Brightspot

A flexible content solution to help teams move faster, collaborate freely, and scale without limits.

The Zero-Cost Content Paradox

Agentic AI Is Coming. Is Your DXP Ready?

AI is lowering the cost of content production. Can brands avoid drowning in their own content?

Forget the Cape! Here's Why CMS Is Your 'Unsung Hero' in 2025

Here's Why CMS Is Your 'Unsung Hero' in 2025

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

In an age of AI superpowers, Janus Boye tells us why CMS keeps saving the day with real value.

Presenting the Winners of the 13th Annual CMS Critic Awards!

CMS Critic Awards

<hr /> The Oscars might have <a target="_blank" href="https://en.wikipedia.org/wiki/Conclave_(film)">Conclave</a>, but we have content. And Demi Moore can have <a target="_blank" href="https://en.wikipedia.org/wiki/The_Substance">The Substance</a> – because we've got the schema. Sure, it would be great for Conan O'Brien to host the 13th edition of our world-famous <a target="_blank" href="https://cmscritic.com/cms-critic-awards">CMS Critic Awards</a>, but we've got something even better than the Academy: You.That's right. YOU.You activated your communities and rallied the vote. You brought enthusiasm for these platforms, showing up to support your favorite tools. You inspire us – and for that, our cup runneth over. While our little awards program has a streak of competitiveness, it's all about celebrating our industry and the continued innovation we see from all corners. From the vendor's perspective, it's an opportunity to highlight the power of your users – from marketers to developers – and let their voices sing. Most of all, the CMS Critic Awards is a chance to have some fun in our fast-paced, nose-to-the-grindstone world. It reminds us that people, not platforms, are at the heart of this content game. From all of us at CMS Critic, thank you for participating. Keep carrying a torch for the tools you love. <h3 id="the-envelope,-please…">The Envelope, Please…</h3> <figure class="media"><div data-oembed-url="https://youtu.be/QVcEwG_3Vw8"><div style="position:relative;padding-bottom:100%;height:0;padding-bottom:56.2493%"><iframe src="https://www.youtube.com/embed/QVcEwG_3Vw8" style="position:absolute;width:100%;height:100%;top:0;left:0" frameborder="0" allow="autoplay; encrypted-media" allowfullscreen></iframe></div></div></figure> Dramatic pause: Before we break the seal, we have a few notes on this year's list of champions:As you'll see, a couple of vendors showed up in a big way, owning more than one category. Still, several newcomers popped up in our nominations wave – no one we would call <a target="_blank" href="https://en.wikipedia.org/wiki/A_Complete_Unknown">A Complete Unknown</a>, but some smaller solutions that managed to make the cutoff. Congrats to all of you, and bring the thunder again next year. Because you never know what can happen.Here are your winners in the 13th Annual CMS Critic Awards: <hr /> - Best Enterprise CMS: Umbraco  - Best DXP: Sitecore  - Best Free CMS: Umbraco  - Best Headless CMS: Umbraco  - Best Open Source CMS: Joomla  - Best ECM: Microsoft SharePoint  - Best Flat File CMS: Statamic  - Best Website Builder: uSkinned  - Best Static Site Generator: Statamic  - Best DAM: Sitecore  - Best PIM: Pimcore  - Best e-Commerce Solution: Shopify  - Best Headless Commerce Solution: Shopify  - Best Composable Solution: Umbraco  - Best AI Solution in a CMS or DXP: Umbraco  - Best Development/Hosting Platform: Azure <h3 id="congratulations-to-this-year's-winners!">Congratulations to this year's winners!</h3>What can we say? We’re thrilled to have such a passionate community of readers, and we’re already looking forward to next year’s Awards. Given the shifting landscape of categories, we'll be making some changes for our 14th annual program, and even expanding a few things (don't worry, CMS is still closest to our heart). Remember to <a target="_blank" href="https://www.cmscritic.com/signup">sign up for alerts</a> about additional events this year, and check below for some upcoming conferences that we'll be attending and speaking at.       Vendor Marketing Departments: Looking to promote the good news? Email us at <a href="mailto:info@cmscritic.com">info@cmscritic.com</a> to request your exclusive badges and claim your 30 day Product Directory upgrade.  <hr /><h3 id="upcoming-events">Upcoming Events</h3> <img style="width:30.46%" src="https://cmscritic.com/ms-content/uploads/2024/11/cms-summit-25.png" alt="" /><h4 id="cms-summit-25"><a target="_blank" href="https://www.boye-co.com/conferences/cmssummit25">CMS Summit 25</a></h4>May 13-14, 2025 – Frankfurt, GermanyDon't miss the first European edition of our prestigious international conference dedicated to the global content management community! CMS Summit 25 will bring together top-notch speakers, our renowned learning format, and engaging social events. Hear from leading practitioners like Deutsche Bahn, Dr. Oetker, and more – and join customers, agencies, and CMS vendors as we discuss current trends and what's ahead for the content and digital experience fields. Connect and network at the only vendor-neutral, in-person conference focused on CMS. Space is limited for this exclusive event, <a target="_blank" href="https://www.boye-co.com/conferences/cmssummit25">so book your seats today.</a> <img style="width:31.83%" src="https://cmscritic.com/ms-content/uploads/2025/01/cms-connect-2025-logo.png" alt="" /><h4 id="cms-connect-25"><a target="_blank" href="https://www.boye-co.com/conferences/cmsconnect25">CMS Connect 25</a></h4>August 5-6, 2025 – Montreal, CanadaWe are delighted to present the second annual summer edition of our signature global conference dedicated to the content management community! CMS Connect will be held again in beautiful Montreal, Canada, and feature a unique blend of masterclasses, insightful talks, interactive discussions, impactful learning sessions, and authentic networking opportunities. Join vendors, agencies, and customers from across our industry as we engage and collaborate around the future of content management – and hear from the top thought leaders at the only vendor-neutral, in-person conference exclusively focused on CMS. Space is limited for this event, <a target="_blank" href="https://www.boye-co.com/conferences/cmsconnect25">so book your seats today.</a>

The Envelope, Please: We Proudly Present the Winners of the 13th Annual CMS Critic Awards

Find out who took home the trophy in each category.

Generative AI is Making Content King Again

<a target="_blank" href="https://cmscritic.com/critics/michael-spenceley">Michael Spenceley</a> is Leader, Learning &amp; Content Standards - Innovative Medicine at <a target="_blank" href="https://www.jnj.com/">Johnson &amp; Johnson</a> and a CMS Critic Contributor. <hr />If you're a content professional, you've likely spent much of your career focused on how to govern the accuracy and quality of content. As Generative AI (Gen AI) has entered our collective corporate consciousness, our content is now under a microscope. If you have outdated or inaccurate content, Gen AI will bring it into focus for all to see. On one hand, this will lead to uncomfortable conversations for those who are responsible for the accuracy of content, but this also presents a significant opportunity for content professionals. Here's a conversation I’ve had a few times lately: Business Leader: “We have all this content, if we put it in a Gen AI tool, won’t that make it easier for people to get answers, reduce call center volume and create a better experience for our employees and customers?”Technologist: "Yeah, we can do that. We can integrate your CMS or knowledgebase with our Gen AI platform."Business Leader: “Michael, what do you think?”Me: "Well, I think there are more questions we need to ask. Do we have quality content to feed into the Gen AI experience? Do we have the right level of governance to ensure accuracy? Do we have clear roles and responsibilities for those who own content feeding into Gen AI? Is the ROI sufficient to invest the time and money to do this right?”  Business leaders are now recognizing the importance of good content to enable an effective Gen AI experience for employees and customers. Getting content governance right, especially in large organizations, takes lots of people, rigorous processes, clear roles and responsibilities and accountability. Here are three things all content professionals should focus on as Gen AI initiatives take center stage: <h3 id="1.-keep-moving,-even-when-it's-not-perfect">1. Keep moving, even when it's not perfect</h3>Be agile and be okay with imperfection. If you wait to use Gen AI until you've solved all your content governance problems, you will never start. Come up with an approach that works for your organization.  I see it as a two-pronged approach. First, what steps do you take right now to keep Gen AI moving? At this stage, you don't know what will work so keep it simple. Second, while you're doing that, plan for the long-term. To scale your approach, what tech do you need, what integrations and what processes need to be in place? Here’s a real example of what I’ve tried in my organization:When we need content for a new Gen AI use case, we follow this process:<ul><li>Identify – Identify relevant content that already exists. </li><li>Validate – Analyze content to ensure we have the most current version and it’s the correct level of detail.</li><li>Remediate – Work with subject matter experts to update content that is out of date and create new content to fill any gaps.</li><li>Extract – Technical team extracts content from our source system to ingest into Gen AI. </li><li>Monitor &amp; Update – Leverage existing reporting and processes to determine when content needs to be updated in the Gen AI tool.</li></ul>This is a largely manual process, but it works for now and as we refine it, we're planning for how best to scale it in the future and reduce manual effort through integrations and automation. <h3 id="2.-get-the-right-people-involved-">2. Get the right people involved </h3>If you're a content professional or a SME who owns content, speak up and get involved in Gen AI initiatives. You know things that are important to this process that others may not know. If you're not a content professional and you're on the technical side of Gen AI, don't go it alone. While you can probably get your hands on some content to start, there is a chance that there's a lot you don't know about the content. When assessing content for accuracy and relevance, there can be many nuances, especially in large global organizations. Additionally, content teams already have processes in place to source and update content, and they have relationships with the subject matter experts who can validate content. Rely on content professionals and SMEs to tell you which content is ready for Gen AI and what steps need to be taken to prepare content. Here’s a real example of what I’ve tried in my organization:We established weekly touchpoints that include a combination of content, IT and business process owners. The content team drives the identify, validate, remediate, extract, and monitor process. The content team works with SMEs and content owners to validate content accuracy and remediate gaps. Our IT partners ingest content into the Gen AI tool and train the model. This ensures that this work is connected to our existing content governance process and isn't seen as additional work for content and process owners. We have one source of truth, one process and one governance model for content. Gen AI is just an additional channel where the content is being consumed. This could change in the future, but leveraging existing processes and infrastructure is an effective way to get things moving quickly.    <h3 id="3.-seize-the-opportunity-to-get-resources-and-support">3. Seize the opportunity to get resources and support</h3>In large organizations, content governance has often not gotten the time and attention it deserves, beyond a small group of content professionals. In the short time I've been working on this, I have learned that this connection between content and the success of Gen AI, is logical but isn't always obvious. It's on us, as content professionals, to speak up, get involved and make the case. Here’s a real example of what I’ve tried in my organization:We engaged with leaders and content owners to help them understand how our content will make or break our journey with Gen AI and are weaving Gen AI into our strategic vision for the future of content. We’re defining requirements for how our content needs to be structured and stored in the future to enable a good Gen AI experience.  Specifically, how to simplify and componentize content with component-level metadata. We’re also defining future-state content governance and what that takes from a resource standpoint. This includes how we drive greater accountability and create clearer roles and responsibilities for our content professionals and content owners to ensure content accuracy. <h3 id="conclusion">Conclusion</h3>As with anything new, there are still more questions than answers. Here are a few questions that content professionals should be thinking about:<ul><li>I’ve been on a mission to promote the idea that less content is more. Will a minimalist approach to content work in the age of Gen AI? </li><li>Many people challenge the accuracy of information coming from Gen AI. What role might content professionals play to change that perception? </li><li>Will content structure, metadata and governance still matter as Gen AI gets more advanced?</li></ul>I’m sure we’ll continue to debate these questions in the coming years. This space is evolving quickly, and I'm confident there will be advancements to make it easier in the future. Given the technology and resource constraints that all organizations are dealing with, these are some practical things to consider as you embark on your Gen AI journey. For now, it’s going to be messy, and that’s okay. Seize this opportunity to elevate your role as a content professional in your organization.    <hr /><h3 id="upcoming-events">Upcoming Events</h3> <img style="width:30.46%" src="https://cmscritic.com/ms-content/uploads/2024/11/cms-summit-25.png" alt="" /><h4 id="cms-summit-25"><a target="_blank" href="https://www.boye-co.com/conferences/cmssummit25">CMS Summit 25</a></h4>May 13-14, 2025 – Frankfurt, GermanyDon't miss the first European edition of our prestigious international conference dedicated to the global content management community! CMS Summit 25 will bring together top-notch speakers, our renowned learning format, and engaging social events. Hear from leading practitioners like Deutsche Bahn, Dr. Oetker, and more – and join customers, agencies, and CMS vendors as we discuss current trends and what's ahead for the content and digital experience fields. Connect and network at the only vendor-neutral, in-person conference focused on CMS. Space is limited for this exclusive event, <a target="_blank" href="https://www.boye-co.com/conferences/cmssummit25">so book your seats today.</a> <img style="width:31.83%" src="https://cmscritic.com/ms-content/uploads/2025/01/cms-connect-2025-logo.png" alt="" /><h4 id="cms-connect-25"><a target="_blank" href="https://www.boye-co.com/conferences/cmsconnect25">CMS Connect 25</a></h4>August 5-6, 2025 – Montreal, CanadaWe are delighted to present the second annual summer edition of our signature global conference dedicated to the content management community! CMS Connect will be held again in beautiful Montreal, Canada, and feature a unique blend of masterclasses, insightful talks, interactive discussions, impactful learning sessions, and authentic networking opportunities. Join vendors, agencies, and customers from across our industry as we engage and collaborate around the future of content management – and hear from the top thought leaders at the only vendor-neutral, in-person conference exclusively focused on CMS. Space is limited for this event, <a target="_blank" href="https://www.boye-co.com/conferences/cmsconnect25">so book your seats today.</a>

Michael Spenceley of J&J shares 3 things content pros should focus on as Gen AI takes center stage.

