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Industry Article

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

janus-boye

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

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://podcasts.apple.com/us/podcast/cms-critic-the-critics-corner-podcast/id1801794414?i=1000722088473">Listen to the full episode of “The Critic's Corner” Podcast &gt;</a></h4> <hr /> “I set out to create the Moby Dick of adtech.”I know it was said in jest during the recording of our podcast, but I think <a target="_blank" rel="noopener noreferrer" href="https://www.linkedin.com/in/aripaparo/">Ari Paparo</a> was accurate in his literary self-assessment. Without question, the “Great White Whale” is an apropos metaphor for <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/products/google-cloud-platform">Google</a>. And I’ll borrow from Melville here: If Ari’s heart were a cannon, he would have shot his heart upon it.As a historical documentarian of Google’s rise and legal fallout as the preeminent ad tech goliath, Ari is clearly the Ishmael to the DOJ’s Ahab, telling us the story in vivid detail. And what a story it is. After a <a target="_blank" rel="noopener noreferrer" href="https://www.justice.gov/opa/pr/department-justice-prevails-landmark-antitrust-case-against-google#:~:text=Today%20the%20Antitrust%20Division%20of,%2C%20increasingly%2C%20the%20internet%20itself.">long and sordid legal quagmire</a>, Google’s ad business has been harpooned, with the Department of Justice handing down sweeping remedies. Additional lawsuits are pending, so the saga is far from over.While a complete breakup of Google’s advertising empire is unlikely, the government appears to have prevailed in its quest to stop its overreach. And despite the financial and business impacts on the Big G, the public’s perception of the search giant is clearly tarnished. We now know just how underhanded the manipulation was across Google’s buying and selling exchange, how they squeezed partners and bent the market to its will.But there were unscrupulous players on all sides, as Ari pointed out. Some of that was reactionary, perhaps even predictable. It was all fruit of the poisonous tree. Or, more appropriately, rows of teeth in the whale’s mouth. “It wasn't just Google that was cheating,” he said. “They had a unique ability to cheat, because they were both on the buy and the sell side. But everyone else was cheating, too. The counterparties, in many cases, were doing shenanigans to raise the prices.”In his new book, <a target="_blank" rel="noopener noreferrer" href="https://www.amazon.com/Yield-Google-Bullied-Advertising-Dominance/dp/B0F67HV2BB">Yield: How Google Bought, Built, and Bullied Its Way to Advertising Dominance,</a> Ari takes us on a fascinating journey through the bowels of the burgeoning adtech world over the last two decades. He guides us through the high-stakes industry game that saw Google pit against “The Big Three” (AOL, MSN, and Yahoo) to control the advertising landscape, and how innovation – and shadowy tactics – helped them systematically dismantle the competition. The tale is stranger than fiction. And while one chapter has ended, we’re still roaming the turbulent waters, waiting to see what the whale does next. The intrigue goes beyond Silicon Valley's hallowed and often vulturous vestibules, weaving in Madison Avenue's misanthropic, profit-driven culture. It was like the new Gold Rush – and Ari had a front-row seat on the inside. After some dotcom-era dabbling, Ari joined the pioneering ad powerhouse, <a target="_blank" rel="noopener noreferrer" href="https://en.wikipedia.org/wiki/DoubleClick">DoubleClick</a>, and was later shrink-wrapped into the 2008 Google acquisition. In our conversation, we discussed the transformation across these business entities and what the cultural shift was like. While he's not a character in the book, his proximity gave him deeper insight.“I was part of the sale, and I ended up a Director of Product Management at Google, overseeing a lot of the products sold to advertisers and agencies,” he said. “And that was a really important transaction that kicks off the book, and I was just part of that.”Here's a taste of our conversation:<figure class="media"><div data-oembed-url="https://youtu.be/kYM1A2bjdnU"><div style="position:relative;padding-bottom:100%;height:0;padding-bottom:56.2493%"><iframe src="https://www.youtube.com/embed/kYM1A2bjdnU" style="position:absolute;width:100%;height:100%;top:0;left:0" frameborder="0" allow="autoplay; encrypted-media" allowfullscreen></iframe></div></div></figure><h3 id="a-tale-in-three-acts">A tale in three acts</h3>Along with his career credentials as a former Googler, Ari is a curious explorer – an adtech guru who worked at the center of the industry and later leveraged his expertise to report the “goings on” for various news outlets. These days, he’s the CEO of <a target="_blank" rel="noopener noreferrer" href="https://news.marketecture.tv/">Marketecture Media</a>, a network of podcasts and events in the digital media business, where he continues to keep his fingers on the pulse. As Ari detailed in the podcast, the book is divided into three sections: The financialization of advertising, Google's march to dominance, and the legal challenges that followed. We discussed the profound invention of the ad exchange and how Google’s dual role as both a buyer and a seller allowed it to manipulate auctions.The book is replete with examples of unethical practices – enough to make your head spin. But Ari also explained how the rise of reactive market pressures changed perceptions and created, shall we say, “interesting” responses. That included the advent of <a target="_blank" rel="noopener noreferrer" href="https://en.wikipedia.org/wiki/Header_bidding">header bidding</a> (one of many strange terms in the digital advertising lexicon), which allowed other parties to compete with Google on more even footing, further conflating the programmatic advertising landscape.