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

janus-boye

<hr /> Show me a billboard on any city street, and there’s a good chance that “AI” is somewhere in the headline.It’s a “sign” of our times, I suppose. Also, a reflection of the hype that’s consuming the market. Speaking of hype, a quick peek at <a target="_blank" rel="noopener noreferrer" href="https://emt.gartnerweb.com/ngw/globalassets/en/articles/images/hype-cycle-for-artificial-intelligence-2023.png">Gartner’s AI Hype Cycle</a> from way back in 2023 provides some context on where we thought things were headed – and how they’re actually playing out. Prognosticating aside, it’s clear that things have gotten more complex, more conflated, and enterprises are questioning the value of their AI investments.In fact, <a target="_blank" rel="noopener noreferrer" href="https://e.customeriomail.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">a recent report</a> suggests that some leaders are experiencing a “crisis of confidence,” with data suggesting that corporate AI adoption might be slowing down among some of the largest companies.Building large-scale AI applications isn’t for the faint of heart. Enterprises are hungry to tap the potential of these new technologies and realize greater automation with the advent of agents, but getting there has proven challenging and costly. This is where outside expertise from consulting partners could prove indispensable – and they're ready for it. I’ve spoken to numerous stakeholders at several leading agencies and system integrators, and they’re delivering the kind of guidance and successful solutions that enterprises are looking for, particularly in the explosive category of digital retail and commerce. This demand is coming at a time when agencies themselves are faced with their own crisis as AI disrupts their traditional business models. But the concentrated focus on AI could be a bright spot of opportunity – and a win-win on both sides of the relationship. I just spoke to <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/an-alliance-for-ai-to-unlock-trusted-agent-to-agent-ecosystems-the-mach-alliance-is-evolving">MACH Alliance</a> president <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/the-future-is-composable-a-conversation-with-new-mach-alliance-president-casper-rasmussen">Casper Rasmussen</a> (who is stepping down shortly from his role) about the complexity that AI is creating for enterprises. The not-for-profit industry body he helped create and lead – which champions composable architectures that help organizations adopt the right technologies and future-proof their businesses – has been evolving its charter. Now, the membership-driven community is focusing more succinctly on AI, particularly as agentic strategies enter warp speed and brands rush to adopt new capabilities. As he noted, the need for the MACH Alliance’s expertise and guidance has never been more essential.“You can talk about technology for technology’s sake,” Casper said. “That’s what everyone is doing right now. A thousand pitches, a thousand prototypes. A thousand opportunities. It’s what rings in our industry.” He’s right. Between the “AI washing” and the projects that aren’t paying off, enterprises are wondering where the value is. In his mind, the MACH Alliance can provide the terra firma organizations need to build solid solutions that support their long-term goals.    “Honestly, more than ever, it’s important for us to be that guiding light that helps turn the opportunity of AI into an actual new business reality for the brands and companies out there,” he affirmed.That vision is evolving into action. Last week, the MACH Alliance announced a global partnership with <a target="_blank" rel="noopener noreferrer" href="https://www.wpp.com/en/about/our-brands">WPP</a>, a multinational collective that’s widely recognized as one of the largest advertising, marketing, and communications services platforms in the world. The partnership will harness WPP’s established world-class, MACH-certified expertise within a portfolio of specialized agencies – including powerhouse brands like <a target="_blank" rel="noopener noreferrer" href="https://www.akqa.com/">AKQA</a>, <a target="_blank" rel="noopener noreferrer" href="http://ogilvyone.com/">Ogilvy One</a>, and <a target="_blank" rel="noopener noreferrer" href="https://www.vml.com/">VML </a>– to support enterprise businesses as they implement AI at scale.