Articles

Agentic AI Is Coming. Is Your DXP Ready?

dsfaltudo

<hr /> 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>this past April, AI was undeniably the central focus for the MACH Alliance community and the market at large. Agentic commerce was just starting to boil, and brands were lining up to talk about their plans to harness agents to do their bidding.At the event, I spoke with the Alliance’s <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 recently announced he is stepping down as president) about all the hubbub. In a quiet moment, he reflected on the tidal wave of innovation he was shepherding at <a href="linkedin.com/in/casper-aagaard-rasmussen/">Valtech</a>, where he serves as Group Chief Transformation Officer. That's a cool title, BTW. I’ve seen some of their AI-powered handiwork, courtesy of <a target="_blank" rel="noopener noreferrer" href="https://www.linkedin.com/in/allison-abraham-0b6212/">Allison Abraham</a> – the agency’s SVP of North American ops. During her demo of Valtech’s AI Concierge for Lexus Europe, there were some jaw-dropping moments. Yeah, this AI stuff – it’s amazing. And to Casper’s point, the use cases keep getting better. That’s not to say there aren’t problems with AI. Some big ones, even. While some organizations are unlocking real value from their investments, others are staring down the reality that it’s just not paying off. If we’re being honest, a lot of those failed attempts have been due to a tempest of irrational exuberance, which often leads to poor planning and reactionary missteps. This is where vision and leadership are key – especially as we usher in the third wave of AI and the agent revolution. As agentic AI reshapes the business landscape, the <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/accenture-song-brings-its-composable-commerce-music-to-the-mach-alliance-heres-why-it-matters">MACH Alliance</a> has announced that its role is evolving to meet the swelling AI imperative. It will expand its charter to focus on the goal of unlocking trusted, agent-to-agent ecosystems that drive innovation and collaboration, while continuing to uphold the central tenets of MACH.So what does this repositioning really mean? Here’s a breakdown. <h3 id="aligning-with-an-ai-centric-technology-landscape">Aligning with an AI-centric technology landscape</h3>One of the biggest challenges with AI is guidance, and enterprises are on the prowl for it. I know, because I've spoken to many brands about their AI strategies, and there's no limit to their ambitions – or their anxieties. They need help.To that end, the MACH Alliance has already established its position as a trusted industry authority, and expanding its charter into the realm of AI is logical, particularly given the depth of adoption across its membership community. By enabling transformation through open, connected, and composable architectures, they have many of the essential ingredients to bridge vision with real-world implementation.<a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/mach-alliance-aims-to-evolve-enterprise-ai-architecture-with-new-end-user-leadership-model">I recently wrote</a> about the Alliance’s intentional shift to an end-user leadership model, which seems to reflect a call for greater democratization from the top down. This will diversify the leadership structure and infuse real-world talent to help navigate the narrow harbors of successful AI execution. From a support perspective, this further reinforces the actionable tools the Alliance has been curating, specifically with the development of its <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/a-new-game-for-interoperability-heres-why-the-mach-alliances-open-data-model-is-a-winner">Open Data Model</a> and <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>According to the Alliance, this move is a “refreshing” of its central positioning to establish MACH as the foundation for AI-ready enterprise architecture. A central driver will be the realization of agent-to-agent ecosystems that are trusted, open, and scalable across vendor and enterprise boundaries. Another key objective will be the reinforcement of interoperability through new certifications and governance standards – think MCP, A2A, AI-Connected Certification, and the aforementioned Open Data Model. <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/the-heros-journey-to-composable-a-conversation-with-uniforms-mark-demeny">Mark Demeny</a> gave a current walk-through of the ODM at the <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">Boye &amp; Company CMS Connect 25</a> conference a few weeks ago, and it's looking very promising. I’ve previously spoken about the Alliance's need to invest in more actionable tools and training, and the docket for AI would include the publishing of practical tools, reference architectures, and business transformation guides. Further bolstering this position is a plan to launch what they call “proof-driven innovation,” which would follow the path of newer initiatives like the <a target="_blank" rel="noopener noreferrer" href="https://machalliance.org/mach-ai-exchange">MACH AI Exchange</a> and <a target="_blank" rel="noopener noreferrer" href="https://machalliance.org/futuremach">FutureMACH</a> programs. <h3 id="unlocking-the-value-of-agentic-ai-with-mach">Unlocking the value of agentic AI with MACH</h3>It’s clear that AI is reshaping and accelerating how enterprises operate, from decision-making to customer interaction. As the MACH Alliance maintains, interoperability – not isolated tools – will be the key to powering the next wave of agent-to-agent innovation. To that end, composable, MACH-driven strategies will be a key activator for success. That’s not hyperbole. There’s some real historical validation to back it up. According to data from the Alliance, enterprises that are well along in their MACH journey are <a target="_blank" rel="noopener noreferrer" href="https://23221942.fs1.hubspotusercontent-na1.net/hubfs/23221942/2025%20Annual%20Research%20Report/2025%20MACH%20Alliance_Global%20Annual%20Research%20Report_Final_compressed.pdf">twice as likely to successfully deploy AI</a>, with 77% achieving success compared to just 36% for those new to MACH.MACH can play a critical role across the expanding AI horizon. For example, AI and agents need to function across silos, so it’s essential to provide agility around data and systems – something MACH and composable architecture can deliver. Agentic solutions also require real-time trust, governance, and negotiation, which MACH standards can further enable. Perhaps one of the most cogent arguments for MACH as a foundation for the future of agentic AI is access to composable ecosystems. As the Alliance pointed out, “no single player can build the future of AI ecosystems.” Given that, MACH provides a sort of connective tissue by guiding brands toward open, best-of-breed solutions that work more harmoniously.<h3 id="why-it-matters">Why it matters</h3>With the rapid pace of AI transformation, the MACH Alliance might be one of the best shots at bringing some calm to the turbulence. Composable and API-first headless technologies are well-positioned for harnessing AI, MCP, and agent capabilities, and the Alliance has assembled a deep bench of member technologies that are pushing the boundaries of AI innovation. In this sense, it could be a vestige of stability and a beachhead for landing successful outcomes.A key part of the strategy relies on people, and the Alliance has invested in a cadre of resources to help support the human factor. From the pivot in its leadership model to the development of an AI Exchange, they’re making this evolution more meaningful around the challenges of the day.Will this refresh be enough to maintain the MACH Alliance's relevance within the industry zeitgeist? It’s hard to say. There have certainly been failures surrounding composable execution, but some of that is likely a product of poor planning and execution. The same penchant for overzealous AI adoption could land brands in the same pickle. So, having proven leadership, a solid ecosystem of solutions, and reliable guidance from ISVs could be the kind of relevance that really adds up for the future of the Alliance, its members, and enterprises looking to unlock the potential of agentic AI. <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, NetherlandsJoin 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, FloridaAt 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, FloridaMeet 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>

An Alliance for AI: To Unlock Trusted, Agent-to-Agent Ecosystems, the MACH Alliance is Evolving