dsfaltudo

<hr /> There’s just no way to soften the blow: we’re drowning in digital stuff. It’s a colossal problem of our own creation – and AI is making it worse by the day.But hang on. It’s not all bad, right? With the advent of <a target="_blank" rel="noopener noreferrer" href="https://aws.amazon.com/what-is/generative-ai/">generative AI,</a> brands can arm their marketing channels faster than ever with more assets and variants. It’s enabling greater scale and hyper-personalized experiences across more touchpoints.The problem? Maintaining governance is still a bit like “The Wild West.” With so much stuff in so many places, it's brewing a stampede of digital asset chaos – and that’s creating a huge problem for enterprises as they try to wrangle control and consistency while meeting breathtaking expectations. And this is, without question, an important consideration for large brands and enterprises as they wrestle with the realities of exploding content. According to research in <a target="_blank" rel="noopener noreferrer" href="https://www.canto.com/blog/state-of-digital-content/">The State of Digital Content in 2025</a>, only 19% of teams increased their content ROI in the past year. Meanwhile, content professionals currently waste over three hours a week searching for digital assets while managing four or more disconnected tools.Like many of its DAM peers, <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/products/canto">Canto</a> has been helping teams throw a lasso around the spreading herd. The pure-play <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/what-is-a-digital-asset-management-dam-system">digital asset management</a> provider – which was founded in 1990, making it a true pioneer in the field – has shaped the landscape of DAMs and PIMs, which have provided control and confidence around digital assets and product information at enterprise scale.  But no one expected just how dramatically AI would impact the game. Now, brands are adding assets exponentially in multiple media dimensions. That control and confidence is being tested like never before, and we need new ways – new thinking – to meet the demands of managing it all. Canto is doing just that. With its latest release, <a target="_blank" rel="noopener noreferrer" href="https://www.canto.com/product/">Canto XI</a>, the company is launching the boldest reinvention of its platform yet, transforming its DAM into a true intelligent content hub that’s purpose-built for the AI era.Canto XI consolidates content-lifecycle workflows while adding unique and powerful new products, all designed to address the evolving challenges brands face with managing assets across disconnected tools. It provides an intuitive, single source of truth for all creative and product content, enabling brands to launch campaigns faster with tighter coordination between creative assets and product data.“The content landscape has fundamentally changed,” said <a target="_blank" rel="noopener noreferrer" href="https://www.linkedin.com/in/kellum/">Wain Kellum,</a> Canto's CEO. “Brands are creating exponentially more digital assets while facing pressure to move faster and maintain consistency across every touchpoint. Our customers told us they need more than traditional DAM; they need agile systems that keep pace with today’s and tomorrow’s content demands. Canto XI now delivers exactly that. We’re excited to release a transformational platform where AI doesn’t just organize content, it accelerates every decision teams make.”The robust, AI-powered features of Canto XI reflect the company’s fierce pace of innovation, buoyed by smart acquisitions. Last year, Canto <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/canto-pim-unites-dam-and-product-information-management-streamlining-asset-and-data-workflows">united its DAM and PIM capabilities</a> to streamline asset and data workflows, following the strategic purchase of industry rival <a target="_blank" rel="noopener noreferrer" href="https://www.imagerelay.com/">Image Relay</a> in mid-September of 2024.Those moves were amplified along the AI vector with Canto’s <a target="_blank" rel="noopener noreferrer" href="https://www.canto.com/press-releases/canto-merlinone/">acquisition of another competitor, MerlinOne,</a> making way for some fairly impressive AI capabilities that provided an early foundation for its path into enhanced automation. <h3 id="automating-key-workflows-and-eliminating-‘tool-sprawl’">Automating key workflows and eliminating ‘tool sprawl’</h3>Canto XI helps make assets instantly discoverable and ensures brand consistency across all touchpoints. Alongside a modernized UI and embedded AI capabilities, the new release introduces four purpose-built products. Together, these work to unify brand and product content into one platform where AI powers every stage of the content lifecycle. First, the new <a target="_blank" rel="noopener noreferrer" href="https://www.canto.com/product/brand-studio/">Brand Studio</a> empowers field teams and partners with on-brand templates while keeping design in control. Users also have access to an <a target="_blank" rel="noopener noreferrer" href="https://www.canto.com/product/approval-hub/">Approval Hub</a>, which centralizes review and approval processes with annotations, version history, and audit trails so that teams ship faster and more confidently.<figure class="image image_resized" style="width:80.86%"><img src="https://cmscritic.com/ms-content/uploads/2025/10/image-1760035965821.png" alt="A screenshot of a computer

AI-generated content may be incorrect." /></figure>Canto XI’s AI Library Assistant. Source: Canto Canto XI’s <a target="_blank" rel="noopener noreferrer" href="https://www.canto.com/product/ai-library-assistant/">AI Library Assistant</a> keeps content libraries instantly searchable with AI-powered organization, tagging, and enrichment. Easy to use and navigate, it makes the entire search process easier and more streamlined for users. <figure class="image image_resized" style="width:67.17%"><img src="https://cmscritic.com/ms-content/uploads/2025/10/image-1760035964699.png" alt="A screenshot of a computer

AI-generated content may be incorrect." /></figure>Canto XI’s AI Media Publisher. Source: Canto Finally, Canto XI’s <a target="_blank" rel="noopener noreferrer" href="https://www.canto.com/product/media-publisher/">Media Publisher</a> delivers optimized assets – including video – directly to websites, apps, and channels, eliminating the need for separate publishing tools. A huge timesaver that lightens the load.<h3 id="canto-ai:-powering-every-stage-of-the-content-lifecycle">Canto AI: Powering every stage of the content lifecycle</h3>Many CMS and DXP platforms have introduced intelligent AI assistants and co-pilots across their composable products and ecosystems, which have been well-received by users.Canto is doing the same with its Canto AI Engine, which is woven throughout its platform to power workflows from creation to analysis. Canto’s AI Visual Search, for example, now includes visual similarity detection, while AI Library Assistant introduces smart organization and categorization capabilities. AI also enhances Brand Studio’s template-based creation tools. As a whole, these AI-powered features automate tagging, suggest metadata, and provide content recommendations to keep libraries structured and instantly searchable. Combined with advanced integration capabilities that connect with existing martech stacks, its AI engine learns from usage patterns to help improve recommendations over time, giving users and teams the ability to move faster with greater control and confidence.“Marketing teams are drowning in disparate tools from too many vendors that create more work instead of reducing it,” said <a target="_blank" rel="noopener noreferrer" href="https://www.linkedin.com/in/abeiagi/">Alan Beiagi,</a> Chief Product and Technology Officer at Canto. “Canto XI gives them one platform where AI handles the heavy lifting and connects content to business outcomes. While many platforms layer AI on top of existing systems, we’ve built intelligence directly into the foundation of the Canto platform, so every action benefits from AI without teams having to think about it.”<h3 id="why-it-matters">Why it matters</h3>Canto’s latest release is an evolutionary one, promising to help brands escape the yoke of content chaos with intelligent solutions. The pace of asset creation isn’t slowing down, and Canto XI is endeavoring to transform how organizations address the content management dilemma. By approaching all brand and product content as interconnected assets – rather than isolated files – Canto is rethinking the foundation of digital asset management. When evaluating DAM options for your use case, Canto continues to demonstrate that its wisdom is matched by its innovation, and its strong roadmap for its AI makes it worthy of consideration. Ending the digital asset chaos starts with a “can do” attitude. But it also requires some bold rethinking of our technology and practices. If you're ready for it, Canto could be your “can do” partner. <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> <figure class="image image-style-block-align-left image_resized" style="width:28.08%"><img src="https://cmscritic.com/ms-content/uploads/2025/10/image-1759840698475.png" /></figure><h4 id="raise:-lifting-content-into-the-future-with-agentic-cms"><a target="_blank" rel="noopener noreferrer" href="https://kontent.ai/events-and-webinars/raise/">RAISE: Lifting Content into the Future with Agentic CMS</a></h4>November 11, 2025 – London, UKJoin Kontent.ai at RAISE: Lifting Content into the Future with Agentic CMS, a premier free event for forward-thinking marketing and technology leaders shaping the way today’s most ambitious brands create and deliver content. Expect bold ideas, discover innovative strategies, engage with industry leaders, and gain insights that will lift your content strategy to new heights. At RAISE, you'll learn how to deliver faster, more engaging content experiences while AI does the busywork of audits, compliance, and localization with Agentic CMS, built to give you and your teams more time on creativity that matters. <a target="_blank" rel="noopener noreferrer" href="https://kontent.ai/events-and-webinars/raise/">Reserve your seat 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>

Can we end the digital asset chaos? Canto says ‘can do’ with its latest AI-powered release

matt-garrepy

<a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/critics/gillian-mays">Gillian Mays</a><a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/critics/amit-aggarwal"> </a>is a Content Creator at <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/products/storyblok">Storyblok</a> and a CMS Critic contributor. <hr /> Some things never change. The sky is blue, people crave connection, and content is an essential part of any modern business strategy. But other things aren’t so static. Customer expectations, technological tools, and the way essential content is managed have evolved dramatically over the past few years. The content game is about to change forever. And there’s only one skill that will matter if you want to win: adaptability.Let’s take a look at what adaptability means for modern brands and how you can leverage it for a future-proof content strategy.P.S. This article is a sneak preview of our newest whitepaper. <a target="_blank" rel="noopener noreferrer" href="https://www.storyblok.com/lp/composable-enterprise?utm_source=cmscritic&amp;utm_medium=sponsor&amp;utm_campaign=MKT_GEN_AWA_701W600001qBJFPIA4&amp;utm_term=cmscritic">Download “The Engine of Enterprise: How Headless CMS Fuels Composable Joy” for free today</a> to get the full story.<h3 id="welcome-to-the-future.-the-only-constant-is-change">Welcome to the future. The only constant is change</h3>Modern demands haven’t just shifted. They’ve evolved at a dizzying pace: today’s users expect the latest and greatest digital experiences, and they demand it as soon as they realize it’s possible. Your content needs to be ultra personalized, lightning fast, and consistent across channels – and it needs to deliver all of that better than your competitors.But it’s not just your users who are changing the game. With AI chatbots taking the world by storm, the ability to stay visible in the era of <a target="_blank" rel="noopener noreferrer" href="https://www.storyblok.com/mp/generative-engine-optimization-explained">Generative Engine Optimization (GEO)</a> is quickly becoming a sink-or-swim matter. It’s a brave new world, one full to the brim with possibility and opportunity. But the harsh truth is it’s also a highly competitive one.And legacy CMSs are out of their league.In a world where tech and user demands can change on a dime, meeting them with the shortest time-to-market possible is the difference between being an industry leader and fading into obscurity.  Legacy CMSs were not made for speed or flexibility. Try to force it, and you end up with roadblock after roadblock:<ul><li>Integrating new technology is nearly impossible, crippling any attempt at innovation with messy workarounds and a half-functional result</li><li>Monolithic architecture forces the same stale, single-channel content strategy as everyone else</li><li>The infrastructure lacks flexible APIs, adequate content structuring, or scaling potential – all death knells for getting discovered by AI.</li></ul>In other words, they’re incapable of adapting. In a world where everything about your content strategy can change in the blink of an eye, being adaptable is your only hope to survive. And that will require a complete shift in how you manage and distribute content.<h3 id="composability-and-headless:-a-new-era-of-content">Composability and headless: A new era of content</h3>With adaptability as the gold standard, the next era of enterprise CMS will be defined by flexibility, modularity, and speed. Your brand’s success will depend on being prepared to constantly reshape how you engage with customers on a global scale. But don’t worry – you don’t have to do it alone. With the combined power of composable infrastructure and a headless CMS, you can break down the old boundaries and deliver cutting-edge digital experiences faster than ever before.  <h4 id="the-composable-advantage">The composable advantage</h4>Composability is an agile, future-forward strategy for assembling a tech stack. Instead of an all-in-one system found in legacy CMSs, it relies on a flexible ecosystem where each part of the tech stack is a modular component.Translation: Composability offers full technical freedom.Because they’re independent components, you can add or remove them at will and without fear of disrupting any other elements. Whenever newer tech or programs come out, integrating is as easy as connecting via API.And if you’re looking to scale? Composability has the competitive edge there, too. The modularity means you can scale with precision, expanding your operations without overhauling the entire system or overpaying for parts that are fine as-is. That adaptability means you’re ready for whatever comes next, including the rise of generative AI search. Because you can integrate modular tools to support aspects like localization, metadata, and structured content, you can keep up with the ever-evolving algorithms for consistently visible content.  <h4 id="where-headless-comes-in">Where headless comes in</h4>Composability primes your tech stack for adaptability. Getting the best use out of it will require another step: <a target="_blank" rel="noopener noreferrer" href="https://www.storyblok.com/">a headless CMS.</a> Much like how composability supports full technical freedom, a headless CMS supports full content freedom. That’s because headless CMSs operate completely differently from their legacy counterparts. Legacy CMSs are one single monolith, bundling the backend (where you create content) with the front (where it’s displayed). You’re usually stuck with that one channel of publication and whatever prebuilt capabilities the provider includes – no customization, at least not without a lot of very difficult and risky tech adjustments. But with a headless CMS, your frontend and backend are completely separated. Because your content is stored separately and sent out via APIs, you can connect to any channel. Websites, apps, smartwatches, digital displays – if it can connect via API, you can push content to it with a headless CMS. And yes, that includes technology that doesn’t even exist yet. Those APIs also mean that your choice of tech is completely up to you. Skip programs you don’t need, integrate new ones you do, and do it all without interrupting the rest of the tech stack or your content presentation. And no matter how technology or user demands evolve, you’ll never have to upgrade your entire system. Just swap outdated programs for ones that give your enterprise the competitive edge and keep going. <h3 id="the-final-verdict:-composability-or-bust">The final verdict: composability or bust</h3>A composable, headless approach is the last word in sustained content adaptability. It’s a rare silver bullet in a hyper-competitive world. No matter how big your content library is, how ambitious your growth plans are, or whatever tech curveball comes next, this approach ensures your enterprise is always ready to execute any strategy at your disposal. As the old saying goes, “You can’t control the wind. But you can adjust your sails.” For enterprises hoping to survive the future of content, failing to embrace composable will be like seafaring with a torn canvas: when you can’t capture the momentum of each shift in the breeze, those who can will be waiting for you at the finish line. Want to read more about the power of composable and headless for enterprises? <a target="_blank" rel="noopener noreferrer" href="https://www.storyblok.com/lp/composable-enterprise?utm_source=cmscritic&amp;utm_medium=sponsor&amp;utm_campaign=MKT_GEN_AWA_701W600001qBJFPIA4&amp;utm_term=cmscritic">Download the full guide for free today!</a> <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>

The Future of Enterprise CMS Is Here – And Only The Adaptable Will Survive

gillian-mays

Fight the Cognitive Overload: Brightspot Lights the Way to Productivity with its Evolutionary CMS Release

Agentic CMS: Why Kontent.ai’s Vision for the Future of Content Management is Inspiring 