“In today's market, technological agility is the core driver of competitive advantage, particularly to keep up with the demands of consumers in the age of AI,” said <a target="_blank" rel="noopener noreferrer" href="https://www.linkedin.com/in/stephanpretorius/">Stephan Pretorius,</a> Chief Technology Officer at WPP. “The expansion of our partnership with the MACH Alliance is a direct investment in our clients' and teams' success, giving them the modern foundation they need to unlock the full potential of AI and the power to not just adapt to the future, but to build it.”<h3 id="unlocking-ai-at-scale-with-the-right-technology-and-practices-">Unlocking AI at scale with the right technology and practices </h3>According to the MACH Alliance, the expanded partnership will tackle a critical challenge for modern businesses: how to effectively integrate powerful AI tools and technologies into their marketing and commerce experiences. Of course, this makes sense. The energy around digital commerce is undeniable and has led the lion's share of digital transformation. Within this crucial segment, enterprises are seeking greater agility and flexibility to innovate faster and respond to an evolving digital shopper journey. To realize the promise of AI, MACH technologies and composable approaches are key parts of the secret sauce – enabling companies to build enterprise software from a wide range of independent services. The composable approach is ideal, allowing organizations to experiment with and adopt new AI technologies without the burden and cost of overhauling their entire stack. This is hugely advantageous when it comes to keeping pace with innovation and reaching consumers in new ways and across new channels. In terms of tangible output and guidance, WPP will partner with MACH Alliance members and communities to shape future best practices and define new industry standards for AI adoption and integration. This will help ensure that clients can get best-in-class technology solutions that meet their evolving needs."WPP's global reach and deep industry expertise in helping brands navigate technological transformation align perfectly with our mission,” said <a target="_blank" rel="noopener noreferrer" href="https://www.linkedin.com/in/holly-hall-4b14a945/">Holly Hall,</a> Managing Director of the MACH Alliance. “Through this partnership, we can accelerate the adoption of MACH principles and enable more organizations to build composable, AI-ready architectures that deliver measurable business outcomes. Together, we're expanding the community of brands equipped to thrive in an AI-driven commerce landscape.” The partnership also represents another milestone in WPP's continued focus on AI and the company's ongoing annual $400 million investment into data and technology. This includes its AI platform for marketing, <a target="_blank" rel="noopener noreferrer" href="https://www.wpp.com/en/open">WPP Open</a>, which is already in use by more than 69,000 people across the business. It also follows announcements with WPP’s strategic technology partners and fellow MACH Alliance members, including <a target="_blank" rel="noopener noreferrer" href="https://www.wpp.com/en/news/2024/05/wpp-integrates-anthropics-claude-3-using-amazon-bedrock-into-wpp-open">AWS</a>, <a target="_blank" rel="noopener noreferrer" href="https://www.wpp.com/en/news/2023/03/wpp-and-braze-partner-to-deliver-innovative-customer-experiences-at-scale">Braze</a>, <a target="_blank" rel="noopener noreferrer" href="https://www.contentful.com/newsroom/contentful-announces-partnership-with-wpp-to-deliver-composable-content/">Contentful</a>, <a target="_blank" rel="noopener noreferrer" href="https://www.linkedin.com/posts/wpp_wpp-is-proud-to-be-a-launch-partner-for-google-activity-7366124275252035586-OiTS?utm_source=share&amp;utm_medium=member_desktop&amp;rcm=ACoAAB3gP_cBcaRSiBI-DwkO8WCquraoN8DdqdI">Google Cloud</a>, <a target="_blank" rel="noopener noreferrer" href="https://www.wpp.com/en/news/2023/02/wpp-partners-with-stripe-to-expand-commerce-and-payments-solutions-for-brands">Stripe</a>, and <a target="_blank" rel="noopener noreferrer" href="https://www.wpp.com/en/news/2025/06/wpp-and-vercel-expand-partnership-to-accelerate-ai-powered-digital-experience-craft">Vercel</a>.