shed light on the future. Prepare for an unparalleled in-person CMS conference experience that will equip you to move things forward. This is an exclusive event – space is limited, so secure your tickets today.

The AI Tipping Point: A Consultant's Takeaways from CMS Kickoff 2024

<hr /><a target="_blank" href="https://cmscritic.com/critics/laura">Laura Stringer</a> is founder and principal at <a target="_blank" href="https://www.ninthfourth.com/">Ninth Fourth</a>, a product management consulting firm for B2B and SaaS companies, and a CMS Critic contributor. Localization is one of those things a lot of product and marketing leaders ask for. And with good reason: it’s critical for any interface or content product targeting people in multiple geographies. While English is the most common language on the internet, it accounts for <a target="_blank" href="https://www.statista.com/statistics/262946/most-common-languages-on-the-internet/">just over half of all website content</a>. And in today's connected world, global visitors expect to read information in their own language. Not meeting this expectation can negatively impact your brand's perception.Not only that, but MicKinsey reports that “<a target="_blank" href="https://www.mckinsey.com/capabilities/risk-and-resilience/our-insights/localization-of-data-privacy-regulations-creates-competitive-opportunities">75 percent of all countries</a> have implemented some level of data localization rules,” making this simply a fact of life for any product with global reach.Localization is simply providing users and website visitors with content that's relevant to them, no matter where they are – and it can take a few forms. On the simple end, you can manually create a screen for each geography. When it comes to websites, some companies take this further, maintaining an entire website dedicated to each place. I see this primarily with global companies wanting to reach an international audience while providing a local presence… or at least the feel of a local presence. On the more complex end, you can pull in localized content depending on the visitor’s geography. Most <a target="_blank" href="https://cmscritic.com/what-is-a-content-management-system-cms">content management systems</a> offer a way to create containers that display different content based on variables such as location. For more advanced localization, you may need a database-connected solution.Localization can drive up costs and workload pretty steeply. So it’s important to think about some key things up front. Understand what’s vital, what’s not, and make sure you have the resources lined up to capitalize on the actual build. Here are some things you should consider when implementing localization.<h3 id="1.-what-does-“local”-mean,-anyway?">1. What does “local” mean, anyway?</h3>This seems like such a silly question that I’ve had people get annoyed when I ask it. But it’s valid – and an incredibly important thing to lock down. Start with the basics: does localization go to the country level? Region? State? Neighborhood? Is it based on the radius from the user’s location?Many companies have sales offices or franchise locations. Those locations have territories that they’re contractually allowed to serve. If a website visitor is in Sales Territory A, but your website displays content from a location serving Territory B, you could have angry franchises – or even a lawsuit – on your hands. Avoid those headaches by defining very exactly what “local” means.<h3 id="2.-what-content-or-functionality-needs-to-be-localized?">2. What content or functionality needs to be localized?</h3>It’s easy to say “we need to localize this product.” But it takes some thought and planning to decide which parts of the product actually need to change based on location.Items like language, local office address, and phone number format are a no-brainer. Other low-hanging fruit: any time-based information needs to account for time zones, and you’ll need to convert measurements to the metric system for many countries. You may have local promotions or events to display as well. Depending on your industry, it may make sense to incorporate content based on local news or weather; there are services available to help feed in that data.Then there are cultural considerations. This is where U.S.-based folks tend to drop the ball, simply because it tends not to be top-of-mind. I’ve seen photos of lush rainforests and waterfalls all over something intended for a country that’s mostly desert. Colors that in one country signify sturdiness and boldness, but in another can symbolize death. You get the point: pay attention to your audience. And there’s no shame in asking. Your organization may have staff around the world, and they’ll be happy to review designs and content to determine how it will work for their country or region.If this all sounds like homework… it is! It also makes the difference between a product that claims to be localized, and something that actually feels to users as though it belongs to them.<h3 id="3.-design-the-right-spaces">3. Design the right spaces</h3>Ok, so you’ve had all your copy translated into multiple languages. And now…. it doesn’t fit!Turns out, English is a pretty pithy language. It has so many linguistic shortcuts that we can say most things in fewer letters than most other languages. And since we usually start with English (in most cases), we’re writing copy that's optimized for English. This means that all translated copy almost always consumes more space on the page – sometimes, a lot more. Get ahead of this problem by passing your designer some copy in the target languages so they can allocate sufficient space and provide flexible containers for expanding content. There are plenty of languages using non-Western character sets, so make sure the technical implementation accommodates that if necessary. Account for languages that are read right-to-left. This is all a challenge, but it can be met if you think about it during the design phase.