matt-garrepy

<hr /> Agents are everywhere. Literally. Last week, I covered the launch of <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/vtex-expands-enterprise-capabilities-with-agentic-commerce-b2b-orchestration-and-omnichannel-power">VTEX’s new agentic entry,</a> which offers some promising potential in the realm of commerce. Prior to that, I was at the <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">Boye &amp; Company CMS Connect conference,</a> where every conversation seemed to echo the word “agent.”Of course, this is just the latest crop. I’ve been watching and reporting on the emergence of the “AI agent revolution” since last year. The basic idea of an agent isn’t exactly novel or groundbreaking, but enabling this new breed of agents to harness AI is where the big opportunities lie.There are signals that might suggest we’re entering an “AI Winter,” one where brands are asking a common question surrounding their AI investments: Was it worth it? In fact, researchers at MIT published a report saying that <a target="_blank" rel="noopener noreferrer" href="https://fortune.com/2025/08/18/mit-report-95-percent-generative-ai-pilots-at-companies-failing-cfo/">95% of the generative AI programs</a> launched by companies failed to deliver the one big thing they were built for: more revenue.That’s not to say AI isn’t delivering efficiency – particularly with agents and their penchant for automation. It’s the bright spot in this otherwise darkening sky of AI bedlam, and the companies that leverage agents to unleash actionable insight and tangible results will be positioned to win.<a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/products/callminer">CallMiner</a> could be one of those winners. The company just introduced its new <a target="_blank" rel="noopener noreferrer" href="https://callminer.com/products/omniagent-virtual-agent">CallMiner OmniAgent</a>, a virtual agent solution that uses advanced automation and voice-optimized AI to deliver seamless, human-like interactions across voice and digital channels. With its powerful and innovative technology, OmniAgent avoids the traditional voicebot “fumbles” often spurred by complex queries, and instead fully automates conversations – resolving customer issues faster and with less human involvement.This isn’t a fly-by-night addition to CallMiner’s ecosystem. The Waltham, Massachusetts-based company has been blazing a steady trail in its pursuit of more innovative conversation intelligence solutions and has been recognized as a Leader in the same category on the <a target="_blank" rel="noopener noreferrer" href="https://callminer.com/c/callminer-is-a-leader-forrester-wave-ciscc-q2-2025">2025 Forrester Wave</a> for contact centers. CallMiner also <a target="_blank" rel="noopener noreferrer" href="https://www.finsmes.com/2019/12/callminer-receives-usd-75m-investment-from-goldman-sachs.html">closed on $75 million</a> from Goldman Sachs in 2019, which has clearly fueled innovation leading up to its recent <a target="_blank" rel="noopener noreferrer" href="https://callminer.com/news/press-releases/callminer-acquires-conversational-ai-and-automation-provider-vocalls">acquisition of VOCALLS</a> in June. While recently launched, we’ll have to see how these new agents execute their intended job. But on the surface, they seem engineered for success – and could have a significant impact on enterprise strategies for AI-powered conversation intelligence. <h3 id="mining-value-with-agents">Mining value with agents</h3>AI and agentic technologies are exploding at an unpredictable rate. And it makes sense: brands are under enormous pressure to perform in a highly competitive landscape – and customers are demanding fast, accurate, and personalized service at every touchpoint. Agentic AI tools are presenting companies with huge opportunities to drive their personalization strategies across a multitude of channels. As a leader in AI-powered conversation intelligence, CallMiner already delivers one of the industry’s most comprehensive platforms for analyzing omnichannel customer interactions at scale by combining deep domain expertise with powerful <a target="_blank" rel="noopener noreferrer" href="https://callminer.com/blog/how-ai-analytics-can-improve-call-center-performance">AI analytics</a>. Armed with CallMiner’s intelligence, companies can spot areas of opportunity to drive better CX – and in this rapid-fire race for customer engagement and loyalty, optimizing that experience across channels is the name of the game. With the acquisition of VOCALLS, CallMiner expanded its platform's capabilities with AI agents focused on native voice and text. These acquired capabilities are now arming the new CallMiner OmniAgent ecosystem, enabling users to transform customer experiences across voice, chat, and email through intelligent automation and AI-driven conversational insights.<h3 id="how-omniagent-works">How OmniAgent works</h3>In a nutshell, OmniAgent leverages CallMiner’s deep analytics to glean actionable data from customer interactions, implementing virtual agents for efficient, high-impact automation. And by analyzing interactions across channels, organizations can gain better insights into critical aspects of CX, including contact drivers, high-volume contacts, contacts that are quickly resolved, and more.Once its virtual agents are in place, CallMiner continuously monitors conversations to assess performance and gather feedback. This feedback helps refine virtual agent training and improve processes, leading to better customer outcomes. <figure class="image image-style-align-center image_resized" style="width:67.43%"><img src="https://cmscritic.com/ms-content/uploads/2025/08/ui_omniagent_screen_648x426.jpg" /></figure>Source: CallMiner website We already know how important feedback loops are to the overall optimization of any system or process. According to CallMiner, its OmniAgent system behaves like an automation and augmentation “infinity loop,” where conversation intelligence drives automation, automation generates new conversation data, and that data fuels continuous improvement. CallMiner is already seeing positive results in the field. One customer, <a target="_blank" rel="noopener noreferrer" href="https://learning.callminer.com/us/col/lc/case-study-omni-agent-supercharge-call-handing?pflpid=45098&amp;pfsid=hZkwmsaPr0">Estafeta</a>, a Mexican logistics company, reduced its average call handling time by 78%, from 420 seconds to just 90 seconds, while eliminating wait times and increasing call capacity by 120%. Estafeta’s use of the CallMiner AI voice agent has helped it efficiently handle routine inquiries like package tracking, freeing human agents to focus on other issues. This transformation has significantly improved customer experience, streamlined call center operations, and elevated Estafeta’s service quality – with 88% of users rating the voice agent positively.<h3 id="key-features">Key features</h3>There are a few standout features in OmniAgent that make it a solid and scalable AI solution. First, it offers omnichannel support, enabling brands to engage customers effortlessly across voice and digital channels. Whether through synthetic or natural human voices, images, videos, or interactive buttons, OmniAgent maintains context-aware communication and enables smooth transitions to human agents when needed.OmniAgent also provides natural language capabilities powered by advanced speech recognition and NLP, providing intuitive conversations that feel totally natural to customers. There’s also support for inbound and outbound calling, where OmniAgent handles diverse tasks – from appointment scheduling to debt collection – efficiently and effectively. With OmniAgent’s smart call routing, you can finally say goodbye to your antiquated IVR system. Where needed, OmniAgent can quickly connect customers to the right human agent and provide important interaction context while improving key contact center metrics like first call resolution.Integrations are key, and OmniAgent comes with some ready-made options, making it easy to connect your current CRM, CCaaS, and other systems to create smarter, more personalized interactions. You’ll also have access to performance management tools to monitor and optimize your virtual agent’s performance with an analytics dashboard, and you can design complex, personalized conversation flows using intuitive tools that integrate external data sources for context-aware engagement.<h3 id="pricing">Pricing</h3>CallMiner has a bit of a “black box” around its pricing, so there’s not much public guidance. <a target="_blank" rel="noopener noreferrer" href="https://www.g2.com/products/callminer-eureka/pricing">According to G2</a> and a few other sources, the company focuses on tailored solutions, so there’s not a one-size-fits-all model. It’s licensed as SaaS and offers two flexible pricing options: one based on a volume of annual inventory of hours analyzed, and one based on seats with some specific variables around usage. They also offers some packaged bundles, each providing resources for onboarding. These packages can also be customized with a la carte options. You can <a target="_blank" rel="noopener noreferrer" href="https://www.g2.com/products/callminer-eureka/pricing">explore more of the details here.</a> Here’s a really nice benefit: Customers receive a dedicated customer success representative for the life of their CallMiner engagement, providing trusted advisory innovation without any professional services costs.If you’re a frequent reader, you know how I feel about pricing transparency. Enterprise SaaS vendors can always do better, so buyers and evaluators have an easier time understanding the parameters. At the same time, CallMiner’s options are fairly robust, and likely require some individual price refinement.<h3 id="the-verdict">The verdict</h3>OmniAgent is a potentially great fit for organizations looking to elevate their customer service capabilities, particularly in the contact center segment. By combining its new virtual agent technology with its classic leadership in conversation intelligence, CallMiner's new agentic solution can power teams to deliver faster and more personalized support. This can translate into higher satisfaction and improved operational excellence.I already discussed some of the big challenges facing AI's value quotient, and one of CallMiner’s big attributes is in cost reduction. By automating complex, high-volume customer interactions, brands can significantly lower their operational costs. And by responding to and resolving issues faster with AI, organizations can deliver more efficient customer support. This all adds up in the value column. From a CX perspective, OmniAgent can help ensure consistent, compliant, and on-brand communication that builds customer trust and satisfaction. And happier customers translate into a healthier bottom line. CallMiner offers some rich functionality. As such, it might be perceived as a little more complex than some other industry alternatives (take <a target="_blank" rel="noopener noreferrer" href="https://thelevel.ai/">Level AI </a>for example). But it does provide some helpful demos and posts with detailed resources on speech analytics and other products, as well as a <a target="_blank" rel="noopener noreferrer" href="https://learning.callminer.com/us">comprehensive learning center.</a> There are also some great resources in its <a target="_blank" rel="noopener noreferrer" href="https://callminer.com/products/solution-catalogue">Solution Catalogue</a>, and you can browse its selection of <a target="_blank" rel="noopener noreferrer" href="https://callminer.com/products/integrations">ready-made integrations</a> from CRM to chatbots to speech recognition platforms. As agents go, this might be a good change. You can inquire about a <a target="_blank" rel="noopener noreferrer" href="https://callminer.com/c/request-a-demo">demo here. </a> <hr /><h4 style="text-align:center" id="looking-for-guidance-on-callminer?-talk-to-an-expert.">Looking for guidance on CallMiner? <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:31.44%" 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, FloridaMeet 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>

Agent of Change: CallMiner OmniAgent Promises to Transform CX with AI-Powered Intelligence

A Gathering of Content Champions: Here’s Why CMS Connect 25 was ‘Super’ in Every Way