<h3 id="the-verdict">The verdict</h3>The MACH Alliance is certainly entering a new chapter in its arc while staying true to its core architectural principles of being composable, connected, incremental, open, and autonomous. Now with over 100 global member companies, it continues to provide certification, community, and guidance to help organizations adopt transformative technologies and future-proof their businesses.As a partner, WPP brings a depth and scale to the ecosystem that is simply unmatched. Each one of its specialized portfolio brands would be a welcome source of guidance to the MACH ecosystem, but creating a unified gateway to its awesome power and reach is a big plus. With 15,000 employees across its interests, it delivers a global braintrust with technology IP that is certain to unlock value. WPP is also working at the edge with AI, which is precisely with the MACH Alliance is focusing its roadmap. With its breadth of capabilities – particularly at the experience level, from technology to marketing – there could be significant gains in the form of mindshare, training, tools, and other resources that help guide more successful AI adoption. We’ll be watching to see how these tangible and actionable assets manifest in the coming months, but it could be positive all around. This news also comes as the Alliance is pivoting towards an <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/an-alliance-for-ai-to-unlock-trusted-agent-to-agent-ecosystems-the-mach-alliance-is-evolving">end-user leadership model</a> to provide faster, more salient solutions in the agentic era. Taken with the WPP announcement, it’s clear that the MACH Alliance is doubling down on its renewed charter to be an indispensable part of the AI fabric for modern enterprises.  <hr /><h3 id="upcoming-events">Upcoming Events</h3> <img style="width:31.61%" src="https://cmscritic.com/ms-content/uploads/2025/08/storyblok-joyconf-2025-logo.jpg" /><h4 id="storyblok-joyconf-2025"><a target="_blank" rel="noopener noreferrer" href="https://joyconf.storyblok.com/">Storyblok JoyConf 2025</a></h4>October 14-15, 2025 – Amsterdam, Netherlands November 4, 2025 – New York, NY November 6, 2025 – Los Angeles, CAJoin us at JoyConf 2025, where the future of content meets the people shaping it. Built for developers, marketers, and digital innovators, this free conference goes way beyond product updates or yet another strategy playbook. It’s where you’ll get inspired, get real, and get connected – to ideas, to the community, and to what’s possible when you build joyfully. Whether you're building lightning-fast frontends or launching cross-channel campaigns, this is where content becomes connection and collaboration becomes second nature. Come for the talks. Stay for the community. Leave with joy. <a target="_blank" rel="noopener noreferrer" href="https://joyconf.storyblok.com/">Save your spot.</a> <img style="width:28.9%" src="https://cmscritic.com/ms-content/uploads/2025/08/sitecore-symposium-2025.jpg" /><h4 id="sitecore-symposium-2025"><a target="_blank" rel="noopener noreferrer" href="https://symposium.sitecore.com/">Sitecore Symposium 2025</a></h4>November 3-5, 2025 – Orlando, FLAt Sitecore Symposium, you’ll learn how to meet your customers where they are – across channels, moments, and touchpoints that didn’t exist a year ago. You’ll hear how the boldest brands in the world are transforming content into outcomes and creating experiences that are fast, relevant, and human. Join 1,500 marketers, digital leaders, and technologists in Orlando to see what’s possible when personalization scales, AI accelerates creativity, and trust becomes your competitive edge. This is the Third Wave of the Internet. And this is your moment to lead in it. <a target="_blank" rel="noopener noreferrer" href="https://symposium.sitecore.com/">Get your tickets today.</a> <img style="width:31.44%" src="https://cmscritic.com/ms-content/uploads/2025/08/cms-kickoff-2026-logo.png" alt="" /><h4 id="cms-kickoff-2026"><a target="_blank" rel="noopener noreferrer" href="https://www.boye-co.com/conferences/cmskickoff26">CMS Kickoff 2026</a></h4>January 13-14, 2026 – St. Petersburg, FLMeet industry leaders at our fourth annual CMS Kickoff – the industry's premier global CMS event. Similar to a traditional kickoff, we reflect on recent trends and share stories from the frontlines. Additionally, we will delve into the current happenings and shed light on the future. Prepare for an unparalleled in-person CMS conference experience that will equip you to move things forward. This is an exclusive event – space is limited, <a target="_blank" rel="noopener noreferrer" href="https://www.boye-co.com/conferences/cmskickoff26">so secure your tickets today.</a>

