Articles

digital experience platform Article

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

matt-garrepy

<h4 id="-"> </h4><h4 id="listen-to-the-full-episode-of-“the-critic’s-corner”-podcast-&gt;-"><a target="_blank" rel="noopener noreferrer" href="https://tinyurl.com/5ymyfwav">Listen to the full episode of “The Critic’s Corner” Podcast &gt; </a></h4> <hr /> The web and the tools that power it are in the middle of a major reset. DXPs have evolved from monolithic suites to composable ecosystems and now into AI-driven systems and "Agentic Experience Platforms." So what actually counts as a DXP in 2026? And how should digital teams evaluate these platforms in an AI‑first world?On this episode of <a target="_blank" rel="noopener noreferrer" href="https://tinyurl.com/5ymyfwav">"The Critic’s Corner" podcast,</a> CMS Critic’s lead analyst and <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/critics/matt-garrepy">Chief Critic Matt Garrepy</a> sits down with <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/critics/dan-drapeau">Dan Drapeau,</a> founder of <a target="_blank" rel="noopener noreferrer" href="https://dxpcatalyst.com/">DXP Catalyst</a> – an independent, vendor-neutral consultancy that advises on the selection and buildout of DXP and martech ecosystems. Together, they unpack what a modern DXP really is and what it’s becoming. From assessment to roadmap to implementation, Dan has spent his career in the trenches with leading CMS and DXP vendors like <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/products/adobe-experience-manager">Adobe</a> and <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/products/sitecore">Sitecore</a>, as well as open souce projects like <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/products/drupal">Drupal</a> and <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/products/wordpress">WordPress</a>. Throughout his digital journey, Dan has helped enterprises select, deploy, and modernize their digital experience stacks and manage the complexities. This gives him a keen eye and unmatched perspective on what might lay ahead as DXPs become more AI-powered.<h3 id="the-evolution-to-agentic-cms-and-agent-powered-systems">The evolution to Agentic CMS and agent-powered systems</h3>In the pod, Matt and Dan trace the line from CMS to web experience management to DXP, leading to the rise of AI and agentic systems. Despite all the new features and terminology, they explore why the CMS is still the true center of the digital experience and which capabilities are non‑negotiable versus “nice to have.” Along the way, they revisit the headless vs. monolith debate that captured the market zeitgeist in the early 2020s, and how CDPs, DAMs, and CMPs slid into the DXP stack over years of acquisitions – rendering a new composition for the DXP template.  <figure class="media"><div data-oembed-url="https://youtu.be/aPWv6nHg1Cs"><div style="position:relative;padding-bottom:100%;height:0;padding-bottom:56.2493%"><iframe src="https://www.youtube.com/embed/aPWv6nHg1Cs" style="position:absolute;width:100%;height:100%;top:0;left:0" frameborder="0" allow="autoplay; encrypted-media" allowfullscreen></iframe></div></div></figure> <h3 id="how-is-ai-transforming-the-dxp?">How is AI transforming the DXP?</h3>The conversation then zeroes in on AI, starting with the first wave of generative features. Today, the agentic expansion is undeniable, with platforms introducing full agentic layers and multi‑agent orchestration. In the episode, Dan walks through how Adobe, <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/products/optimizely">Optimizely</a>, <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/products/contentstack">Contentstack</a>, Sitecore, <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/products/squiz">Squiz</a>, <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/products/magnolia">Magnolia</a>, and other vendors are positioning their AI stacks as front and center. And while many features are finding parity, there are key differences in how AI agents are being harnessed from system to system. As he says, if your DXP vendor doesn’t offer an agentic layer by 2027, it’s time to get concerned.Matt and Dan also tackle the practical side of DXP selection in the here and now. They cover everything from balancing composability, dealing with multiple CMSs inside universities and large organizations, managing agents and MCP servers, and making sense of AI credit models and total cost of ownership. They also share how real clients are weighting agentic capabilities in RFPs, the importance of discovery around content operations, and why governance and permissions for agents are now just as critical as roles for humans.If you work in CMS/DXP platforms, lead digital or product teams, or manage content operations, you'll find this episode to be hyper relevant and enlightening. And if you're staring down a replatforming RFP or a big AI roadmap decision, Dan brings clear, practitioner‑level guidance to what really matters in a modern DXP – and how to hedge your bets for the next 3–5 years of AI‑driven change. <a target="_blank" rel="noopener noreferrer" href="https://tinyurl.com/5ymyfwav">Listen to the full episode on Apple Podcasts.