Articles

composable Article

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

matt-garrepy

Griddo DXP Powers University Websites and Digital Experiences with a PhD in Performance

What is a CMS in 2026? Mark Demeny on AI, Content Supply Chains, and the Future of Content Management

Step into the AI ‘Time MACHine’: Jason Cottrell of MACH Alliance on what’s ahead in 2026

Combatting Composable Regret in 2026

filip-larsen

The Headless Holodeck: Joel Varty of Agility CMS on Warp-Speed Demos, AI, and the Next Generation of CMS

Welcome to the 'Agent Ecosystem': MACH Alliance unites tech leaders to build the future of enterprise AI

CMS Summit 26

Find out at CMS Summit 26, May 12 - 13 in Frankfurt, Germany

What's ahead for CMS in the agentic era?

#ffffff

Your Next CMS Decision Could Make or Break Your AI Strategy

katie-austin

<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

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 /> 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

Call Tracking + AI 

Call Tracking + AI that Turns Calls into Leads

<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

Shopify - The global commerce platform

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

The global commerce platform

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

News

What's ahead for CMS in the agentic era?

Call Tracking + AI that Turns Calls into Leads

The global commerce platform