<hr /> <a target="_blank" rel="noopener noreferrer" href="https://en.wikipedia.org/wiki/Tilly_Norwood">Tilly Norwood</a> is having a “meteoric” start to her career. In a matter of days, she’s gone from obscure to sensational, pursued by Hollywood talent agencies as the next big star. She’s appeared in a wide array of social media sketches and promotional content, and even a short film. Once, while appearing on The Graham Norton Show, she broke down in tears during an emotional moment.“Three seasons and a podcast,” she said during a stint on a red carpet, somewhere. Three seasons of what, we don’t know. What we do know is that her Instagram and TikTok are blowing up. Of course, there’s one little snag: Tilly isn’t real. Or… is she? <figure class="media"><div data-oembed-url="https://www.youtube.com/watch?v=ZRzZL2f4Llw"><div style="position:relative;padding-bottom:100%;height:0;padding-bottom:56.2493%"><iframe src="https://www.youtube.com/embed/ZRzZL2f4Llw" style="position:absolute;width:100%;height:100%;top:0;left:0" frameborder="0" allow="autoplay; encrypted-media" allowfullscreen></iframe></div></div></figure> The story of Tilly Norwood – a completely fabricated AI creation from Xicoia, the AI division of the production company <a target="_blank" rel="noopener noreferrer" href="https://www.particle6.com/">Particle6 Group</a> – has drawn widespread backlash across the entertainment landscape. With actresses like Emily Blunt calling the faux-actress “really, really scary,” Tilly’s emergence has had a chilling effect on actors and content creators who see it as a threat to authentic human connection and job security.   Ironically, Hollywood has been prognosticating this. Movies like <a target="_blank" rel="noopener noreferrer" href="https://en.wikipedia.org/wiki/Her_(2013_film)">Her</a>, the trippy dystopian flick <a target="_blank" rel="noopener noreferrer" href="https://en.wikipedia.org/wiki/The_Congress_(2013_film)">The Congress</a>, and a sci-fi sleeper with Al Pacino called <a target="_blank" rel="noopener noreferrer" href="https://en.wikipedia.org/wiki/Simone_(2002_film)">SIMONE</a> – from way back in 2002 – offered satirical narratives and cautionary tales of what might happen if AI clones and avatars became convincing enough to replace us in media.Well, that day has arrived. And it’s not just Hollywood wrestling with these challenges. Businesses are investing in tools that enable realistic human avatars to create training videos, webinars, and other materials that are completely AI-generated. How good are they? Check out products like <a target="_blank" rel="noopener noreferrer" href="https://www.synthesia.io/">Synthesia</a>, and you'll see they're getting eerily close to the real thing.  But there’s another sinister plot twist in all of this. As voice and image cloning technologies have bridged the uncanny valley between reality and fantasy, a phenomenon called “romance scams” has become more commonplace. In an effort to bolster awareness and fight back against this blight, today, October 3rd, has been adopted as <a target="_blank" rel="noopener noreferrer" href="https://protectingheartsday.com/">“World Romance Scam Prevention Day.”</a>Yes, it's a real thing. But why am I writing about this? Arguably, it falls into the domain of digital experiences and AI. But more importantly, it’s personal. No, I haven’t been “Tinder Swindled” (I’ve been married for 28 years, so the whole mysticism of “swiping right” is completely alien to me). But my aging parents and in-laws have been the target of numerous scams and phishing attacks, and this is perhaps one of the most nefarious types of criminal enterprises – because it preys on our emotions.Whether any kind of digital malfeasance or social engineering has directly befallen you or your family, we have a duty to assist our most vulnerable populations in combating this phenomenon. But one of the biggest problems with romance scams is a lack of effective detection tools. And when it does happen, victims often feel too ashamed to speak out.As AI becomes more robust – and characters with the convincing realism of Tilly Norwood become the norm – this problem is expected to become even worse. Cybersecurity experts stress that publicity, education, and caution are really the only ways to protect internet users.<h3 id="the-heartbreaking-costs-of-romance-scams">The heartbreaking costs of romance scams</h3>At the center of this is a growing epidemic of loneliness in our society. <a target="_blank" rel="noopener noreferrer" href="https://ihpi.umich.edu/national-poll-healthy-aging/reports-and-resources/trends-loneliness-among-older-adults-2018-2023">According to data</a> from the University of Michigan, well over one-third of people between the ages of 50 and 80 report feeling isolated or lacking in companionship. The problem is a bit of an enigma, and one that channels like social media tend to both heal and exacerbate. This phenomenon is creating an opportunity for romance scam predators. According to<a target="_blank" rel="noopener noreferrer" href="https://u7061146.ct.sendgrid.net/ls/click?upn=u001.gqh-2BaxUzlo7XKIuSly0rC6QkY-2B-2B89U8pvhm5Jz-2Fz69xcpZc08ec-2FPuWOzL5i5kZirlGKhJp1i5zR5d0cHY2DBiN-2BdYl5Wy-2FICrz6-2BaeInbA-3DlhvL_LYRc62DeCgOg3NLqF-2FA1Nkc-2BB6iSCezTSr7cATVeIt7vbFxqkjj807TkbpGOsHdtP-2FHWYQ8hHG-2Bh0tJIgFVOZKYjgZ1NmctFnL6YEY4pGF8o-2F6ojRynMcklKajsMhnZp87tbcv-2BQ5M2UgGAGvgT9seoHj3BAVvSJUt6Rk-2FfquSbPJiy9DvJBaQNJXHswjXDQYg1V6iXFgkVHTrf03u0YjGkgg1OYtsbQMYJbRoj9xXUgUb4rYi9kfZQCp1tU4myWGOOEx9M4DbGH1pvWXS5gDHXL18WD7XX9Uev2q6rYPuvXg92AxWnNGeCsMmFzg0TURNlFgE2zNo3A1Zdu6HxASw-3D-3D"> </a><a target="_blank" rel="noopener noreferrer" href="https://u7061146.ct.sendgrid.net/ls/click?upn=u001.gqh-2BaxUzlo7XKIuSly0rC6QkY-2B-2B89U8pvhm5Jz-2Fz69xcpZc08ec-2FPuWOzL5i5kZirlGKhJp1i5zR5d0cHY2DBiN-2BdYl5Wy-2FICrz6-2BaeInbA-3DH5p8_LYRc62DeCgOg3NLqF-2FA1Nkc-2BB6iSCezTSr7cATVeIt7vbFxqkjj807TkbpGOsHdtP-2FHWYQ8hHG-2Bh0tJIgFVOZKYjgZ1NmctFnL6YEY4pGF8o-2F6ojRynMcklKajsMhnZp87tbcv-2BQ5M2UgGAGvgT9seoHj3BAVvSJUt6Rk-2FfquSbPJiy9DvJBaQNJXHswjXDQ4oom7O2EH3G4gzU029Mh3aY85uVpd0N6B3w9amiJ-2Fs4wRWDGf8vaEZKmD1f7DRP2HDe3v1Fn3tCpskHuJTb-2Fn-2B5-2F0AvVBUopQEJhc-2FGyZuwgcU8lvBbXHMjR5tizPfNkvRSbpvCAyvN3pmKBPM-2F7wQ-3D-3D">Low Cost Detectives</a>, in the United States alone, romance scams have increased from $547 million in 2021 to over $1.3 billion in 2024, with victims losing an average of $15,000. It's not just an emotional tragedy – it's a financial one.“While old-fashioned malware does not choose its victims, a variety of studies show that this new generation of scams targets the most vulnerable internet users: lonely people and those less aware of the dangers of modern online life,” said <a target="_blank" rel="noopener noreferrer" href="https://www.linkedin.com/in/tomas-sinicki-312b8a10/">Tomas Sinicki,</a> managing director at <a target="_blank" rel="noopener noreferrer" href="https://nordprotect.com/">NordProtect,</a> a leading identity theft protection service. “This puts romance scams among the fastest-growing scam categories.” What makes romance scams particularly effective is that they exploit deep human needs and vulnerabilities while relying on very specific strategies. According to NordProtect, criminals often pose as people in respectable positions (think soldiers or doctors), and rarely ask for money right away. Instead, they take time to build trust and emotional dependency, playing on loneliness, hope, and the desire for companionship. They might even send small gifts or tokens of affection before asking for larger favors.AI has made this deception much easier to produce and maintain. Scammers can now create trusted, hyper-realistic characters with voice-cloning and video deepfakes, allowing them to scale their operations and maintain multiple long-term conversations at once without burning out. In other words, they can keep at it, nurturing trust and ultimately penetrating the emotional bubble. As Sinicki explained, romance scam victims feel ashamed, but scams exploit emotions – not intelligence. That means anyone can fall for them.“Since we lack reliable tools to detect AI-generated content, education and caution are essential. But above all, having reliable online fraud insurance that includes romance scam coverage as well as other forms of fraud is an essential precaution.”<h3 id="how-to-increase-safety-from-ai-driven-romance-scams">How to increase safety from AI-driven romance scams</h3>As part of “World Romance Scam Prevention Day,” NordProtect has a few tips on how to avoid romance scams and protect your family – and even yourself – online:<ul><li>Be skeptical but respectful: Stay cautious without ruining the relationship by maintaining your own doubt. If your chat friend takes offense, explain why you’re being careful. A genuine person will understand, while a scammer will likely react with anger.</li><li>Ask someone you trust for a second opinion: Before investing emotionally, consult a friend or family member. They may spot red flags you’ve missed. This is a tough one, but more urgent given the sophistication of scams.</li><li>Stay alert, even if you made first contact: Initiating the conversation doesn’t make you immune. Scammers can still manipulate you. In fact, that might be part of their play. </li><li>Examine videos closely. AI-generated videos still have their flaws, although the “uncanny valley” effect is beginning to dissipate. But if you look closely, you can still spot the signs: unnatural facial movements or blinking, strange expressions, blurry edges around the face, mismatched skin tones, and inconsistencies with teeth or fingers. Watch everything carefully, consider the source, and always assume it might not be real.</li><li>Use security tools and consider identity theft protection services: While technology alone cannot stop social engineering, trusted solutions (like NordProtect) offer comprehensive support for victims of romance scams and other types of online fraud.</li></ul><h3 id="there's-still-a-lot-to-love-with-ai">There's still a lot to love with AI</h3>Tilly Norwood isn't heading back into the genie's bottle. Unless it's a reboot of I Dream of Genie.There's a lot to address when it comes to the safety and security of the internet. It's a slippery slope, and the ledge is always getting tighter. AI is complicating our footing in unfathomable ways, and we're going to fall. The goal is to avoid the worst impacts, but when it happens, learn from the pain – and work to prevent it in the future. A lot of that comes down to practical, non-digital strategies that rely on our vigilance. When it comes to protecting your family, model skeptical behavior. Have open conversations with both your kids and, if you’re like me, your aging parents. Be honest about the risks; it’s in their nature to trust people of authority, so encourage them to ask for proof or credentials when engaging in a digital chat or conversation. With broader attacks that leverage AI-generated personas – which could be mimicking you or your family members – adopt a code word that you can use to confirm your identity. These avatars are becoming incredibly sophisticated, and it's only a matter of time before they get a call that is convincingly like you. Add on a layer of dementia or other intellectual disability, and it can multiply the potential for problems. AI has a great propensity to improve our world. But like any technology, the bad actors will pervert it into something that can be financially and even emotionally devastating. The best we can do is remain strong – and give those Tinder Swindlers the cold shoulder.  <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>

Tainted Bot Love? AI Lotharios Get the Cold Shoulder on ‘World Romance Scam Prevention Day’

Best Video Experience

Give your audience the best video experience

#000000

<hr /> Every conversation I'm having right now with vendors, agencies, and enterprises is squarely focused on agentic AI. Without question, it represents a game-changing initiative for organizations as they look to transform their operations – and prepare for the promise of the agent-to-agent ecosystem.While I've been steadily tracking the evolution of digital experience platforms and their customer data layers, I've also been paying close attention to the pure-play CDPs and data platforms, each of which is leveraging its composable position and innovating in unique ways. As the data warehouse takes on an even more strategic role in the AI landscape, we're seeing more transformation – and faster. That's certainly been the case with <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/products/hightouch">Hightouch</a>, a composable CDP and AI decisioning platform that's keenly focused on activating data warehouses to power personalized marketing. They've been aggressively solving some of the key operational challenges within the data channel, adding <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/hightouch-adds-new-ai-powered-adaptive-identity-resolution-to-its-cdp">AI-Powered Adaptive Identity Resolution</a> to its CDP, and even <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/hightouch-partners-with-narrative-io-to-power-multi-vendor-identity-resolution-and-activation">partnering with Narrative I/O and Snowflake</a> to provide multi-vendor identity resolution and activation.Hightouch is definitely blazing its own trail, ignited by an <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/u-cant-touch-this-cdp-hightouch-nails-80m-series-c-to-power-its-ai-decisioning">$80 million Series C</a> that closed earlier this year. While AI decisioning continues to be a key emphasis (and a category we're following with several other vendors), the company is driving its position as a data and AI agent platform for marketers. With agentic AI exploding at the seams – and the potential for extending agents beyond vendor ecosystems – it's clear that Hightouch is making a strong play as it telegraphs its differentiated value in this area. Now, it's adding the right talent to lead the charge by bringing an AI heavy hitter to its ranks. Announced today, <a target="_blank" rel="noopener noreferrer" href="https://www.linkedin.com/in/akilesh-bapu-24b333258/">Akilesh Bapu,</a> co-founder and former CEO of <a target="_blank" rel="noopener noreferrer" href="https://www.deepscribe.ai/">DeepScribe</a>, has joined Hightouch as Head of AI Product Development. Bapu will lead the company’s AI product strategy, focusing on the development of autonomous, context-aware marketing agents that leverage Hightouch’s Composable CDP foundation.<h3 id="adding-an-ai-luminary-to-the-team">Adding an AI luminary to the team</h3>AI talent acquisition is fast becoming a key strategy for organizations, with leading tech brands like Meta and OpenAI <a target="_blank" rel="noopener noreferrer" href="https://www.cnbc.com/2025/09/06/ai-talent-war-tech-giants-pay-talent-millions-of-dollars.html">spending hundreds of millions</a> on human capital to drive their strategies. Successful experience and demonstrable outcomes are key fixtures on the resumes of many candidates entering these roles, which makes the playing field much tighter – and incredibly competitive. Bapu is a rare gem in the AI talent pool. His technology credentials certainly put him at the top of the ladder, but they're bolstered by his proven business acumen. During his tenure at DeepScribe, he helped pioneer a medical AI solution that provides ambient clinical documentation by listening to patient-provider conversations in real time. Based on the input, DeepScribe automatically generates accurate medical notes that integrate into electronic health records, helping doctors save time and focus more on patient care.It's clear that governance, compliance, and trust were key considerations for Bapu and his team at DeepScribe. The sensitivity to a highly regulated intersection of AI and healthcare data has equipped him with the added muscle for managing risk relative to data privacy. No small task.As CEO, he also successfully built DeepScribe's growth strategy, leading multiple funding rounds and scaling the business through partnerships with major health systems. His work has established him as one of the foremost executives in applied AI, and he sees ample opportunity for leveraging his experience with Hightouch.A graduate of the esteemed UC Berkeley College of Engineering, Bapu was previously an NLP research scientist at <a target="_blank" rel="noopener noreferrer" href="https://www.linkedin.com/company/19024048/">Berkeley Artificial Intelligence Research</a>, where he focused on deep learning. He even has some Apple DNA in his work history. He is also a <a target="_blank" rel="noopener noreferrer" href="https://cts.businesswire.com/ct/CT?id=smartlink&amp;url=https%3A%2F%2Fwww.forbes.com%2Fprofile%2Fdeepscribe%2F&amp;esheet=54331279&amp;newsitemid=20251001835418&amp;lan=en-US&amp;anchor=Forbes+30+under+30+honoree&amp;index=1&amp;md5=a5a00a53af80fed5a4be049367454795">Forbes 30 under 30 honoree</a>. <h3 id="powering-context-aware-marketing-agents">Powering context-aware marketing agents</h3>As we know in the CMS category, context is now driving the AI horizon. The same is true for CDP, where marketing presents a uniquely powerful domain for agentic AI. This is due to its closed-loop posture, which supports workflows that are fully autonomous and continuously optimized against enterprise data. Context-aware marketing agents are intelligent systems. They use AI to collect and interpret real-time data about a customer's behaviors, or "context," to deliver highly personalized and relevant marketing actions. Unlike traditional chatbots that use predefined scripts, these agents can adapt their behavior by remembering past interactions, analyzing user intent, and integrating data from various sources. CDPs (at least the best ones) are designed with scale as a cornerstone. With integrations across leading data platforms – including <a target="_blank" rel="noopener noreferrer" href="https://www.snowflake.com/en/">Snowflake</a>, <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/products/databricks">Databricks</a>, and <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/products/google-cloud-platform">Google</a> – Hightouch is positioned to bring its enterprise-grade context to agentic reasoning, and do it at incredible scale. This could provide significant value to brands that are banking on agentic strategies to help drive the future of their personalized marketing by leveraging unfettered access to data. “As foundation models rapidly commoditize, the real breakthroughs will emerge at the application layer,” said Bapu. “Hightouch’s combination of deep enterprise data access and agentic reasoning creates the conditions for AI marketing agents that not only assist, but truly operate autonomously to drive measurable outcomes.”<h3 id="why-it-matters">Why it matters</h3>Hightouch is already setting a high bar in the pure-play CDP category. They are reimaging their place in the space with a compelling vision for AI and how agents can be harnessed across the data landscape. As a composable solution, Hightouch is uniquely positioned with the modularity and flexibility to accelerate innovation as enterprises push into new areas with agentic AI. Now, with a proven talent like Bapu shaping its AI product strategy, the company has assembled a dynamic foundation to challenge the market with its differentiated value.Context-aware marketing agents represent an evolutionary step in AI-powered agentic capabilities. They're a big part of this story, providing a continuous cycle of perceiving, analyzing, and acting that can elevate hyper-personalized marketing strategies in compelling ways. With the increased efficiency and scale, brands can harness these agents to make smarter, faster decisions while tapping autonomous workflows that are continuously optimized against enterprise data. By investing in a visionary roadmap for their applications, Hightouch can pull further ahead – and lay the framework for future capabilities. Hightouch is also being steered by a young, brilliant, and fiery leadership team that's focused on disruption. Bapu is cut from the same cloth, and the combined resources could deliver a powerhouse braintrust for new ideas that are accelerated by an AI-centric posture. And bringing in a talent at Bapu's level is sending a strong signal to the market about their overall confidence.“Akilesh’s track record of building transformative AI products and his conviction around the future of agentic workflows make him an extraordinary addition to the team,” said <a target="_blank" rel="noopener noreferrer" href="https://www.linkedin.com/in/tejasmanohar/">Tejas Manohar,</a> co-founder and CEO of Hightouch. “Together, we’re building the most advanced AI marketing agents in the industry.”Data is at the center of everything. To compete, modern brands need this kind of forward-thinking technology in their composable stacks to power what's next in the agentic race – and Hightouch just leveled up. While the roadmap has arguably been amplified with Bapu's addition, you should still focus your evaluation on core capabilities relative to your goals and consider the pricing model based on your anticipated scale. But Hightouch should be on your short list.  <hr /><h4 style="text-align:center" id="looking-for-guidance-on-hightouch?-talk-to-an-expert.">Looking for guidance on Hightouch? <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>