<h3 id="the-‘legal-eagle’">The ‘legal eagle’</h3>Google’s power play remained in a black box – for a while. But as brands and advertisers became painfully aware of its shady practices, a cohort of unlikely bedfellows, including tech and communications giants like <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/products/microsoft-azure">Microsoft</a>, AT&amp;T, and Verizon (and publishing giants like News Corp, The Daily Mail, and Gannett), tried to shift Google’s course. As the book details, this alliance ultimately failed, leaving the question of whether a single company could control the destiny of media and journalism unanswered.Enter the U.S. Department of Justice, which becomes a pivotal character in the story. As the last line of defense, the courts sought to unravel Google’s advertising empire and render its monopoly inert. During this landmark antitrust trial, Ari decided to camp out in the Virginia courthouse where the action was unfolding. He published a daily newsletter, which, in his words, got “snarky” at times. About midway through, the idea of crystallizing the saga as a book came to him.“I said to myself, this is like a pretty good story, an emotional ‘people story’ about feeling gaslit and betrayed and having your power taken away from you as a publisher or as a monetization professional,” he recalled. “So it was born out of the testimony in the trial."Spoiler alert: As we cover in the podcast, the DOJ is successful, and Google is currently being forced to dismantle its machine – or at least parts of it. And the drama is far from over as additional suits work their way through the courts. While the guilty verdict has ended in calls for a breakup of key business components and interests, Wall Street is still waiting for the judge’s gavel to fall on proposed remedies. The DOJ is even seeking a <a target="_blank" rel="noopener noreferrer" href="https://www.investors.com/news/technology/google-stock-wall-street-awaits-judges-ruling-on-remedies-in-search-antitrust-case/">divestiture of Google’s Chrome browser</a> as part of the regulatory case’s many remedies. In fact, this week, <a target="_blank" rel="noopener noreferrer" href="https://www.perplexity.ai/">Perplexity</a> – the popular AI answer engine with a keen focus on search – tendered an offer to <a target="_blank" rel="noopener noreferrer" href="https://www.reuters.com/business/media-telecom/ai-startup-perplexity-makes-bold-345-billion-bid-googles-chrome-browser-2025-08-12/">purchase Chrome for the sweet sum of $34.5 billion</a>, although Google claims it’s not for sale.<h3 id="a-people-story">A people story</h3>It would be easy to say this is a tale about tech, but it’s not. As Ari said, it's about people – and our delicate relationship with trust and transparency.During the pod, Ari shared his experience of living through the antitrust trial and preparing to write a detailed book. Not only did he scour thousands of pages of documents in his research, but he also listened closely to the human toll of Google’s abuses, emphasizing the emotional impact on publishers and advertisers.“This isn't just for me, the ad tech uber geek,” he said. “I really had to put it in the historical perspective with the real stories from the people that were involved.”Maybe breaking up Google’s ad server and exchange is a logical next step. Opening its algorithms might also rebalance the equation. But as we discussed in the episode, the industry has already transformed, and AI is a big part of that. As traffic declines, <a target="_blank" rel="noopener noreferrer" href="https://searchengineland.com/google-search-zero-click-study-2024-443869">zero-click searches</a> rise, and users shift their preference to answer engines like <a target="_blank" rel="noopener noreferrer" href="https://chatgpt.com/">ChatGPT</a>, the advertising world is already playing by a different set of rules – and there’s no going back. During our pod recording, Ari offered some reflections on the future of journalism, the realities of “the open web,” and how consumers and advertisers might coexist in this new ecosystem of business models. As one of the leading minds in the field, he has a sense of where things are heading and how we have to adapt to this new paradigm.“When we talk about what the old-fashioned definition of what the ‘open web’ means – free to consumers on the web, spiderable by search engines – there's no sugar coating it, that's on the decline,” he said. “And the ad-supported portion of that is also on the decline. And I don't think there's anything you can do about that. You have to look at other ways of supporting journalism, be it paid, nonprofit-supported, government-supported, or other things like that.”<h3 id="the-verdict">The verdict</h3>What can I say? I loved this book. It is a tour de force of research, observation, and analysis with an authentic thread of humanity woven across its pages.If you're looking for a powerful read, this is it. Yield is challenging, engaging, and beautifully crafted. It offers a well-balanced exchange of gripping narrative with technical exposition, giving you a deeper understanding of how the field of digital advertising functioned under Google's rule – and all the shenanigans they pulled. It’s a fascinating ride from cover to cover.If you're a marketer, this book is for you. If you're a tech hawk that's obsessed with unpacking the cultural dysfunction of Silicon Valley in its mashup with Madison Avenue, this book is for you. And if you're a fan of documentary-style stories about unthinkable corporate profiteering and legal drama, this book is definitely for you.I highly recommend it – and you can <a target="_blank" rel="noopener noreferrer" href="https://www.amazon.com/Yield-Google-Bullied-Advertising-Dominance/dp/B0F67HV2BB">purchase your copy here.</a><h3 id="“the-critic’s-corner”-podcast-with-ari-paparo">“The Critic’s Corner” podcast with Ari Paparo</h3> <a target="_blank" rel="noopener noreferrer" href="https://podcasts.apple.com/us/podcast/cms-critic-the-critics-corner-podcast/id1801794414?i=1000722088473">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-style-align-center image_resized" style="width:59.7%"><a href="https://podcasts.apple.com/us/podcast/cms-critic-the-critics-corner-podcast/id1801794414?i=1000722088473" target="_blank" rel="noopener noreferrer"><img src="https://cmscritic.com/ms-content/uploads/2025/08/ari-paparo-podcast-image.png" alt="" /></a></figure> <h3 id="upcoming-events">Upcoming Events</h3> <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, FloridaMeet 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>