</a><h3 id="links">Links</h3><ul><li><a target="_blank" rel="noopener noreferrer" href="https://www.dxpcatalyst.com ">DXP Catalyst Consulting</a></li><li><a target="_blank" rel="noopener noreferrer" href="https://www.boye-co.com/conferences/cmsconnect26">Boye &amp; Company CMS Connect 26</a></li></ul><h3 id="other-articles-by-dan-on-cms-critic:">Other Articles by Dan on CMS Critic:</h3><ul><li><a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/what-is-a-dxp-in-2026">What is a DXP in 2026?</a></li><li><a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/where-native-dxp-ai-fits-within-an-agentic-enterprise-strategy">Where Native DXP AI Fits Within an Agentic Enterprise Strategy</a></li><li><a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/composable-vs-pre-composed-dxps-in-2026-a-two-track-evaluation-framework-for-modern-dxp-selection">Composable vs. Pre-Composed DXPs in 2026: A Two-Track Evaluation Framework for Modern DXP Selection</a></li><li><a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/3-things-to-look-for-in-a-dxp-as-conversational-search-changes-the-game">3 Things to Look for in a DXP as Conversational Search Changes the Game</a></li></ul><h3 id="“the-critic’s-corner”-podcast-with-dan-drapeau">“The Critic’s Corner” Podcast with Dan Drapeau</h3> <a target="_blank" rel="noopener noreferrer" href="https://tinyurl.com/5ymyfwav">Listen to the full episode &gt;</a><a target="_blank" rel="noopener noreferrer" href="https://podcasts.apple.com/us/podcast/cms-critic-the-critics-corner-podcast/id1801794414">Subscribe on Apple Podcasts &gt;</a> <figure class="image image_resized" style="width:66.12%"><a href="https://tinyurl.com/5ymyfwav" target="_blank" rel="noopener noreferrer"><img src="https://cmscritic.com/ms-content/uploads/2026/08/critics-corner-apple-podcast-dan-drapeau.jpg" /></a></figure> <hr /><h3 id="upcoming-events">Upcoming Events</h3> <img style="width:36.69%" src="https://cmscritic.com/ms-content/uploads/2026/01/open-source-cms-26.jpg" /><h4 id="open-source-cms-26"><a target="_blank" rel="noopener noreferrer" href="https://www.boye-co.com/conferences/opensourcecms26">Open Source CMS 26</a></h4>October 20–21, 2026 – Utrecht, NetherlandsJoin us for the first annual edition of our prestigious international conference dedicated to making open source CMS better. This event is already being called the “missing gathering place” for the open source CMS community – an international conference with confirmed participants from Europe and North America. Be part of a friendly mix of digital leaders from notable open source CMS projects, agencies, even a few industry analysts who get together to learn, network, and talk about what really matters when it comes to creating better open source CMS projects right now and for the foreseeable future. <a target="_blank" rel="noopener noreferrer" href="https://www.boye-co.com/conferences/opensourcecms26/tickets">Book your tickets today.</a> <a target="_blank" rel="noopener noreferrer" href="https://www.storyblok.com/joyconf"><img style="width:34.57%" src="https://cmscritic.com/ms-content/uploads/2026/07/joyconf-2026-logo.png" /></a><h4 id="storyblok-joyconf-2026"><a target="_blank" rel="noopener noreferrer" href="https://www.storyblok.com/joyconf">Storyblok JoyConf 2026</a></h4>October 28 - 29, Rheingoldhalle, Mainz (Frankfurt)JoyConf 2026 is where developers, marketers, and digital innovators come together from all around the world, united by one powerful idea: great content isn’t built by tools alone – it’s built by people who rely on systems to deliver their best work to the world. In an era where technology is increasingly shaped by AI, Content Confidence becomes your competitive advantage. When you can create, manage, and scale content that performs seamlessly across channels, platforms, and AI, you don’t just keep up – you win. <a target="_blank" rel="noopener noreferrer" href="https://www.storyblok.com/joyconf">Book your seats today.</a> <a target="_blank" rel="noopener noreferrer" href="https://symposium.sitecore.com/"><img style="width:36.36%" src="https://cmscritic.com/ms-content/uploads/2026/07/sitecore-symposium-2026.png" /></a><h4 id="sitecore-symposium-2026"><a target="_blank" rel="noopener noreferrer" href="https://symposium.sitecore.com/">Sitecore Symposium 2026</a></h4>November 10 - 12, Orlando, FloridaWelcome to “Marketing Rewired” at Sitecore Symposium 2026! Sitecore's annual flagship global conference brings together customers, partners, developers, marketers, and digital experience leaders to explore the latest innovations in digital experience, content management, AI, personalization, and customer engagement. This year's event features keynote presentations from Sitecore executives and industry experts, product announcements, hands-on learning, technical sessions, customer success stories, and networking opportunities focused on helping organizations build more intelligent, connected, and AI-powered digital experiences. <a target="_blank" rel="noopener noreferrer" href="https://symposium.sitecore.com/">Book your seats today.</a>