<h3 id="4.-where’s-the-local-content-coming-from?">4. Where’s the local content coming from?</h3>Obviously, all the planning and design in the world won’t put actual content on a screen – it just gives you somewhere to put it. Someone needs to create or source that content. That’s true of any product, but localization multiplies the content and, thus, the level of effort. The biggest challenge to localization is often getting the content. A software solution can automate translation, and AI-powered translation is only getting better. If you have the right technical resources on your team, a solution like <a target="_blank" href="https://crowdin.com/ai-localization">Crowdin’s AI offering</a> can handle the bulk of the work for you. Results aren’t always perfect, however, especially when it comes to cultural context. If you’re going for a truly local feel, or if the content is highly technical, you’ll still need a human to get involved. And for actual local information, rather than simple translations of U.S.-based English content, you’ll need to go find it (although <a target="_blank" href="https://poeditor.com/blog/ai-localization/#:~:text=AI%20can%20assist%20in%20the%20extraction%20and%20analysis%20of%20content%20from%20various%20sources%2C%20such%20as%20social%20media%2C%20customer%20reviews%2C%20and%20forums%2C%20to%20gain%20insights%20into%20customer%20preferences%20and%20cultural%20nuances.%20This%20information%20can%20be%20valuable%20for%20creating%20targeted%20and%20culturally%20relevant%20localized%20content.">AI is picking up steam there</a> as well).The best local content comes from…. wait for it…. local people. They’re an invaluable resource in gathering content from all over the country and all over the world. Global organizations can sometimes task local employees with this work; just be aware that it won’t be their primary job and they may not be able to prioritize it.Make sure you know who is providing what content, and talk to them before committing to any localization project or design approval. If your company isn’t ready for that level of investment, ameliorate some of the publishing pain by designing and organizing content to minimize the need for local content.<h3 id="5.-where-will-the-local-content-keep-coming-from?">5. Where will the local content KEEP coming from?</h3>Content should never be “set it and forget it.” You need to ensure the content keeps flowing over the long term. And in many organizations, field staff are spread very thin, and they may not be able to keep up.To ensure quality well into the future, make sure you can answer “yes” to these questions:<ul><li>Do you have a commitment from at least one person in each geography that they will regularly update their local content?</li><li>Do you have buy-in from local leadership teams so those content editors can keep up with the work? </li><li>When there’s turnover, will the leadership teams replace the editors and ensure a smooth transition?</li></ul>If just a few locations are holding out, which is normal, you can usually fill in the gaps with generic content that works across geographies. This approach allows for localization where it’s feasible, while eliminating voids where truly local content is not possible. You may also identify an automated solution to fill in some of the gaps. Tools like Weglot let you set up translation workflows that automatically translate new content as it’s added. While Weglot automates many of the steps, it also allows you and your local team to edit the AI-based translations to address any nuance. The best tools will also localize currency, number formats, and a host of other details that need to be considered for that truly local feel.More good news is that modern content management systems such as Optimizely and Adobe Experience Manager support multiple versions of content in various languages, making it easier than ever to manage this work.If, after these factors, you’re still left with a lot of holes, it may be time to rethink your localization strategy. With these actions – defining geographies, deciding what spaces need local content, designing to accommodate that content, identifying content sources, and ensuring regular updates – you’ll avoid some of the most common snags in website localization. <hr /><h3 id="upcoming-conferences">Upcoming conferences</h3> <img style="width:29.67%" src="https://cmscritic.com/ms-content/uploads/2024/01/cms-connect-2024-logo.png" alt="CMS Connect 24 logo" /><h4 id="cms-connect-24"><a target="_blank" href="https://www.boye-co.com/conferences/cmsconnect24">CMS Connect 24</a></h4>August 6-7, 2024 – Montreal, CanadaWe are delighted to present our first annual summer edition of our prestigious international conference dedicated to the global content management community. Join us this August in Montreal, Canada, for a vendor-neutral conference focused on CMS. Tired of impersonal and overwhelming gatherings? Picture this event as a unique blend of masterclasses, insightful talks, interactive discussions, impactful learning sessions, and authentic networking opportunities. <img style="width:29.58%" src="https://cmscritic.com/ms-content/uploads/2024/01/cms-kickoff-2025-logo.png" /><h4 id="cms-kickoff-25"><a target="_blank" href="https://www.boye-co.com/conferences/cmskickoff25/tickets">CMS Kickoff 25</a></h4>January 14-15, 2025 – Tampa Bay Area, FloridaJoin us next January in the Tampa Bay area of Florida for the third annual CMS Kickoff – the industry's premier global event. Similar to a traditional kickoff, we reflect on recent trends and share stories from the frontlines. Additionally, we will delve into the current happenings and shed light on the future. Prepare for an unparalleled in-person CMS conference experience that will equip you to move things forward. This is an exclusive event – space is limited, so secure your tickets today.