How did Google buy, build, and bully its way to advertising dominance? Ari Paparo tells us in “Yield” 

<a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/critics/jurgita-lap">Jurgita Lapienytė</a><a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/critics/dan-drapeau"> </a>is Editor-in-Chief at <a target="_blank" rel="noopener noreferrer" href="https://cybernews.com/">Cybernews</a> and a CMS Critic contributor. <hr /> Imagine that you’re out shopping for a new jacket, blissfully unaware that somewhere, in the digital shadows, your personal details are being shuffled like cards in a high-stakes game you never agreed to play. That’s the reality for The North Face customers after a <a target="_blank" rel="noopener noreferrer" href="https://cybernews.com/news/north-face-cyberattack-compromised-customer-accounts-vf-corp/">“small-scale” credential stuffing attack</a> – though, let’s be honest, there’s nothing small about having your name, birthday, and address stolen.<h3 id="credential-stuffing:-the-lazy-hacker’s-jackpot">Credential Stuffing: The Lazy Hacker’s Jackpot</h3>Credential stuffing is the digital equivalent of trying every key on a ring until one fits. Hackers scoop up usernames and passwords leaked from previous breaches, then let automated bots loose on other websites, hoping you’ve reused your old faithful password yet again. Spoiler: <a target="_blank" rel="noopener noreferrer" href="https://cybernews.com/security/password-leak-study-unveils-2025-trends-reused-and-lazy/#:~:text=The%20Cybernews%20research%20team%20conducted,the%202025%20password%20creation%20trends.&amp;text=%E2%80%9CWe're%20facing%20a%20widespread,highly%20vulnerable%20to%20dictionary%20attacks.">Most people do</a>. It’s like giving every houseguest you’ve ever had a copy of your key and never changing the locks.Why does this keep happening? Because password reuse is the internet’s dirty little secret. We all know we shouldn’t, but convenience wins. The North Face’s attackers didn’t need to break down the door – they just waltzed in, armed with credentials bought in bulk from the dark web’s version of a discount warehouse.<h3 id="what-was-stolen-–-and-why-it’s-important">What Was Stolen – and Why It’s Important</h3>No, your credit card wasn’t filched this time. But don’t breathe easy just yet. Names, addresses, phone numbers, birthdays – these are the building blocks for identity theft and phishing scams that can cost you far more than a new parka. Cybercriminals love this data because it’s the clay they mold into convincing cons.<h3 id="how-to-break-the-cycle">How to Break the Cycle</h3>Here’s what CMS and DXP vendors can do to help brands secure the end user experience: <ul><li>Enable <a target="_blank" rel="noopener noreferrer" href="https://support.microsoft.com/en-us/topic/what-is-multifactor-authentication-e5e39437-121c-be60-d123-eda06bddf661">Multi-Factor Authentication (MFA)</a> by default, especially for risky logins and sensitive actions.</li><li>Use AI-powered bot detection and rate limiting to block automated credential stuffing attempts.</li><li>Integrate <a target="_blank" rel="noopener noreferrer" href="https://support.google.com/a/answer/1217728">CAPTCHA</a> challenges smartly to stop bots without frustrating real users.</li><li>Adopt secure, decoupled architectures and protect APIs with strong authentication protocols.</li><li>Check passwords against breach databases and enforce strong, unique password policies.</li><li>Monitor login patterns in real-time to spot and respond to suspicious activity quickly.</li><li>Provide built-in user education on security best practices and phishing awareness.</li><li>Keep platforms updated automatically with the latest security patches and protections.</li><li>Leverage cloud-native, vendor-managed security to reduce risks and maintenance burdens.</li></ul><h3 id="last-take">Last Take</h3>The North Face did the right thing by alerting customers, even if the law didn’t twist their arm. But let’s not kid ourselves: until unique passwords and two-factor authentication are as routine as zipping your coat before a snowstorm, credential stuffing attacks will keep finding their mark. Don’t be the low-hanging fruit. In the wilds of the internet, survival favors the cautious. <hr /><h3 id="upcoming-events">Upcoming Events</h3> <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>

When Passwords Become Skeleton Keys: The North Face Breach and the Perils of Credential Stuffing

jurgita-lap

Can we heal the ‘open sores’ in open source? For WordPress, Karim Marucchi has a prescription

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

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

AI-generated content may be incorrect." /></figure>Members of Umbraco’s 2025 Sustainability Team. Source: Umbraco. In addition to Martin serving as the new Sustainability Team Steward, this year’s Umbraco HQ team members include Karita Kostiainen and Mikulas Tomanka.<h3 id="what’s-next?">What’s next?</h3>According to Martin, Umbraco has seen increased interest in its Impact Reports over the years, both from agencies and end clients. This seems to indicate that more organizations from across the market are seeking guidance – and ways to take action – to create a more sustainable web.Of course, a big part of realizing this vision is having the right leadership in place. For Martin and Umbraco, that begins with the Sustainability Team. And while the new players have just arrived, he seems ready to hit the ground running. “We’ve only just held our first ‘meet and greet’ with the new members of the 2025 Sustainability Team,” he said. “Now the real work begins.”As Martin explained, it’s important that the Sustainability Team be given latitude in setting goals and establishing relevant benchmarks. He wants to build on the work that’s already been started, bring in new ideas, and ultimately evaluate where the team’s efforts will have the biggest impact.“The inaugural team created a package for Umbraco that allows people to track and reduce emissions from their solutions,” he said. “I expect that we will likely see additions to that, or maybe even new packages, as we have some skilled engineers on the team who are eager to create new solutions.”As part of its ongoing efforts to educate the web community, the Umbraco Sustainability Team just <a target="_blank" rel="noopener noreferrer" href="https://umbraco.com/webinar-sustainability-2025/">hosted a webinar</a> with sustainability champion <a target="_blank" rel="noopener noreferrer" href="https://www.linkedin.com/in/mikebernerslee/">Mike Berners-Lee</a> on Thursday, May 22nd, at 3 p.m. UK time. If you're not familiar with Mike, he's the author of a groundbreaking series of books on sustainability, including A Climate of Truth: Why We Need It and How To Get It, There is No Planet B, and How Bad are Bananas? Mike was also one of the first researchers to calculate that the IT industry’s greenhouse gas emissions were equivalent to those of the aviation industry. <h3 id="why-it-matters">Why it matters</h3>I personally believe that doing good in the world is good for business – and that it’s indeed possible to be a good steward of the planet while pursuing growth. To that end, I asked Martin how the broader sustainability efforts are translating for Umbraco’s prospects. Is the messaging resonating with customers – particularly at a time when certain markets are deprecating ESG and DEI regulations and setting back previous policies to address climate change? And how can partners and the Sustainability Team support a beneficial trajectory?“During procurement processes, we see that there's already a demand for data about ESG and sustainability efforts from the market,” he said. “Legislation is making it necessary for more and more businesses to better understand and put demands on the suppliers in their supply chains. The team helps us provide just that."For Martin, the big benefit comes from working openly and collaboratively with agencies and having them well-represented within the makeup of the Sustainability Team. As he pointed out, it ensures that Umbraco gets the necessary “outside-in” perspective to align with what the agencies and end-clients prioritize when looking for new vendors.Umbraco has always marched to the beat of its own drum, and this is another example of how the company isn’t just motivated to improve digital experiences – but our planet as well. I can’t think of a better mission. <hr /><h4 style="text-align:center" id="looking-for-guidance-on-umbraco?-talk-to-an-expert.">Looking for guidance on Umbraco? <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/contact">Talk to an expert.</a></h4><hr /> <h3 id="upcoming-events">Upcoming Events</h3> <img style="width:33.07%" src="https://cmscritic.com/ms-content/uploads/2025/05/contentcon25-logo-1747412490394.png" /><h4 id="contentstack-contentcon-25"><a target="_blank" rel="noopener noreferrer" href="https://www.contentstack.com/contentcon">Contentstack ContentCon 25</a></h4>June 3-5, 2025 – Chicago, USAThe future of digital is waiting for you! Contentstack presents ContentCon, the premier event for digital teams and industry leaders who are reimagining the future of digital experiences. Join us for two days of transformative presentations and workshops designed to help you put personalization and AI strategies into action. <a target="_blank" rel="noopener noreferrer" href="https://contentcon2025.site.zuddl.com/">Register today! </a> <img style="width:31.83%" src="https://cmscritic.com/ms-content/uploads/2025/01/cms-connect-2025-logo.png" alt="" /><h4 id="cms-connect-25"><a target="_blank" rel="noopener noreferrer" href="https://www.boye-co.com/conferences/cmsconnect25">CMS Connect 25</a></h4>August 5-6, 2025 – Montreal, CanadaWe are delighted to present the second annual summer edition of our signature global conference dedicated to the content management community! CMS Connect will be held again in beautiful Montreal, Canada, and feature a unique blend of masterclasses, insightful talks, interactive discussions, impactful learning sessions, and authentic networking opportunities. Join vendors, agencies, and customers from across our industry as we engage and collaborate around the future of content management – and hear from the top thought leaders at the only vendor-neutral, in-person conference exclusively focused on CMS. Space is limited for this event, <a target="_blank" rel="noopener noreferrer" href="https://www.boye-co.com/conferences/cmsconnect25">so book your seats today.</a>