The Critic's Corner Podcast: Dan Drapeau on How AI Agents are Redefining DXP Expectations

cms-critic-staff

Are your AI projects stalling? Acquia Source is priming an agentic engine for marketers

What Is a DXP in 2026?

dan-drapeau

<h4 id="-"> </h4><h4 id="watch-the-full-episode-of-the-matt-&amp;-matt-show--&gt;"><a target="_blank" rel="noopener noreferrer" href="https://youtu.be/3ob-7QyWk8U">Watch the full episode of the Matt &amp; Matt Show  &gt;</a></h4> <hr /> The summer is heating up, and the Matts are back with some hot takes from the road in this unofficial 2026 Halftime Report! Sure, the World Cup might be scoring big on most screens, but AEO is proving (again) to be the real goal in our industry game. <a target="_blank" rel="noopener noreferrer" href="https://youtu.be/3ob-7QyWk8U">In this episode of the show,</a> Matt McQueeny kicks things off with insights from <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/products/vercel">Vercel</a> Ship in New York, driving a conversation about the company’s growth track. From partner momentum to <a target="_blank" rel="noopener noreferrer" href="https://openai.com/">OpenAI</a> and <a target="_blank" rel="noopener noreferrer" href="https://www.meta.ai/">Meta</a> use cases, the two Matts dig into why Vercel continues to be a preferred development platform for building, deploying, and scaling applications. They unpack what this means for agencies, developers, and the growing world of prompt-driven, component-based prototyping.  <figure class="image image-style-align-center image_resized" style="width:71.85%"><img src="https://cmscritic.com/ms-content/uploads/2026/07/matt-vercel.png" /></figure>Matt McQueeny at Vercel Ship in New York The conversation then heads to Orlando and <a target="_blank" rel="noopener noreferrer" href="https://www.fullsail.edu/">Full Sail University,</a> the site of the latest <a target="_blank" rel="noopener noreferrer" href="https://www.boye-co.com/groups/cms-experts">Boye &amp; Company CMS Experts and Digital Leaders</a> meeting. The Matts were joined by a diverse group of participants and treated to a campus tour that featured world-class facilities for training the next generation of builders. In the pod, they talk about the school’s unique curriculum, the intersection of physical and digital experiences, the growing focus on AI literacy, and the urgent need for better-prepared practitioners in disciplines like cybersecurity (oh, and drone operation!) <figure class="image image-style-align-center image_resized" style="width:70.85%"><img src="https://cmscritic.com/ms-content/uploads/2026/07/full-sail-meeting.jpg" /></figure>Matt Garrepy and Matt McQueeny in Orlando at the Boye &amp; Company Digital Leaders meeting at Full Sail University During the meeting, Matt Garrepy facilitated a deeper conversation around AI’s impact, with some fantastic use cases across industries like healthcare – where attendees like <a target="_blank" rel="noopener noreferrer" href="https://www.linkedin.com/in/stephanie-coyne-55565615a/">Amba’s Stephanie Coyne</a> shared how AI and automation are making an impact in elder care. The group also discussed everything from AI governance and compliance to adtech, making for a truly dynamic session. Throughout the episode, <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/in-the-race-to-ai-visibility-are-aeo-and-geo-really-delivering-97-of-digital-leaders-say-yes">AEO – Answer Engine Optimization</a> – is a major throughline, and the Matts discuss how bots now own the largest share of traffic, how websites are adapting, and what AEO success looks like in practice. Matt and Matt also dig into the AEO race in the wake of some high-profile industry moves. From <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/crunch-time-for-ai-visibility-sitecores-acquisition-of-scrunch-gives-brands-an-edge-beyond-aeo">Sitecore’s acquisition of Scrunch,</a> <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/bland-brands-beware-optimizelys-new-identity-brings-human-creativity-to-its-agentic-ai-and-aeo-ambitions">Optimizely’s partnership with Conductor, </a>and <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/no-more-kicking-the-cms-tires-as-salesforce-acquires-contentful-can-it-keep-the-wheels-on-the-ai-road">Contentful’s</a> launch of Palmata, the landscape is growing at both the top and bottom as more downstream startups like <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/as-ai-generated-search-grows-otterly-is-utterly-awesome-for-marketers-heres-why">Otterly.ai </a>and <a target="_blank" rel="noopener noreferrer" href="https://www.surfacegx.com/">SurfaceGX</a> attempt to challenge this nascent space.  <figure class="image image_resized" style="width:75.01%"><img src="https://cmscritic.com/ms-content/uploads/2026/07/codegarden-image-1783344921770.jpg" /></figure>Umbraco Codegarden 2026 in Copenhagen Matt Garrepy also reviews his recent stops covering the <a target="_blank" rel="noopener noreferrer" href="https://summit.typo3.com/">TYPO3 North American Summit </a>in Atlanta, <a target="_blank" rel="noopener noreferrer" href="https://codegarden.umbraco.com/program/">Umbraco’s Codegarden 26</a> in Copenhagen, and <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/how-to-thrive-at-25-as-sitecore-charts-an-ai-future-community-remains-its-greatest-asset">Sitecore’s 25th Silver Anniversary</a> event at the Tivoli Gardens in Denmark. It’s a tour of how open source and commercial CMS and DXP platforms are making a stronger play in a competitive marketplace, and where AI is transforming the roadmap for every vendor.  <figure class="image image_resized" style="width:75.96%"><img src="https://cmscritic.com/ms-content/uploads/2026/07/sitecore-tivoli-event.png" /></figure>Sitecore's 25th Silver Anniversary event at Tivoli Gardens Finally, Matt and Matt explore the reinvigoration of PR, video, podcasting, and other multimedia channels as new engines for AEO and (maybe) even a new CPM measurement: “cost-per-mention.” From transcripts and clips to earned media and “earnfluencing,” they dig into why these content streams are further fueling the answer engines that shape discovery.It’s a packed hour with a ton of insights, a few offside calls, and only a couple of penalties for opinions. <a target="_blank" rel="noopener noreferrer" href="https://youtu.be/3ob-7QyWk8U">Listen here and subscribe,</a> and let us know what you want us to talk about on the next episode!