Localization: 5 Things to Consider When Planning Local Content

laura

<hr />Andrew Kumar is the GVP, Customer Solutions &amp; Tech Ecosystem at <a target="_blank" href="https://cmscritic.com/products/uniform">Uniform</a>, and a CMS Critic Contributor. Effective content management is crucial for businesses to stay competitive and engage with their audience in today's digital landscape. As technology evolves, so do the processes and methods for managing and creating content. The shift to composable architectures has disrupted the more traditional model for content management, providing opportunities to accelerate time to market and tap omnichannel capabilities. One emerging trend is the concept of a <a target="_blank" href="https://www.uniform.dev/visual-workspace">visual workspace</a>, which is revolutionizing how teams collaborate to build websites and apps.  <figure class="image image-style-align-center image_resized" style="width:79.94%"><img src="https://images.storychief.com/account_4678/image_ac69077b90c17d4e6f80a06e9ced0a93_2000.png" /></figure> In this article, we'll explore the future of <a target="_blank" href="https://cmscritic.com/what-is-a-content-management-system-cms">content management</a> through the lens of 8 key predictions, focusing on how visual workspaces are shaping this landscape. <h3 id="prediction-1:-“all-hands-on-deck”-when-building-websites-and-apps">Prediction 1: “All hands on deck” when building websites and apps</h3>Traditionally, website development and content creation have been siloed tasks performed by developers or marketers. This is nothing new; collaboration has seldom been a main staple of the developer/marketer workflow, which has been <a target="_blank" href="https://contentmarketinginstitute.com/articles/enterprise-marketers-challenges-opportunities-research">described as “broken”</a> for the last two decades.However, in the future of content management, there will be a conscious shift towards a more collaborative approach. A broad spectrum of digitally-savvy team members will be involved in the process, democratizing who can build, deploy, and launch with confidence. This “new way” is more inclusive, allowing diverse perspectives and expertise to come together, resulting in more innovative and user-centric experiences.<h3 id="prediction-2:-platforms-must-coexist">Prediction 2: Platforms must coexist</h3>With the increasing complexity of digital experiences, it's unrealistic to expect a single platform to fulfill all of your requirements. In fact, according to the <a target="_blank" href="https://contentmarketinginstitute.com/articles/enterprise-marketers-challenges-opportunities-research">Content Marketing Institute</a>, less than 25% of marketers believe they have the right tools to succeed. In the future, platforms will need to adapt and learn to coexist. To that end, we can expect to see a combination of consolidation and modularization. Different platforms will be used for specific tasks based on their strengths, allowing organizations to leverage the right tool for each job. This approach promotes flexibility and adaptability as businesses can easily integrate new technologies or features without being tied down by a monolithic system. <h3 id="prediction-3:-experience-modeling-will-rise-in-importance">Prediction 3: Experience modeling will rise in importance</h3>While content modeling has long been a cornerstone of effective content management, experience modeling will gain prominence. Unlike content modeling, experience modeling creates clear divisions and boundaries within digital experiences while enabling seamless reusability across multiple channels. Dedicated tools for experience modeling will emerge, providing organizations with better control over their customer journeys and enabling them to deliver consistent experiences across multiple touchpoints.  <figure class="image image-style-align-center image_resized" style="width:81.33%"><img src="https://images.storychief.com/account_4678/image_b5a7c1f942cb402be3dd60d09d468929_2000.png" /></figure><h3 id="prediction-4:-brands-will-start-with-the-customer-and-deprioritize-orchestration">Prediction 4: Brands will start with the customer and deprioritize orchestration</h3>Orchestration has certainly become an oft-used buzzword in the composable realm. But in the future, brands will shift to prioritizing customer-centricity over orchestration.Content graphs, which provide visibility and observability of existing content, will enable organizations to solve specific business problems. Orchestration, however, will take a backseat – as it does not directly improve customer experience or tackle customer problems. This shift in focus will allow businesses to allocate resources more effectively and achieve a higher return on investment.