<hr /> When I last spoke to <a target="_blank" rel="noopener noreferrer" href="https://www.linkedin.com/in/mariano-gomide-de-faria-vtex/">Mariano Gomide de Faria</a>, it wasn't long after he published <a target="_blank" rel="noopener noreferrer" href="https://www.linkedin.com/posts/mariano-gomide-de-faria-vtex_for-all-the-reasons-explained-in-the-article-activity-7310313384015511552-APGm/?utm_source=share&amp;utm_medium=member_desktop&amp;rcm=ACoAABz8skQBu3yAX4WwKnVszlZSL3qGoPZCq6w">“The MACH Mirage”</a> on LinkedIn. It was a veritable shock to the system that pointedly criticized aspects of the composable movement – and, with specificity, the <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/mach-alliance-aims-to-evolve-enterprise-ai-architecture-with-new-end-user-leadership-model">MACH Alliance.</a> At the time, he announced that <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/products/vtex">VTEX</a> (the connected commerce platform he founded and steers as co-CEO) would be pausing its membership in the best-of-breed ecosystem, citing the drift of composability from operator control as a central grievance. Famously, both Mariano and MACH Alliance 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> met on “The Watson Weekend” retail program to hash out some of the issues in a town square forum. The debate was friendly, healthy, and focused squarely on the challenges of enterprise architecture – which is being transformed by the advent of AI across the composable stack. And that’s the big tuna. The crucial role of AI in digital commerce can’t be overstated, and this is precisely where Mariano felt the MACH Alliance could be more prolific in supporting its association – and the market at large – in the AI course corrections. In his mind, this required less a less rigid approach to the enshrined standards of MACH.“At the end of the day, we cannot close our eyes to the reinvention of SIs informed by a future where AI rules,” he said, pointing out how organizations like the <a target="_blank" rel="noopener noreferrer" href="https://nrf.com/">National Retail Federation</a> could also help to lead discussions that generate value. Since then, VTEX has been putting its nose to the grindstone and building its own ecosystem for agentic commerce. And the timing couldn’t be more apropos: During my many interviews and discussions 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> in April (the annual MACH Alliance event), agentic commerce was already lighting the world on fire. The noise level has only increased over the last few months, and the push to adopt these capabilities is reaching a fever pitch. According to a recent <a target="_blank" rel="noopener noreferrer" href="https://www.digitalcommerce360.com/2025/03/20/agentic-commerce-ecommerce-trends/">Digital Commerce 360 survey</a>, over 44% of e-commerce leaders are already seeing strong results from their AI investments, and a <a target="_blank" rel="noopener noreferrer" href="https://rierino.com/blog/agentic-commerce-with-ai-agents">study from Rierino</a> suggests that agentic frameworks are also paying off with a 6-10% increase in revenue and a big bump in order efficiency.Now, VTEX is shipping its automated agentic AI workforce – and other features – into prime time as part of an expansion of its enterprise-grade capabilities. Unveiled at <a target="_blank" rel="noopener noreferrer" href="https://cts.businesswire.com/ct/CT?id=smartlink&amp;url=http%3A%2F%2Fvtex.com%2Fen-us%2Fvision%2F2025&amp;esheet=54310335&amp;newsitemid=20250819007039&amp;lan=en-US&amp;anchor=VTEX+Vision+2025&amp;index=1&amp;md5=8e8045401ca4c78ebfc0f12961001495">VTEX Vision 2025</a>, its annual digital showcase, the company’s latest release includes new solutions tailored to B2B complexity and personalized omnichannel experiences. “Enterprise commerce doesn’t slow down in the face of complexity,” Mariano said. “It rewards those who turn it into leverage. With VTEX Vision 2025, we have expanded our infrastructure to meet rising demands, from B2B buyer personalization to seamless consumer retail experiences, all on one unified commerce platform built for growth.” <h3 id="capabilities-that-convert-and-scale-for-the-b2b-enterprise">Capabilities that convert and scale for the B2B enterprise</h3>In the pantheon of digital commerce, B2B operates with its own set of rules, requiring intuitive digital infrastructure that’s built to move high-volume transactions and manage the full complexity of modern procurement. VTEX’s B2B innovation reinforces a key truth that enterprise leaders know: Success requires infrastructure built around how corporate buyers manage procurement, not systems that restrict transactions. This is where VTEX has its edge, and its Vision for B2B is bringing core capabilities to support these requirements.What’s in the new release? Personalized catalogs, pricing, and payment methods per buyer, as well as advanced buyer organization management that includes branch structures, role-based access, budgeting, and policy control.Brands will also have access to buying policies and approval workflows that enforce custom procurement rules automatically, and rapid cart creation that leverages quick order tools by file and search term. There’s also SKU matrix and reorder tools for high-frequency purchasing and native punchout integrations to centralize procurement within enterprise systems.From a market validation perspective, Andy Hoar's <a target="_blank" rel="noopener noreferrer" href="https://cts.businesswire.com/ct/CT?id=smartlink&amp;url=https%3A%2F%2Fvtex.com%2Fen-us%2Fcampaign%2Fparadigm-b2b-report-2025%2F&amp;esheet=54310335&amp;newsitemid=20250819007039&amp;lan=en-US&amp;anchor=B2B+Paradigm+2025&amp;index=2&amp;md5=9e2f7662e0ed2cad3ef71cd6af712a9d">B2B Paradigm 2025</a> report recognized VTEX with the most Gold medals across its Enterprise and Mid-Market categories, including key metrics like TCO and marketplace capabilities. <h3 id="the-next-level-of-omnichannel">The next level of omnichannel</h3>We’ve been talking about omnichannel for a long time, and how composable stacks help support these strategies. But for enterprise brands, true omnichannel is still a bit elusive. Why? Blame inventory silos, delayed delivery updates, and disconnected store operations (for starters), which block many organizations from operating at their full potential. VTEX closes these gaps by strengthening the “operational backbone” needed to move with speed, accuracy, and complete fulfillment control. AI is helping to power these features in VTEX. This includes AI Semantic Search, which delivers relevant results by interpreting shopper intent through natural language. There’s also AI Product Recommendations that help drive conversions with personalized, behavior-based suggestions.With VTEX, Distributed Inventory is unified and made available across every channel, covering B2C, B2B, marketplaces, and stores. Multi-seller Carts also merge 1P, 3P, and in-store items into one seamless checkout experience, making the entire lifecycle faster and easier.VTEX’s Delivery Promise is also a powerful fixture, helping shoppers find products that are located near them and can be delivered quickly. There’s also Cross-Channel Fulfillment, where newly simplified BOPIS (buy online, pick up in store), ship from store, and simplified returns can lead to operational cost reductions and improved inventory accuracy.<h3 id="agentic-commerce:-the-enterprise-ai-workforce">Agentic commerce: The enterprise AI workforce</h3>For the unindoctrinated, agentic commerce is the application of autonomous AI agents that work independently within a digital commerce system. They’re bestowed with “agency,” meaning they can make decisions, execute tasks, and adapt to context across both frontend and backend workflows. Agentic commerce isn’t just recommending things. It’s effectively running parts of your business with autonomy, tapping more adaptive AI and intelligent automation capabilities that can execute on their behalf. The explosive gains in productivity are making agentic commerce incredibly popular as brands and enterprises look to move faster across channels.Enterprise commerce is entering a new operational era, and VTEX is helping to lead that shift with agentic AI built that can effectively streamline critical workflows and accelerate enterprise performance across the globe. To kick off its roadmap to a fully agentic commerce platform, VTEX is launching three AI agents that are engineered around precision, speed, and adaptability. As the company stated, it’s the beginning of a new standard where digital infrastructure operates as intelligently as the enterprises it serves.“As VTEX advances toward a fully agentic commerce platform, we continue to transform cost centers into engines of growth with measurable impact,” Mariano said. “Our first wave of AI agents marks a critical step, compressing complex workflows and unlocking new value for global brands. Flexibility, transparency, and real-time adaptability will define the next generation of enterprise leaders. Anything else will be left behind.”Some cool capabilities are rolling out, starting with VTEX’s Customer Service Agent, a fully autonomous support agent that works across WhatsApp, Instagram, SMS, and more. Brands like UNICEF and Cencosud are currently using it, which, according to VTEX, has already resolved 92% of tickets without human input – and cut AHT from hours to minutes. Impressive results to be sure.Forthcoming is a Visual Editor Agent, which promises some powerful experience-level capabilities with no developer support required. Teams will be able to instantly respond to change by updating a storefront using a <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/products/figma">Figma</a> file or natural language.Finally, VTEX’s Data Insights Agent is all about powering productivity and observability across channels. The agent receives priority access to real-time omnichannel performance data in plain language, without the need for static dashboards or SQL queries.<h3 id="why-it-matters-">Why it matters </h3>“There's no survival without passing through this chaotic moment,” Mariano said. We were discussing the embedded challenges with navigating legacy systems and how many companies are still modernizing from old IBM mainframes. That might sound a little arcane, but we’ve come a long way on the frontier of interoperability. The MACH Alliance has played a huge role in shaping that, but we’re in yet another chaos moment – one where AI is rendering our roadmaps almost useless. Brands are having to react to change instantly, and commerce is going to need the scale and automation of agentic AI to win customers across channels. To its credit, the MACH Alliance is putting greater emphasis on the AI horizon, manifesting in more end-user representation at the top of the organization. Recently, Casper Rasmussen announced that he will be stepping down as president, and the Alliance will begin shifting to an <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/mach-alliance-aims-to-evolve-enterprise-ai-architecture-with-new-end-user-leadership-model">end-user leadership model</a> to support enterprise AI architecture. Will this help mend some of the fences with VTEX? Does it address the core issues surrounding operator control with the composable system? Probably not. There's a rhyme to MACH's reason, and maintaining fierce standards is part of that language. But we’ll see how things unfold. One thing is certain: Mariano will continue his quest for greater flexibility in a market that’s being utterly transformed by AI. “History proves that the highest risk position we can take now would be not assuming any risk,” he told me. “And that serves for NRF, that serves for the MACH Alliance, that serves for any association.”Institutional disagreements aside, VTEX is clearly pushing to innovate on its own terms with agentic commerce, and this could power its already strong collection of 3,400 active storefronts across 43 countries with less friction, greater productivity, and an even nimbler posture. Based on its measurable successes with real customers using its preliminary agents, VTEX is making real headway toward its vision of an autonomous platform that powers the future of digital commerce for B2B and B2C models. They certainly have the chops and market credentials to lead the way, with more than 2,400 brands trusting its technology to unify omnichannel sales, intelligent order management, data pipelines, retail media, enterprise-grade security, and more.It’s early days, so it will be interesting to see how VTEX's pricing models evolve surrounding its agent services. But for buyers with complex requirements and global fulfillment demands, the promise of agentic commerce could be a game changer – with the right platform to build on.  <hr /><h4 style="text-align:center" id="looking-for-guidance-on-vtex?-talk-to-an-expert.">Looking for guidance on VTEX? <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:31.44%" 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, FloridaMeet 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>

VTEX Expands Enterprise Capabilities with Agentic Commerce, B2B Orchestration, and Omnichannel Power