<h3 id="check-out-our-latest-stories">Check out our latest stories</h3><ul><li><a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/bland-brands-beware-optimizelys-new-identity-brings-human-creativity-to-its-agentic-ai-and-aeo-ambitions">Bland Brands Beware: Optimizely’s New Identity Brings Human Creativity to its Agentic AI and AEO Ambitions</a></li><li><a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/ai-and-accessibility-incredible-potential-inconvenient-questions">AI and Accessibility: Incredible Potential, Inconvenient Questions</a></li><li><a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/how-to-thrive-at-25-as-sitecore-charts-an-ai-future-community-remains-its-greatest-asset">How to Thrive at 25: As Sitecore Charts an AI Future, Community Remains its Greatest Asset</a></li><li><a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/kentico-opens-its-site-of-the-year-2026-awards-as-first-major-dxp-with-a-best-use-of-ai-category">Kentico Opens its Site of the Year 2026 Awards as First Major DXP with a ‘Best Use of AI’ Category</a></li><li><a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/without-cogs-no-machine-moves">Without Cogs, No Machine Moves</a></li><li><a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/how-cms-and-dxp-teams-can-use-generative-engine-optimization-to-increase-visibility-in-ai-generated-answers">How CMS and DXP Teams Can Use Generative Engine Optimization to Increase Visibility in AI-Generated Answers</a></li></ul><h3 id="matt-&amp;-matt-meetups">Matt &amp; Matt meetups</h3>The Matts are on the road! Check out where they’re at – and drop us a line if you’re able to join some of our <a target="_blank" rel="noopener noreferrer" href="https://www.boye-co.com/groups/cms-experts">Boye &amp; Company meetings</a> for CMS Experts and Digital Leaders. <ul><li>August 4-5 – Montréal <a target="_blank" rel="noopener noreferrer" href="https://www.boye-co.com/conferences/cmsconnect26">CMS Connect 26 Conference</a></li></ul><h3 id="enjoying-the-matt-&amp;-matt-show?-stay-connected!">Enjoying the Matt &amp; Matt Show? Stay connected!</h3> <ul><li>Subscribe today on YouTube: <a target="_blank" rel="noopener noreferrer" href="https://www.youtube.com/@MattMattShow">@MattMattShow</a></li><li><a target="_blank" rel="noopener noreferrer" href="https://www.linkedin.com/in/matthew-mcqueeny-9732493/">Follow Matt McQueeny on LinkedIn</a></li><li><a target="_blank" rel="noopener noreferrer" href="https://www.linkedin.com/in/mattgarrepy/">Follow Matt Garrepy on LinkedIn</a></li></ul><h3 id="have-an-idea-for-a-topic?-wanna-be-on-the-show?-">Have an idea for a topic? Wanna be on the show? </h3>We love our audience, and we want your input. Send us your ideas for future episodes! And if you’re willing, maybe we’ll have you on to talk CMS, DXP, AI, and more! <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/contact">Contact us.</a> <figure class="image image_resized" style="width:28.7%"><a href="https://www.youtube.com/@MattMattShow" target="_blank" rel="noopener noreferrer"><img src="https://cmscritic.com/ms-content/uploads/2026/03/image-1774291050198.png" /></a></figure> <hr /><h3 id="upcoming-events">Upcoming Events</h3>  <a target="_blank" rel="noopener noreferrer" href="https://www.boye-co.com/conferences/cmsconnect26"><img style="width:41.96%" src="https://cmscritic.com/ms-content/uploads/2026/05/cms-connect-logo-26.jpg" /></a><h4 id="cms-connect-26"><a target="_blank" rel="noopener noreferrer" href="https://www.boye-co.com/conferences/cmsconnect26">CMS Connect 26</a></h4>August 5-6, 2026 – Montreal, CanadaThe best conferences create space for honest, experience-based conversations. Not sales pitches. Not hype. Just thoughtful exchanges between people who spend their days designing, building, running, and evolving digital experiences. CMS Connect brings together people who share real stories from their work and platforms and who are interested in learning from each other on how to make things better. Over two days in Montreal, you can expect practitioner-led talks grounded in experience, conversations about trade-offs, constraints, and decisions, and time to compare notes with peers facing similar challenges. Space is limited for this exclusive event, <a target="_blank" rel="noopener noreferrer" href="https://www.boye-co.com/conferences/cmsconnect26">so book your seats today.</a> <img style="width:36.69%" src="https://cmscritic.com/ms-content/uploads/2026/01/open-source-cms-26.jpg" /><h4 id="open-source-cms-26"><a target="_blank" rel="noopener noreferrer" href="https://www.boye-co.com/conferences/opensourcecms26">Open Source CMS 26</a></h4>October 20–21, 2026 – Utrecht, NetherlandsJoin us for the first annual edition of our prestigious international conference dedicated to making open source CMS better. This event is already being called the “missing gathering place” for the open source CMS community – an international conference with confirmed participants from Europe and North America. Be part of a friendly mix of digital leaders from notable open source CMS projects, agencies, even a few industry analysts who get together to learn, network, and talk about what really matters when it comes to creating better open source CMS projects right now and for the foreseeable future. <a target="_blank" rel="noopener noreferrer" href="https://www.boye-co.com/conferences/opensourcecms26/tickets">Book your tickets today.</a> <img style="width:35.73%" src="https://cmscritic.com/ms-content/uploads/2026/05/image-1778200565145.png" /><h4 id="contentstack-contentcon-2026"><a target="_blank" rel="noopener noreferrer" href="https://www.contentstack.com/contentcon">Contentstack ContentCon 2026</a></h4>September 30 - October 1, Amsterdam  /  October 27-28, 2026 – ChicagoContentstack’s annual customer conference is the premier event for executives, marketing leaders, and developers to redefine their digital experience strategy. This is your opportunity to step out of the "status quo" and into "elite" status, learning exactly how the world’s most successful brands are using the technology you already own to do the impossible. Enjoy a full day of interactive workshops, certifications, and inspirational on-stage sessions designed to help you become an expert on cutting-edge digital strategies and how to turn Contentstack's CMS and adaptive personalization tools into your greatest competitive advantage.<a target="_blank" rel="noopener noreferrer" href="https://www.jdayusa.com/"> </a><a target="_blank" rel="noopener noreferrer" href="https://www.contentstack.com/contentcon">Book your seats today.</a> <a target="_blank" rel="noopener noreferrer" href="https://www.storyblok.com/joyconf"><img style="width:34.57%" src="https://cmscritic.com/ms-content/uploads/2026/07/joyconf-2026-logo.png" /></a><h4 id="storyblok-joyconf-2026"><a target="_blank" rel="noopener noreferrer" href="https://www.storyblok.com/joyconf">Storyblok JoyConf 2026</a></h4>October 28 - 29, Rheingoldhalle, Mainz (Frankfurt)JoyConf 2026 is where developers, marketers, and digital innovators come together from all around the world, united by one powerful idea: great content isn’t built by tools alone – it’s built by people who rely on systems to deliver their best work to the world. In an era where technology is increasingly shaped by AI, Content Confidence becomes your competitive advantage. When you can create, manage, and scale content that performs seamlessly across channels, platforms, and AI, you don’t just keep up – you win. <a target="_blank" rel="noopener noreferrer" href="https://www.storyblok.com/joyconf">Book your seats today.</a>