Hightouch Taps AI Luminary Akilesh Bapu to Accelerate Push into Context-Aware Marketing Agents

The Next Great DXP Will Sell Transformation, Not Software

andycohen

<hr /> AI is forcing everything to move at MACH speed. That includes the evolution of the <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/agency-powered-ai-wpp-and-mach-alliance-partner-to-help-brands-win-in-the-age-of-ai">MACH Alliance’s</a> political fabric. In early August, we <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/mach-alliance-aims-to-evolve-enterprise-ai-architecture-with-new-end-user-leadership-model">published a story</a> about the not-for-profit industry group’s efforts to shape the future of enterprise AI architecture by adopting an end-user leadership model – putting more practitioners in the driver’s seat.  I reflected on how the pressure of agentic AI was exerting market demand for guidance, and how this was abundantly clear in the noise level surrounding MCP (and more) 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> earlier this year.With this strategic shift in leadership, the organization is hoping to accelerate AI-powered transformation across commerce enterprises by fostering a more collaborative environment – bolstered by leaders with experience and proven success from across the broader enterprise ecosystem.  At the same time, the Alliance’s 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> had just announced his impending departure in September. The heat was on to find his successor, but that decision would be guided by this new end-user leadership mandate. This week, the MACH Alliance published the election results of its 2025 Executive Board, which has expanded to include additional end-user ambassadors, providing even more knowledge and guidance as AI reshapes global businesses.<a target="_blank" rel="noopener noreferrer" href="https://www.linkedin.com/in/jasoncottrell/">Jason Cottrell,</a> founder and CEO of <a target="_blank" rel="noopener noreferrer" href="https://orium.com/">Orium</a>, has taken the reins as MACH Alliance president, effective September 30, 2025. Appointed by the MACH Alliance Executive Board, Cottrell will help ensure critical continuity as the Alliance undertakes an ambitious transformation from composable commerce stewardship to agentic ecosystem orchestration. <figure class="image image-style-align-center image_resized" style="width:23.62%"><img src="https://cmscritic.com/ms-content/uploads/2025/10/image-1759347681727.png" /></figure>Jason Cottrell “I am honored to step into this role at such a pivotal moment for the MACH Alliance,” Cottrell said. “This election underscores our strength as a global community of innovators and brand leaders, co-creating the next horizon of composability. In the weeks ahead, we will share bold announcements that reinforce our MACH foundations while charting an ambitious next phase for the Alliance.”Cottrell will serve as president for a two-year term, joined by an appointed end-user co-president in September 2026. <h3 id="leading-with-end-user-experience">Leading with End-User Experience</h3>Cottrell’s proven experience in creating market-leading solutions – and his deep understanding of both the technical foundations of MACH and the emerging agentic landscape – make him uniquely qualified to lead the Alliance through this period of transformation. Cottrell’s track record at Orium speaks for itself. A pioneering founder and driven visionary, he has been at the forefront of building composable, interoperable commerce solutions that help enterprise brands move faster, respond quickly, and stay ahead of market competition.Orium claims to have launched more composable solutions than any digital firm in North America, leaning on its cumulative expertise in commerce architecture. The agency has worked closely with leading technology providers to deliver scalable solutions that accelerate time to value. This includes the application of AI-powered and agentic technologies. “The next wave of digital experiences won’t just serve users, they’ll work alongside them,” he said. “We’re building systems that enable our clients to lead that shift toward more intelligent, collaborative interactions.”<h3 id="a-new-board-for-a-new-era">A New Board for a New Era</h3>While Cottrell is uniquely positioned to guide the Alliance through its transformation, he won’t be doing it alone. The MACH Alliance Executive Board now includes two new end-user ambassadors who are focused on strengthening the organization’s commitment to practitioner-led guidance and real-world deployment insights. The new appointments include:<ul><li><a target="_blank" rel="noopener noreferrer" href="https://www.linkedin.com/in/paulcurtis/">Paul Curtis</a> – CTO and e-commerce director, <a target="_blank" rel="noopener noreferrer" href="https://www.easyjet.com/en/">easyJet</a></li><li><a target="_blank" rel="noopener noreferrer" href="https://www.linkedin.com/in/danielle-diliberti-73801140/">Danielle Diliberti</a> – CEO and co-founder, <a target="_blank" rel="noopener noreferrer" href="https://www.sommsation.com/">Sommsation</a></li></ul> <figure class="image image-style-align-center image_resized" style="width:50.27%"><img src="https://cmscritic.com/ms-content/uploads/2025/10/image-1759346538576.png" /></figure>Left to right: Paul Curtis and Danielle Diliberti I had the chance to <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/the-sommelier-of-machtails-sommsations-danielle-diliberti-uncorks-composability">interview Diliberti</a> last year, and we spoke at length about her composable journey from CTO to digital wine retailer. She has been a fixture in the MACH community for years and an outspoken champion for the composable movement. I also spoke with Curtis at “The Composable Conference” back in April, where the intensity around agentic AI was undeniable. While many of the organizations at the event were in attendance to support their own composable transformation, it was clear that agentic AI – and more specifically, agentic commerce – was taking up all the air in the room. As the driver behind easyJet’s e-commerce machine, Curtis is working at the edge in a highly competitive digital market, one where speed, flexibility, and multi-channel capabilities are key to success. From an end-user practitioner’s perspective, his voice and experience will be instrumental in shaping the future of the Alliance’s AI roadmap.“Agentic AI is rewriting the rules of enterprise technology,” he said. “The MACH Alliance has a pivotal role in making it relevant and bringing it to life – something I’m very excited to be a part of.”Finally, six seats from the organization’s membership were elected or reelected to the Executive Board. These appointments include:<ul><li><a target="_blank" rel="noopener noreferrer" href="https://www.linkedin.com/in/amandajoycole/">Amanda Cole</a> – CMO, <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/products/bloomreach">Bloomreach</a></li><li><a target="_blank" rel="noopener noreferrer" href="https://www.linkedin.com/in/karlrh/">Karl Hampson</a> – CTO, data and AI, <a target="_blank" rel="noopener noreferrer" href="https://www.valtech.com/en-us/">Valtech</a></li><li><a target="_blank" rel="noopener noreferrer" href="https://www.linkedin.com/in/travishess/">Travis Hess</a> – CEO, <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/products/bigcommerce">Commerce</a></li><li><a target="_blank" rel="noopener noreferrer" href="https://www.linkedin.com/in/jenerale/">Jen Jones</a> – CMO, <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/products/commercetools">commercetools</a></li><li><a target="_blank" rel="noopener noreferrer" href="https://www.linkedin.com/in/dglawson/">Dana Lawson</a> – CTO, <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/products/netlify">Netlify</a></li><li><a target="_blank" rel="noopener noreferrer" href="https://www.linkedin.com/in/marco-kormann-rodrigues/">Marco Kormann Rodrigues</a> – EMEA partner leader, retail and consumer goods, <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/products/aws">Amazon Web Services (AWS)</a></li></ul> <figure class="image image-style-align-center image_resized" style="width:76.76%"><img src="https://cmscritic.com/ms-content/uploads/2025/10/image-1759346618696.png" /></figure>From top left, clockwise: Amanda Cole, Karl Hampson, Travis Hess, Marco Kormann Rodrigues, Dana Lawson, Jen Jones The remaining board members include:<ul><li><a target="_blank" rel="noopener noreferrer" href="https://www.linkedin.com/in/bobhowland/">Bob Howland</a> – Chairperson, Former CDO, <a target="_blank" rel="noopener noreferrer" href="https://www.dawnfoods.com/">Dawn Foods Global</a></li><li><a target="_blank" rel="noopener noreferrer" href="https://www.linkedin.com/in/kimberlymatenchuk/">Kimberly Matenchuk</a> – Managing Director, <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/products/cloudinary">Cloudinary</a></li><li><a target="_blank" rel="noopener noreferrer" href="https://www.linkedin.com/in/malteubl/">Malte Ubl</a> – Chief Technology Officer, <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/products/vercel">Vercel</a></li></ul> <figure class="image image-style-align-center image_resized" style="width:78.22%"><img src="https://cmscritic.com/ms-content/uploads/2025/10/image-1759347895222.png" /></figure>Left to right: Bob Howland, Malte Ubl, Kimberly Matenchuk <h3 id="why-it-matters">Why it matters</h3>Like the rest of the business world, the MACH Alliance is at the precipice of significant change in the AI era – and is aiming to lead that change in a meaningful way. It’s already taking proactive steps by investing in programs like 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 AI Exchange.</a> But supporting the frontier of the <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">agent-to-agent ecosystem</a> requires an even stronger path forward.While the organization is repositioning its focus on agentic ecosystem orchestration, it continues to be steadfast in its architectural foundation around composability. This is critical, as enterprises that have embraced MACH are accelerating their AI transformation in profound ways. This further underscores the value and impact of the Alliance’s work, and we can expect more messaging that supports these fundamentals. With deep expertise in composable architecture, AI transformation, and enterprise modernization, the Alliance’s new Executive Board is bringing the right mix of technical leadership and innovative thinking to advance the MACH Alliance’s vision. There's still a strong contingent of composable vendors represented, but the rebalancing with seasoned end-user practitioners should bring fresh perspectives to the roadmap.Under Cottrell’s leadership, the new board has a unique opportunity to leverage the Alliance’s industry clout and recognition to shine a light on the challenges ahead, as well as the architectural principles and philosophical thinking required to navigate the ever-changing landscape of agentic AI. As with MACH, unlocking the full benefits of the agent-to-agent ecosystem will require more than technology – it will necessitate the right mindset.It's worth noting that I recently spoke to Casper Rasmussen about his departure as president, and we discussed some of his big takeaways from his MACH leadership experience. From the beginning, he's had a significant impact on the organization’s trajectory and growth – becoming an undeniable force in the modern composable ethos. Stay tuned for that interview in the coming weeks. From a timing perspective, the MACH Alliance’s inaugural MACH X event is taking place in London later this month. A smaller version of “The Composable Conference” format, the two-day event is designed to bring digital leaders together to move beyond AI hype. The format will include candid discussions, use cases, and expert perspectives to help attendees define practical next steps. This might be the perfect backdrop for connecting and unpacking the changes that have already happened – and what’s ahead. For more details on the event, check out the <a target="_blank" rel="noopener noreferrer" href="https://machalliance.org/events/mach-x-2025-london">MACH X website. </a> <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>

MACH Alliance Announces 2025 Executive Board Elections, Reflecting New Leadership for the AI Era