<hr /> I’ve written about CDPs quite a bit. The category is rapidly evolving, particularly as data and context become more critical to the CMS and broader DXP ecosystem. There's also been the periodic acquisition of a CDP by an enterprise digital experience platform – think <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/optimizely-acquires-customer-data-platform-zaius">Optimizely buying Zaius,</a> <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/sitecore-acquires-boxever-and-four51">Sitecore absorbing Boxever</a>, and <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/contentstack-just-acquired-lytics-a-real-time-customer-data-platform-heres-why-it-matters">Contentstack adding Lytics</a> to its menu. These purchases were separated by time, but they speak to the critical need for data within their integrated offerings, especially when powering the “Holy Grail” of personalization. And as we know, that last piece is taking on a whole new urgency in the age of AI.On a more architectural level, I’ve personally been crawling through the underbelly of CDPs for years now, connecting all kinds of apps and sources, inspecting JSON packages, and worrying incessantly about MTUs – those monthly tracked users that we care so much about. Most recently, when I was working on a big cloud-based SaaS product, it was breathtaking to watch the real-time events passing into our customer data platform. But it was also alarming as you considered the scale of users and the associated price tag. Ouch.In every stack, there are multiple cost dimensions to consider, and CDPs bring their own unique challenges to the mix. Some platforms are focusing less on MTUs and zeroing in on active users, while others are embracing event-based pricing. There are also the processing resources that come in the form of compute. This is where overruns are a persistent and pesky concern. But <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/products/treasure-data">Treasure Data</a> is trying to change that. The intelligent customer data platform, which is built for enterprise scale and super-charged by AI, just unveiled a groundbreaking “No Compute” pricing model that completely decouples cost from processing resources. This could be the unearthing of buried treasure for users in a hunt for more efficient data solutions. This “No Compute” model is made possible by Treasure Data’s <a target="_blank" rel="noopener noreferrer" href="https://www.treasuredata.com/product/hybrid-cdp/">Hybrid CDP</a> architecture. It primarily charges for the number of unified customer profiles stored and the behavioral events associated with them. This enables brands to run unlimited queries, segmentations, and activations – all without fear of runaway bills.I caught up with Treasure Data’s co-founder and CEO, <a target="_blank" rel="noopener noreferrer" href="https://www.linkedin.com/in/kazukiohta/">Kaz Ohta,</a> who provided a bit more context. In his mind, predictable costs in a CDP should be a right, not a luxury.“Our ‘No Compute’ pricing removes the biggest barrier to full CDP adoption – cost anxiety – so every team can activate data and AI agents with confidence.”Here’s some of Ohta’s vision from 2023, which is worth a listen. He lays out the challenge surrounding loyalty during periods of economic uncertainty (which takes on a more pressing urgency today), and where a CDP can unlock potential around personalization and customer experience: <figure class="media"><div data-oembed-url="https://www.youtube.com/watch?v=88nTuVXSJ6o"><div style="position:relative;padding-bottom:100%;height:0;padding-bottom:56.2493%"><iframe src="https://www.youtube.com/embed/88nTuVXSJ6o" style="position:absolute;width:100%;height:100%;top:0;left:0" frameborder="0" allow="autoplay; encrypted-media" allowfullscreen></iframe></div></div></figure> A lot has changed in two years, but it provides a foundation for how Ohta is steering Treasure Data towards success in an increasingly competitive market. He’s a compelling figure in the customer data landscape, and this disruptive new approach to pricing could be another element that elevates the company’s preference.<h3 id="solving-the-cdp-industry’s-cost-dilemma">Solving the CDP industry’s cost dilemma</h3>When it comes to selecting a CDP, it’s fair to say that enterprises have been in a pricing pickle. On one side, DXPs have been consuming CDP players into their pre-ordained stacks with integrated capabilities. Meanwhile, pure play solutions have been energizing their feature sets to enhance their independent relevance. Composed solutions with built-in customer data layers have some obvious advantages. But do they deliver as intended? I asked Ohta about the nuances between the DXP strategy and pure-play solutions like Treasure Data and where his company might have the upper hand. “DXPs such as <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/products/adobe-experience-manager">Adobe</a>, <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/products/acquia">Acquia</a>, and <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/products/optimizely">Optimizely</a> take a different approach,” Ohta said. “They want to provide the complete stack. They bundle CDPs in their stack. However, we see many failed implementations of their CDP, just because leading DXPs mostly acquired their CDPs as a bolt-on solution. They are not really integrated. While I see the vision of DXPs, the execution of DXPs are poor: they, in reality, are Frankenstein stacks and a collection of different businesses – and that’s why buyers are not happy with them.”Within these shifting business dynamics, pricing is a key consideration and fraught with challenges. Buyers are faced with a choice between packaged CDPs that focus on metering the number of profiles and compute, or composable-only CDPs that primarily meter the number of profiles and shift the processing burden to a cloud data warehouse, creating potentially unpredictable query charges.Treasure Data’s new pricing model attempts to end this trade-off by separating economics from compute location. Customers get transparent pricing based primarily on the number of real-time, resolved customer profiles managed and the volume of associated behavioral events – think website visits, mobile app usage, email activities, and the like. “The true value is no longer just in data storage and movement, but in the intelligence you apply to it,” said Ohta. “Treasure Data is infused with AI everywhere, and now our customers pay for the value they get from AI-driven outcomes like better personalization, predictive insights, and campaign optimization – not for the underlying compute cycles.”In an age where CDPs and data warehouses need to align in all the right ways, Treasure Data is providing an optimal solution. Whether workloads are running in its high-performance database engine or inside a customer’s CDW environments, enterprise teams get the same consistent experience without having to consider infrastructure or cost complexities. In this way, it’s a bit of a godsend.I asked Ohta how this new approach to Treasure Data’s pricing model came about and how users are receiving it thus far. “Our largest customers have trillions of records and hundreds of millions of profiles managed with Treasure Data,” he said. “We pioneered this pricing model with them in the last few years and renewed their contracts under these terms. It’s worked well and now we’re rolling it out to other customers.”<h3 id="powered-by-hybrid-cdp-architecture">Powered by Hybrid CDP architecture</h3>Flexibility is a keystone attribute for any software solution. Composability can deliver on this promise, but there are instances where customers might want a hybrid approach over purely composable architectures based on specific use cases. Treasure Data conducted some research around the preference for a hybrid CDP architecture, where IT teams can choose the optimal processing environment to meet their needs. Based on its global survey of CDP buyers, 65% wanted a hybrid approach (edging up to 69% in the US). In the same report, a much smaller portion opted for packaged or composable architectures.I asked Ohta how this reinforces Treasure Data’s position.“While people talk a lot about the composable stack, the majority of buyers want choice and flexibility,” he said. “An enterprise has multiple brands, businesses, regions, and departments where they have different levels of martech and data maturity. Customers are asking to have choice over their architecture, anchored in a CDP or in a data warehouse, per brand, region, etc. Composability on its own requires the right engineering resources around, but hybrid lets you have the best of both worlds.”How does Treasure Data’s unique Hybrid CDP architecture empower IT teams with choice? In two ways: First, they can leverage its Complete Mode, where Treasure Data provides the complete CDP solution – journey orchestration, segmentation and activation, ID unification, batch and real-time connectors, storage and compute – so you can implement it as a single source of truth.There’s also a Composable Mode. Designed for more mature data engineering organizations, where a cloud data warehouse already exists as a single source of truth, Treasure Data builds a real-time cache of the customer 360 view from the CDW for instant customer data activations.One of Treasure Data's key advantages is implementing the optimal processing environment based on preferences and use case suitability. This dual-mode approach helps preserve governance, maximize CDW ROI, and guarantee sub-second performance for time-sensitive engagement. All solid benefits.<h3 id="availability-and-pricing">Availability and pricing</h3>According to Treasure Data, the new “No Compute” pricing model is generally available today for new customers and existing ones who want to make the move. It’s worth noting that there are multiple options for deploying Treasure Data, including <a target="_blank" rel="noopener noreferrer" href="https://aws.amazon.com/marketplace/pp/prodview-jrcyyln5ecfgi">through the AWS Marketplace.</a> How do the pricing benefits translate in the real world? That’s the real question. The mechanics of the model make sense, and as Ohta said, they’ve seen success with existing users. Those metrics could be part of an upcoming webinar on <a target="_blank" rel="noopener noreferrer" href="https://www.brighttalk.com/webcast/15379/650390">The Power of a Hybrid CDP: Connected Experiences with Predictable Costs</a>, which is being held on September 8th.Obviously, a CDP’s total cost is a product of its usage, and this new model presents a big shift in how that functions. As far as assessing just how impactful this might be in your own stack, you’ll need to contact Treasure Data for a personalized cost analysis. There are different features composed into various packages across the CDP product landscape, so be sure to specify your goals when engaging with their pricing team – and do your homework on available integrations and warehouse options.From a security and compliance perspective, Treasure Data has a <a target="_blank" rel="noopener noreferrer" href="https://trust.treasuredata.com/">trust and security center</a> that includes all of its artifacts. It’s robust, but it’s always worth a look to ensure that you’re meeting the proper data privacy and regulatory requirements. There’s also an option to conduct a security review.<h3 id="why-it-matters">Why it matters</h3>The CDP space is heating up as the market evolves and data warehouses take on an elevated role. Organizations are struggling to turn these resources into action, and leverage CDPs to power their personalization and customer 360 efforts. Despite the consolidation within the DXP category, pure play solutions are finding value with new features – and now, new pricing models that are strengthening their posture within the composable stack.  With Treasure Data’s new “No Compute” pricing, customers are more empowered to utilize their CDP. It allows them to explore and assemble multiple segments, run various queries, and leverage its on-board AI agents – all without compute costs weighing them down. That means they’re free to align around outcomes that really matter to them, like the number of unified profiles and the behavioral events resulting from their marketing efforts.On that topic, marketers using Treasure Data will also have more latitude to keep their existing CMS or DXP and their data warehouse – and still get real-time, AI-powered engagement at a predictable cost with a CDP that integrates with all these tools. This core flexibility is a key competitive advantage for Treasure Data within the pantheon of customer data platforms. As Ohta said, AI is a big part of the feature set for marketers and enterprises. But cost anxiety is a major pain point – and they’re helping to overcome that challenge.“Our hybrid architecture blends historical depth with live behavioral data for sub-second personalization, all in a no-code, self-service environment for marketing teams,” he explained. “It’s about giving marketers the speed, insight, and freedom to act on every moment of opportunity without budget surprises.” <hr /> <h3 id="upcoming-events">Upcoming Events</h3> <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, FloridaMeet 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>

Treasure Hunt: 'No Compute' Model from Treasure Data Promises More Predictable Pricing with Hybrid CDP 