Matt & Matt Show Episode 7: 2026 Halftime Report! Vercel Ship to Full Sail, the AEO Goal, and More

How to Thrive at 25: As Sitecore Charts an AI Future, Community Remains its Greatest Asset     

<hr /> As an industry analyst, CMS geek, and all-around digital design nut, I’m fortunate to review and sometimes judge various awards competitions. It’s one of the best parts of my job because I get to look at what people and agencies make – and do it through a number of different lenses. Yes, it often involves a deep dive into architectures, but it also means I get to play with digital experiences. Who doesn’t love exploring an exquisite mobile UI or ogling over a stunning homepage template? There’s simply no replacement for how we – as humans – can be inspired by good design. But when you combine an awards competition with compelling stories about complex migrations and multichannel applications, you get a range of impressive submissions that go beyond just the visual appeal.Kentico has been running its annual <a target="_blank" rel="noopener noreferrer" href="https://www.kentico.com/discover/kentico-awards-winners/archive">Site of the Year</a> competition since 2017, and I’ve <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/kentico-announces-winners-of-2023-site-of-the-year-awards">covered it in the past.</a> The platform highlights some “swoon-worthy” projects built on Kentico, demonstrating the flexibility and extensibility of what’s possible when partners push the boundaries.The DXP just announced its <a target="_blank" rel="noopener noreferrer" href="https://www.kentico.com/discover/kentico-awards-winners/site-of-the-year-2026">Site of the Year 2026 program</a> last week, offering an updated awards structure that reflects the direction of modern digital experiences. This edition consolidates ten vertical categories into six while introducing a slate of new bonus awards like “Best SaaS Project,” “Best Multichannel Project,” “Best Upgrade Project,” and “Best Migration Project.”There’s one more, and it’s arguably in the spotlight: Kentico has added a “Best Use of AI” award to the roster, the first of its kind from a major category vendor.This is a smart move – and it complements the awards program in an area where many partners and enterprises are doubling down. According to Kentico, the new category will recognize and celebrate the work of brands and teams in deploying agentic and generative AI in production.It also aligns to the capabilities Kentico has been shipping across its <a target="_blank" rel="noopener noreferrer" href="https://www.kentico.com/CMSModules/Newsletters/CMSPages/Redirect.ashx?linkguid=1c0eda97-ac92-42bf-b5fd-5acf9b5ead34&amp;email=matt%40cmscritic.com&amp;hash=be0d1d8f19e0858f5111492f222eca952b1f9d98aaaeebe1c4c04b9dec830ced">Xperience by Kentico</a>, <a target="_blank" rel="noopener noreferrer" href="https://www.kentico.com/CMSModules/Newsletters/CMSPages/Redirect.ashx?linkguid=7bf2d6a7-2052-4f00-b58a-3084ce60c4f1&amp;email=matt%40cmscritic.com&amp;hash=be0d1d8f19e0858f5111492f222eca952b1f9d98aaaeebe1c4c04b9dec830ced">AIRA</a>, and the <a target="_blank" rel="noopener noreferrer" href="https://www.kentico.com/CMSModules/Newsletters/CMSPages/Redirect.ashx?linkguid=57081f58-7b0c-4976-bf1a-bf02cca136d9&amp;email=matt%40cmscritic.com&amp;hash=be0d1d8f19e0858f5111492f222eca952b1f9d98aaaeebe1c4c04b9dec830ced">Agentic Marketing Suite</a>. I recently broke down the platform’s rollout of four specialized agents that operate as a virtual marketing team, and you can <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/meet-the-agents-kentico-fields-an-ai-dream-team-to-win-the-new-game-of-marketing">read my analysis here.</a>"Awards programs should be a mirror of where the industry is actually moving, not where it was two years ago," said <a target="_blank" rel="noopener noreferrer" href="https://www.linkedin.com/in/petrklouda/">Petr Klouda</a>, VP of Strategic Partnerships at Kentico. "Agentic AI is no longer experimental; it is in production, shipping real outcomes for real customers. With Site of the Year 2026, we are putting that work on the leaderboard, alongside the SaaS, migration, and consolidation projects that are reshaping how organizations operate. The partners and customers building this future deserve to be recognized for it." <h3 id="a-new-awards-structure-for-a-changing-industry">A New Awards Structure for a Changing Industry</h3>It goes without saying that AI is rippling across the CMS and DXP toolscape and transforming everything. Still, the value of websites remains steadfast, even as they evolve to serve both humans and agents. Kentico’s Site of the Year competition is an opportunity to celebrate the efforts of the people behind these amazing experiences. It highlights the partners and customers who continue to elevate design and harness Xperience by Kentico to deliver uniquely inspiring results. As AI shifts the horizon, these practitioners are leveraging its capabilities to explore what’s next.The 2026 Site of the Year program introduces three changes to reflect the realities of how leading digital teams are working today. As mentioned, Kentico has consolidated the vertical structure from ten categories to six, clustering industries with a natural alignment. This includes: <ul><li>Government, Associations &amp; Education</li><li>Sport, Entertainment, Travel &amp; Tourism</li><li>Financial Services</li><li>Healthcare</li><li>Industrial Manufacturing</li><li>B2B &amp; Consumer Brands</li></ul>One important change: commerce is no longer a standalone category, and will be evaluated within the industry that each project aligns with. The five new bonus awards hit every vertical and reflect the focus of modern digital experience. This includes agentic and generative AI integration, true SaaS implementations, multichannel and consolidation projects, in-place version upgrades, and migrations from competing platforms. And bonus awards aren’t exclusive, meaning a single project can win both a vertical category and one or more bonus awards. <h3 id="site-of-the-year-2025-set-a-high-bar">Site of the Year 2025 Set a High Bar</h3>You can read my review of <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/websites-still-rock-kenticos-2025-site-of-the-year-winners-push-the-boundaries-of-digital-experience">Kentico’s Site of the Year 2025 competition</a>, which featured ten category winners and twenty honorable mentions across financial services, commerce, education, hospitality, healthcare, government, B2B, manufacturing, and nonprofit sectors. Submissions came from North America, EMEA, and APAC.For me, there were certainly some standouts. For example, <a target="_blank" rel="noopener noreferrer" href="https://www.kentico.com/CMSModules/Newsletters/CMSPages/Redirect.ashx?linkguid=2352b3f4-ad18-4695-b4cf-9fea119232c4&amp;email=matt%40cmscritic.com&amp;hash=be0d1d8f19e0858f5111492f222eca952b1f9d98aaaeebe1c4c04b9dec830ced">LeShuttle