Umbraco Reinforces Commitment to Global Impact with 2025 Sustainability Team

<hr /> <a target="_blank" rel="noopener noreferrer" href="https://www.linkedin.com/in/jared-smigelski-1b0023163/">Jared Smigelski</a> isn’t a dentist, but he’s doing his part to improve smiles.That’s not easy when you’re modernizing a digital ecosystem that’s been in place for decades. It’s a bit like performing dental work that’s long overdue. Where do you start? How do you ensure a pain-free outcome?When I met Jared at “The Composable Conference” a few weeks ago, I was immediately drawn into his career arc at <a target="_blank" rel="noopener noreferrer" href="https://www.linkedin.com/company/benco-dental/">Benco Dental. </a>He's spent the last 13 years supporting and incrementally improving his company’s digital properties, starting as a software engineer and moving into product and application ownership. Now, he and his team are embarking on a “composable cleaning” that aims to transform his company’s IT posture with a MACH architectural approach – a move that could improve Benco’s competitive agility while future-proofing it for the next wave of tech innovation.“We’re a hundred-year-old company, maybe more, and the site’s been around since there’s been a site,” Jared said. “So it’s heavily monolithic, heavily legacy. All the logic is all over the place, and a lot of it lives on the front end, so we’re looking to pull a lot of that apart. In theory, MACH principles are perfect for what we’re trying to do.”This initiative is exactly why Jared and two of his key practitioners were attending the annual <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/the-composable-conference-2025-takes-shape-as-mach-alliance-announces-speakers-and-new-events">MACH Alliance event in Chicago</a>. They had already started down the composable path by assessing a move to the cloud, embracing an API-first approach, and even procuring several tools to begin “drilling” into their strategy. “We’re in a position right now where we’re integrating a lot of these tools that are already within the Alliance,” he explained, mentioning <a target="_blank" rel="noopener noreferrer" href="https://www.bloomreach.com/en">Bloomreach</a> and <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/products/contentstack">Contentstack</a> by name.But going composable can be like pulling teeth, fraught with challenges and mired by the looming potential of failure. For Jared, the MACH Alliance community provided a bit of Novocain for his concerns, and hearing the successful use cases from other practitioners made him hopeful about their prospects. For me, this is a fantastic story and a compelling use case. First, it’s an opportunity to hear from a digital leader at the very beginning of his MACH journey, starting with an aging monolithic legacy system – and one that’s homegrown. It's brownfield with a bit of green on the edges. It’s also an example of an enterprise application within the B2B healthcare vertical, which gives it a differentiated spin from the typical retail examples we’re accustomed to in MACH. Finally, Jared’s frankness captured some of the real stakes at play when considering a composable path. In our chat, we delved into his selection of Contentstack as a CMS foundation and what influenced his decision. We also discussed how their roadmap for AI is already beginning to take shape as they consider the possibilities of a MACH-powered future.Will it be easy to realize this vision? Not likely – and he knows this is a years-long gamble for both his team and the company. Getting there could, at times, feel like a mouth full of braces. But with the right planning, mindset, and execution, a more structured and (dare I say) beautiful smile awaits. <h3 id="avoiding-digital-“tooth-decay”">Avoiding digital “tooth decay”</h3>Benco is a storied brand in the dental industry. As the largest privately owned, full-service distributor of dental supplies, equipment, consulting, and equipment services in the US, it has a rich heritage built on almost a century of success. Founded by Benjamin Cohen, the company has remained family-owned and laser-focused on its mission of "delivering success smile after smile."​ Based in Pittston, Pennsylvania, Benco is also the nation's fastest-growing dental distributor with more than 50 regional showroom locations and five distribution centers servicing more than 30,000 dental professionals in all 50 states.As you might imagine, this unabated growth is driving more dependency on Benco’s digital properties, which feature e-commerce shopping capabilities. And while legacy and longevity are key attributes for a brand, Benco’s aging website and infrastructure have been a key source of pain as it looks to scale. To avoid this digital “tooth decay” and get to the next step of digital transformation, Jared has embraced a composable strategy – and tapping the MACH Alliance and its community of expertise is one way he’s hoping to achieve success as he begins to execute.   “The principles, they’ve been around since modern development architecture has been around,” he said, referencing the tenets of MACH. “But actually having some place that pulls it all together is really helpful. We’re here to try to learn more about these principles, get some actionable content when we go back, so we can implement a CMS successfully on the first try.”<h3 id="the-mach-community:-a-retainer-for-knowledge">The MACH community: A retainer for knowledge</h3>As Jared mentioned, the goal of attending “The Composable Conference” was to seek insight and walk away ready to take action. The education piece continues to be a shining example of where the Alliance excels, and that came through in spades during the first day’s keynote sessions and focused workshops. That said, I spoke to a number of attendees who felt that the conference's content was on point, but that “actionable” component might not have been fully realized. This is one area where the Alliance can continue to improve its value to members and the market at large. This year’s session tracks did provide a clear and concise framework for attendees, allowing them to select a path that best fits their current status – from early-stage “MACH Curious” to “Active” or “Pro.” I asked Jared what sessions stood out for him and why they made an impact. “Hearing Andrew talk from Zoro on that first day, that keynote was really pertinent because we’re a similar company,” he said. “We’re a B2B selling to offices, and hearing about that transformation was truly impressive.”He was referring to <a target="_blank" rel="noopener noreferrer" href="https://www.linkedin.com/in/goodfellow/">Andrew