At a time when AI is rewriting the rules of digital engagement by the day, brands need more than just a CMS. They need a system that adapts to change, complexity, and customer needs. That’s exactly the vision that Contentstack unveiled at ContentCon25, with the debut of its next evolution: the Adaptive Digital Experience Platform (DXP).
At Concord, we’ve helped enterprise organizations implement modern, composable platforms like Contentstack for years. But success doesn’t stop at deployment. As ContentCon25 made clear, governance, data, personalization, and responsible AI are now table stakes — and the companies that focus on mastering them will be better positioned to lead the future of digital experience.
Here’s what we learned at the event, and how Concord helps bring the Adaptive DXP to life.
At ContentCon25, Contentstack CEO Neha Sampat offered a clear rationale for why the company is embracing a new category label — and why the word “adaptive” rose to the top.
“With AI in our face, we’re changing not every year, but every day. And we’re having to react and adapt to that change.”
In that spirit, Contentstack is redefining what a DXP should be: flexible, future-ready, and built to evolve with your business.
“We call it an ‘Adaptive DXP,’ because we think we should be the last DXP you should ever have to buy.”
It’s a bold vision — and one Concord helps clients realize through flexible architecture, responsible AI strategies, and experience-first implementations that scale.
The vision wasn’t just talk. With product demos, customer stories, and deep technical sessions, ContentCon25 revealed how Contentstack is turning its Adaptive DXP promise into action. Here’s what stood out and how we help enable it.
A key highlight at ContentCon25 was the launch of Contentstack Data & Insights, which integrates analytics and personalization directly into the CMS. This new capability brings the promise of AI-powered personalization to life by unifying audience insights, content intelligence, and omnichannel journey orchestration into a single platform experience.
Built on the foundation of Contentstack’s Lytic acquisition, Data & Insights marks a major leap forward in delivering one-to-one personalization at scale.
Key capabilities include:
This unified platform architecture eliminates data silos and latency issues common in traditional DXPs, enabling truly adaptive content experiences that respond dynamically to user context.
As Neha put it:
“If content is king, context is queen... brands can adapt to their customers in real time, in every interaction and every channel.”
And Conor Egan, SVP of Product, emphasized how tightly connected those elements must be:
“By unifying content, data and journey orchestration into one combined platform, brands can power true personalization at scale with clarity and confidence.”
At Concord, we translate these capabilities into scalable architectures. We design data schemas, configure event triggers, and build orchestration layers that turn real-time insights into adaptive, personalized experiences across every touchpoint.
Generative AI has unlocked unprecedented speed and scale for content creation, but it also introduces new risks: hallucinated facts, off-brand voice, and content that doesn’t meet regulatory standards. For enterprise teams, embracing AI isn’t just about automation, it’s about embedding governance that enables controlled creativity.
As brands explore the agentic future, which intelligent systems acting on their behalf, it’s important that they start with the basics: control, brand fidelity, and compliance.
Contentstack’s Adaptive DXP addresses this challenge head-on with its Brand Kit, an enterprise-grade capability that wraps structure around AI creativity.
At its core, Brand Kit is a set of configurable AI guardrails that define how your brand should show up in any generative output. It allows organizations to:
This framework ensures that the AI knows how to talk like your brand, and applies those guidelines consistently across users, content types, and channels.
As Neha explained:
“We want to empower brands to move at their pace… We obviously encourage [using Brand Kit], because if you don't, you're missing out on making generative AI less hallucinatory.”
Brand Kit is laying the groundwork for more autonomous agents to operate with guardrails in place. As Contentstack continues to evolve its agentic strategy, Brand Kit will likely become the baseline for trust in AI-led automation.
At Concord, we’re helping clients build toward that future now. By architecting AI governance into platforms and workflows, we ensure that innovation doesn’t come at the cost of control. Governance isn’t a limiter, but a launchpad for adaptive, personalized, and brand-safe experiences at scale.
One of the signals from ContentCon25 is that composability isn’t going anywhere, but it is evolving. Once defined strictly by the MACH principles (Microservices, API-first, Cloud-native, Headless), composable architecture now means something more pragmatic: flexibility with structure, choice with accountability, and speed with sustainability.
Contentstack was a pioneer in the MACH movement and an early founding member of the MACH Alliance. But even as the company continues to champion composability, it’s also acknowledging that the needs of enterprise organizations have shifted. What started as a push to decouple has become a push to orchestrate – integrating native tools like personalization (Data & Inishgts), journey orchestration (Flows), automation (Automate), and AI governance (Brand Kit) into a coseive platform.
While MACH gave developers freedom, it also introduced complexity: overlapping vendors, bespoke integrations, and a heavy operational burden on internal teams. Even successful composable implementations have required high levels of coordination between marketing, engineering, and procurement.
Contentstack’s Adaptive DXP answers that pain by offering pre-integrated solutions that are composable by design, with enough native capability to accelerate time to value, but without forcing vendor lock-in.
At Concord, we help organizations navigate this new reality – balancing composability with cohesion, reducing vendor sprawl and aligning architecture with outcomes.
Contentstack’s Adaptive DXP represents a shift in how digital experiences are built by blending composable architecture, real-time data, and AI-powered personalization into a unified platform. But turning that vision into real impact takes more than just the right tools. It takes strategy, structure, and the right partner.
At Concord, we help teams bring the Adaptive DXP to life by combining technical depth with business acumen. Our team supports everything from platform design and CMS integration to content operations and AI enablement.
Here’s how we help:
Want a deeper dive into personalization?
Check out our webinar with Contentstack: Personalization Strategy: Your Planning Guide
In this session, experts from Concord and Contentstack break down what it takes to build a smart personalization strategy — including the technical foundation required to scale it effectively.
In a fast-moving digital landscape shaped by AI, data privacy, and evolving customer expectations, Concord helps you stay focused on what matters: building adaptive, modern experiences that deliver results.
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