Freight’s</a> elegant, high-performance, multilingual experience was top-notch. In addition to simple, intuitive navigation, it has a tricked-out, real-time service update that provides critical visibility for time-sensitive logistics. The mobile experience is also lightweight, prioritizing the right elements in the UX. You can also read my review of the <a target="_blank" rel="noopener noreferrer" href="https://bobw.co/">Bob W. </a> and <a target="_blank" rel="noopener noreferrer" href="https://www.kentico.com/CMSModules/Newsletters/CMSPages/Redirect.ashx?linkguid=d26dfe6c-b389-43aa-a623-daa701b4b192&amp;email=matt%40cmscritic.com&amp;hash=be0d1d8f19e0858f5111492f222eca952b1f9d98aaaeebe1c4c04b9dec830ced">Oppenheimer</a> projects, and why they really made the grade. The full list of winners is available on the <a target="_blank" rel="noopener noreferrer" href="https://www.kentico.com/CMSModules/Newsletters/CMSPages/Redirect.ashx?linkguid=e1050167-fe25-4ff7-990d-71fec88be870&amp;email=matt%40cmscritic.com&amp;hash=be0d1d8f19e0858f5111492f222eca952b1f9d98aaaeebe1c4c04b9dec830ced">Kentico Awards page</a>. <h3 id="2026-is-already-taking-shape">2026 is already taking shape</h3>Kentico’s 2026 Site of the Year competition is already underway, with early entries crystallizing the value and impact of its new award categories. According to Kentico, every project that wins Site of the Month automatically qualifies for Site of the Year consideration, and thus far, the projects encompass work that would have been difficult to place in last year's structure. For example, <a target="_blank" rel="noopener noreferrer" href="https://www.integralife.com/">Integra LifeSciences</a>, a global medical technology leader specializing in neurosurgery and surgical solutions, is a model project for the new “Best SaaS Project.” With a hard deadline driven by an impending CMS sunset, Integra worked with Kentico partner <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/bizstream-acquires-refactored-adds-strategic-digital-services-and-headless-cms-accelerator">BizStream </a>to migrate to Xperience by Kentico delivered as SaaS.Additionally, <a target="_blank" rel="noopener noreferrer" href="https://www.tescomobile.com/">Tesco Mobile</a> Ireland, a consumer mobile brand, replatformed from a custom e-commerce build onto Xperience by Kentico. Delivered by <a target="_blank" rel="noopener noreferrer" href="https://www.wearegranite.com/">Granite</a>, the new site features a native phone comparison tool, a bundling and add-on checkout flow, and prepaid top-up functionality.<h3 id="criteria-and-timeline">Criteria and timeline</h3>Kentico’s “Site of the Year” entries are evaluated across four key pillars: <ul><li>Design and user experience</li><li>Content &amp; engagement</li><li>Technical excellence &amp; performance</li><li>Complexity &amp; fuctionality</li></ul>For more granular detail, you can <a target="_blank" rel="noopener noreferrer" href="https://www.kentico.com/discover/kentico-awards-winners/site-of-the-year-2026">visit the 2026 Awards website.</a>As for the schedule, Site of the Year 2026 follows the Site of the Month–based qualification model that was introduced in 2025. Kentico has a complete timeline on the awards website. Submissions open on January 1st, and the international Kentico judging committee will evaluate finalists in tournament-mode knockout rounds in January 2027. Winners will be announced the first week of February 2027. <hr /><h3 id="upcoming-events">Upcoming Events</h3>  <a target="_blank" rel="noopener noreferrer" href="https://www.boye-co.com/conferences/cmsconnect26"><img style="width:41.96%" src="https://cmscritic.com/ms-content/uploads/2026/05/cms-connect-logo-26.jpg" /></a><h4 id="cms-connect-26"><a target="_blank" rel="noopener noreferrer" href="https://www.boye-co.com/conferences/cmsconnect26">CMS Connect 26</a></h4>August 5-6, 2026 – Montreal, CanadaThe best conferences create space for honest, experience-based conversations. Not sales pitches. Not hype. Just thoughtful exchanges between people who spend their days designing, building, running, and evolving digital experiences. CMS Connect brings together people who share real stories from their work and platforms and who are interested in learning from each other on how to make things better. Over two days in Montreal, you can expect practitioner-led talks grounded in experience, conversations about trade-offs, constraints, and decisions, and time to compare notes with peers facing similar challenges. Space is limited for this exclusive event, <a target="_blank" rel="noopener noreferrer" href="https://www.boye-co.com/conferences/cmsconnect26">so book your seats today.</a> <img style="width:36.69%" src="https://cmscritic.com/ms-content/uploads/2026/01/open-source-cms-26.jpg" /><h4 id="open-source-cms-26"><a target="_blank" rel="noopener noreferrer" href="https://www.boye-co.com/conferences/opensourcecms26">Open Source CMS 26</a></h4>October 20–21, 2026 – Utrecht, NetherlandsJoin us for the first annual edition of our prestigious international conference dedicated to making open source CMS better. This event is already being called the “missing gathering place” for the open source CMS community – an international conference with confirmed participants from Europe and North America. Be part of a friendly mix of digital leaders from notable open source CMS projects, agencies, even a few industry analysts who get together to learn, network, and talk about what really matters when it comes to creating better open source CMS projects right now and for the foreseeable future. <a target="_blank" rel="noopener noreferrer" href="https://www.boye-co.com/conferences/opensourcecms26/tickets">Book your tickets today.</a> <img style="width:35.73%" src="https://cmscritic.com/ms-content/uploads/2026/05/image-1778200565145.png" /><h4 id="contentstack-contentcon-2026">Contentstack <a target="_blank" rel="noopener noreferrer" href="https://www.contentstack.com/contentcon">ContentCon 2026</a></h4>September 30 - October 1, Amsterdam  /  October 27-28, 2026 – ChicagoContentstack’s annual customer conference is the premier event for executives, marketing leaders, and developers to redefine their digital experience strategy. This is your opportunity to step out of the "status quo" and into "elite" status, learning exactly how the world’s most successful brands are using the technology you already own to do the impossible. Enjoy a full day of interactive workshops, certifications, and inspirational on-stage sessions designed to help you become an expert on cutting-edge digital strategies and how to turn Contentstack's CMS and adaptive personalization tools into your greatest competitive advantage.<a target="_blank" rel="noopener noreferrer" href="https://www.jdayusa.com/"> </a><a target="_blank" rel="noopener noreferrer" href="https://www.contentstack.com/contentcon">Book your seats today.</a>