Agency-Powered AI: WPP and MACH Alliance Partner to Help Brands Win in the Age of AI

matt-garrepy

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

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

<hr /> 14 years. It’s a long time by any measure, but vastly more for humans living in a war-torn country under an oppressive dictator. Such were the struggles of the Syrian people under the brutal Assad regime, a tyranny that dates back over half a century. It was all horrific, but the last decade and a half were among the worst years as the country became an unforgiving battlefield.For <a target="_blank" rel="noopener noreferrer" href="https://www.linkedin.com/in/nabeez/">Nabil Orfali</a>, those struggles hold a deeply personal meaning, like a wound in his heart. Syria is his homeland, the place where his journey as a technologist – and a digital dreamer – began.After graduating from Damascus University with a degree in computer science, Nabil spent the first three years of his career working in Syria. The dotcom boom was blossoming, and it was a time of great change as the internet connected the world. It was an exciting moment, and Nabil was at the center of it.“I helped bring web development to the whole country at that time,” he said, reflecting how Syrian businesses and agencies were investing in a new horizon of possibilities. In addition to other novel projects, Nabil built the first online payment system for the country’s first ISP, pioneering digital transactions and nurturing an entirely new industry flush with transformational opportunities. In 2001, Nabil left Syria, watching the chaos spread as then-president Bashar al-Assad grew more bellicose – monopolizing resources, violating human rights, and committing atrocities against his own people. This, among other illegal actions, led to crushing international sanctions that quelled any prospects of growth.In the years that followed, the people of Syria rose up in revolution, fighting a civil war to oust the divisive leader. As Nabil shared, the ensuing battle was replete with tragedy. Thousands died or were imprisoned. Families were broken and displaced. Millions sought safety across borders. It was nothing short of a humanitarian crisis. “Over the last 14 years, the Syrian people have been asking for freedom,” Nabil said. And while he was removed from the warfare and living in Canada, he did what he could to muster assistance from abroad. “My Syrian friends here and in the US were actively trying to help refugees with aid and supporting projects to help during that hard period.”One of the early projects that Nabil spearheaded was the creation of a workshop in Turkey, explicitly designed for Syrian women. The neighboring country had become a host for refugees, and this charitable vestibule provided a lifeline of self-sufficiency that taught practical crafts like crocheting, woodworking, and other trades. Equipped with these skills, Syrian women were able to build toys and produce children’s clothing to enrich their communities during the bitter winters. Local non-governmental organizations (NGOs) also purchased the wares, providing opportunities for families to earn a living. The workshop ended up employing around 190 families and became a shining beacon of hope. <hr /><h4 style="text-align:center" id="-"> </h4><h4 style="text-align:center" id="“i’ve-been-in-technology-for-my-whole-career,-and-my-friends-as-well.-so-we-got-together,-around-ten-or-eleven-of-us,-from-across-the-globe.-places-like-the-uk,-germany,-the-us,-and-canada.-we-wanted-to-help-in-a-bigger-way.”">“I’ve been in technology for my whole career, and my friends as well. So we got together, around ten or eleven of us, from across the globe. Places like the UK, Germany, the US, and Canada. We wanted to help in a bigger way.”</h4> <hr /> In 2024, Syrian rebels launched a lightning offensive across the country, recapturing occupied cities like Aleppo – where some of the most violent fighting had happened. In the wake of liberation, the door opened to hope and jubilation. Some of the sanctions were lifted, and a fledgling new government went to work rebuilding the country.Many communities were in ruins after 14 years of conflict. As you can imagine, rebuilding will be a decades-long venture, with a core focus on repairing essential infrastructure like access to stable power and clean water. But the technology and communications infrastructure also require serious mending – and that’s where Nabil and his colleagues have been chiefly focused. “I’ve been in technology for my whole career, and my friends as well,” he said. “So we got together, around ten or eleven of us, from across the globe. Places like the UK, Germany, the US, and Canada. We wanted to help in a bigger way.”That led to the creation of <a target="_blank" rel="noopener noreferrer" href="https://14.digital/about-us/">14.Digital, </a>an NGO dedicated to revitalizing Syria's digital infrastructure through innovative and agile solutions. The members are uniquely skilled and qualified technology practitioners who are committed to rebuilding a nation that has endured decades of turmoil. The organization’s name is both an optimistic prompt and a stark tribute to Syria’s 14 years of revolution. It’s also a reminder of its deep sacrifices in the long journey to freedom – and, perhaps, the struggle that lies ahead.