Contentful, the digital experience platform provider, has rolled out new features for its content management system offerings and has unveiled a new strategic partnership. The company said it aims to deliver “a modern, flexible solution for creating digital experiences at scale.”
“Brands are frustrated by monolithic, bloated DXP [digital experience platform] solutions that aren’t fit for purpose,” said Contentful chief executive officer Karthik Rau. “In this constantly evolving technology landscape, a flexible new approach is needed, and today marks the beginning of that change.”
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The company said its new AI and personalization capabilities build on its “pioneering composable CMS.” Contentful said it continues the platform’s evolution from a composable CMS to a broader DXP with new capabilities for marketers and developers. Contentful said its “AI Actions” framework streamlines content operations by embedding generative AI into every stage of the content life cycle — from creation to publishing. This helps marketing teams create high-performing, brand-aligned content faster while automating workflows for greater efficiency and consistency.
Integrated directly into Contentful’s platform, AI Actions is designed to simplify repetitive tasks such as translations, SEO optimizations and alt-text generation. A dedicated AI Actions marketplace, including templates and contributions from partners like AKQA, aims to enable quick adoption and implementation.
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By way of testimony, Michael Luzmore, product manager at Docusign, said, “The expectations for growth teams have changed with users expecting more relevant and engaging marketing experiences. To be successful, we needed to scale personalized experiences to global audiences. Contentful’s flexible, extensible DXP allows us to build compelling digital experiences for varied personas and experiment with AI tools that expedite our processes.”
Liz Miller, principal analyst at Constellation Research, said without question, the DXP space “is at the start of a significant evolution that will bring more clarity into the capabilities required to accelerate and differentiate experiences in modern digital marketing. Contentful’s entry into DXP will shake up the market by challenging preconceived ideas that have limited innovation. The dedication to an API-first orthodoxy, a proven and flexible CMS platform, intentionally curated partner ecosystem, and investments in AI that will bring personalization and contextual digital experiences into view is just the start.”
Contentful said it also introduced “Granular Roles” and “Permissions Within Taxonomy” capabilities. The company said this ensures businesses can maintain tight control over content creation “and usage and helps them align with enterprise requirements for robust security and compliance, including SOC 2 Type 1 certification. This level of control allows brands to deliver consistent and reliable digital experiences.”
Contentful said the “Personalization” feature integrates directly into the Contentful web app, offering a unified workspace to manage audiences, experiments and personalized experiences, eliminating the need for juggling multiple tools like legacy DXPs. This centralized approach streamlines personalization for faster, more efficient optimization of customer experiences. Key features include AI suggestions such as “Offers Experience Suggestions, Audience Suggestions, and Variant Generation” to simplify personalization and experimentation while maintaining consistency.
It also offers “AI Variant Generation” that instantly creates on-brand, audience-specific content aligned with strategy and brand guidelines, and “Customer Data Connectors,” which connects seamlessly with platforms such as Shopify, Klaviyo and SAP Emarsys to activate customer data for personalized, engaging experiences.
Regarding the company’s new strategic partnership, Contentful said it has teamed with Shopify “to seamlessly connect and synchronize content and commerce systems, empowering brands to deliver compelling, data-driven shopping experiences at scale.”
“In addition to the new Shopify data connector, Contentful is launching an app in the Shopify Liquid Storefront that empowers marketers to enhance content creation, streamline localization and leverage AI-driven personalization within the Shopify ecosystem,” the company said. “With the Contentful app, customers can achieve improved product and content synchronization with greater storefront design flexibility. The partnership allows brands to seamlessly integrate content and commerce, resulting in faster time to market and a better customer experience.
“This collaboration underscores the benefit of Contentful’s agile DXP approach,” said Dale Traxler, director of technology partnerships at Shopify. “Our joint customers can connect, manage, and optimize all touchpoints of the consumer journey from both the Contentful and Shopify environments, simplifying workflows and accelerating conversion.”