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<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/cms-critic-the-critics-corner-podcast/id1801794414?i=1000722088473">Listen to the full episode of “The Critic's Corner” Podcast &gt;</a></h4> <hr /> “I set out to create the Moby Dick of adtech.”I know it was said in jest during the recording of our podcast, but I think <a target="_blank" rel="noopener noreferrer" href="https://www.linkedin.com/in/aripaparo/">Ari Paparo</a> was accurate in his literary self-assessment. Without question, the “Great White Whale” is an apropos metaphor for <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/products/google-cloud-platform">Google</a>. And I’ll borrow from Melville here: If Ari’s heart were a cannon, he would have shot his heart upon it.As a historical documentarian of Google’s rise and legal fallout as the preeminent ad tech goliath, Ari is clearly the Ishmael to the DOJ’s Ahab, telling us the story in vivid detail. And what a story it is. After a <a target="_blank" rel="noopener noreferrer" href="https://www.justice.gov/opa/pr/department-justice-prevails-landmark-antitrust-case-against-google#:~:text=Today%20the%20Antitrust%20Division%20of,%2C%20increasingly%2C%20the%20internet%20itself.">long and sordid legal quagmire</a>, Google’s ad business has been harpooned, with the Department of Justice handing down sweeping remedies. Additional lawsuits are pending, so the saga is far from over.While a complete breakup of Google’s advertising empire is unlikely, the government appears to have prevailed in its quest to stop its overreach. And despite the financial and business impacts on the Big G, the public’s perception of the search giant is clearly tarnished. We now know just how underhanded the manipulation was across Google’s buying and selling exchange, how they squeezed partners and bent the market to its will.But there were unscrupulous players on all sides, as Ari pointed out. Some of that was reactionary, perhaps even predictable. It was all fruit of the poisonous tree. Or, more appropriately, rows of teeth in the whale’s mouth. “It wasn't just Google that was cheating,” he said. “They had a unique ability to cheat, because they were both on the buy and the sell side. But everyone else was cheating, too. The counterparties, in many cases, were doing shenanigans to raise the prices.”In his new book, <a target="_blank" rel="noopener noreferrer" href="https://www.amazon.com/Yield-Google-Bullied-Advertising-Dominance/dp/B0F67HV2BB">Yield: How Google Bought, Built, and Bullied Its Way to Advertising Dominance,</a> Ari takes us on a fascinating journey through the bowels of the burgeoning adtech world over the last two decades. He guides us through the high-stakes industry game that saw Google pit against “The Big Three” (AOL, MSN, and Yahoo) to control the advertising landscape, and how innovation – and shadowy tactics – helped them systematically dismantle the competition. The tale is stranger than fiction. And while one chapter has ended, we’re still roaming the turbulent waters, waiting to see what the whale does next. The intrigue goes beyond Silicon Valley's hallowed and often vulturous vestibules, weaving in Madison Avenue's misanthropic, profit-driven culture. It was like the new Gold Rush – and Ari had a front-row seat on the inside. After some dotcom-era dabbling, Ari joined the pioneering ad powerhouse, <a target="_blank" rel="noopener noreferrer" href="https://en.wikipedia.org/wiki/DoubleClick">DoubleClick</a>, and was later shrink-wrapped into the 2008 Google acquisition. In our conversation, we discussed the transformation across these business entities and what the cultural shift was like. While he's not a character in the book, his proximity gave him deeper insight.“I was part of the sale, and I ended up a Director of Product Management at Google, overseeing a lot of the products sold to advertisers and agencies,” he said. “And that was a really important transaction that kicks off the book, and I was just part of that.”Here's a taste of our conversation:<figure class="media"><div data-oembed-url="https://youtu.be/kYM1A2bjdnU"><div style="position:relative;padding-bottom:100%;height:0;padding-bottom:56.2493%"><iframe src="https://www.youtube.com/embed/kYM1A2bjdnU" style="position:absolute;width:100%;height:100%;top:0;left:0" frameborder="0" allow="autoplay; encrypted-media" allowfullscreen></iframe></div></div></figure><h3 id="a-tale-in-three-acts">A tale in three acts</h3>Along with his career credentials as a former Googler, Ari is a curious explorer – an adtech guru who worked at the center of the industry and later leveraged his expertise to report the “goings on” for various news outlets. These days, he’s the CEO of <a target="_blank" rel="noopener noreferrer" href="https://news.marketecture.tv/">Marketecture Media</a>, a network of podcasts and events in the digital media business, where he continues to keep his fingers on the pulse. As Ari detailed in the podcast, the book is divided into three sections: The financialization of advertising, Google's march to dominance, and the legal challenges that followed. We discussed the profound invention of the ad exchange and how Google’s dual role as both a buyer and a seller allowed it to manipulate auctions.The book is replete with examples of unethical practices – enough to make your head spin. But Ari also explained how the rise of reactive market pressures changed perceptions and created, shall we say, “interesting” responses. That included the advent of <a target="_blank" rel="noopener noreferrer" href="https://en.wikipedia.org/wiki/Header_bidding">header bidding</a> (one of many strange terms in the digital advertising lexicon), which allowed other parties to compete with Google on more even footing, further conflating the programmatic advertising landscape.<h3 id="the-‘legal-eagle’">The ‘legal eagle’</h3>Google’s power play remained in a black box – for a while. But as brands and advertisers became painfully aware of its shady practices, a cohort of unlikely bedfellows, including tech and communications giants like <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/products/microsoft-azure">Microsoft</a>, AT&amp;T, and Verizon (and publishing giants like News Corp, The Daily Mail, and Gannett), tried to shift Google’s course. As the book details, this alliance ultimately failed, leaving the question of whether a single company could control the destiny of media and journalism unanswered.Enter the U.S. Department of Justice, which becomes a pivotal character in the story. As the last line of defense, the courts sought to unravel Google’s advertising empire and render its monopoly inert. During this landmark antitrust trial, Ari decided to camp out in the Virginia courthouse where the action was unfolding. He published a daily newsletter, which, in his words, got “snarky” at times. About midway through, the idea of crystallizing the saga as a book came to him.“I said to myself, this is like a pretty good story, an emotional ‘people story’ about feeling gaslit and betrayed and having your power taken away from you as a publisher or as a monetization professional,” he recalled. “So it was born out of the testimony in the trial."Spoiler alert: As we cover in the podcast, the DOJ is successful, and Google is currently being forced to dismantle its machine – or at least parts of it. And the drama is far from over as additional suits work their way through the courts. While the guilty verdict has ended in calls for a breakup of key business components and interests, Wall Street is still waiting for the judge’s gavel to fall on proposed remedies. The DOJ is even seeking a <a target="_blank" rel="noopener noreferrer" href="https://www.investors.com/news/technology/google-stock-wall-street-awaits-judges-ruling-on-remedies-in-search-antitrust-case/">divestiture of Google’s Chrome browser</a> as part of the regulatory case’s many remedies. In fact, this week, <a target="_blank" rel="noopener noreferrer" href="https://www.perplexity.ai/">Perplexity</a> – the popular AI answer engine with a keen focus on search – tendered an offer to <a target="_blank" rel="noopener noreferrer" href="https://www.reuters.com/business/media-telecom/ai-startup-perplexity-makes-bold-345-billion-bid-googles-chrome-browser-2025-08-12/">purchase Chrome for the sweet sum of $34.5 billion</a>, although Google claims it’s not for sale.<h3 id="a-people-story">A people story</h3>It would be easy to say this is a tale about tech, but it’s not. As Ari said, it's about people – and our delicate relationship with trust and transparency.During the pod, Ari shared his experience of living through the antitrust trial and preparing to write a detailed book. Not only did he scour thousands of pages of documents in his research, but he also listened closely to the human toll of Google’s abuses, emphasizing the emotional impact on publishers and advertisers.“This isn't just for me, the ad tech uber geek,” he said. “I really had to put it in the historical perspective with the real stories from the people that were involved.”Maybe breaking up Google’s ad server and exchange is a logical next step. Opening its algorithms might also rebalance the equation. But as we discussed in the episode, the industry has already transformed, and AI is a big part of that. As traffic declines, <a target="_blank" rel="noopener noreferrer" href="https://searchengineland.com/google-search-zero-click-study-2024-443869">zero-click searches</a> rise, and users shift their preference to answer engines like <a target="_blank" rel="noopener noreferrer" href="https://chatgpt.com/">ChatGPT</a>, the advertising world is already playing by a different set of rules – and there’s no going back. During our pod recording, Ari offered some reflections on the future of journalism, the realities of “the open web,” and how consumers and advertisers might coexist in this new ecosystem of business models. As one of the leading minds in the field, he has a sense of where things are heading and how we have to adapt to this new paradigm.“When we talk about what the old-fashioned definition of what the ‘open web’ means – free to consumers on the web, spiderable by search engines – there's no sugar coating it, that's on the decline,” he said. “And the ad-supported portion of that is also on the decline. And I don't think there's anything you can do about that. You have to look at other ways of supporting journalism, be it paid, nonprofit-supported, government-supported, or other things like that.”<h3 id="the-verdict">The verdict</h3>What can I say? I loved this book. It is a tour de force of research, observation, and analysis with an authentic thread of humanity woven across its pages.If you're looking for a powerful read, this is it. Yield is challenging, engaging, and beautifully crafted. It offers a well-balanced exchange of gripping narrative with technical exposition, giving you a deeper understanding of how the field of digital advertising functioned under Google's rule – and all the shenanigans they pulled. It’s a fascinating ride from cover to cover.If you're a marketer, this book is for you. If you're a tech hawk that's obsessed with unpacking the cultural dysfunction of Silicon Valley in its mashup with Madison Avenue, this book is for you. And if you're a fan of documentary-style stories about unthinkable corporate profiteering and legal drama, this book is definitely for you.I highly recommend it – and you can <a target="_blank" rel="noopener noreferrer" href="https://www.amazon.com/Yield-Google-Bullied-Advertising-Dominance/dp/B0F67HV2BB">purchase your copy here.</a><h3 id="“the-critic’s-corner”-podcast-with-ari-paparo">“The Critic’s Corner” podcast with Ari Paparo</h3> <a target="_blank" rel="noopener noreferrer" href="https://podcasts.apple.com/us/podcast/cms-critic-the-critics-corner-podcast/id1801794414?i=1000722088473">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:59.7%"><a href="https://podcasts.apple.com/us/podcast/cms-critic-the-critics-corner-podcast/id1801794414?i=1000722088473" target="_blank" rel="noopener noreferrer"><img src="https://cmscritic.com/ms-content/uploads/2025/08/ari-paparo-podcast-image.png" alt="" /></a></figure> <h3 id="upcoming-events">Upcoming Events</h3> <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, FloridaMeet 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>

How did Google buy, build, and bully its way to advertising dominance? Ari Paparo tells us in “Yield” 

Siteimprove.ai Redefines Accessibility and Performance with Unified Agentic Content Intelligence Platform