<hr /> <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/products/wagtail">Wagtail</a> is literally for the birds. Because everything about it is fly.If you haven’t tried it, you’re in for a treat. First, it’s <a target="_blank" rel="noopener noreferrer" href="https://www.python.org/">Python-based,</a> which is universally popular and offers a fun framework for creative play. In minutes, you can use their starter kit to spin up a virtual environment, isolate your dependencies, and install the <a target="_blank" rel="noopener noreferrer" href="https://github.com/wagtail">CMS package from GitHub.</a> <a target="_blank" rel="noopener noreferrer" href="https://docs.wagtail.org/en/stable/index.html">The docs</a> are clean and easy to follow, and there are simple templates for kicking things off. Oh, and there’s a great community backing things up via <a target="_blank" rel="noopener noreferrer" href="https://wagtailcms.slack.com/join/shared_invite/zt-32p71hq4n-FC9dYEwKlKdEdgDX5u~tjA#/shared-invite/email">Slack</a> (and more). Like it said, it’s fly.As a former builder who sometimes pines for Dreamweaver and still gets giddy at the sight of code, Wagtail is a great open source tool for managing content at enterprise scale. It’s trusted by tens of thousands of organizations worldwide, including visible brands like NASA, Google, and MIT. It’s also earned nearly 20,000 stars on GitHub. So it’s fun – but it’s also fully equipped to power some serious sites. From a usability perspective, Wagtail brings a clean, intuitive, and inviting UX to the table, offering some nice bells and whistles to make the editing experience a breeze. Everything is within arm's reach, so you can really stretch your wings when managing pages, editing blogs, and more.  <figure class="image image-style-align-center image_resized" style="width:86.81%"><img src="https://cmscritic.com/ms-content/uploads/2025/10/image.png" /></figure>Creating and editing a blog in Wagtail CMS. Source: Wagtail YouTube channel. Wagtail appeals to a diverse range of organizations, from governments to businesses to cultural organizations. As an open source project, it has carved a unique niche in the landscape, often as an alternative to more established staples like <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/products/wordpress">WordPress</a> or <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/products/drupal">Drupal</a>. It also focuses keenly on accessibility as a foundational tenet.  What’s in a name? The word is the bird. The brainchild of UK-based <a target="_blank" rel="noopener noreferrer" href="https://torchbox.com/">Torchbox</a> – a global agency that offers digital marketing solutions for charities and public sector organizations – the identity was fashioned after the charming <a target="_blank" rel="noopener noreferrer" href="https://en.wikipedia.org/wiki/Wagtail">Wagtail bird.</a> These avians were fixtures on the lawn outside the company’s offices, and reflected the light, easy, and delightful sensibilities of the software.Torchbox is part of that rare breed of mission-focused businesses. It’s employee-owned, <a target="_blank" rel="noopener noreferrer" href="https://en.wikipedia.org/wiki/B_Corporation_(certification)">B Corp Certified,</a> and has cultivated a culture that’s dedicated to making a difference in the world. They have an inspiring story, and Wagtail is just one chapter of it. Wagtail has flown into our <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/cms-critic-awards">CMS Critic Awards</a> over the last few years, rallying its global community to participate. It’s clear that the platform has amassed a loyal “flock” of users, and that’s a tribute to its flexibility and ease of use. Along with its Django-style models for customizing data structures and functions, Wagtail’s CMS has some great features in its 7.0 release. I spoke to <a target="_blank" rel="noopener noreferrer" href="https://www.linkedin.com/in/meagenvoss/">Meagen Voss,</a> a member of the Wagtail Core Team and the Partnership and Community manager at Torchbox, and she shared some of the latest “chirps” from the platform. From workflow enhancements to its <a target="_blank" rel="noopener noreferrer" href="https://docs.wagtail.org/en/stable/topics/streamfield.html">Streamfield</a> updates that power improved previews, you can get a tight overview of what’s taking flight in this latest version: <figure class="media"><div data-oembed-url="https://youtu.be/r5RbV7TveFU"><div style="position:relative;padding-bottom:100%;height:0;padding-bottom:56.2493%"><iframe src="https://www.youtube.com/embed/r5RbV7TveFU" style="position:absolute;width:100%;height:100%;top:0;left:0" frameborder="0" allow="autoplay; encrypted-media" allowfullscreen></iframe></div></div></figure><h3 id="learn-more-at-wagtail-space-2025">Learn more at Wagtail Space 2025</h3>Whether you’re a veteran user or new to Wagtail, you can get the lowdown on current innovation and what’s ahead at <a target="_blank" rel="noopener noreferrer" href="https://wagtail.org/wagtail-space-2025/">Wagtail Space 2025</a> – the organization’s annual shindig. It’s a free virtual event designed for creators aiming to learn more about the platform or level up their Wagtail skills. The event is happening next week from October 8 – 10, and is drawing a collective of educators, publishing professionals, developers, open source evangelists, and digital leaders from across the globe. The format offers an array of talks from community members, some dynamite use cases, and networking with fellow Wagtailians. Highlights include sessions like The State of Wagtail with <a target="_blank" rel="noopener noreferrer" href="https://www.linkedin.com/in/thibaudcolas/">Thibaud Colas</a> of the Wagtail Core Team, Matt Westcott on Where Next for Wagtail Search?, and Juan Aguayo sharing the Bogotá Digital Library’s Wagtail success story. With AI being a central focus across the CMS industry (and everywhere else), Wagtail Space is weaving it into the conversation. Sage Abdullah and Tom Usher will lead a session called Wagtail: Responsible Innovation for Content Editors, while Trish Thomas will share strategies for creating connections between stories and objects using AI.Other talks dive into AI-driven content editing, government design systems, and innovative approaches to publishing. You can check out the <a target="_blank" rel="noopener noreferrer" href="https://wagtail.org/wagtail-space-2025/schedule/">full schedule here.</a>If you’ve been curious about Wagtail, this might be a good “first flight” in a friendly formation. The community is fun and welcoming, which is one of the great benefits of open source projects like this. It’s also a breeze to get started, so I encourage checking it out. Interested in joining the flock? Learn more and register <a target="_blank" rel="noopener noreferrer" href="https://wagtail.org/wagtail-space-2025/">on the event website.</a> <hr /><h4 style="text-align:center" id="looking-for-guidance-on-wagtail?-talk-to-an-expert.">Looking for guidance on Wagtail? <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>

Birds of a Feather: Wagtail Space 2025 Offers 3 Days of Open Source Exploration

Optimizely’s New Agent Orchestration Gives Marketers a ‘Magic Wand’ for Building Custom Workflows

<a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/critics/nishant-patel">Nishant Patel</a><a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/critics/amit-aggarwal"> </a>is the co-founder and CTO at <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/products/contentstack">Contentstack</a> and a CMS Critic contributor. <hr /> When the internet first went mainstream, it was innovative just to have a website. Later, it was a blog. Then a mobile version. Each step felt like a leap forward in how brands showed up online.But we’ve entered a different era. With the rise of AI, simply “having a presence” doesn’t stand out to customers anymore. What does stand out is how adaptive that presence can be.By emphasizing personalization, <a target="_blank" rel="noopener noreferrer" href="https://www.contentstack.com/resources/case-study/land-olakes-boosts-conversion-rate-by-38-with-lytics-cdp-personalization?utm_campaign=fy26_glb_os_thought-leadership&amp;utm_medium=press-link&amp;utm_source=cmscritic&amp;utm_content=nishant-cmscritic-october">Land O’Lakes</a>’ animal nutrition brand Purina increased conversions to an average of 30% and improved its ability to keep visitors on the website for longer. That’s the power of experiences designed for individuals, not audiences.So what does the future look like? Two words: context management.<h3 id="content-vs.-context-management">Content vs. Context Management</h3>For years, brands doubled down on producing and managing content. But with the technology available and the siloed way data was collected, they were mostly guessing what a segment of people wanted. A brand can crank out endless content, but if that content isn’t in response to an individual’s real-time signals, what good will it do?Content management won’t cut it today. Context management is the only strategy that will reach and move audiences to action. (This, coming from someone who created the first <a target="_blank" rel="noopener noreferrer" href="https://www.contentstack.com/resources/report/complete-headless-cms-guide?utm_campaign=fy26_glb_os_thought-leadership&amp;utm_medium=press-link&amp;utm_source=cmscritic&amp;utm_content=nishant-cmscritic-october">headless CMS</a>.)Unlike content management, context management seeks to piece together the full story of the problem or desire that the customer wants to solve, based on signals they send. For example, a Gen Z customer might see a product they like on social media. From there, they might quickly search that product—via a search engine or LLM—and land on your website. Imagine they click “shop” and see the exact product they’ve been searching for in front of them, without any deep dives. That’s a brand experience just for that individual, adapted instantly after a quick scan of their browser history. In the <a target="_blank" rel="noopener noreferrer" href="https://www.contentstack.com/blog/announcements/welcome-to-the-context-economy?utm_campaign=fy26_glb_os_thought-leadership&amp;utm_medium=press-link&amp;utm_source=cmscritic&amp;utm_content=nishant-cmscritic-october">Context Economy</a>, the value of a brand no longer comes from the volume of content published, but from how intelligently a brand’s experience adapts to the customer’s signals. Is your digital experience technology equipped to handle it?<h3 id="where-context-meets-agentic-ai">Where Context Meets Agentic AI</h3>Brands have been moving towards context management for a long time. According to the <a target="_blank" rel="noopener noreferrer" href="https://content.martechday.com/state-of-martech-2025.pdf">2025 State of Martech report</a>, the center of the Martech stack has shifted over the last two years to data warehouses and customer data platforms. I like that because you can’t be smart without data. But I also think it's a curious choice, because data can never act alone. Brands need to pair data systems with a CMS to turn data into insights, activate those insights, and connect with customers. What happens if you supercharge that with automation and agentic AI? Here’s what a true <a target="_blank" rel="noopener noreferrer" href="https://www.contentstack.com/blog/ai/agentic-ai-101-whats-an-ai-agent-and-when-should-they-be-used?utm_campaign=fy26_glb_os_thought-leadership&amp;utm_medium=press-link&amp;utm_source=cmswire&amp;utm_content=nishant-contentcon?utm_campaign=fy26_glb_os_thought-leadership&amp;utm_medium=press-link&amp;utm_source=cmscritic&amp;utm_content=nishant-cmscritic-october">agentic AI</a> ecosystem might function like:A flash sale is about to go live. Instead of scrambling across teams—marketing, legal, supply chain, development, brand—AI agents handle the campaigns.One agent writes the copy. Another ensures it’s on-brand. An anti-hoax agent flags suspicious assets, while a supply chain agent checks inventory. Once the plan is greenlit by humans, a promotion agent takes over to launch the campaign, update the homepage, and email the right audience. As performance data rolls in, yet another agent optimizes the campaign in real time, ensuring it reaches the right people in the right moments.Again, keep in mind this shouldn’t be a one-size-fits-all experience. Individual A receives one version, while Individual B receives a completely different version, based on the context they provide. Both move the customer to form a deeper connection with the brand in different ways.This is not a distant future. Contentstack enables that reality today.<h3 id="embrace-agentic-with-contentstack’s-agent-os">Embrace Agentic with Contentstack’s Agent OS</h3><a target="_blank" rel="noopener noreferrer" href="https://www.contentstack.com/academy/content/adaptive-personalization-with-agent-os">Contentstack’s Agent OS</a> is a breakthrough in agentic AI that allows AI and automation to operate with full brand and customer context to drive one-to-one interactions. Agents tap into a brand’s content, voice, audience insights, and existing Contentstack tools to handle predictable tasks and enforce on-brand outputs where it matters. Automations remove the need to switch between tools, set up manual workflows, and configure repetitive, low-value AI prompts.This is context management: combining data, content, and brand intelligence in real time to enable customer-driven experiences at scale.<h3 id="how-to-get-your-context-in-order">How to Get Your Context in Order</h3>So how do you prepare for an agentic future, today? <ol><li>Know your customer. Make sure customer data is being captured with the right systems, and that you’re pulling in real-time signals you can actually act on. That might require getting marketing and IT together in one room until that’s figured out. Even better, use data systems already <a target="_blank" rel="noopener noreferrer" href="https://www.contentstack.com/platforms/real-time-cdp?utm_campaign=fy26_glb_os_thought-leadership&amp;utm_medium=press-link&amp;utm_source=cmscritic&amp;utm_content=nishant-cmscritic-october">embedded in your CMS</a>, so you don’t have to configure complicated integrations and fixes to connect data and content.  </li><li>Know your brand. This isn't just about logos and tone and voice. Understand how your brand is most relevant to your customer and adds value to their life. Do they want to be educated? Entertained? Make sure you’re fulfilling that need.  </li><li>Commit to the moment. Once you understand the intersection between customer and brand, use AI and LLMs to <a target="_blank" rel="noopener noreferrer" href="https://www.contentstack.com/blog/tech-talk/how-ai-powered-personalization-enhances-customer-experience?utm_campaign=fy26_glb_os_thought-leadership&amp;utm_medium=press-link&amp;utm_source=cmscritic&amp;utm_content=nishant-cmscritic-october">personalize content</a> for customers in the right channel, at the right time.</li></ol>The “one-size-fits-all” web has been dying for a long time. Now, with modern digital experience platforms like <a target="_blank" rel="noopener noreferrer" href="https://www.contentstack.com/platform?utm_campaign=fy26_glb_os_thought-leadership&amp;utm_medium=press-link&amp;utm_source=cmscritic&amp;utm_content=nishant-cmscritic-october">Contentstack Edge</a> that combine content, data, and agentic AI in real-time, there’s a better customer experience waiting. We can finally move on to the era of context management.