<h3 id="prediction-5:-no-more-“lift-and-shift,”-only-incremental-migration">Prediction 5: No more “lift and shift,” only incremental migration</h3>Ask any practitioner who has redesigned or migrated a website to a new CMS, and they will likely say the same thing: it's hard.Content migration has traditionally been a daunting task. However, in the future of content management, we can expect a more granular and piecemeal approach to content migration. Instead of “lifting and shifting” entire websites or applications, organizations will adopt an incremental migration strategy. This approach allows for faster and more efficient migration while minimizing disruption to ongoing operations.<h3 id="prediction-6:-more-accelerator-">Prediction 6: More accelerator "products" for integration and white-labelling</h3>Accelerators are pre-built technology solutions that provide a faster time to market. To mitigate the risks associated with current accelerators, the future of content management will see an increase in accelerator "products." These products offer pre-built integrations and white-label solutions that can be easily customized to meet specific business needs. By leveraging these accelerators, organizations can streamline their development process, reduce time-to-market, and ensure greater consistency across their digital experiences.<h3 id="prediction-7:-no-code-capabilities-for-integration-frameworks-will-continue-to-emerge">Prediction 7: No-code capabilities for integration frameworks will continue to emerge</h3>As headless and composable stacks gain traction in the industry, integration frameworks will play a crucial role in connecting various components seamlessly. In the future of content management, we can expect to see the rise of no-code integration frameworks. These frameworks allow non-technical users to build integrations between different systems without writing code. This democratization of integration capabilities will empower teams to quickly adapt and connect their preferred tools without relying on developers.<h3 id="prediction-8:-ai-quality-will-improve">Prediction 8: AI quality will improve</h3>Artificial Intelligence (AI) has already made significant advancements in various industries, and content management is no exception. In the future, we can expect AI to play a more prominent role in CMS platforms. Improved AI capabilities will enable personalized user experiences, enhanced search functionality, chatbots and virtual assistants, automation of repetitive tasks, dynamic pricing and offers, real-time language translation, accessibility enhancements, and much more. These advancements will revolutionize how businesses engage with their audience and deliver tailored experiences at scale.<h3 id="conclusion">Conclusion</h3>The future of content management is bright – and filled with exciting possibilities. At the center of it all are visual workspaces, which are reshaping how teams build digital experiences by fostering inclusivity and collaboration. With the predicted trends discussed in this article, organizations can prepare themselves for the evolving landscape of content management and stay ahead of the curve. By embracing these changes and leveraging emerging technologies like AI and integration frameworks, businesses can create compelling experiences that resonate with their audience while streamlining their workflows.Continue the conversation with Andrew Kumar in the <a target="_blank" href="https://www.boye-co.com/groups/cms-experts">Boye &amp; Co CMS Experts Community</a> <hr /><h3 id="upcoming-conferences">Upcoming conferences</h3> <img style="width:29.67%" src="https://cmscritic.com/ms-content/uploads/2024/01/cms-connect-2024-logo.png" alt="CMS Connect 24 logo" /><h4 id="cms-connect-24"><a target="_blank" href="https://www.boye-co.com/conferences/cmsconnect24">CMS Connect 24</a></h4>August 6-7, 2024 – Montreal, CanadaWe are delighted to present our first annual summer edition of our prestigious international conference dedicated to the global content management community. Join us this August in Montreal, Canada, for a vendor-neutral conference focused on CMS. Tired of impersonal and overwhelming gatherings? Picture this event as a unique blend of masterclasses, insightful talks, interactive discussions, impactful learning sessions, and authentic networking opportunities. <img style="width:29.58%" src="https://cmscritic.com/ms-content/uploads/2024/01/cms-kickoff-2025-logo.png" /><h4 id="cms-kickoff-25"><a target="_blank" href="https://www.boye-co.com/conferences/cmskickoff25/tickets">CMS Kickoff 25</a></h4>January 14-15, 2025 – Tampa Bay Area, FloridaJoin us next January in the Tampa Bay area of Florida for the third annual CMS Kickoff – the industry's premier global event. Similar to a traditional kickoff, we reflect on recent trends and share stories from the frontlines. Additionally, we will delve into the current happenings and shed light on the future. Prepare for an unparalleled in-person CMS conference experience that will equip you to move things forward. This is an exclusive event – space is limited, so secure your tickets today.