<h3 id="pairing-advanced-technology-with-global-values">Pairing advanced technology with global values</h3>I didn’t know the full extent of Nabil’s origin story. We see each other regularly at <a target="_blank" rel="noopener noreferrer" href="https://www.boye-co.com/conferences/cmskickoff26">Boye &amp; Company CMS Experts events,</a> where he’s a constant beam of knowledge for our community. He has a deeply proven pedigree as a content management and DXP practitioner, with multiple Sitecore MVPs under his belt. What I did know about him was his successful track record as a builder and his penchant for restless creation. His company, Toronto-based <a target="_blank" rel="noopener noreferrer" href="https://www.techguilds.com/">TechGuilds,</a> has been his sandbox for innovation, evolving to deliver quality solutions that encompass CRM, commerce, and other facets of digital experience. He's also the father of <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/products/kajoo">Kajoo</a>, an AI-powered DX builder that accelerates front-end development for composable platforms, including <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/products/sitecore">Sitecore’s XM Cloud,</a> <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/products/optimizely">Optimizely,</a> and <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/products/kontentai">Kontent.ai.</a> Like its name, Kajoo conjures a sense of wonder and whimsy, and watching it ingest a <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/products/figma">Figma</a> prototype and convert it to clean, efficient code is nothing short of inspiring.Given Nabil’s flair for innovation – coupled with his innate drive and determination – it’s not surprising that he’s confronted the Syrian crisis with a bold sense of compassion. 14.Digital crystallizes that heart-led mission, and it’s already making an impact with projects on multiple fronts. There’s a big vision guiding everything, but as Nabil said, the post-war conditions are still being felt in the lack of general stability. As such, they have their work cut out for them.“The goal is to advance the digital maturity of the whole country,” he said. “They have very, very rudimentary resources. There are frequent electrical outages, with power coming only a few times a day. It’s improving, and people are getting creative with solar panels and batteries.”That resourcefulness is a credit to the Syrian people, who have lived under austerity for decades. This is why a key part of 14.Digital’s charter is to reinforce human rights and democratic values as it implements national and community-based projects. The organization is acting responsibly and transparently in its practices, and committing to generosity, collaboration, and respect across its operations. 14.Digital also champions equality, equity, and freedom of expression, striving for the open exchange of ideas and opinions. This is a stark contrast to decades of oppression. It's also a covenant of hope as Syrians look to build a resilient and thriving nation.  <h3 id="pioneering-a-sustainable-digital-infrastructure-to-power-the-future">Pioneering a sustainable digital infrastructure to power the future</h3>To enable local residents and communities to achieve greater independence, 14.Digital is working to address the challenges stemming from limited or underdeveloped infrastructure and, where possible, enhancing the technological footprint. Registered in both Syria and Canada, the organization’s team is comprised of skilled professionals from diverse backgrounds who are keenly focused on digital infrastructure development and community support.In terms of discrete services, 14.Digital provides a range of software design and development resources for creating and deploying custom solutions. This includes the architecting of secure, scalable digital and cloud infrastructure solutions to meet a variety of business goals. The team also provides physical and cybersecurity measures, network design, and even artificial intelligence services to deliver enhanced automation and efficiency. Training is another component of 14.Digital's mission. The civil war created a significant knowledge gap for Syria’s youth, with academic facilities shuttered and students left in limbo. Creating opportunities for Syrian-based technology and workers is a key area of focus, and one of the projects Nabil described was a partnership with Syrian university faculty to mentor students in computer science and conduct workshops on modern topics. “We're training in different digital areas, from web development to AI,” he explained. And it hasn’t stopped there. Nabil said that 14.Digital is also assisting with a host of cybersecurity initiatives, providing audits to government agency websites. After the fall of the previous regime, there's been a precipitous rise in hacking, leading to deeper audits and remediations. This has all proven difficult given that the country is working without solid data centers as part of its digital infrastructure.There’s also been a big push surrounding modernization across public agencies. One of the biggest projects Nabil and 14.Digital have proposed is to implement a secure core solution to power e-government services. “Civil records were largely paper-based, and a lot of them were damaged during the war,” he said. “If you don't have those records, you can’t provide healthcare properly, or conduct elections, or even confirm the identity of the citizen. So from that perspective, we proposed a project to provide digital identity to all government agencies for issuing IDs, driver's licenses, even passports down the road. But we’re going to build that core of digital identity in a very secure way.”Nabil said the project went through a period of deep study and research, which ultimately provided the budget to build multiple data centers with high redundancy in two different locations. It will be a massive undertaking, and likely take two or three years to complete, but they’ve already received millions in funding from outside donors. Nabil is optimistic that an approval will happen in the coming months, and they can break ground in the near term.