Goodfellow</a>, CTO at Zoro – an online provider of tools, parts, and supplies. As CTO, Andy took attendees through the digital retailer’s early adoption of MACH, and how it ultimately enabled Zoro to go from 2 million SKUs to 15 million and double revenue. You can read more about it <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/the-deep-dish-on-composable-6-tasty-takeaways-from-the-mach-alliances-2025-conference">in my conference overview</a>. Jared also mentioned how <a target="_blank" rel="noopener noreferrer" href="https://www.vfc.com/brands">the use case for VF</a>, the company behind brands like The North Face and Timberland, struck a chord. It was real and relatable, and gave him perspective on where things are at – and the potential for them to go off the rails. “They had a 1.0 version of a MACH approach, which is where I feel we’re at,” he reflected. “We’re kind of new to this, and you hear the candid truth about their story, right? He said it took them three years to release one site the first time, because they jumped in, rushed it, and didn’t do it right. So it’s cool to hear that other companies are having these same challenges.”<h3 id="a-new-cms-crown-with-contentstack">A new CMS crown with Contentstack</h3>Benco doesn't have an actual CMS – and never has. Instead, they have what Jared described as a homegrown “CMS-like” solution. So the prospect of moving to a mature platform is novel… and even a little nerve-racking.“I almost wish we could skip past that first phase where we picked the wrong one and we try to migrate to another,” he said, laughing. “We’re in the very first phase of this. We’ve never integrated a CMS.”Jared mentioned that he had already settled on Contentstack, a composable DXP with a headless CMS as its foundation. While the platform already presented key advantages based on their goals, some soft attributes added confidence to his decision.“We had some really good experiences with their sales team and technical folks,” he said. Relying on experienced voices has been key for Benco as early questions arose like, Where’s your data map? or Where’s your architecture diagram? They simply weren't prepared.The MACH Alliance community has been pivotal to supporting education within the composable category, and platforms like Contentstack have helped bridge the awareness gap from the very beginning. “The Composable Conference” helps to crystallize things over a two-day period, but <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/mach-alliance-taps-dylan-valade-of-abbott-to-drive-expanding-ridemach-education-program">programs like rideMACH</a> are shepherding the cause throughout the year with courseware, certifications, and real-world insights from people who have done the work. “This has been really helpful to see and get to connect with people who’ve had those experiences," Jared remarked, "and help talk through what you do the first time.”<h3 id="removing-the-legacy-plaque-to-make-way-for-ai">Removing the legacy plaque to make way for AI</h3>Composable is already proving its value as a key conduit for AI innovation and adoption. Enterprises that have a composable posture are arguably better equipped to shift, experiment, and deploy new AI solutions, and the MACH Alliance is focusing more attention on this – specifically with the advent of its <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/mach-alliance-launches-new-mach-ai-exchange-to-help-enterprises-streamline-ai-adoption">new MACH AI Exchange.</a>  While Jared and his team are consumed with the elemental steps of their composable strategy, I asked him about AI and where it fits with his organization’s plans. From his perspective, he sees early gains within Benco’s content operations practice and how they leverage the new CMS.“The biggest use case that comes right to mind for AI, especially in something like a CMS, is getting our titles, blog posts, articles, all that stuff SEO optimized,” he said, reflecting how humans aren’t the best at knowing how to game the algorithms for search. This is one way that AI could have a solid impact on performance in the near term.But the future? With a composable architecture, Benco could certainly dive into the realm of more advanced personalization and optimization, akin to what Zoro achieved – something Jared and his team are eager to sink their teeth into.Here’s five minutes of brain floss to sharpen your smile: <figure class="media"><div data-oembed-url="https://youtu.be/BuUbmrwne-I"><div style="position:relative;padding-bottom:100%;height:0;padding-bottom:56.2493%"><iframe src="https://www.youtube.com/embed/BuUbmrwne-I" style="position:absolute;width:100%;height:100%;top:0;left:0" frameborder="0" allow="autoplay; encrypted-media" allowfullscreen></iframe></div></div></figure> <hr /><h3 id="upcoming-events">Upcoming Events</h3> <img style="width:33.07%" src="https://cmscritic.com/ms-content/uploads/2025/05/contentcon25-logo-1747412490394.png" /><h4 id="contentstack-contentcon-25"><a target="_blank" rel="noopener noreferrer" href="https://www.contentstack.com/contentcon">Contentstack ContentCon 25</a></h4>June 3-5, 2025 – Chicago, USAThe future of digital is waiting for you! Contentstack presents ContentCon, the premier event for digital teams and industry leaders who are reimagining the future of digital experiences. Join us for two days of transformative presentations and workshops designed to help you put personalization and AI strategies into action. <a target="_blank" rel="noopener noreferrer" href="https://contentcon2025.site.zuddl.com/">Register today! </a> <img style="width:31.83%" src="https://cmscritic.com/ms-content/uploads/2025/01/cms-connect-2025-logo.png" alt="" /><h4 id="cms-connect-25"><a target="_blank" rel="noopener noreferrer" href="https://www.boye-co.com/conferences/cmsconnect25">CMS Connect 25</a></h4>August 5-6, 2025 – Montreal, CanadaWe are delighted to present the second annual summer edition of our signature global conference dedicated to the content management community! CMS Connect will be held again in beautiful Montreal, Canada, and feature a unique blend of masterclasses, insightful talks, interactive discussions, impactful learning sessions, and authentic networking opportunities. Join vendors, agencies, and customers from across our industry as we engage and collaborate around the future of content management – and hear from the top thought leaders at the only vendor-neutral, in-person conference exclusively focused on CMS. Space is limited for this event, <a target="_blank" rel="noopener noreferrer" href="https://www.boye-co.com/conferences/cmsconnect25">so book your seats today.</a>