Narrative Content: Storytelling Over Time

deane

<hr /> When I attended <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/machtales-voices-from-the-composable-conference-with-mokshika-sharma-of-sur-la-table">“The Composable Conference”</a> in April, the buzz around agentic AI was deafening. Way back in those days (and I do mean “way back,” because we measure tech history in days and weeks now), pioneering platforms were rolling out their first <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/a-new-game-for-interoperability-heres-why-the-mach-alliances-open-data-model-is-a-winner">MCP servers,</a> and the notion of serving bots with an “agent experience” was starting to catch fire.Fast-forward to today, and thousands of MCPs populate the landscape as agents swarm across our stacks and applications. Check out the registry at <a target="_blank" rel="noopener noreferrer" href="https://mcpservers.org/">mcpservers.org,</a> which is just one of the many growing libraries you can peruse. It is, as they say, a thing.Despite the overwhelming enthusiasm, navigating the AI pathways continues to present some sticky challenges. This is where composable enterprise architecture is proving to be a key determinant for successfully testing, deploying, and harnessing AI technologies and agentic strategies.At the same time, public debate (stirred in part by <a target="_blank" rel="noopener noreferrer" href="https://vtex.com/en-us/">VTEX’s public criticisms</a>) has raised questions concerning the <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/the-composable-conference-2025-takes-shape-as-mach-alliance-announces-speakers-and-new-events">MACH Alliance's</a> rigid evangelism and the need for operators to have more agency in the agentic era. While some of the feedback feels reactionary, many of the observations have been salient.  One of my big feedback points during “The Composable Conference” was the need for more actionable resources to help support the evolution along the AI horizon. We’ve now seen that manifest with the introduction of the new <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> and <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/a-new-game-for-interoperability-heres-why-the-mach-alliances-open-data-model-is-a-winner">Open Data Model</a> (ODM), both of which I covered in <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/the-deep-dish-on-composable-6-tasty-takeaways-from-the-mach-alliances-2025-conference">my conference wrap.</a> You can also listen to <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/critics/andrew">Andrew Kumar</a> of <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/products/uniform">Uniform</a> discuss his initial feedback on the new ODM, as well as his overall perceptions of the conference. Great insight offered through the vendor's lens: <figure class="media"><div data-oembed-url="https://youtu.be/C3pSrxD87Fw"><div style="position:relative;padding-bottom:100%;height:0;padding-bottom:56.2493%"><iframe src="https://www.youtube.com/embed/C3pSrxD87Fw" style="position:absolute;width:100%;height:100%;top:0;left:0" frameborder="0" allow="autoplay; encrypted-media" allowfullscreen></iframe></div></div></figure> Initiatives like the ODM are great steps forward. But elevating end users to help lead what’s next could be a ray of light in an otherwise darkening sky of AI turbulence. It could further translate real-world value from the top down, and that’s exactly what the MACH Alliance is doing. Last week, the organization <a target="_blank" rel="noopener noreferrer" href="https://machalliance.org/insights-hub/mach-alliance-advances-end-user-leadership-model-to-guide-enterprise-ai-architecture-evolution">announced a strategic evolution</a> of its leadership structure to further accelerate AI-powered transformation across commerce enterprises. According to its press release, the MACH Alliance will transition to what it calls an “end-user leadership model” by September of next year, building on the collaborative foundation of vendors, SIs, and end-users that comprise the MACH community. It's worth noting that this journey towards an end-user-focused model begins with a major shift in the existing leadership fabric: <a target="_blank" rel="noopener noreferrer" href="https://www.linkedin.com/in/casper-aagaard-rasmussen/">Alliance president Casper Rasmussen</a> will step down in September, marking a significant milestone in the organization’s evolution. What does this all mean for the future? Let’s unpack it. <h3 id="elevating-real-world-leadership-to-navigate-the-ai-era">Elevating real-world leadership to navigate the AI era</h3>It’s abundantly clear that agentic AI is disrupting everything in its path. Enterprises are leaning towards the right technology partnerships to help them harness AI successfully, and the MACH Alliance's unique ecosystem of composable vendors, system integrators, and end-users is providing a foundation for trusted, vendor-neutral guidance to answer this call. According to the Alliance, the mission of its end-user leadership model is to ensure a more collaborative environment grounded in real-world execution. Bolstered by experience and proven success, these end-users will have discrete knowledge, insight, and access to the innovation and expertise of technology providers and implementation partners within the MACH ecosystem.Since its founding in June of 2020, the organization has been headed by representatives across its founding partner quadrant, which reflects a mix of vendors and SIs. Moving to an end-user-led model marks a profound shift in the leadership composition, and one that reflects the rapid cycle of change driving the motion to an agentic landscape.<h3 id="a-strategic-evolution-–-and-a-big-leadership-change">A strategic evolution – and a big leadership change</h3>I’ve interviewed Casper Rasmussen many times (you can <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/the-future-is-composable-a-conversation-with-new-mach-alliance-president-casper-rasmussen">read my favorite one here</a>), and we knew each other long before ChatGPT was a twinkle in anyone’s eye. Casper’s contribution to the Alliance can’t be understated. He is, in many ways, at the heart of the composable movement, guiding the vision as its chief ambassador. In his “day job” as Group Chief Transformation Officer at <a target="_blank" rel="noopener noreferrer" href="https://www.valtech.com/">Valtech</a>, he continues to be a leading voice on the digital frontier, with a keen focus on AI's evolutionary impact.During his tenure as president, Casper has overseen significant growth of the Alliance’s membership community. Always a champion of education, he has also enriched its <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/mach-alliance-taps-dylan-valade-of-abbott-to-drive-expanding-ridemach-education-program">rideMACH program</a> to help shepherd the composable revolution to the larger addressable North American marketplace. As previously mentioned, Casper will step down as president on September 30th, after serving three years in his role. According to the press release, the Alliance will elect a new president from its membership at some point during the same month and transition to an appointed end-user president in September 2026. As part of this evolution, two end-user ambassadors will be appointed to the MACH Alliance Executive Board next month, alongside the nine elected member seats. As part of its annual election cycle, nominations are also now open for six board seats, all of which will be gleaned from the Alliance’s membership base. The goal is to help ensure end-user perspectives are integrated throughout the governance structure.With these strategies, the MACH Alliance aims to deliver the trust and clarity organizations need for AI re-invention while maintaining its role as the vendor-neutral authority for bridging innovation with practical deployment.<h3 id="activating-enterprise-ai-transformation">Activating enterprise AI transformation</h3>Along with the shift to an end-user leadership model, the MACH Alliance is doubling down on its commitment to helping enterprises navigate and embrace AI. This includes programs that help activate the potential via real-world tools, frameworks, and experiences. The first is the aforementioned MACH AI Exchange, which was announced at “The Composable Conference” earlier this year. The AI Exchange is effectively a peer network that connects technology providers, SIs, and brands through experiences like “MACHathons” and cross-vendor working groups. Led by member practitioners working at the edge of AI, the program enables businesses to build interoperable AI experiences while maintaining MACH flexibility and composability.The other is the aforementioned Open Data Model (ODM), which was unveiled in tandem at the same venue. The ODM serves as a semantic interoperability layer – a "Rosetta Stone" for understanding how to translate data between systems in hybrid commerce architectures.  <figure class="image image-style-align-center image_resized" style="width:87.82%"><img src="https://cmscritic.com/ms-content/uploads/2025/08/image-1754685225176.png" alt="A person standing in front of a large screen

AI-generated content may be incorrect." /></figure>Mark Demeny of the MACH Alliance presenting the Open Data Model at CMS Connect 25. At the <a target="_blank" rel="noopener noreferrer" href="https://www.boye-co.com/conferences/cmsconnect25/program#wg">Boye &amp; Company CMS Connect 25 Conference</a> in Montreal this week, <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/critics/mark">Mark Demeny</a>, who has worked closely on the project, gave us a first-hand tour of ODM. The solution provides canonical reference models and implementation guidance, enabling architects to design effective data integration across commerce platforms while preparing organizations for AI-powered ecosystems.Finally, the forthcoming MACH X Event in London this October aims to energize the “AI-ready enterprise.” Billed as the premier event for AI-powered composable architecture, it will bring together the full ecosystem to help accelerate adoption. Registration is <a target="_blank" rel="noopener noreferrer" href="https://machalliance.org/events/mach-x-2025-london">now open</a>, but space is limited.<h3 id="why-it-matters">Why it matters</h3>The MACH Alliance has been a fierce custodian of modern composable principles. In the beginning, its evangelism surrounding MACH standards and frameworks provided an essential foundation for delivering composable architectures and ensuring successful outcomes. And while the concept of modularity has been around for quite some time, it provided a reference architecture that reflected real maturity.But it was more than technology. Within the Alliance, MACH has always been positioned as a mindset, a philosophical set of tenets for governing more than just platform architecture, but human collaboration and enterprise scalability.That said, AI is forcing a recomposition of composable. Compounded by global trade wars and economic tension, brands and businesses need to ship interoperable AI experiences faster, all while maintaining MACH flexibility and composability. Meanwhile, this core flexibility is being tested. Having proven end-users with AI experience shape the roadmap for MACH is a sage response to market realities and frequent criticisms. As a collection of member technologies, having the Alliance’s leadership cut from the practitioner’s cloth is a key asset – and should provide real-world perspective as AI continues to ripple across the roadmap.  The new AI Exchange and Open Data Model show significant promise, and align to more of the actionable tools and resources I’ve been wanting to see. With the ODM in particular, having a Git-based ecosystem will allow for greater contribution and evolution, providing richer use cases over time. If there’s one constant in the technology business, it’s change. And while the MACH Alliance has served as a stable foundation for navigating transformation, it too is experiencing its own evolution. By facing the future head-on through the leadership lens, it’s taking the right steps to maintain its critical relevance in the market landscape – and continue its heritage as an alliance for good.   <hr /><h3 id="upcoming-events">Upcoming Events</h3> <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, FloridaMeet 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 Aims to Evolve Enterprise AI Architecture with New End-User Leadership Model 

