Looking back at 2023 trends: Which predictions were spot on?

With the start of 2023, we asked our solution partners for their predictions about headless CMS trends. Now, it’s time to review: Which predictions turned out correct, and which ones missed the mark?

Tereza Bruzkova

Published on Dec 26, 2023

At the beginning of this year, we reached out to our solution partners and asked for their predictions for 2023. As we reflect on the year, it’s time to evaluate which forecasts were accurate and which ones missed the mark. In this article, we’ll explore the headless CMS trends that shaped the digital landscape. Let’s dive in!

The rise of AI in content management 

Artificial intelligence (AI) and content management system (CMS) integration was one of the most anticipated trends. Experts predicted AI would revolutionize content creation by automating tedious operations and empowering marketers to create high-quality content faster. This prediction was spot on, as we’ve witnessed a surge in AI-driven technology within CMS platforms. 

The market, which only began experimenting with services like ChatGPT a year ago, has now embraced fully native AI integration within CMS systems. This innovation has sped up content creation and enhanced the personalization and optimization of content, delivering a more tailored experience to users.

Kontent.ai is a prime example of using AI in content creation. Being the first CMS to offer native AI capabilities, our headless CMS has been at the forefront of the content management revolution. Its advanced AI features have significantly empowered content creators and writers to craft high-quality content with remarkable efficiency.

By integrating AI directly into its platform, Kontent.ai has streamlined the content creation process with tools that can summarize extensive texts, adapt the tone to suit different audiences and suggest contextually relevant content. These features have saved writers valuable time and ensured that the content remains consistent and engaging across various platforms.

Native AI capabilities in Kontent.ai

However, it’s important to note that the use of AI to deliver content faster has been a double-edged sword. While AI-powered tools enable rapid content generation and distribution, they also introduce challenges in maintaining content quality and accuracy. Marketers need to find a balance between leveraging AI for efficiency and ensuring the human touch remains evident in their content. This is crucial for building trust and engagement with audiences. Over-reliance on AI can lead to a loss of personalization and authenticity, which are key components of successful marketing strategies.

Emphasis on security & privacy

The growing concern for security, privacy, and regulation was also highlighted as a trend to watch in 2023. This was indeed a spot-on prediction as businesses worldwide ramped up their efforts to protect consumer data in response to increasing cyber threats and tightening regulations. With the introduction of new regulations like the EU’s Digital Services Act and Digital Markets Act, businesses have had to adapt quickly. The focus on data security and user privacy has become more pronounced, and CMS platforms have had to evolve to meet these stringent requirements.

Recent data breaches underscore the urgency for stronger security in content management systems. For instance, in January 2023, Okta Data Breach, where the well-known identity and access management company Okta experienced a security incident affecting its customers, was the result of a phishing attack targeting its staff. Moreover, the recent breach that hit MOVEit, a file transfer solution, saw attacks on over 2,000 organizations, leading to the compromise of data belonging to upwards of 62 million individuals. These breaches highlight the inherent vulnerabilities in cloud services and the critical need for robust security measures.

We’re all about keeping things safe and sound for our customers at Kontent.ai and are committed to providing a secure content management environment. Our compliance with rigorous standards such as HIPAA, GLBA, and the EU’s DORA regulation ensures that we meet the needs of healthcare, financial services, and digital operational resilience. In addition to these certifications, we have achieved SOC 2 Type 1 compliance, a testament to our promise to deliver a secure cloud offering.

Personalization and omnichannel experiences 

The anticipated rise of personalized content tailored to specific audiences also became a reality. Marketers have leveraged AI and machine learning to analyze consumer behavior and deliver highly targeted content. Companies have doubled down on their efforts to craft bespoke experiences for each user, recognizing that a one-size-fits-all approach is no longer viable in the digital age. 

By harnessing the power of headless CMS and AI analytics, businesses have been able to collect and interpret customer data more effectively. This granular level of personalization has extended across all channels, ensuring a cohesive and seamless experience whether the customer is engaging via mobile, web, social media, or even in-store digital touchpoints. The result has dramatically improved customer satisfaction and loyalty, as users feel understood and valued by the brands they interact with.

This shift towards personalization has been crucial for businesses aiming to enhance customer experience and content quality. Headless CMSs have been pivotal in this trend, offering the flexibility needed to publish content seamlessly across multiple platforms, thus enhancing the customer experience.

The surge of video and audio content

The increased video and audio content use was another trend that experts predicted would gain traction. This has proven to be true, as more CMS platforms now support these media types, allowing businesses to leverage them for SEO and customer engagement. AI has also played a role here, with tools capable of transcribing and optimizing audio and video content for better integration into content strategies.

In 2023, video and audio content trends have been characterized by a blend of technological innovation and a deeper focus on user engagement. The rise of interactive video formats has enabled viewers to become active participants in storytelling, leading to more dynamic and engaging content. Podcasts and audio content have also seen a surge in popularity, with advancements in voice recognition and AI-generated voices providing creators with new tools to produce content more efficiently. 

These trends have enriched the user experience and opened up new avenues for content monetization and brand growth.

Did you know that Kontent.ai is now on Spotify? Listen to Kontent Waves for practical tips, tricks, and strategies to help your content truly stand out. We cover everything from AI's magic touch to content management mastery and customer experience secrets. Tune in now!

Moving from legacy systems to modern solutions

The shift from monolithic systems to cutting-edge tech is real. Businesses in all sorts of fields are dealing with the tough task of moving their content from old Digital Experience Platforms (DXPs) to newer, smarter ones. These new platforms are a game-changer because they let you use and structure your content in many more ways. We’re moving past the old WYSIWYG (What You See Is What You Get) era, where content was stuck in one place, to a world where managing and updating content is way more flexible. This isn’t just a small tweak—it’s a huge leap that makes handling and sharing content way better. But there’s no magic one-size-fits-all way to do it. Every business must find a migration strategy that fits its needs and goals as they make this big digital change.


In conclusion, many of the predictions made at the start of 2023 were accurate and transformative for the headless CMS market. These trends have set the stage for an even more innovative and customer-centric approach to content management in the years to come. As we look forward to the future, it’s clear that the intersection of technology and creativity will continue to drive the evolution of content marketing.

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