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

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

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

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

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

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

tom-cranstoun

<hr /> In French, sur la table rolls off the tongue like a light-bodied Beaujolais, beckoning for another pour. Translated to English, it means “on the table” – the place where we break bread and cultivate conversation. As such, <a target="_blank" rel="noopener noreferrer" href="https://www.surlatable.com/">Sur La Table</a> is a fitting name for a company that focuses on food and dining. The upscale retailer specializes in selling high-quality kitchenware, cookware, cutlery, bakeware, and other home goods. They even offer cooking classes and a popular blog with all kinds of food tips.For <a target="_blank" rel="noopener noreferrer" href="https://www.linkedin.com/in/mokshika-sharma-profile/">Mokshika Sharma</a>, the company’s Vice President of Product and Technology, the latest dish on the menu is composability. As she shared during our discussion at “<a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/the-deep-dish-on-composable-6-tasty-takeaways-from-the-mach-alliances-2025-conference">The Composable Conference”</a> in Chicago, Sur La Table is already adopting a more modular posture across its stack, allowing Mokshika to expand and grow PE holding company <a target="_blank" rel="noopener noreferrer" href="https://www.cscgeneration.com/our-companies">CSC Generation’s</a> investment in the kitchenware retailer. “My job is really the full umbrella of anything that has electrons and supporting retail,” she said, laughing about the atomic reference. Her role also encompasses some big-ticket requirements like defining the e-commerce product vision, growth and revenue optimization, cost and operational enhancement, and more.The even bigger mandate: Supporting CSC Generation’s mission to help distressed brands and organizations climb out of their technical debt and achieve the next level of technical competency. CSC brings a platform of retail practices into automation and AI, supporting a portfolio that includes Backcountry, One Kings Lane, Touch of Modern, and more. Based in Austin, Texas, Mokshika is a passionate technologist with a heart for brand engineering. She's amassed a deep background in digital retail, an area where MACH principles have proven their potential. She also has the industry chops to back it up, serving as a CIO Council Member at the <a target="_blank" rel="noopener noreferrer" href="https://nrf.com/">National Retail Federation (NRF).</a>Retail has long been a sweet spot for the <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/mach-alliance-launches-new-mach-ai-exchange-to-help-enterprises-streamline-ai-adoption">MACH Alliance,</a> which clearly attracted Mokshika to its message. As you'll glean from our conversation, she had some key takeaways from the conference that might set the table for future success.<h3 id="a-varietal-that’s-composable-forward">A varietal that’s composable forward</h3>Aligning with the session tracks at “The Composable Conference,” Mokshika admitted to being “MACH Curious” – and as a first-time attendee, that makes sense. But a few minutes into our conversation, it was evident that she’s more capable than curious – and the journey to the MACH Alliance community was a codifying moment.“It really helped me understand how the Alliance is supporting the initiatives we’re already doing in our organization,” she said. This maps to some of the existing best practices Sur La Table is already engaging in around headless and other resources. The conference, in her mind, was more relevant because it reinforced that momentum while providing access to a community that could help drive the next steps. <h3 id="legacy-recipes?-c’est-la-vie">Legacy recipes? C’est la vie</h3>“I think the dream of every technologist is, of course, to be composable 100%,” Mokshika said lightly, although she admitted this dream won’t likely be fully realized. But that’s not the point. In her view, it’s about creating and investing in reusable components – building blocks, so to speak – that can be leveraged well into the future.Of course, one of the roadblocks to composability is the reality of legacy systems. According to Mokshika, there are many legacy processes and tools in her line of work, and much of it is heavily siloed. Breaking it apart takes a lot of careful thought and consideration.“Sometimes it’s a composable answer,” she said. “And sometimes, you don’t need to build the rocket ship, and you can think about what the early starting point is to get to composable.”Mokshika also pointed out the realities of what she called “operational hazards.” These occur when you create a system that is inherently more complex, ultimately driving the need for more people and oversight. To that end, digital leaders and practitioners need to plan carefully as they dive into composable waters. “Now you have to support all these pieces,” she explained. “It’s a very thoughtful exercise you have to do in retail.”<h3 id="setting-the-table-for-success">Setting the table for success</h3>There were a number of ah-ha moments for Mokshika, but she really zeroed in on some key activators around the community collaboration, and where the MACH Alliance has focused its human expertise to support a successful knowledge transfer. “I think the big takeaway is how much people are actually pushing the boundaries of what companies are building for legacy brands to consider and take care of other people’s roadmaps,” Mokshika said. “They’re here, talking to you, asking for advice – and at the same table.”Being at a more focused event also resulted in more substantive conversations. “I’ve obviously been to a lot of retail conferences that are very large, and you don’t have this chance to do a one-on-one conversation as much as I was able to do here,” she commented, “and more so, I didn’t get to do it through a technical lens.”That last point was codified in sessions that featured slideshows with architectures, where Mokshika noted that people were taking pictures of the diagrams and schematics. “I guess the magic here is that they’re actually talking about how to think about your whole ecosystem, and not just the one thing that I’m trying to sell.”While still new to the community, Mokshika’s composable maturity might already be well ahead of the curve. But the point of the conference is to move people and brands to the next step – and that seemed to be the outcome in her case. “I wish I had come here earlier when first joining retail,” she says. “It would have been a great start of my journey.”Take five minutes and join Mokshika at the MACH table. C'est si bon. <figure class="media"><div data-oembed-url="https://youtu.be/d4IL8-XkSag"><div style="position:relative;padding-bottom:100%;height:0;padding-bottom:56.2493%"><iframe src="https://www.youtube.com/embed/d4IL8-XkSag" style="position:absolute;width:100%;height:100%;top:0;left:0" frameborder="0" allow="autoplay; encrypted-media" allowfullscreen></iframe></div></div></figure> <hr /><h3 id="upcoming-events">Upcoming Events</h3> <img style="width:30.46%" src="https://cmscritic.com/ms-content/uploads/2024/11/cms-summit-25.png" alt="" /><h4 id="cms-summit-25"><a target="_blank" rel="noopener noreferrer" href="https://www.boye-co.com/conferences/cmssummit25">CMS Summit 25</a></h4>May 13-14, 2025 – Frankfurt, GermanyDon't miss the first European edition of our prestigious international conference dedicated to the global content management community! CMS Summit 25 will bring together top-notch speakers, our renowned learning format, and engaging social events. Hear from leading practitioners like Deutsche Bahn, Dr. Oetker, and more – and join customers, agencies, and CMS vendors as we discuss current trends and what's ahead for the content and digital experience fields. Connect and network at the only vendor-neutral, in-person conference focused on CMS. Space is limited for this exclusive event, <a target="_blank" rel="noopener noreferrer" href="https://www.boye-co.com/conferences/cmssummit25">so book your seats today.</a> <img style="width:31.83%" src="https://cmscritic.com/ms-content/uploads/2025/01/cms-connect-2025-logo.png" alt="" /><h4 id="cms-connect-25"><a target="_blank" rel="noopener noreferrer" href="https://www.boye-co.com/conferences/cmsconnect25">CMS Connect 25</a></h4>August 5-6, 2025 – Montreal, CanadaWe are delighted to present the second annual summer edition of our signature global conference dedicated to the content management community! CMS Connect will be held again in beautiful Montreal, Canada, and feature a unique blend of masterclasses, insightful talks, interactive discussions, impactful learning sessions, and authentic networking opportunities. Join vendors, agencies, and customers from across our industry as we engage and collaborate around the future of content management – and hear from the top thought leaders at the only vendor-neutral, in-person conference exclusively focused on CMS. Space is limited for this event, <a target="_blank" rel="noopener noreferrer" href="https://www.boye-co.com/conferences/cmsconnect25">so book your seats today.</a>