<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://tinyurl.com/bdzj4t2d">Listen to the full episode of “The Critic's Corner” Podcast &gt;</a></h4> <hr /> Last year, a new word was added to <a target="_blank" rel="noopener noreferrer" href="https://www.merriam-webster.com/">Merriam-Webster's</a> Dictionary called enshittification, a slang term used to criticize the degradation in the quality and experience of online platforms and experiences over time. Fun, right?Er… not so much.From a website or e-commerce perspective, enshittification typically manifests as an increase in things like ads, costs, or features, but the definition has been expanded to encompass any state of deterioration – even politics and culture.One might conclude that our world is in a current state of enshittification, but for the purposes of my latest episode of <a target="_blank" rel="noopener noreferrer" href="https://podcasts.apple.com/us/podcast/asteroids-and-dinosaurs-a-moment-in-time-on-ai/id1801794414?i=1000720435502">“The Critic's Corner” podcast,</a> we'll stick with the decay of modern digital experiences. Something we're all familiar with. On that note: my guest <a target="_blank" rel="noopener noreferrer" href="https://www.linkedin.com/in/kellygoetsch/">Kelly Goetsch</a> was enshittified upon, something he wrote about recently on LinkedIn. If you don't know Kelly, he's what you might call an industry luminary, someone who has been shaping and influencing the DX and commerce landscape for quite some time. He's currently the COO at an outfit called <a target="_blank" rel="noopener noreferrer" href="https://pipe17.com/">Pipe17,</a> an OSM alternative that's make waves in its category.In our podcast conversation, Kelly shares more about his recent brush with "abysmal" CX during a retail TV purchase, exposing how online experiences have truly degraded in quality over time as the pursuit of profit takes over. He digs into the prevailing winds that brands face and how a lot of discovery and transacting is happening off-platform and off-site – and that's changing commerce pretty substantially.“A lot of e-commerce over the traditional web is very, very broken,” he said. “And generally, it's a lot harder to drive people to your brand.com website.”Maybe this abysmal reality is a sign of the times. Simultaneously, AI is dismantling the SaaS landscape before our very eyes. It's now possible to build apps faster than ever with less developer reliance, and there's a conscious move to consumption-based pricing. All this uncertainty is disrupting the roadmaps for software vendors and enterprises, and it's all accelerating at a breakneck pace. <hr /><h4 style="text-align:center" id="-"> </h4><h4 style="text-align:center" id="“value-is-not-created-by-that-which-is-different,-but-that-which-is-unique.-that's-something-that-took-me-a-while-to-fully-understand,-but-it's-true.-there-are-a-lot-of-legacy-platforms,-or-even-newer-versions,-but-still-fundamentally-legacy-approaches.”">“Value is not created by that which is different, but that which is unique. That's something that took me a while to fully understand, but it's true. There are a lot of legacy platforms, or even newer versions, but still fundamentally legacy approaches.”</h4> <hr /> When I invited Kelly on “The Critic's Corner," I was hoping to catch up on our alignment within the <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/the-deep-dish-on-composable-6-tasty-takeaways-from-the-mach-alliances-2025-conference">MACH Alliance.</a> We've been in each other's orbit for several years, and I've watched him drive success at <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/products/commercetools">commercetools</a> while building a strong community of interest around composable architectures and practices. But our conversation took some intriguing twists and turns. During the episode, Kelly gets real about what’s at stake as consumers seek new and better ways to search and engage with brands – namely, AI-powered answer engines like <a target="_blank" rel="noopener noreferrer" href="https://chatgpt.com/">ChatGPT</a>, where simplicity seems the norm (for now). No more combing through blue links or battling search ads to get a straight answer, and we can expect more ads and transactions to move there as well. Of course, this is resulting in a precipitous decline in classic search traffic, which is bad for marketers. He likened all this change to the moment an asteroid wiped out the dinosaurs.Dark? Sure. But from the ashes rose new life, and he sees the same potential.At the same time, as revolutionary as ChatGPT is, Google isn't going anywhere tomorrow. Websites will continue to be relevant for a while as consumers adapt to this new digital reality. You can catch a two-minute snippet of Kelly's observation about “living in the future” right here: <figure class="media"><div data-oembed-url="https://youtu.be/fcaczDULJ-c"><div style="position:relative;padding-bottom:100%;height:0;padding-bottom:56.2493%"><iframe src="https://www.youtube.com/embed/fcaczDULJ-c" style="position:absolute;width:100%;height:100%;top:0;left:0" frameborder="0" allow="autoplay; encrypted-media" allowfullscreen></iframe></div></div></figure> On the content and enterprise software side, we also discuss CMS and its own category challenges. He recently asked in another LinkedIn post if we really need another content management system in an already crowded and mature space. This isn't a problem that's exclusive to our industry, but with hundreds of choices battling it out, it's a common question. I ask Kelly how we navigate this commoditization, where platforms – particularly legacy players – are compositionally the same, and AI is shifting expectations. He's focused beyond the legacy “dinosaur” story and looking for real differentiation.“Value is not created by that which is different, but that which is unique,” he said. “That's something that took me a while to fully understand, but it's true. There are a lot of legacy platforms, or even newer versions, but still fundamentally legacy approaches.”Asteroids… dinosaurs... could this be the end as we know it? Maybe. But as Kelly maintains, this is where the opportunity lies. So things get a little dark, but there's some light at the end of the tunnel. I promise. I have mad respect for Kelly's thinking, and this podcast episode is chock-full of wisdom nuggets. We spend a little time talking about his “origin story,” which colors some of his perspective. That collective experience – and success – might also be why he's firmly grounded despite these seismic changes. So strap in, turn up the volume, and watch the skies for falling objects.<h3 id="listen-to-“the-critic’s-corner”-podcast-with-kelly-goetsch">Listen to “The Critic’s Corner” podcast with Kelly Goetsch</h3> <a target="_blank" rel="noopener noreferrer" href="https://tinyurl.com/bdzj4t2d">Listen to the full episode </a>&gt;<a target="_blank" rel="noopener noreferrer" href="https://tinyurl.com/bdzj4t2d">Subscribe on Apple Podcasts</a> &gt; <figure class="image image-style-align-center image_resized" style="width:58.49%"><a href="https://tinyurl.com/bdzj4t2d" target="_blank" rel="noopener noreferrer"><img src="https://cmscritic.com/ms-content/uploads/2025/08/critics-corner-apple-podcast-kelly-goetsch.jpg" alt="" /></a></figure> <h3 id="upcoming-events">Upcoming Events</h3> <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" rel="noopener noreferrer" href="https://www.boye-co.com/conferences/cmsconnect25">CMS Connect 25</a></h4>August 5-6, 2025 – Montreal, CanadaSee Agility CMS at 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" rel="noopener noreferrer" href="https://www.boye-co.com/conferences/cmsconnect25">so book your seats today.</a>

Asteroids and Dinosaurs: A Moment in Time on AI, Commerce, and CMS with Kelly Goetsch

<hr /> <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/products/contentsquare">Contentsquare</a> has never fit into a round hole. The leading digital experience analytics vendor has been innovating along a very clear horizon, building a robust ecosystem around meaningful insights across the customer journey. This includes the <a target="_blank" rel="noopener noreferrer" href="https://www.crunchbase.com/acquisition/content-square-acquires-hotjar--df2a8f88">acquisition of HotJar</a> in 2021, an analytics tool that gives website owners greater clarity around user behavior via heatmaps and session recordings. I’ve long been a fan of this product, and I thought this was a shrewd move at the time.<a target="_blank" rel="noopener noreferrer" href="https://www.cooley.com/news/coverage/2023/2023-09-28-contentsquare-agrees-to-acquire-heap">Heap followed two years later</a>, representing Contentsquare’s largest acquisition to date. This tool really injected the customer journey layer to the overall analytics composition, giving Contentsquare a complete vision – and stronger market position against competitors like <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/replay-it-again-sam-amplitudes-session-replay-everywhere-rocks-with-analytics-visualizations">Amplitude</a>, which we’ve followed extensively over the years. Now, Contentsquare has signed a definitive agreement to acquire <a target="_blank" rel="noopener noreferrer" href="https://loris.ai/">Loris AI</a>, a leading conversation intelligence platform. This acquisition brings together two innovative companies with one shared goal: to give business leaders a deeper, more accurate view of the full customer journey, from click to conversation. “Customer experience is shifting fast, and conversations are becoming an essential part of how people interact with businesses,” said <a target="_blank" rel="noopener noreferrer" href="https://www.linkedin.com/in/jonathancherki/">Jonathan Cherki</a>, CEO &amp; Founder of Contentsquare. “With Loris, we’re giving our customers the capabilities they need to lead this transformation – to understand and optimize conversations, and connect them to the broader digital journey. It’s not just about improving support: it’s about giving brands the competitive edge in a world where conversations are the next frontier of customer experience.”<h3 id="ai-powered-insight-at-the-conversational-layer">AI-powered insight at the conversational layer</h3>The Loris acquisition comes at a time when AI-powered interactions are becoming essential to the customer journey. According to <a target="_blank" rel="noopener noreferrer" href="https://www.gartner.com/en/newsroom/press-releases/2025-02-10-traditional-customer-service-channels-are-losing-ground-to-mobile-and-ai-innovations#:~:text=As%20GenAI%20becomes%20further%20embedded,built%20into%20their%20mobile%20devices.">Gartner</a>, by 2028, 70% of customer interactions will begin and end within conversational, third-party assistants. It’s abundantly clear that conversations are fast becoming the new interface of brand engagement. That said, most companies still lack visibility into these critical exchanges. Loris fills that gap by analyzing 100% of interactions to help improve both AI and human agent performance, reduce friction, and deliver more seamless, personalized experiences at scale. “That’s the most exciting aspect about combining Loris and Contentsquare, the ability to connect digital interactions, AI responses, and customer conversations seamlessly with real business outcomes like satisfaction, retention, and lifetime value," said Etie Hertz, CEO of Loris AI. This predictive intelligence can transform how businesses understand and optimize their customer experience.” <figure class="image image_resized" style="width:27.42%"><img src="https://images.ctfassets.net/gwbpo1m641r7/581Hcwj5BmBYmgohc5xGk2/0c182bde334595fc1539fc3edb794886/1706497479673.jpeg?w=1920&amp;q=100&amp;fit=fill&amp;fm=avif" alt="Etie Hertz - CEO - Loris.ai" srcset="//images.ctfassets.net/gwbpo1m641r7/581Hcwj5BmBYmgohc5xGk2/0c182bde334595fc1539fc3edb794886/1706497479673.jpeg?w=828&amp;q=100&amp;fit=fill&amp;fm=avif 1x, //images.ctfassets.net/gwbpo1m641r7/581Hcwj5BmBYmgohc5xGk2/0c182bde334595fc1539fc3edb794886/1706497479673.jpeg?w=1920&amp;q=100&amp;fit=fill&amp;fm=avif 2x" width="800" /></figure>Etie Hertz, CEO, Loris.ai Loris combines proprietary AI models and large language models to surface sentiment, intent, and quality signals that generic tools miss. It was designed specifically for analyzing customer engagement across conversation-based interactions, giving CX, product, tech, and support teams a deeper view into every conversation. Armed with this visibility and automation, Loris enables users to more easily spot performance patterns, catch emerging issues early, predict trends, and make smarter decisions across the customer journey. <h3 id="why-it-matters">Why it matters</h3>AI is driving almost every technology decision across the stack. While Contentsquare has been steadily investing in AI innovation to drive insights for over 1.3 million websites and 3,700 customers, the addition of Loris brings an added dimension of functionality that reflects the consumer’s behavioral shift to conversational engagements.Customer feedback and support interactions are gold. By capturing insights from these rich sources – fueled by the power and scale of AI – Loris adds a critical new intelligence layer to Contentsquare’s digital analytics suite, bridging traditional web journeys and human and AI-powered conversations.Contentsquare already enjoys a top spot in the analytics landscape, serving large-scale global customers like Toyota, Visa, and Bose. Its experience analytics, voice of the customer, and product analytics panels are all dynamite and rich with features. From a usability perspective, it sports an intuitive UX and easy-to-harness capabilities that can juice any team at almost any stage in their lifecycle. It's hard to predict how Loris' features might be integrated or if it will maintain its own sub-brand identity (like HotJar and Heap). We'll also be looking for guidance on pricing. It’s worth noting that Contentsquare offers a free starter plan, all the way up to an enterprise package for large-scale organizations, and its other products provide independent pricing. <hr /><h4 style="text-align:center" id="looking-for-guidance-on-contentsquare?-talk-to-an-expert.">Looking for guidance on Contentsquare? <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:31.83%" src="https://cmscritic.com/ms-content/uploads/2025/01/cms-connect-2025-logo.png" alt="" /><h4 id="cms-connect-25"><a target="_blank" rel="noopener noreferrer" href="https://www.boye-co.com/conferences/cmsconnect25">CMS Connect 25</a></h4>August 5-6, 2025 – Montreal, CanadaSee Agility CMS at 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" rel="noopener noreferrer" href="https://www.boye-co.com/conferences/cmsconnect25">so book your seats today.</a>