<h3 id="healing-the-scars-with-hope">Healing the scars with hope</h3>In many ways, Syria is a diamond waiting to be polished. It has seen unspeakable horrors over the last 14 years, but its people have persevered. Now, they’re eager to restore its beauty – so it can shine brilliantly once more.Despite the regime's fall, the future of Syria remains uncertain. There are still fears of new conflicts between various non-state-affiliated groups, including ideologically driven factions. Millions are still in need of basic humanitarian assistance, and many remain outside the country as victims of displacement. But the enthusiasm for the future is palpable. And while there are many critical issues to solve, improving processes with digital technology could significantly accelerate the overall recovery. As Nabil shared, one of the biggest tragedies has been the loss of a generation of talent, and having access to stable power and internet services could enable students to gain ground through remote learning and improve their future prospects.“The thing they need most right now, in my opinion, is almost a rehabilitation of skill sets,” he explained. “Not just hard skills or technical skills, but also soft skills like language. A lot of these kids, they've been out of school for five years, ten years in some cases. It’s so sad. NGOs have created schools and there’s some tutoring available, but I would love to see us coming in from the digital and technology perspective to up level their skills to make their lives better. And in turn, they can make their country better.”As someone who has personally volunteered time, money, and technology resources to support the Special Olympics and other NPOs, I am moved and motivated by Nabil’s efforts. While many of us endeavor to give back in our own way, he is facing down a mammoth crisis. Most of us can’t even imagine what his country has been through or the trauma the war has left behind.In light of this, he remains incurably optimistic. This is a testament to his belief in technology's ability to make an impact, and illustrates the propensity for digital not to divide us – but connect us. “With all the difficulties that the Syrian people are still facing, you can see this amazing energy,” he said glowingly. “People are going to the streets, cleaning and repairing things, making the country look better. Doing anything they can within their means to help. All of a sudden, they feel that the country belongs to them. So you see all these little projects with groups of people just taking action. When I see that, I feel like I have a duty to help make their lives easier.”Wounds heal, but scars remain. They remind us of what's been lost. But they also tell a story about survival – and perhaps, with the help of others, they can symbolize a moment when everything changed. For the better. Bravo, 14.Digital. I hope the next 14 years will bring the peace and prosperity Syrians deserve. <hr /><h3 id="upcoming-events">Upcoming Events</h3> <img style="width:31.61%" src="https://cmscritic.com/ms-content/uploads/2025/08/storyblok-joyconf-2025-logo.jpg" /><h4 id="storyblok-joyconf-2025"><a target="_blank" rel="noopener noreferrer" href="https://joyconf.storyblok.com/">Storyblok JoyConf 2025</a></h4>October 14-15, 2025 – Amsterdam, Netherlands November 4, 2025 – New York, NY November 6, 2025 – Los Angeles, CAJoin us at JoyConf 2025, where the future of content meets the people shaping it. Built for developers, marketers, and digital innovators, this free conference goes way beyond product updates or yet another strategy playbook. It’s where you’ll get inspired, get real, and get connected – to ideas, to the community, and to what’s possible when you build joyfully. Whether you're building lightning-fast frontends or launching cross-channel campaigns, this is where content becomes connection and collaboration becomes second nature. Come for the talks. Stay for the community. Leave with joy. <a target="_blank" rel="noopener noreferrer" href="https://joyconf.storyblok.com/">Save your spot.</a> <img style="width:28.9%" src="https://cmscritic.com/ms-content/uploads/2025/08/sitecore-symposium-2025.jpg" /><h4 id="sitecore-symposium-2025"><a target="_blank" rel="noopener noreferrer" href="https://symposium.sitecore.com/">Sitecore Symposium 2025</a></h4>November 3-5, 2025 – Orlando, FLAt Sitecore Symposium, you’ll learn how to meet your customers where they are – across channels, moments, and touchpoints that didn’t exist a year ago. You’ll hear how the boldest brands in the world are transforming content into outcomes and creating experiences that are fast, relevant, and human. Join 1,500 marketers, digital leaders, and technologists in Orlando to see what’s possible when personalization scales, AI accelerates creativity, and trust becomes your competitive edge. This is the Third Wave of the Internet. And this is your moment to lead in it. <a target="_blank" rel="noopener noreferrer" href="https://symposium.sitecore.com/">Get your tickets today.</a> <img style="width:31.44%" src="https://cmscritic.com/ms-content/uploads/2025/08/cms-kickoff-2026-logo.png" alt="" /><h4 id="cms-kickoff-2026"><a target="_blank" rel="noopener noreferrer" href="https://www.boye-co.com/conferences/cmskickoff26">CMS Kickoff 2026</a></h4>January 13-14, 2026 – St. Petersburg, FLMeet industry leaders at our fourth annual CMS Kickoff – the industry's premier global CMS event. Similar to a traditional kickoff, we reflect on recent trends and share stories from the frontlines. Additionally, we will delve into the current happenings and shed light on the future. Prepare for an unparalleled in-person CMS conference experience that will equip you to move things forward. This is an exclusive event – space is limited, <a target="_blank" rel="noopener noreferrer" href="https://www.boye-co.com/conferences/cmskickoff26">so secure your tickets today.</a>

In the Scars of Syria, 14.Digital is Revitalizing Digital Infrastructure and Healing the Future

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

<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

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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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

<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

Hotjar - Spot what confuses

Spot what confuses your users with Hotjar & AI

<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

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