The Death of the One-Size-Fits-All Web

nishant-patel

Weglot - The easiest way to translate a website

The easiest way to translate a website

#18164c

<hr /> Today’s marketers and brands need unfettered control over their data. They want to own and access it quickly and securely. To power that thirst for agency and extensibility, they need more consented ID backing them up. But getting there requires a cost-conscious solution that utilizes the most trusted connections across multiple providers – without the friction of any duplication.Now, <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/hightouch-adds-new-ai-powered-adaptive-identity-resolution-to-its-cdp">Hightouch</a>, a composable CDP and AI Decisioning platform, has launched a new composable identity partnership with <a target="_blank" rel="noopener noreferrer" href="https://www.narrative.io/">Narrative I/O</a> that shows real potential for combining the best in data, technology, and governance.Hightouch continues to push the innovation boundaries with its customer data solutions. The company has been deploying new features regularly, including <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/hightouch-adds-new-ai-powered-adaptive-identity-resolution-to-its-cdp">AI-powered adaptive identity resolution</a> capabilities. By leveraging Narrative I/O’s data collaboration features, they’re now enabling marketers and media networks to assemble <a target="_blank" rel="noopener noreferrer" href="https://aws.amazon.com/neptune/identity-graphs-on-aws/">identity graphs</a> by combining first-party data with over 30 third-party identity providers – directly and seamlessly in <a target="_blank" rel="noopener noreferrer" href="https://www.snowflake.com/en/">Snowflake's</a> AI-powered Data Cloud.With this connection, brands and teams can activate audiences at scale across a massive cache of over 250 marketing channels, all while maintaining strict data governance controls.“Our customers consistently asked for more control over their identity data and activation strategies,” said <a target="_blank" rel="noopener noreferrer" href="https://www.linkedin.com/in/guptakashish/">Kashish Gupta,</a> Co-Founder and Co-CEO at Hightouch. “Our Composable Identity partnership with Narrative and Snowflake answers that call – enterprises own their data, control their identity graph, and can activate audiences how they choose while maintaining strong governance over data use. It's about giving power back to the customer.”Composable strategies are still raging, particularly in the age of agentic AI. This is reflected in the <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’s positioning</a>, crystallizing how organizations are relying on composable, cloud-native solutions to drive AI transformation and enable greater control over data and activation. The Narrative I/O partnership also reinforces what Hightouch sees as a shift in adtech and martech away from single-vendor lock-in and dependency.There’s an important distinction with the Hightouch/Narrative I/O partnership that's worth pointing out. With most traditional identity providers, customer data is treated as a proprietary asset. But this unified solution is challenging the status quo with a deep emphasis on transparency, flexibility, and control – giving enterprises true ownership over their most valuable asset: customer data.<h3 id="powering-data-collaboration-with-identity-graphs">Powering data collaboration with identity graphs</h3>We’ve talked about identity graphs in previous articles. But it’s worth a quicker refresher given their relevant value to CDPs, data warehouses, and the goal of enhancing 360° views of customers. Identity graphs are handy tools that offer a unified picture of customers and prospects based on their interactions with a product or website across a set of devices and identifiers. They’re designed for scale, and commonly used for targeting real-time personalization and advertising across millions of users. Identity graphs are another critical resource in the pursuit of understanding the customer journey. By linking multiple types of identifiers, graphs can shape a complete view of the customer, store profile data, and easily connect new consumer identifiers to profiles. They can also be used to build CDP solutions with an emphasis on data privacy regulation and other forms of compliance. As a forward-thinking data collaboration platform, Narrative I/O enables enterprises to build, own, and control custom identity graphs using multiple best-in-class providers directly in their data warehouse – and they do it for leading brands like Afterpay/Block and Fanatics. Now, by partnering with Hightouch to deliver a composable identity solution, they’re enabling enterprises with more freedom and domain via multi-vendor identity resolution and activation.  "The enterprise identity market has been broken by vendors who want to own your data and limit how you use it," said <a target="_blank" rel="noopener noreferrer" href="https://www.linkedin.com/in/tim-mahlman/">Tim Mahlman,</a> CEO of Narrative I/O. “We built Composable Identity because enterprises should control their identity graphs in their own infrastructure. But ownership without activation is just expensive data storage. Our partnership with Hightouch gives you a transparent identity graph combined with sophisticated orchestration capabilities to actually put that data to work across your entire marketing and advertising stack.”<h3 id="key-capabilities-of-a-composable-identity-solution">Key capabilities of a composable identity solution</h3>There are a few big benefits with the Hightouch/Narrative I/O partnership, starting with the core ability to create third-party identity graphs with multiple vendors. Using combined resources, enterprises will be able to deploy their own composable identity graph by combining first-party data with a wide range of purpose-built solutions through cost-optimized enrichment, accessing credit card tokens, demographic data, and specialized global providers.At the data warehouse level, enterprises will also be capable of building and controlling custom identity graphs directly in their cloud data platform with full transparency into matching logic, data quality, freshness, and match rates – all with no vendor lock-in or proprietary systems. This complete ownership in Snowflake provides further confidence at a foundational level. As mentioned, there are over 250 channels where enterprises can activate identity-enhanced audiences across web, mobile, email, and paid media platforms using <a target="_blank" rel="noopener noreferrer" href="https://hightouch.com/docs/customer-studio/usage">Hightouch’s visual audience builder</a> and <a target="_blank" rel="noopener noreferrer" href="https://hightouch.com/integrations">extensive integrations.</a> This offers comprehensive activation and scale that can meet the growing demands of marketing and media networks.Finally, to tackle data misuse and enhance global compliance, this composable identity partnership will provide automated governance at every layer with built-in compliance guardrails – leveraging Narrative's automated data usage controls, Snowflake's built-in data governance, and Hightouch's consent management.“Whether we are talking about marketers or media networks, privacy legislation and signal loss are impacting the ability to activate at scale across channels and attribute disparate impressions to outcomes to validate investment," said <a target="_blank" rel="noopener noreferrer" href="https://www.linkedin.com/in/davidallenwells/">David Wells,</a> Industry Principal, Advertising and Marketing Technology at Snowflake. “The future of owned and paid media is a federation of data and identity; consented linkages that are stitched together and packaged with an intuitive audience builder that allows optimal performance as well as ownership of one's own graph.”<h3 id="the-verdict">The verdict</h3>Hightouch has already been challenging the definition of the CDP space with its unique approach to AI decisioning and 1:1 AI agent model for lifecycle marketing. Its foundational modularity is providing a good deal of flexibility to composable enterprise stacks, and its continued concentration on yielding value at the data warehouse layer is a key consideration for enterprises looking to enrich their customer data strategies.The benefits of having an identity graph solution are evident. Leading brands are motivated to own their data assets, and having a partnership with Narrative I/O that enables this at scale across multiple vendors and channels is a win-win. Further, the emphasis on security, governance, and compliance reinforces the value play for global organizations with a variety of data privacy and regulatory concerns. If you’re evaluating CDPs, composability and interoperability should be primary considerations, as well as the flexibility and extensibility afforded by a clear agent-driven strategy. But the real proof is in the customer pudding and how the investment is translating into value. If you’re looking for examples of how Hightouch is unlocking this, I’ve previously mentioned their <a target="_blank" rel="noopener noreferrer" href="https://hightouch.com/customers/petsmart">case study for PetSmart,</a> which powers the personalization story and pays it off with double-digit growth.  <figure class="media"><div data-oembed-url="https://www.youtube.com/watch?v=8y6yHkPMg6w"><div style="position:relative;padding-bottom:100%;height:0;padding-bottom:56.2493%"><iframe src="https://www.youtube.com/embed/8y6yHkPMg6w" style="position:absolute;width:100%;height:100%;top:0;left:0" frameborder="0" allow="autoplay; encrypted-media" allowfullscreen></iframe></div></div></figure> From a pricing perspective, Hightouch offers a composable, usage-based approach that challenges the legacy MTU model and user-seat dependency. As usage grows, your costs go down – so they’re delivering value at scale over the long haul. Overall, Hightouch continues to set a high bar. Whether you’re interested in leveraging their AI Decisioning or Composable CDP, it’s worth a demo and some homework around your current infrastructure and your long-term goals.  <hr /><h4 style="text-align:center" id="looking-for-guidance-on-hightouch?-talk-to-an-expert.">Looking for guidance on Hightouch? <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>

Hightouch Partners with Narrative I/O to Power Multi-Vendor Identity Resolution and Activation

<hr /> As AI and agentic strategies explode across our roadmaps, enterprise organizations are looking for ways to drive agility, scalability, and speed to market. MACH and composable strategies continue to present opportunities for realizing these benefits, creating heightened demand for MACH-aligned skills in enterprise transformation. As such, companies are on the hunt for experts with the right foundational skills to support composable solutions in the race to adopt AI.A big part of the <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/agency-powered-ai-wpp-and-mach-alliance-partner-to-help-brands-win-in-the-age-of-ai">MACH Alliance’s</a> value has been certifying vendors and organizations in its methodologies and architectural tenets. Now, the industry authority on composable enterprise architecture is offering full, open access to its new <a target="_blank" rel="noopener noreferrer" href="https://www.machalliance.org/mach-architect-certification">MACH Architect Certification,</a> which aims to validate the core skills of individual architects who create, manage, and deploy complex composable solutions using established MACH principles. “Agentic AI is rapidly reshaping enterprise organizations, turning composability into a board-level mandate,” said <a target="_blank" rel="noopener noreferrer" href="https://www.linkedin.com/in/holly-hall-4b14a945/">Holly Hall,</a> managing director, MACH Alliance. “As enterprises actively increase their MACH tech stack in response of the MACH Architect Certification allows enterprise businesses and organizations to hire trusted, proven leaders and solution architects with real-world experience to guide their composable transformations.”<h3 id="empowering-individual-architects-with-mach-certification">Empowering individual architects with MACH certification</h3>The MACH Architect Certification recognizes the individual expertise needed to create and implement vendor-neutral, composable setups at scale, ensuring businesses remain adaptable and future-proof. The certification is designed for technical professionals and architects who work with MACH technologies and have at least one-to-two years of experience in designing, building, and implementing MACH-aligned solutions across various industries. According to the MACH Alliance, the certification program is already in play. Digital engineers and solutions architects from end-user brands – including <a target="_blank" rel="noopener noreferrer" href="https://us.pandora.net/en/jewelry/">Pandora</a>, <a target="_blank" rel="noopener noreferrer" href="https://www.primark.com/en-us">Primark</a>, and <a target="_blank" rel="noopener noreferrer" href="https://www.fisherpaykel.com/us/">Fisher &amp; Paykel</a> – are among those who have already been certified. With the official MACH Architect Certification accreditation, technical professionals will benefit from industry recognition as a leader in composable architecture via trusted, third-party validation of MACH expertise. They will also realize potential career acceleration and new opportunities through MACH-aligned businesses, and have access to a peer community to help foster connections with like-minded professionals.<figure class="image image-style-align-center image_resized" style="width:27.48%"><img src="https://cmscritic.com/ms-content/uploads/2025/09/image-1758579764095.png" /></figure>The MACH Architect Certification credential badge. Source: MACH Alliance website In addition to the accreditation, successful candidates of the certification program will receive an electronic credential suitable for sharing on professional and social media sites.<h3 id="pricing-and-accessibility">Pricing and accessibility</h3>The exam costs $250 USD per candidate, and the certification process is designed to test real-world MACH expertise through a rigorous exam, with a proctor present in a live online (remote) setting. Certified MACH Architects will be able to structure composable enterprise ecosystems, make strategic technology decisions based on MACH principles, and implement best practices for scalability and flexibility.To prepare for the exam – which is highly scenario-based – candidates can review the <a target="_blank" rel="noopener noreferrer" href="https://register.machalliance.org/hubfs/Architect%20Certification/Certified%20MACH%20Architect%20-%20Exam%20Details.pdf">MACH Architect Certification Exam Guide</a>, which outlines everything you need to know about the test structure and expectations. You will need to be familiar with <a target="_blank" rel="noopener noreferrer" href="https://machalliance.org/mach-principles">MACH principles</a> and have relevant experience delivering projects end-to-end. You can learn more about the <a href="machalliance.org/mach-architect-certification">MACH Architect Certification</a> or email <a href="mailto:professional.certification@machalliance.org">professional.certification@machalliance.org</a> for accessible options for both independent professionals and corporate teams.<h3 id="why-it-matters">Why it matters</h3>Given the pace of change in the agentic race, enterprises are investing in professionals with relevant accreditations and experience, particularly at the composable level – where a good deal of innovation is being spearheaded. As an organization, the MACH Alliance is keenly focused on the evolving AI landscape, and member organizations are working at the cutting edge of this technology frontier. By investing more deeply in individual certifications, the MACH Alliance is expanding its footprint and enriching its composable knowledge base at a more extensible level, enabling individual architects to further champion the MACH mindset while offering more organizations the opportunity to invest in both MACH-centric tools and talent. It also further democratizes the open nature of the Alliance’s accrued experience and wisdom.For individual practitioners, the credential offers a potentially marketable asset for competing in a tighter job market, where AI skillsets are a must. It also provides access to a community where networking opportunities will be amplified to organizations aligned with MACH principles and composable centricity.  <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>

MACH Alliance Introduces New Certification Program for Individual Architects

cms-critic-staff

<hr /> <a target="_blank" rel="noopener noreferrer" href="https://symposium.sitecore.com/">Sitecore Symposium 2025</a> is shaping up to be a home run – and it’s not only because <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/batter-up-sitecore-symposium-2025-brings-jesse-cole-of-savannah-bananas-to-the-plate">Jesse Cole </a>of the Savannah Bananas is taking the field as a keynote speaker.Now, the DXP is bringing another heavy hitter to bat: <a target="_blank" rel="noopener noreferrer" href="https://www.linkedin.com/in/paulroetzer/">Paul Roetzer,</a> founder of <a target="_blank" rel="noopener noreferrer" href="https://smarterx.ai/">SmarterX</a> and the <a target="_blank" rel="noopener noreferrer" href="https://www.marketingaiinstitute.com/">Marketing AI Institute.</a> An acclaimed and respected voice in the AI landscape, Paul’s transformative thinking has helped business and marketing leaders harness the value of AI, apply it responsibly and ethically, and maintain a core focus on people and purpose. Together, the duo promises to deliver a double play of marketing and AI knowledge to Symposium attendees.“Paul is at the forefront of helping marketers understand what this means and how to respond,” said <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">Eric Stine,</a> CEO of Sitecore. “At Symposium, his insights will connect directly to what Sitecore does best: enabling marketers to create personalized experiences that reach the right people, with the right message, even as discovery gets harder.”Sitecore Symposium is taking place November 3-5 at the <a target="_blank" rel="noopener noreferrer" href="https://swandolphin.com/">Walt Disney World Dolphin Resort</a> in Orlando, Florida. One of the industry’s premier annual events, this year’s Symposium promises to bring together more than 1,500 marketing and digital leaders to explore how AI is changing how we discover and connect with brands – and how marketers can stay ahead in the agentic era.“The shape of internet traffic continues to change at lightning pace, transforming discovery and challenging brand experience,” Eric continued. “Agentic intelligence allows marketers to unlock the power and the potential of precision marketing techniques – like programmatic ABM – at scale, and to ensure experiences are context-aware, personal, and relevant across every channel so you can reach every customer where they live today: in the summaries and social feeds that are rapidly replacing search and click.”<h3 id="a-“go-to”-voice-for-ai-">A “go-to” voice for AI </h3>Paul Roetzer is known across industries for his luminary thinking and real-world perspective on AI, but his entrepreneurial journey began well before the current generative and agentic boom. After graduating from Ohio University’s E.W. Scripps School of Journalism, he founded PR 20/20, <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/products/hubspot">HubSpot’s</a> first partner agency. After establishing it as a pioneering force in the digital marketing space, he sold it in 2021.Roetzer’s blended foundation as both an agency innovator and AI educator has given him a practical, story-driven approach. He’s put this to work helping professionals and leaders reimagine business models, reinvent industries, and rethink what's possible as AI continues to transform the market. In addition to his business developments, Roetzer is also the co-author of <a target="_blank" rel="noopener noreferrer" href="https://www.amazon.com/Marketing-Artificial-Intelligence-Future-Business/dp/1637740794">Marketing Artificial Intelligence: AI, Marketing and the Future of Business,</a> and the host of <a target="_blank" rel="noopener noreferrer" href="https://www.marketingaiinstitute.com/podcast-showcase/">The Artificial Intelligence Show podcast</a>. He's a recent episode for your consideration: <figure class="media"><div data-oembed-url="https://www.youtube.com/watch?v=SUAuB5g_oCw"><div style="position:relative;padding-bottom:100%;height:0;padding-bottom:56.2493%"><iframe src="https://www.youtube.com/embed/SUAuB5g_oCw" style="position:absolute;width:100%;height:100%;top:0;left:0" frameborder="0" allow="autoplay; encrypted-media" allowfullscreen></iframe></div></div></figure> In addition to digital content, Roetzer is also behind the renowned <a target="_blank" rel="noopener noreferrer" href="https://www.marketingaiinstitute.com/events/marketing-artificial-intelligence-conference">Marketing AI Conference (MAICON),</a> which will be held in October of this year. His free monthly “Intro to AI” class has also drawn more than 40,000 registrants.As a speaker, Roetzer is focused on making AI approachable and actionable for marketers and business leaders. He has consulted with hundreds of organizations, from startups to Fortune 500 companies, and has become one of the foremost authorities on the shape and direction of AI.<h3 id="loading-the-bases-with-top-tier-industry-speakers">Loading the bases with top-tier industry speakers</h3>As mentioned, Roetzer joins keynote speaker Jesse Cole, founder of the Savannah Bananas, whose fans-first philosophy has redefined loyalty and engagement. Together, they embody Symposium’s theme: bold voices and practical innovation to help marketers thrive in a new era of speed, scale, and human-centered experience.“Marketers are facing a wave of change from the collapse of traditional search to the rise of AI agents and intelligent discovery,” said <a target="_blank" rel="noopener noreferrer" href="https://www.linkedin.com/in/michellebb/">Michelle Boockoff-Bajdek,</a> Chief Marketing Officer at Sitecore. “Paul brings clarity and urgency to this shift. He’ll help marketers move from theory to action and show what it really takes to stay visible and relevant in this new era.”Symposium 2025 is the place where marketing leaders connect, learn, and prepare for the future of digital experience. Register today at <a target="_blank" rel="noopener noreferrer" href="https://symposium.sitecore.com/">symposium.sitecore.com</a> and join the conversation on LinkedIn and X with #SitecoreSYM. <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>