MACHtales: Voices from “The Composable Conference” with Mokshika Sharma of Sur La Table

<hr /><a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/critics/mark">Mark Demeny</a> is a leading CMS expert, a tech analyst with the <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/mach-alliance-launches-new-mach-ai-exchange-to-help-enterprises-streamline-ai-adoption">MACH Alliance,</a> and a CMS Critic contributor. It’s been a few months since the <a target="_blank" rel="noopener noreferrer" href="https://www.gartner.com/en/documents/6101227">Gartner DXP Magic Quadrant for 2025</a> was released, and there has already been some very well-researched commentary and discussion from vendors. So, rather than repeating the excellent work of others, I want to highlight a few of the core concepts and where the DXP market is headed.First, each and every time a major DXP MQ (or Forrester Wave) is released, it kicks off the discussion about what a DXP actually is (and if it deserves to be a category at all). <a target="_blank" rel="noopener noreferrer" href="https://www.linkedin.com/in/tonybyrne1/">In fact, over seven years ago, Tony Byrne</a> of Real Story Group wrote in 2017 that “<a target="_blank" rel="noopener noreferrer" href="https://www.realstorygroup.com/Blog/there-no-such-thing-dxp">There is no such thing as a DXP</a>,” and the discussion remains the same since.Even at the time, it was well understood that many of the core features of digital experience delivery often came from many vendors integrated into a cohesive experience, and that a DXP wasn’t something that you buy, it’s something that you build. The implication is that even if you buy from a single vendor, there is still a great deal of work and technology choices that go into an implementation.Each and every time a new DXP report comes out, analyst firms have to contend with this truth, and often do so in different ways. With regards to this reality and some of the subsequent vendor selections, Gartner has made two interesting choices – by both flattening and widening the vendor selection.When I talk about “flattening” the vendor selection, this relates to broad categories. Last year, I wrote an <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/thoughts-on-the-forrester-dxp-wave-2023-dont-judge-an-analyst-report-by-its-infographic">article for CMS Critic on the Forrester DXP Wave,</a> where I broke down vendors into a few broad classifications and talked about “anchor” applications. That categorization is useful here as well:<ul><li>“Platform DXPs” (vendors going after this market as a core priority)</li><li>Headless SaaS vendors</li><li>Larger vendors with some DXP functionality but no larger DXP product strategy </li><li>Niche around an industry or use case</li></ul>In contrast to Forrester, Gartner has focused entirely on the first two categories and eliminated the majority of vendors from the latter two. As a result, larger vendors with “DXP adjacent” functionality, but no “DXP vision,” such as <a target="_blank" rel="noopener noreferrer" href="https://www.sap.com/index.html">SAP</a>, <a target="_blank" rel="noopener noreferrer" href="https://www.oracle.com/">Oracle</a>, and <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/products/salesforce">Salesforce</a>, are not included in Gartner's report.  <figure class="image image-style-align-center image_resized" style="width:57.7%"><img src="https://cmscritic.com/ms-content/uploads/2025/05/image.png" /></figure>The 2025 Gartner Magic Quadrant for Digital Experience Platforms (DXP). Source: Gartner. Similarly, any vendor which I classified as “niche capability” such as <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/products/arcxp">Arc XP</a> (media publishing) or commerce enablers (<a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/products/amplience">Amplience</a>, <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/products/bloomreach">Bloomreach</a>) has either been excluded or considered a platform DXP (such as <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/products/liferay-176339360844">Liferay</a> or <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/products/magnolia">Magnolia</a>).At the same time as Gartner was reducing the vendor footprint in one direction, it “widened” to include others by increasing the number of Headless SaaS vendors included in the report. Previously, DXP typically meant that you had to include all of the functions around digital experience delivery. Gartner lists 22(!!!) criteria, but these are very broadly grouped as:<ul><li>Content management (CMS) - including repository functions such as permissions, etc.</li><li>Customer Data and Analytics (CDP)</li><li>Experience delivery (including personalization/testing) </li></ul>This focus on meeting all criteria in some way typically favored suite vendors such as <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/products/sitecore">Sitecore</a>, <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/products/adobe-experience-manager">Adobe</a>, <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/products/optimizely">Optimizely</a>, etc. which include all those core elements, and excluded headless vendors which would usually only have core Content Management functions.However, by including vendors such as <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/products/contentful">Contentful</a>, <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/products/builderio">Builder.io</a>, and <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/products/uniform">Uniform</a>, which may be missing a core pillar entirely, Gartner is clearly scoring on the ability to be built into a DXP and integrated with other vendors easily.<h3 id="a-focus-on-composability">A focus on composability</h3>Underpinning both sets of vendor groups is the idea of composability. Indeed, Gartner claims in the report that “by 2026, at least 70% of organizations will be mandated to acquire composable DXP technology, as opposed to monolithic DXP suites, compared to 50% in 2023.”Like the term headless, composable also has a very broad definition that vendors can stretch and bend to meet their goals. In my mind, it can be summarized as the idea that different core functions (i.e. the groupings listed above) in a DXP or any tech stack can easily be integrated with or swapped for other vendors. Where headless often means the API-driven delivery of content or data, composable extends to the management of data and the application itself.<h3 id="why-is-composability-important?">Why is composability important?