Kentico Opens its Site of the Year 2026 Awards as First Major DXP with a ‘Best Use of AI’ Category

‘Crunch Time’ for AI Visibility: Sitecore’s Acquisition of Scrunch Gives Brands an Edge Beyond AEO

Shopify - The global commerce platform

Build your business with Shopify to sell online, offline, and everywhere in between.

The global commerce platform

#ffffff

<a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/critics/soren-stamer">Sören Stamer</a><a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/critics/dan-drapeau"> </a>is Co-Founder and CEO of <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/products/coremedia">CoreMedia</a> and a CMS Critic contributor. <hr /> AI now often sits between your brand and your customer, deciding what it tells them about you. The risk that it misrepresents you, or leaves you out of the answer altogether, is real. If a buyer researching their next purchase asks an AI assistant for a shortlist, and the answer attaches a wrong price to your offering, cites an outdated policy, or names a competitor as the better option, the damage is done before you even notice. There is no page to correct and no customer to email, because the person on the other end never visited your site and never will. The only place to influence it is upstream, in the infrastructure your content lives in.<h3 id="the-cms-has-a-new-job:-trust-infrastructure">The CMS has a new job: trust infrastructure</h3>You cannot police what an AI says about your brand at the moment it speaks. But you can shape what it draws on at the root, in the content the model reads before it ever forms an answer. When an AI decides whether to surface your brand, it does not read a web page the way a person does. It looks for signals in your content:<ul><li>Machine-readability: Is the content explicitly modeled?</li><li>Structure: Are the entities, your products, prices, and policies, clearly defined?</li><li>Consistency: Do the claims align across pages, channels, and markets?</li><li>Freshness: Is the content current and up to date?</li><li>Provenance: Is the source authoritative and traceable?</li></ul>How content is structured directly shapes whether an AI can find it, interpret it, and trust it enough to cite you. If your price says one thing on a product page and another in a PDF, an AI cannot tell which is true, so it trusts neither. Meeting these signals in practice means turning marketing prose scattered across sources into defined fields, managed centrally: product attributes, pricing components, and policy blocks an agent can read directly. Get the data right, and it flows straight to brand trust, conversions, and revenue. Get it wrong, and the AI works with whatever it can find and repeats the mess across every answer it gives about you, if it includes you at all. That is why content infrastructure now belongs at the board level, because you want to stay in control of how your brand is represented by AI agents.<h3 id="content-governance-is-mission-critical,-and-ai-makes-it-more-so">Content governance is mission-critical, and AI makes it more so</h3>Governance is the framework that makes sure the right rules are in place and applied: what content can exist, who can change it, how it is structured, and what needs approval before it goes out.It often used to be a checkpoint at the end: route the content through legal, compliance, and marketing, then ship. That worked while people wrote everything, at human speed and human volume. AI changes both: it produces a thousand variants in the time a person reviews one, personalized in real time for every audience and channel, and it does it without judgment. On its own, the model generating that content is context-blind, a confident guesser with no idea what your prices are today or what your brand would never say. At that speed and scale, a person checking each piece after the fact has no chance of keeping up. The rules can no longer live in a review step at the end; they have to be enforced by the system as the content is generated:<ul><li>Brand rules, so it sounds like you, not the internet's average.</li><li>Live proprietary data, so it quotes accurate prices, specs, and policies.</li><li>Compliance boundaries, so it never says what you legally cannot.</li><li>Human handoff, so high-risk content gets a person's sign-off before it ships.</li><li>Ongoing checks, so content that goes stale or off-brand gets caught and corrected.</li></ul>People set those rules at the source, and the platform applies them to everything generated against it, and to everything downstream that draws on it, from LLMs to personalization engines to automated campaigns. Get that source right and the advantage compounds quickly: everything built on top of it stays accurate by default. Teams across the organization, from marketing to sales to support, move faster because they work off one centralized source, delivering a consistent experience that humans and AI alike can trust. The human role shifts from polishing words to steering the system, freeing people for what only they bring to the table: taste, judgment, and accountability. Left to itself, AI is generic; it takes a human touch in the process to make a brand worth choosing.<h3 id="what-enterprises-should-demand-from-an-ai-ready-cms">What enterprises should demand from an AI-ready CMS</h3>Every CMS now claims to be AI-ready. Most mean they have added a few features on top: a copilot in the editor, auto-tagging, and a chat box. Those lift productivity, but that’s no longer the differentiator. The mistake is treating AI as a set of add-ons. It is infrastructure, and it only delivers quality results when it works as a system built on a reliable content foundation:<ul><li>One omnichannel content platform as a source of truth that every channel and agent draws on.