Sitecore Taps AI Strategist Paul Roetzer for Keynote at Symposium 2025

<a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/critics/amit-aggarwal">Amit Aggarwal </a>is the founder and principal consultant at <a target="_blank" rel="noopener noreferrer" href="https://accessibilitypartners.ca/">Accessibility Partners Canada,</a> and a CMS Critic contributor. <hr /> In today’s digital-first world, a website is far more than a marketing tool—it’s a gateway for customers, clients, and employees. Yet, many brands still overlook a critical component of user experience: web accessibility. While organizations invest heavily in design, functionality, and content, accessibility often remains an afterthought, creating both reputational and financial risks.Accessibility isn’t just about compliance; it’s about ensuring that everyone, regardless of ability, can fully engage with your brand online. Ignoring it can mean excluding millions of potential users, limiting your reach, and ultimately impacting your bottom line.<h3 id="the-hidden-costs-of-ignoring-accessibility">The Hidden Costs of Ignoring Accessibility</h3>The consequences of overlooking accessibility go beyond simple usability issues. Non-compliance with accessibility standards such as the <a target="_blank" rel="noopener noreferrer" href="https://www.ada.gov/">Americans with Disabilities Act (ADA</a>) in the U.S., or the <a target="_blank" rel="noopener noreferrer" href="https://www.ontario.ca/laws/statute/05a11">Accessibility for Ontarians with Disabilities Act (AODA) in Canada</a>, can lead to legal actions and costly settlements.Beyond legal implications, inaccessible websites create hidden business costs:<ul><li>Lost revenue opportunities: Users who encounter barriers will leave your site and turn to competitors, resulting in missed conversions and sales.</li><li>Reduced search engine visibility: <a target="_blank" rel="noopener noreferrer" href="https://searchengineland.com/website-matters-ai-age-458829">Even in the age of AI,</a> SEO fundamentals are critical. Many accessibility practices, like proper use of headings and alt text, also improve SEO. Ignoring these can hurt your organic search rankings.</li><li>Brand reputation damage: Accessibility issues can lead to negative publicity or social media backlash, affecting customer trust and loyalty.</li><li>Increased maintenance costs: Fixing accessibility issues reactively is far more expensive than incorporating accessibility from the beginning of a project.</li></ul>Even seemingly minor oversights—like unlabeled buttons or poor color contrast—can have a large cumulative impact, reducing engagement and frustrating users.<h3 id="common-accessibility-oversights">Common Accessibility Oversights</h3>Brands often underestimate the scope of accessibility, assuming it’s only about “adding alt text” or “making the site navigable with a keyboard.” In reality, accessibility spans a wide range of elements, including visual, auditory, cognitive, and motor accessibility. Some of the most common oversights include:<ul><li>Missing alt text for images: This prevents screen readers from conveying important information to visually impaired users.</li><li>Poor color contrast: Users with low vision or color blindness may find your content difficult to read.</li><li>Non-descriptive link text: Phrases like “click here” or “read more” don’t provide context for users relying on screen readers.</li><li>Inaccessible forms: Forms without labels or clear error messages create barriers for users filling out applications, signing up for newsletters, or making purchases.</li><li>PDFs and multimedia content: Many organizations upload documents or videos without captions, transcripts, or proper tagging, excluding users from accessing critical information.</li></ul>These oversights aren’t always obvious to organizations, which is why proactive planning and testing are essential.<h3 id="real-world-examples">Real-World Examples</h3>Consider a government agency website that publishes essential public health information. If critical updates are embedded in inaccessible PDFs, individuals who rely on screen readers may miss vital information. Similarly, e-commerce platforms that don’t implement accessible checkout processes risk losing a significant portion of potential buyers—millions of users with disabilities who represent a considerable market.Even tech giants have faced lawsuits over accessibility issues. These cases illustrate that no brand, regardless of size, is immune to the risks of neglecting accessibility.<h3 id="the-role-of-expertise">The Role of Expertise</h3>Addressing accessibility effectively requires both technical knowledge and strategic planning. Many organizations partner with<a target="_blank" rel="noopener noreferrer" href="https://accessibilitypartners.ca/"> accessibility consultants</a> to navigate the complex landscape of compliance standards, assistive technology testing, and inclusive design practices.Accessibility consultants help brands:<ul><li>Conduct audits and identify barriers across all digital assets.</li><li>Train teams to implement accessibility best practices.</li><li>Integrate accessibility into content creation, development, and design processes.</li><li>Ensure ongoing compliance through periodic monitoring and updates.</li></ul>By working with experts, organizations can save costs in the long run, improve user experience, and reduce the risk of legal challenges.<h3 id="accessibility-as-a-competitive-advantage">Accessibility as a Competitive Advantage</h3>Beyond compliance, accessibility can drive business growth. Accessible websites:<ul><li>Reach a broader audience, including users with disabilities and older adults.</li><li>Improve overall usability, benefiting all users, not just those with impairments.</li><li>Enhance SEO and mobile experience.</li><li>Strengthen brand reputation and demonstrate corporate responsibility.</li></ul>Brands that integrate accessibility into their digital strategy often find that it complements other business goals, such as improving conversion rates, reducing customer support queries, and fostering loyalty among diverse user groups.<h3 id="steps-brands-can-take-today">Steps Brands Can Take Today</h3>To make accessibility a core part of your digital strategy, organizations can take actionable steps immediately:<ol><li>Conduct an accessibility audit: Evaluate your website and digital content against <a target="_blank" rel="noopener noreferrer" href="https://www.w3.org/TR/WCAG21/">WCAG (Web Content Accessibility Guidelines)</a> standards.  </li><li>Involve users with disabilities in testing: Real feedback highlights practical issues that automated tools may miss.  </li><li>Provide ongoing training: Equip both technical and non-technical teams with knowledge to maintain accessibility standards.  </li><li>Integrate accessibility into project workflows: Treat accessibility as a requirement, not an afterthought, in design and development cycles.  </li><li>Partner with experts: Collaborating with accessibility consultants ensures compliance, efficiency, and a strategic approach to inclusivity.</li></ol><h3 id="conclusion">Conclusion</h3>Web accessibility is no longer optional—it’s a business imperative. Brands that overlook it risk legal issues, lost revenue, and reputational damage. Conversely, those who embrace accessibility gain a competitive advantage, improve user experience, and demonstrate social responsibility.Investing in accessibility today isn’t just about avoiding costs—it’s about creating digital experiences that are inclusive, engaging, and valuable for everyone. By prioritizing accessibility and working with experts when needed, brands can build a stronger, more resilient digital presence that truly welcomes all users.  <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>

What Brands Overlook About Web Accessibility (and Why It’s Costly)

amit-aggarwal

<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/if-there-is-a-will-there-is-a-way-with-jasmin-guthmann/id1801794414?i=1000725953323">Listen to the full episode of “The Critic's Corner” Podcast &gt;</a></h4> <hr /> When <a target="_blank" rel="noopener noreferrer" href="https://www.linkedin.com/in/jguthmann/">Jasmin Guthmann</a> joined me for a recording of <a target="_blank" rel="noopener noreferrer" href="https://podcasts.apple.com/us/podcast/cms-critic-the-critics-corner-podcast/id1801794414">“The Critic’s Corner” podcast,</a> I already knew about her impressive professional credentials. We’ve known each other for a few years through our board roles at the <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/agency-powered-ai-wpp-and-mach-alliance-partner-to-help-brands-win-in-the-age-of-ai">MACH Alliance,</a> and we shared the stage for the opening keynote at the <a target="_blank" rel="noopener noreferrer" href="https://podcasts.apple.com/us/podcast/cms-critic-the-critics-corner-podcast/id1801794414">Boye &amp; Company CMS Summit in Frankfurt</a> earlier this year.What I didn’t know was just how accomplished an athlete she is. Over the years, I've seen periodic LinkedIn posts of her posing with medals at some festive finish lines. As I learned during our call, she’s completed two of the grueling <a target="_blank" rel="noopener noreferrer" href="https://www.ironman.com/races">IRONMAN full-distance triathlons</a> and 12 shorter IRONMAN 70.3 races (the latter are half the distance, but still a massive grind). If you don’t “run” in these circles, the IRONMAN is recognized around the globe as the pinnacle of all triathlons. It’s a punishing 2.4-mile swim, 112-mile bicycle ride, and 26.2-mile marathon rolled up in one race. Only elite athletes attempt this breathtaking competition – and many struggle to even complete it.  Get this: In 2023, she was a Championship finisher, meaning she successfully completed the challenging, long-distance IRONMAN World Championship race within the event's strict time cutoffs. For her next act, she's tackling mindboggling ultramarathons. <figure class="image image-style-align-center image_resized" style="width:47.11%"><img src="https://cmscritic.com/ms-content/uploads/2025/09/image-1758140217898.png" /></figure>A medal-moment after completing a 56KM ultramarathon. Source: LinkedIn As a long-distance runner myself with multiple half and full marathons under my belt (along with a bunch of other crazy training distances), I have mad respect for the mental and physical hurdles of such an endeavor. But admittedly, I find her IRONMAN accolades impressive – and even swoon-worthy. Competing at this level was more than a goal for Jasmin. It was a passion. It sparked joy. Still, getting there required a huge commitment. As she told me, it took 15 to 20 hours of training each week, to say nothing of the persistent fatigue, aches, and pains that accompanied it. But like she says: “If there is a will, there is a way.” That’s been a guiding principle for this inspiring trailblazer. Along with her athletic achievements, Jasmin is an accomplished digital leader with deep experience in the CMS space. She spent over three years at <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/products/contentstack">Contentstack</a>, shaping corporate communications and supporting the marketing strategy as the headless player transformed into a composable DXP – one that’s now challenging the top of the market with its agentic vision. But she also worked on the other side of the partner fence. Her agency heritage includes global heavy hitters like <a target="_blank" rel="noopener noreferrer" href="https://www.linkedin.com/company/valtech/posts/?feedView=all">Valtech,</a> and today she’s the Vice President of Composable Consulting at <a target="_blank" rel="noopener noreferrer" href="https://www.linkedin.com/company/accenture-song/">Accenture Song</a> – the technology-powered creative arm of the mammoth professional services firm.As mentioned, I know Jasmin from our intersection within the MACH Alliance. She was a fixture all the way back in 2020, working with co-founder and former Alliance president <a target="_blank" rel="noopener noreferrer" href="https://www.linkedin.com/in/sonjakeerl/">Sonja Keerl.</a> As she related to me, their conversations at the time revolved around a common phrase in Jasmin’s lexicon: We’re better together. <h3 id="navigating-change,-from-mach-to-ai">Navigating change, from MACH to AI</h3>But getting to that plateau of collaboration took more than just the planets aligning. There was serious effort involved – and the gut-feeling of knowing when to take a few risks to put things into action. “When we say, ‘Opportunity presents itself,’ it doesn’t just present itself,” she said. “Your hard work is what puts you where the good luck can find you.”During our recording, Jasmin talked about her journey to CMS, which is seldom a straight line. She got frank about the evolution of the MACH Alliance, particularly in the age of AI. We also discussed what’s at stake as vendors compete for the same RFPs and wallet share – and how the agentic race is reshaping the landscape. In the mounting chaos and complexity, the biggest challenge she sees for companies is finding uniformity.She also reflected on the pressures that agencies are under as AI casts the specter of job displacement and automation. There's a lot of uncertainty ahead, but this is a moment for change. Even revolution. “As agencies, we all need to rethink our revenue models,” she said. “Billing by the hour may not be very relevant moving forward. That’s the pink elephant in the room. Who goes first to challenge the market with new models? We're all seeing the same things, and we need to discuss them together.”Jasmin also reflected on her involvement with programs like <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/mach-alliance-empowers-gender-equality-with-new-women-in-mach-deib-scoring-tool">Women in MACH,</a> where she's helping to elevate her peers in the technology industry through mentorship and community. It's just another inspiring example of how she has turned passion and resolve into real impact.Here’s a few minutes of the podcast to whet your appetite:<figure class="media"><div data-oembed-url="https://youtu.be/YFr_1UfkTFQ"><div style="position:relative;padding-bottom:100%;height:0;padding-bottom:56.2493%"><iframe src="https://www.youtube.com/embed/YFr_1UfkTFQ" style="position:absolute;width:100%;height:100%;top:0;left:0" frameborder="0" allow="autoplay; encrypted-media" allowfullscreen></iframe></div></div></figure><h3 id="finding-your-‘true-north’">Finding your ‘True North’</h3>It’s not surprising that Jasmin has now added “author” to her illustrious resume. In fact, there might not be anything she can’t do if she's passionate enough – and that’s kind of the point of her new book. Finding your passion is the key to everything, but to take action, we might need a little help unblocking ourselves. In <a target="_blank" rel="noopener noreferrer" href="https://www.amazon.com/If-There-Will-Way/dp/1035879395">If There Is a Will, There Is a Way,</a> Jasmine draws on her professional and life experiences, sharing big-picture mindsets and practical ideas for dreaming big, taking bold action, and mastering the behaviors that can lead to success. She gets real about her early challenges, eventually finding a passion that “lit her up like a Christmas Tree.”Jasmin’s story blossoms from the early trauma of losing her father and feeling, in her own words, that “Dreams were not for me. Dreams were for the more fortunate.” And while many labeled her perseverance as brave, she never saw it that way. Instead, she used her pain to build a relatable narrative – and help others.Borrowing from her personal and professional tribulations, Jasmin’s book offers a framework for navigating authentic and illusory goals and uncovering your “True North.” She shares strategies for planning, taking action, and (she says irreverently), “getting shit done.” As she relayed in our conversation, becoming an IRONMAN triathlete required diligence, commitment, and consistency – and she translated those lessons for readers who are eyeing big goals.“We often want to rush things, and we’re setting ourselves up for failure,” she said. “Instead of trying to do it all in a day, instead of running a full marathon, look at the reality and take incremental steps.”As Jasmin explained in the pod, we’re all trapped by the limitations of time. None of us has more than 24 hours in each day, so regardless of your goal – whether it’s business or personal – the real resistance is around making space, and saying “no” is your real superpower.<h3 id="the-finish-line">The finish line</h3>Jasmin Guthmann is a champion – and she keeps breaking through with her personal and professional accomplishments. Much like her IRONMAN training, she's always preparing for the next race, and we're lucky to have smart, motivated people like her helping to shape the trajectory of our industry. Regardless of your field or background, If There Is a Will, There Is a Way is a fantastic primer for inspiring bold action toward your dreams. This book is the real deal: it's honest, authentic, and truly written from the heart. Whether you’re considering a new personal goal (like running a marathon) or a big shift in your career, this quick read will give you practical tools, a relatable foundation, and a whole lot of hope that you can get what you want from life.You can run to your local bookseller and order a copy – <a target="_blank" rel="noopener noreferrer" href="https://www.amazon.com/If-There-Will-Way/dp/1035879395">or buy it here. </a><h3 id="“the-critic’s-corner”-podcast-with-jasmin-guthmann">“The Critic’s Corner” podcast with Jasmin Guthmann</h3> <a target="_blank" rel="noopener noreferrer" href="https://podcasts.apple.com/us/podcast/if-there-is-a-will-there-is-a-way-with-jasmin-guthmann/id1801794414?i=1000725953323">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:50.07%"><img src="https://cmscritic.com/ms-content/uploads/2025/09/critics-corner-apple-podcast-jasmin-guthmann.jpg" alt="" /></figure> <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>