</h3>Let us be clear up front: A composable approach often adds work. If you have a fairly small use case and a single vendor tool can meet all of those, you should seriously consider that as your approach. There is a reason why <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/products/wordpress">WordPress</a> and <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/products/shopify">Shopify</a> are popular.But the opposite is true for many scenarios. Sometimes, the ability to extend/customize is a requirement. I think this is a critical concept that is often hard to communicate, but the best example I have heard is this: If a boat gets you 80% to your destination, how are you covering the last 20%? Do you have vendor-provided agile tools (like a motor dinghy) or are you expected to swim yourself (in which case, you had better be a strong swimmer!)However, a composable approach becomes more sensible - and in some cases, the obvious choice when you have one of three needs:<h4 id="1.-differentiated-customer-experience">1. Differentiated customer experience</h4>If your use case requires new channels and front-end approaches - and these change regularly - then a composable approach will help improve them continuously. If you have used any travel-related applications lately - including hotel/airline, public transport, etc., you can see that these often add functionality around physical access via tap methods, new tracking for wayfinding, baggage, etc.These functions were not conceived when the original underlying core functions around content, customer data, etc. were first introduced, so a composable approach makes it easy to build or acquire these capabilities to be joined into a cohesive customer experience.<h4 id="2.-vendor-independence">2. Vendor independence</h4>Quite simply, the more you can avoid vendor lock-in, the better. Despite some of the larger vendors offering capabilities in all scoring criteria, it’s likely that one of these adjacent functions, such as commerce, search, or customer data, may not meet your needs fully relative to a leader in the space. While it may be convenient to procure the functions you need from a single vendor, if one of the applications is not performing to the level you need, being able to easily change core functions quickly is critical. <h4 id="3.-sustainability-and-other-engineering-considerations">3. Sustainability and other engineering considerations</h4>Sustainability simply relates to the ability of an engineering team to maintain a high level of performance over time. This means reducing larger “big bang” projects to a more consistent level of continual improvement.Similarly, it is very common to work with content or commerce applications that are older and “deeper” in the organization. The ability to work with these via an API-centric approach is often key – the ability to ingest and transform content and data easily is critical in these cases.One of the common philosophical differences between composable applications and others is that they often do not “assume” that it is the source of all truth, or even the starting point for content creation or experience delivery. Therefore, they tend to be more suited to situations where they play an equal role in a larger content supply chain.<h3 id="conclusion-">Conclusion </h3>The Gartner DXP MQ for 2025 has done a decent job dealing with the ephemeral notion of what a DXP actually is – and (as always) the report itself goes into far more detail than a simple 2x2 matrix can cover. Perhaps in the future, a clearer distinction between functions of content/data interoperability across vendors or tools will be ranked differently than the functions of cohesive user experience, since that is usually one of the key choices one has to make up front.Indeed, there are some vendors that are composable in the sense that they have acquired many companies to assemble a DXP, but their key execution difference is that they lack a cohesive user experience across those tools.Given that Gartner is focused on larger enterprises, the need for composability in enterprise applications is critical, so it makes sense that they are focusing here. <hr /><h3 id="upcoming-events">Upcoming Events</h3> <img style="width:30.46%" src="https://cmscritic.com/ms-content/uploads/2024/11/cms-summit-25.png" alt="" /><h4 id="cms-summit-25"><a target="_blank" rel="noopener noreferrer" href="https://www.boye-co.com/conferences/cmssummit25">CMS Summit 25</a></h4>May 13-14, 2025 – Frankfurt, GermanyDon't miss the first European edition of our prestigious international conference dedicated to the global content management community! CMS Summit 25 will bring together top-notch speakers, our renowned learning format, and engaging social events. Hear from leading practitioners like Deutsche Bahn, Dr. Oetker, and more – and join customers, agencies, and CMS vendors as we discuss current trends and what's ahead for the content and digital experience fields. Connect and network at the only vendor-neutral, in-person conference focused on CMS. Space is limited for this exclusive event, <a target="_blank" rel="noopener noreferrer" href="https://www.boye-co.com/conferences/cmssummit25">so book your seats today.</a> <img style="width:31.83%" src="https://cmscritic.com/ms-content/uploads/2025/01/cms-connect-2025-logo.png" alt="" /><h4 id="cms-connect-25"><a target="_blank" rel="noopener noreferrer" href="https://www.boye-co.com/conferences/cmsconnect25">CMS Connect 25</a></h4>August 5-6, 2025 – Montreal, CanadaWe are delighted to present the second annual summer edition of our signature global conference dedicated to the content management community! CMS Connect will be held again in beautiful Montreal, Canada, and feature a unique blend of masterclasses, insightful talks, interactive discussions, impactful learning sessions, and authentic networking opportunities. Join vendors, agencies, and customers from across our industry as we engage and collaborate around the future of content management – and hear from the top thought leaders at the only vendor-neutral, in-person conference exclusively focused on CMS. Space is limited for this event, <a target="_blank" rel="noopener noreferrer" href="https://www.boye-co.com/conferences/cmsconnect25">so book your seats today.</a>

Some Thoughts on the Gartner Digital Experience Platforms (DXP) Magic Quadrant for 2025

mark

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

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

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

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

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

CMS Kickoff 26

Find out at CMS Kickoff 26, January 13 - 14, St. Pete FL

What's the future of CMS in the AI era?

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