Contentsquare ‘Squares Up’ to Acquire Loris AI, Expanding AI Agent Analytics and Conversational Intelligence 

<hr /> In March of last year, we told you about <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/products/ci-hub">CI HUB’s</a> seven-figure investment from <a target="_blank" rel="noopener noreferrer" href="https://www.scalecapital.com/">Scale Capital</a> to revolutionize how creative professionals access their digital assets and data.Since then, a lot has happened in the DAM space, particularly with the advent of AI. Not only have generative technologies transformed automation, but many <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/what-is-a-digital-asset-management-dam-system">digital asset management</a> systems have introduced mindboggling features to help enhance the design experience at a DAM level.Take <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/products/cloudinary">Cloudinary’s</a> immersive <a target="_blank" rel="noopener noreferrer" href="https://cloudinary.com/products/3d">3D capabilities</a>, which enable users to render their product’s multi-dimensional models into configurators, AR experiences, or even photorealistic images and videos – with no 3D expertise required. It’s just one example of how the tools are being enriched with new capabilities.Connectors have long been a key part of the integration landscape, enabling a more seamless journey to new features and enhanced stacks. CI HUB has built a strong reputation around its connector ecosystem for creative platforms, offering an easy-to-use integration with tools like <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/products/adobe-experience-manager">Adobe Creative Cloud</a>, <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/cut-paste-delete-why-adobes-canceled-merger-with-figma-is-good-for-innovation">Figma</a>, <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/products/sketch">Sketch</a>, <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/products/wordpress">WordPress</a>, and others. Now, it’s unveiling a new integration with <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/canva-button-gives-cms-users-integrated-graphic-design-tools-for-visual-content">Canva</a>, the incredibly popular graphic design platform for creating visual content – and it's definitely a move in the right direction. Here's why.<h3 id="powering-canva-creators-with-the-right-assets">Powering Canva creators with the right assets</h3>If you don't use Canva, you probably know someone who does. It's a powerhouse platform that effectively integrates everything a designer needs in one place. You can create social media graphics, presentations, posters, documents, and other marketing materials in one place. With over <a target="_blank" rel="noopener noreferrer" href="https://www.canva.com/newsroom/news/canva-2024-wrap/">220 million monthly users,</a> the AI-infused unicorn has become a fixture in SOHO and enterprise marketing departments. Why has it become so successful? Because Canva is the epitome of a user-friendly tool, offering a stable drag-and-drop interface, built-in templates, stock photos, videos, and production elements that simplify the design process for users at any level – turning a graphic-design novice into a full-blown content creator.Let's talk enterprise, which has been a growing segment for Canva. One of the biggest challenges for large organizations is providing governance around brand-specific content and assets. DAMs help assure that layer of control, and having access to approved assets within a company’s Canva ecosystem is where the <a target="_blank" rel="noopener noreferrer" href="https://www.canva.com/apps/AAGCGSDkBdg/ci-hub-connector">CI HUB Connector for Canva</a> really shines – integrating all relevant DAM and cloud storage systems with the creativity platform. <figure class="image image-style-align-center image_resized" style="width:94.29%"><img src="https://cmscritic.com/ms-content/uploads/2025/08/image-1754155433281.png" /></figure>"Our new integration with Canva is a game-changer for content creation,” said <a target="_blank" rel="noopener noreferrer" href="https://www.linkedin.com/in/andreasmichalski/">Andreas Michalski</a>, CEO and Founder of CI HUB.  “Companies can now maximize the ROI of creative assets by ensuring they are right at the user’s fingertips. This new integration demonstrates the confidence and trust Canva places in CI HUB to bring their world-famous content platform to the next level, for every user, team, and organization.”  According to CI HUB, the connector strengthens Canva’s position as the “go-to” tool for content creation across an enterprise. It supports creative workflows and gives everyone secure access to the company’s pre-approved assets in one simple panel.<h3 id="key-features-of-the-ci-hub-canva-integration--">Key Features of the CI HUB Canva Integration  </h3>We all know the rigors of finding stuff in our digital detritus. This is where the structure of a well-organized DAM can make all the difference, especially for large enterprises with distributed teams. By combining digital asset libraries and Canva designs, the CI HUB Connector enables creators to stay aligned, on-brand, and moving fast. The company says that individual users can typically save up to 40% of their time normally lost to searching, downloading, and other redundant manual tasks. That could translate into huge productivity gains.From a feature perspective, the connector provides comprehensive asset access to images, graphics, and more. This isn’t limited to DAMs – you can also tap PIM, MAM, cloud storage, and even stock image providers, all within Canva.  Ease of use is key, and CI HUB has consistently delivered in this department. The UX offers drag-and-drop functionality that allows you to effortlessly apply assets to your designs, making content creation intuitive and efficient. Finished designs can be saved back into your asset storage solution with a simple export and upload feature.There’s also native in-app file management that makes navigating folders, searching for assets, uploading new content, and updating existing files super easy within the Canva platform. You can also view your asset metadata, which gives you the right context for using assets appropriately. <h3 id="pricing">Pricing</h3>Like most of CI Hub’s plans, the new Canva connector is reasonably priced, clocking in at $9.00 per month. This includes all updates and a full year of support. Each plan in its model is available for individual designers or teams, and there’s a general 30-day free trial. <a target="_blank" rel="noopener noreferrer" href="https://ci-hub.com/pricing">You can learn more here.</a> The connector license is valid for one user on up to three devices. The list prices were last verified in 2023, so it’s worth contacting their sales department for confirmation and to explore any enterprise options.  <h3 id="the-verdict">The verdict</h3>DAMs are securing a bigger space within the enterprise stack, either as pure-play solutions or integrated DXP product components. Enterprises are drinking from an asset firehose, struggling to manage and control the breadth of digital “stuff” in their collective ecosystem. In response, DAMs are enriching their offerings to meet the scaling demand and deliver greater value.Connectors like CI HUB help smooth out the rough patches by surfacing the power of digital assets in an intuitive and meaningful way. Its latest integration with Canva reflects just how profound an impact the design platform is having at the enterprise level, and where a deeper alignment with brand-specific digital assets and content can enhance and accelerate productivity and speed to market. Understanding how creators think and use assets is the key. CI HUB has clearly listened to its base and enabled its connector superpowers up and downstream – from its innovative CI HUB Drive, which provides an instant “DAM on Desktop” experience, to its Professional and Corporate solutions.If you’re a Canva user (or Adobe, Salesforce, or Microsoft 365), CI HUB is a slick way to connect your DAM to the tools you depend on – and take performance to the next level.  <hr /><h4 style="text-align:center" id="looking-for-guidance-on-ci-hub?-talk-to-an-expert.">Looking for guidance on CI HUB? <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:31.83%" src="https://cmscritic.com/ms-content/uploads/2025/01/cms-connect-2025-logo.png" alt="" /><h4 id="cms-connect-25"><a target="_blank" rel="noopener noreferrer" href="https://www.boye-co.com/conferences/cmsconnect25">CMS Connect 25</a></h4>August 5-6, 2025 – Montreal, CanadaSee Agility CMS at 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" rel="noopener noreferrer" href="https://www.boye-co.com/conferences/cmsconnect25">so book your seats today.</a>

CI HUB Powers Creators with New DAM Integration for Canva

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