‘If There Is a Will, There Is a Way’: Jasmin Guthmann talks MACH, AI, triathlons, and her new book on living your best life

Is ‘evidence-based creativity’ the must-have marketing skill for the age of AI? Contentful’s research says yes

Call Tracking + AI 

Call Tracking + AI that Turns Calls into Leads

#ffffff

<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

<hr /> If screen legend Eric Roberts is sometimes known as the “Busiest Actor in Hollywood” (he's racked up over 700 credits in film and TV), then <a target="_blank" rel="noopener noreferrer" href="https://agilitycms.com/">Agility CMS</a> CTO <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/playing-to-win-in-the-headless-cms-game-interview-with-joel-varty-cto-at-agility">Joel Varty</a> has a valid claim as “The Busiest Man in the CMS industry.”Seriously. This year, Joel has released comprehensive video playlists on <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/vartys-videos-a-ctos-take-on-nextjs">Next.js</a> and <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/vartys-videos-all-about-composable">composable content</a>. Now, he’s back to complete the trilogy with this latest YouTube series, <a target="_blank" rel="noopener noreferrer" href="https://www.youtube.com/playlist?list=PLEI81bLU4t-uQbH7IZOLUvShAqKGhTlFA">Next-Level Dev: AI Meets Code</a>. We've got an exclusive wrap on this new edition, and you can watch all the videos below. We've even pulled some of Joel's Oscar-worthy quotes from each installment. Just for fun. So grab your popcorn, put away your DVD copy of Runaway Train, and prepare for a blockbuster knowledge drop. <h3 id="video-1:-building-a-vs-code-component-from-a-screenshot">Video 1: Building a VS Code Component from a Screenshot</h3>This is an <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/a-gathering-of-content-champions-heres-why-cms-connect-25-was-super-in-every-way">award-winning</a> video. Literally.Joel opens with his <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/a-gathering-of-content-champions-heres-why-cms-connect-25-was-super-in-every-way">CMS Connect 25</a>, CMS Idol-winning demo. Within the Agility <a target="_blank" rel="noopener noreferrer" href="https://agilitycms.com/product/headless-cms">headless CMS</a> platform – and in six swift minutes – Joel shows:<ul><li>How starting in your codebase (instead of the CMS) saves time.</li><li>The way AI assistants like Claude read your existing project patterns and build components to match.</li><li>Why this approach makes hard-to-visualize use cases simple and fast to deliver.</li></ul> Fun Joel quote: “I don’t even know what this is.”<a target="_blank" rel="noopener noreferrer" href="https://www.youtube.com/watch?v=-Kh9eU1gWaU">Watch Building a VS Code Component from a Screenshot here</a>:<figure class="media"><div data-oembed-url="https://www.youtube.com/watch?v=-Kh9eU1gWaU"><div style="position:relative;padding-bottom:100%;height:0;padding-bottom:56.2493%"><iframe src="https://www.youtube.com/embed/-Kh9eU1gWaU" style="position:absolute;width:100%;height:100%;top:0;left:0" frameborder="0" allow="autoplay; encrypted-media" allowfullscreen></iframe></div></div></figure><h3 id="video-2:-can-you-code-ai-with-agility-cms?">Video 2: Can You Code AI with Agility CMS?</h3>Think of this as a longer, code-first expansion of the first video.Joel wires Agility CMS into a <a target="_blank" rel="noopener noreferrer" href="https://agilitycms.com/starters/nextjs">Next.js</a> site, starting code-first. He covers what the AI-assisted workflow looks like and why it matters for developer efficiency and editor usability. He also breaks down:<ul><li>Reverse workflows by taking a React component and letting AI convert it into an Agility CMS component without a manual boilerplate.</li><li>Using AI to add elements like dark mode support, consistent container spacing, and scroll-triggered effects.</li><li>Letting AI scaffold so <a target="_blank" rel="noopener noreferrer" href="https://agilitycms.com/product/developers">developers</a> can focus on testing, code reviews, accessibility, and performance.</li></ul> Fun Joel quote: “I’m going to go boom.”<a target="_blank" rel="noopener noreferrer" href="https://www.youtube.com/watch?v=Xtq-SgVbP_I\">Watch Can You Code AI with Agility CMS? here</a>:<figure class="media"><div data-oembed-url="https://www.youtube.com/watch?v=Xtq-SgVbP_I"><div style="position:relative;padding-bottom:100%;height:0;padding-bottom:56.2493%"><iframe src="https://www.youtube.com/embed/Xtq-SgVbP_I" style="position:absolute;width:100%;height:100%;top:0;left:0" frameborder="0" allow="autoplay; encrypted-media" allowfullscreen></iframe></div></div></figure><h3 id="video-3:-oops!-no-dark-mode?-let’s-fix-it-together">Video 3: Oops! No Dark Mode? Let’s Fix it Together</h3>Joel shipped a hero component without dark mode.But fear not! AI to the rescue! Joel uses an AI agent to retrofit the component properly. Not only does he cover what to change, but also why the pattern matters for consistency across the site. He also dives into:<ul><li>Aligning spacing, tones, and dark-mode behavior with existing components.</li><li>Best practices for reviewing diffs and safely accepting changes.</li><li>How to iterate fast and make small manual edits where needed.</li></ul> Fun Joel quote: “It looks like it’s doing a bunch of stuff. Then it undid some stuff.”<a target="_blank" rel="noopener noreferrer" href="https://www.youtube.com/watch?v=5fl7avmXx3k">Watch Oops! No Dark Mode? Let’s Fix it Together here</a>:<figure class="media"><div data-oembed-url="https://www.youtube.com/watch?v=5fl7avmXx3k"><div style="position:relative;padding-bottom:100%;height:0;padding-bottom:56.2493%"><iframe src="https://www.youtube.com/embed/5fl7avmXx3k" style="position:absolute;width:100%;height:100%;top:0;left:0" frameborder="0" allow="autoplay; encrypted-media" allowfullscreen></iframe></div></div></figure><h3 id="video-4:-watch-me-build-a-carousel-with-ai,-mcp,-and-next.js">Video 4: Watch Me Build a Carousel with AI, MCP, and Next.js</h3>This is a bigger, hands-on video. Joel installs the <a target="_blank" rel="noopener noreferrer" href="https://github.com/cdejongfiero/agility-cms-mcp-server">Agility MCP (Model Context Protocol) server</a>, explains what MCP is, and shows how a code-first + AI approach accelerates modeling and implementation while maintaining Next.js conventions. You’ll also see:<ul><li>How to go from a simple <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/products/figma">Figma</a> sketch to a carousel component model and item content model using AI.</li><li>Correct <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/products/nextjs">Next.js</a> routing and file naming.</li><li>The developer’s job to craft precise AI prompts, review diffs, run tests, and enforce performance.</li></ul> Fun Joel quote: “Here’s my quote, unquote design. I am not a designer.”<a target="_blank" rel="noopener noreferrer" href="https://www.youtube.com/watch?v=7SgX8Yx39YQ">Watch Watch Me Build a Carousel with AI, MCP, and Next.js here</a>:<figure class="media"><div data-oembed-url="https://www.youtube.com/watch?v=7SgX8Yx39YQ"><div style="position:relative;padding-bottom:100%;height:0;padding-bottom:56.2493%"><iframe src="https://www.youtube.com/embed/7SgX8Yx39YQ" style="position:absolute;width:100%;height:100%;top:0;left:0" frameborder="0" allow="autoplay; encrypted-media" allowfullscreen></iframe></div></div></figure><h3 id="video-5:-github-copilot-vs-cursor-vs-claude:-the-ultimate-ai-coding-showdown">Video 5: GitHub Copilot vs Cursor vs Claude: The Ultimate AI Coding Showdown</h3>The last video in the series is the big, winner-take-all battle.Joel compares <a target="_blank" rel="noopener noreferrer" href="https://github.com/features/copilot">GitHub Copilot,</a> <a target="_blank" rel="noopener noreferrer" href="https://www.anthropic.com/claude-code">Claude Code (CLI)</a>, and <a target="_blank" rel="noopener noreferrer" href="https://cursor.com/en">Cursor</a> by adding personalization to a Next.js background hero using Agility CMS. He also covers:<ul><li>The exact fields and list requirements for personalization.</li><li>How this exercise was set up, executed, and validated.</li><li>How developers ensure quality within AI scaffolding.</li></ul>Who takes it? You’ll have to watch. Fun Joel quote: “It’s not working. No, it’s not working. That did not work.”<a target="_blank" rel="noopener noreferrer" href="https://www.youtube.com/watch?v=_tJQC_CHXYY">Watch GitHub Copilot vs Cursor vs Claude: The Ultimate AI Coding Showdown here</a>:<figure class="media"><div data-oembed-url="https://www.youtube.com/watch?v=_tJQC_CHXYY"><div style="position:relative;padding-bottom:100%;height:0;padding-bottom:56.2493%"><iframe src="https://www.youtube.com/embed/_tJQC_CHXYY" style="position:absolute;width:100%;height:100%;top:0;left:0" frameborder="0" allow="autoplay; encrypted-media" allowfullscreen></iframe></div></div></figure><h3 id="the-post-credits-scene:-the-repeatable-loop">The Post-Credits Scene: The Repeatable Loop</h3>Whether intended or accidental, Joel’s series showcases that AI won’t replace developers. And maybe that’s the point.Each episode in Joel’s series sort of reinforces the same loop:<ol><li>Developers Start: It’s dev intent, through things like prompts, that drive the work. </li><li>AI Scaffolds: It drafts the boring parts.</li><li>Developers Stay Accountable: For things like naming, accessibility, performance, and overall quality.</li></ol>In <a target="_blank" rel="noopener noreferrer" href="https://agilitycms.com/blog/i-taught-a-little-and-learned-a-lot-at-cms-connect-25">Joel’s recap of CMS Connect 25</a>, he pointed out that for AI experimentation, nobody has “cracked the code” on a singular, best way to do it. But in Next Level Dev: AI Meets Code, he may have found a workable formula where dev input and AI output are given equal consideration and craft.We’ll see. Until then, we're looking forward to the next installment of Varty’s Videos. <hr /><h4 style="text-align:center" id="looking-for-guidance-on-agility?-talk-to-an-expert.">Looking for guidance on Agility? <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>

The Zero-Cost Content Paradox

Forget the Cape! Here's Why CMS Is Your 'Unsung Hero' in 2025

Presenting the Winners of the 13th Annual CMS Critic Awards!

Generative AI is Making Content King Again

Latest CMS News

The Zero-Cost Content Paradox

Can we end the digital asset chaos? Canto says ‘can do’ with its latest AI-powered release

The Future of Enterprise CMS Is Here – And Only The Adaptable Will Survive

Fight the Cognitive Overload: Brightspot Lights the Way to Productivity with its Evolutionary CMS Release

Agentic CMS: Why Kontent.ai’s Vision for the Future of Content Management is Inspiring

Tainted Bot Love? AI Lotharios Get the Cold Shoulder on ‘World Romance Scam Prevention Day’

Give your audience the best video experience

Hightouch Taps AI Luminary Akilesh Bapu to Accelerate Push into Context-Aware Marketing Agents

The Next Great DXP Will Sell Transformation, Not Software

MACH Alliance Announces 2025 Executive Board Elections, Reflecting New Leadership for the AI Era

Birds of a Feather: Wagtail Space 2025 Offers 3 Days of Open Source Exploration

Optimizely’s New Agent Orchestration Gives Marketers a ‘Magic Wand’ for Building Custom Workflows

The Death of the One-Size-Fits-All Web

The easiest way to translate a website

Hightouch Partners with Narrative I/O to Power Multi-Vendor Identity Resolution and Activation

MACH Alliance Introduces New Certification Program for Individual Architects

Sitecore Taps AI Strategist Paul Roetzer for Keynote at Symposium 2025

What Brands Overlook About Web Accessibility (and Why It’s Costly)

‘If There Is a Will, There Is a Way’: Jasmin Guthmann talks MACH, AI, triathlons, and her new book on living your best life

Is ‘evidence-based creativity’ the must-have marketing skill for the age of AI? Contentful’s research says yes

Call Tracking + AI that Turns Calls into Leads

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

Varty’s Videos: Where AI Meets Code

Be an SEO hero with Semrush

CMS Critic - The leading news source for CMS, DXP, and beyond

The Zero-Cost Content Paradox

Forget the Cape! Here's Why CMS Is Your 'Unsung Hero' in 2025

Presenting the Winners of the 13th Annual CMS Critic Awards!

Generative AI is Making Content King Again

Latest CMS News

Give your audience the best video experience

The easiest way to translate a website

Call Tracking + AI that Turns Calls into Leads

Be an SEO hero with Semrush