The CMS market is stagnant. Vendors are fixated on superficial features instead of true innovation. Kontent.ai is not following this trend. Instead, we’re proud to introduce Agentic CMS, a revolutionary step towards changing the industry.
Published on Jun 30, 2025
The CMS industry is at a standstill, with no significant advancements being made. Most vendors are focusing on expanding their functionality portfolios, often through a slew of superficial features that look good on the surface but provide no real value to users.
Every CMS solution claims to be headless, even if it doesn’t meet the fundamental definitions. Likewise, everyone’s trying to be a Digital Experience Platform (DXP), piling on features because there are no new ideas on how to advance content management. We accept our share of the blame. It’s because revolution is much harder than evolution.
Consequently, the market is flooded with products that are as similar as carbon copies. Sometimes, for the user, the only change is in swapping blue for purple or gray for black. But other than that, products look and feel alike.
At Kontent.ai, we’re ready to shake things up! It’s time to dive into the future of content management with AI agents—because our customers deserve nothing less than the best.
It’s surprising even to me, that while the whole world is going crazy over the AI phenomenon, the CMS market seems relatively indifferent. Individual vendors, at best, implement isolated functionalities that slightly help streamline specific tasks, but otherwise, no major innovations are on the horizon.
The CMS market continues to struggle with a split focus between technical users and business users, who still rely on form-based interfaces, now cloud-based and dressed up in a prettier interface.
To shape the future, we must draw inspiration from technological innovators like Google, which popularized search functionality, and companies like Netflix and Spotify, which introduced user-friendly interfaces that have driven B2B systems to focus on simplicity and ease of use.
The latest trend is to use AI as a chat interface to solve both personal and work challenges. OpenAI introduced an alternative way of working, combining an intuitive interface, access to external data, and execution across multiple company systems. It has become the place where users go for information and advice on how to handle specific problems. And with extensions like remote MCP server calls, agents and operators, it aims to become a mega app through which it will be possible to orchestrate other systems as well.
If the CMS segment wants to stay relevant, it must match the comfort and interaction levels that OpenAI delivers. Users now expect seamless, intuitive AI-driven experiences in their personal workflows, and they won’t settle for anything less from their CMS.
So, what does this look like? This means a place where business users can freely access all the content and tools they are used to, in the form of a simple interface: one that doesn’t constrain them with structure and background limitations, but rather allows them to freely create and deliver quality content—from idea to finished multimedia content and available to the target audience within minutes of starting.
The centerpiece of such a system is the user with an idea and know-how, accompanied by an AI agent system. The next generation of the content management system is fast approaching. And it’s called Agentic CMS.
We know the role of AI can be transformative in every aspect of content management:
Last but not least, such a system should inform the user about the performance of existing content over time and suggest potential improvements.
With Agentic CMS, AI ceases to be a tool and instead becomes a partner. AI empowers the user with the strength of an entire content or marketing team. It also means a huge shift in the way we interact with content management systems today, driving great improvements for business users and shifting the role of engineering teams.
The race to build the first Agentic CMS has started, and it will restart the current state of the product adoption curve. The initial use cases that roll out will be adopted by tech enthusiasts. Over time, as the technology matures, Agentic CMS will become the new standard.
The value proposition of Agentic CMS is too strong to just ignore it: one place to do everything with your content, the ultimate solution for empowering business users with little or no dependency on a technical team.
With Agentic CMS, the role of engineers and web developers will evolve. They will focus on environment enrichment, building or configuring the technology that will empower effective content creation, making available data and actions across the whole marketing tech stack.
Custom integrations will be replaced with remote MCP calls and encapsulated into a set of semantic actions offered by AI agents, promoting reusability and easy integration options across multiple systems.
A new generation of CMS is coming: Agentic CMS. And Kontent.ai will be the first vendor to bring it to market. What does this mean for content creators, strategists, marketing leaders, and developers? Stay tuned. We’ve got a lot to share.
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