Visual Workspace and the Future of Content Management

andrew

<a href="https://www.cmscritic.com/shock-and-awe-adobe-to-acquire-ui-design-platform-figma-for-20-billion/">Adobe</a>, <a href="https://www.cmscritic.com/acquia-and-the-art-of-the-possible-interview-with-chief-market-officer-jennifer-griffin-smith/">Acquia</a>, and <a href="https://www.cmscritic.com/optimizely-integrates-b2b-commerce-cloud-and-content-cloud-combines-headless-commerce-with-cms/">Optimizely</a> are Leaders in the latest <a href="https://www.forrester.com/report/the-forrester-wave-tm-content-management-systems-q3-2023/RES178520" target="_blank">Forrester Wave: Content Management Systems, Q3 2023</a> – a quarterly report published by one of the most prestigious and respected analyst firms in the technology industry.
The report, published today, provides a glimpse of where CMS platforms are positioned. Forrester ranks companies on a visual graph across several concentric strata: Challengers, Contenders, Strong Performers, and Leaders. A CMS platform’s position is then determined based on criteria reflecting its offering strength, strategy, and market presence.
<h2>Leading the CMS category </h2>
According to a <a href="https://www.businesswire.com/news/home/20230822212172/en/Acquia-Named-a-Leader-in-Content-Management-Systems-Report-by-Independent-Research-Firm" target="_blank">press release from Acquia </a>– one of the three platforms in the Leader category – the Q3 Forrester Wave report evaluated 10 CMS providers based on 26 criteria, focusing on the aforementioned criteria.
The report cited that “Acquia performs the strongest in low-code/no-code, translations for global content deliveries, and back-end extensibility – all supported by strong practitioner and developer programs.” The company earned the highest possible scores in the architecture (extensibility and configuration), practitioner and developer communities, partner ecosystem, and global delivery strategy criteria.
Optimizely, another Leader, also <a href="https://www.prnewswire.com/news-releases/optimizely-named-a-leader-in-content-management-systems-by-industry-research-firm-301908245.html" target="_blank">issued a press release</a> about its position. The Forrester report stated that the platform "performs very well in personalization, A/B testing, and translation and localizations."
Additionally, the report indicated Optimizely's CMS "excels at depth of content and audience analytics off the shelf (no additional licensing) and a strong ability to scale content delivery through its partnership with <a href="https://www.cmscritic.com/contentstack-offers-microsoft-azure-becomes-only-multi-cloud-saas-cms-qa-with-cto-nishant-patel/">Microsoft Azure</a> and its cloud-native architecture."
<h2>Contentstack drives strong performance</h2>
While the Leader category remains the domain of large enterprise DXPs, <a href="https://www.cmscritic.com/top-free-headless-cms-platforms/">headless</a> CMS players are gaining ground. Case in point: <a href="https://www.cmscritic.com/contentstack-raises-57-5-million-in-series-b-round-qa-with-ceo-neha-sampat/">Contentstack</a>.
Buoyed by its <a href="https://www.cmscritic.com/new-mach-alliance-maturity-assessment-tool-helps-organizations-evaluate-their-mach-readiness/">MACH</a> (Microservices, APIs, Cloud-native SaaS, Headless) focus and composable approach – along with best-in-class, turnkey, no-code integrations – the company is leading the Strong Performer category in the Forrester Wave report.
According to an article on the <a href="https://www.contentstack.com/resources/report/forrester-wave-report-2023?utm_medium=email-newsletter&amp;utm_source=marketo&amp;utm_campaign=2023-23-08-august-monthly-newsletter&amp;mkt_tok=NDg5LVdOSS0zODMAAAGNwg2flcZin6FEq-r-0_FcJUMeWdg_wzl49C_gzpN1gvxH7TnAnUakU4Mp4aFsa52WTa2dI1bZs97lBpqwBgmvq3Ivq1I0p0AUV9BkNOClolY" target="_blank">Contentstack website</a>, the report stated that “Contentstack performs well in several categories but shines in its ease of back-end extensibility through turnkey integrations, coupled with global deployments.”
Along with its MACH posture, the report also noted that “as a founding member of the <a href="https://www.cmscritic.com/the-future-is-composable-a-conversation-with-new-mach-alliance-president-casper-rasmussen/">MACH Alliance,</a> it excels in innovation, global delivery, and a straightforward pricing model.”
<a href="https://www.cmscritic.com/what-contentfuls-175m-investment-round-means-for-the-future-of-cms/">Contentful</a>, another headless platform, also scored as a Strong Performer in the report.
<h2>A broad CMS field from headless to open source</h2>
While a presumed crop of DXPs dominated the top of the mountain, headless players and managed open source platforms like <a href="https://www.cmscritic.com/cms-monthly-recap-wordpress-acquires-parse-ly-siteimprove-releases-upgraded-accessibility-product-twilio-segment-releases-2021-cdp-report-and-more/">WordPress VIP</a> provided some variance in the landscape.
As the downstream vendors look to contend and challenge the market, it’s clear that composable is becoming a more important part of the mix – and helping to propel those CMSes to the front of the line.

Adobe, Acquia, Optimizely Top Latest Forrester Wave for Content Management Systems

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