</li><li>Content structured for machines, not just for human eyes.</li><li>Governance AI can rely on, enforced as content is generated and optimized.</li><li>Workflows that keep humans in control, at AI-velocity.</li></ul>This is what we built the CoreMedia Experience Platform to be: an <a target="_blank" rel="noopener noreferrer" href="https://www.coremedia.com/content-management-system/ai-powered-cms">AI-first CMS</a>, a centralized content platform for every touchpoint with governance at its core. Make your CMS that trust infrastructure, not just a publishing tool, and that is where you win the customer the AI is choosing for. <hr /><h3 id="upcoming-events">Upcoming Events</h3>  <img style="width:30.13%" src="https://cmscritic.com/ms-content/uploads/2025/12/image-1765546475634.png" /><h4 id="umbraco-codegarden-2026"><a target="_blank" rel="noopener noreferrer" href="https://codegarden.umbraco.com/">Umbraco Codegarden 2026</a></h4>June 10–11, 2026 – Copenhagen, DKJoin us in Copenhagen (or online) for the biggest Umbraco conference in the world – two full days of learning, genuine conversations, and the kind of inspiration that brings business leaders, developers, and digital creators together. Codegarden 2026 is packed with both business and tech content, from deep-dive workshops and advanced sessions to real-world case studies and strategy talks. You’ll leave with ideas, strategies, and knowledge you can put into practice immediately. <a target="_blank" rel="noopener noreferrer" href="https://codegarden.umbraco.com/">Book your tickets today.</a> <a target="_blank" rel="noopener noreferrer" href="https://www.boye-co.com/conferences/cmsconnect26"><img style="width:41.96%" src="https://cmscritic.com/ms-content/uploads/2026/05/cms-connect-logo-26.jpg" /></a><h4 id="cms-connect-26"><a target="_blank" rel="noopener noreferrer" href="https://www.boye-co.com/conferences/cmsconnect26">CMS Connect 26</a></h4>August 5-6, 2026 – Montreal, CanadaThe best conferences create space for honest, experience-based conversations. Not sales pitches. Not hype. Just thoughtful exchanges between people who spend their days designing, building, running, and evolving digital experiences. CMS Connect brings together people who share real stories from their work and platforms and who are interested in learning from each other on how to make things better. Over two days in Montreal, you can expect practitioner-led talks grounded in experience, conversations about trade-offs, constraints, and decisions, and time to compare notes with peers facing similar challenges. Space is limited for this exclusive event, <a target="_blank" rel="noopener noreferrer" href="https://www.boye-co.com/conferences/cmsconnect26">so book your seats today.</a> <img style="width:36.69%" src="https://cmscritic.com/ms-content/uploads/2026/01/open-source-cms-26.jpg" /><h4 id="open-source-cms-26"><a target="_blank" rel="noopener noreferrer" href="https://www.boye-co.com/conferences/opensourcecms26">Open Source CMS 26</a></h4>October 20–21, 2026 – Utrecht, NetherlandsJoin us for the first annual edition of our prestigious international conference dedicated to making open source CMS better. This event is already being called the “missing gathering place” for the open source CMS community – an international conference with confirmed participants from Europe and North America. Be part of a friendly mix of digital leaders from notable open source CMS projects, agencies, even a few industry analysts who get together to learn, network, and talk about what really matters when it comes to creating better open source CMS projects right now and for the foreseeable future. <a target="_blank" rel="noopener noreferrer" href="https://www.boye-co.com/conferences/opensourcecms26/tickets">Book your tickets today.</a> <img style="width:35.73%" src="https://cmscritic.com/ms-content/uploads/2026/05/image-1778200565145.png" /><h4 id="contentstack-contentcon-2026">Contentstack <a target="_blank" rel="noopener noreferrer" href="https://www.contentstack.com/contentcon">ContentCon 2026</a></h4>September 30 - October 1, Amsterdam  /  October 27-28, 2026 – ChicagoContentstack’s annual customer conference is the premier event for executives, marketing leaders, and developers to redefine their digital experience strategy. This is your opportunity to step out of the "status quo" and into "elite" status, learning exactly how the world’s most successful brands are using the technology you already own to do the impossible. Enjoy a full day of interactive workshops, certifications, and inspirational on-stage sessions designed to help you become an expert on cutting-edge digital strategies and how to turn Contentstack's CMS and adaptive personalization tools into your greatest competitive advantage.<a target="_blank" rel="noopener noreferrer" href="https://www.jdayusa.com/"> </a><a target="_blank" rel="noopener noreferrer" href="https://www.contentstack.com/contentcon">Book your seats today.</a>

From CMS to AI trust layer: Why content governance is now a board-level priority

soren-stamer

Where Native DXP AI Fits Within an Agentic Enterprise Strategy

No More Kicking the CMS Tires: As Salesforce Acquires Contentful, Can it Keep the Wheels on the AI Road?

Meet the Agents: Kentico Fields an ‘AI Dream Team’ to Win the New Game of Marketing

Controlling the Agentic Climb: Contentstack is Elevating Adaptive Experiences with its AXP Vision

CMS Summit 26

Find out at Open Source CMS 26, October 20-21 in Utrecht, Netherlands

What's ahead for Open Source CMS?

Explore a wide range of informative articles on digital experience platform, insights, and industry updates. Stay informed and ahead of the curve with our diverse collection of news and posts covering the latest trends and developments in the industry