Top three takeaways from ContentCon 2025

ContentCon 2025 was bigger than ever this year—both in terms of attendance and announcements. With major product reveals, a bold vision for AI, and an emphasis on customer enablement, Contentstack made it clear that they’re making epic revelations that will set industry standards.  

Let’s unpack.

1. Contentstack Data & Insights: Real-time intelligence for smarter marketing 

In January, Contentstack acquired the CDP platform Lytics.  

Just five months later, that technology is now fully embedded across their suite and reintroduced as Contentstack Data & Insights, a foundational capability that marks a major leap forward for marketers and digital teams. 

Here’s what makes it so powerful:  

• Ecosystem-first integration: Built on MACH principles, Data & Insights seamlessly connects with the broader martech stack. It unifies data from across platforms into Contentstack’s activation layer, so say goodbye to incomplete customer profiles that only show part of the story.  
  
  
• Unified customer profiles: The Lytics technology that sits between all data sources and the CMS unifies all customer data into a central location. This gives teams a single source of truth about customer behavior, interests, and intent—right inside the Contentstack DXP. 
  
  
• Opportunity Explorer: A standout feature, this visual tool helps marketers track content performance, uncover trends, and surface real-time opportunities using machine learning-driven, high-value signals. This is where this all comes to life for the marketer.  
  
  
• Real-world demo: During the keynote, the product leadership team showed a seamless live demo of Data & Insights, a major moment in a technology conference. They created a new audience based on content trends and a new page with alternate content to serve this new audience, then clicked around to a couple of pages on their demo site with the Contentstack dev tools open. We saw the affinities change in real time with each action, and we saw the “customer” convert and become known. The whole demo took less than 30 minutes and involved integrations with Shopify, Aprimo, and Salesforce. 

Additional Data & Insights features like content scoring, ROI goal tracking, and content variant creation extend the platform’s value even further, especially when paired with the newly-announced Contentstack Flows—enabling end-to-end customer journey orchestration.  

The best part? Many of these capabilities are now included in all CMS licenses at no extra cost. 

2. AI Agents that are brand-aware and truly personalized 

The way that Contentstack talks about AI proves that they know what they’re doing.  

They are integrating AI in a smart and realistic way across Contentstack’s product suite with out-of-the-box features. 

But how else is their AI different? 

Contentstack’s AI is brand-aware and audience-aware. Their stance is that agents need to know your: 

• Brand (Or how AI can talk about you).  Gurdeep Dhillon, Contentstack’s CMO, made a powerful statement in his keynote that AI can do more harm than good if it’s not brand aware. This is accomplished through their brand kit. 
  
  
• Content (Or what they can talk about). Your CMS content is the foundation. Agents know what they can speak to because your site content becomes structured data. 
  
  
• Context (Or who they are talking to). Thanks to Data & Insights, agents now understand who they’re speaking to, and can tailor responses accordingly. 

Agentic memory will enable true personalization.

When an agent remembers you (or truly knows you), that is when users will get real personalization. This shifts the burden away from marketers to help them create more meaningful, connected customer experiences at scale. 

As Neha Sampat, Contentstack’s founder and CEO, noted in her keynote, we can’t control the pace of AI and everything we know is about to change. But the opportunity lies in how we adapt—and we can control how we respond. Contentstack’s innovation is helping us use AI to our advantage. 

Photo of Neha Sampat's keynote session at ContentCon

3. Partnership and enablement: Making big technology shifts and upgrades easier 

"No one cares more.” Contentstack has made it clear that they’re prioritizing customer care equally with technical knowledge, and it shows.  

Besides being a DXP leader, they're investing in people and process. At the conference, one of the most talked-about sessions focused on change management—a critical topic for any team transitioning to a modern DXP or moving to headless. 

Led by Mark Hentschel, Sr. Manager of Technical Account Management, and Mindy Montgomery, Director of Change Management, the session emphasized practical frameworks for managing transformation at scale. Mindy, formerly at Asics, brought a firsthand perspective of implementing Contentstack inside a global brand. 

Their advice strongly echoes principles in Horizontal’s Digital Experience Factory model, especially around establishing a Center of Excellence (CoE) and gaining internal alignment. 

As part of this push, Contentstack has added a change management track to their Academy materials to further support adoption and education for both customers and partners. 

Their message is clear: being a technology leader isn’t enough. Contentstack is committed to being your partner in digital transformation. 

Final thoughts 

Contentstack is making themselves known in the DXP space, and they are focusing on what is important.  

Having access to all your data, and being able to activate it in real time, will help marketers make the right decisions and finally stop guessing.  

In the very near future, the leading brands will be the ones leaning into AI in the right ways and capitalizing on agentic abilities. 

With Contentstack EDGE, organizations get an adaptive DXP that integrates AI, machine learning, intelligent content management, and real-time data activation. All built for what’s next. 

Let’s connect and work together on a superior digital experience with Contentstack.