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Is AI the future of content management?

AI is everywhere. It’s shaping boardroom strategies, streamlining workflows, and flooding your LinkedIn feed. But when it comes to content management systems (CMS), one question keeps coming up – for us anyway.

Charlotte Thompson 300X350

Charlotte Thompson

Project Management

And the question is: Is the AI hype real and is now the right time to invest? 
In this article, we cut through the noise to explore where AI truly stands in the CMS landscape, spotlight tools like Umbraco Engage, and ask another big question: is AI-driven content a passing trend or a genuine opportunity for competitive advantage? 

 

What’s hype, what’s real? 

AI promises everything from instant content creation to hyper-personalised digital experiences. But let’s break it down a little: 

 

Here’s what’s real today... 

  • AI can summarise and generate content at scale 

  • Machine learning can personalise content based on real user behaviour 

  • Automation reduces time spent tagging, translating, and managing assets 

  • AI-driven search and recommendations improve user journeys 

 

What’s still emerging...   

  • True generative creativity and brand-safe content still needs human oversight 

  • Predictive content strategies – for example, ‘what should we publish next?’ are evolving  

  • Seamless integration of AI into most CMS platforms is still in development 

 

In short, AI isn’t replacing your content team – but it is becoming a valuable co-pilot. 

 

Here comes Umbraco Engage  

One of the most promising developments in this space is Umbraco Engage, a new tool designed to bring enterprise-grade personalisation into the Umbraco ecosystem. 

 

With Engage, businesses can: 

  • Segment audiences based on behaviour, location, or data sources 

  • Automatically serve different content to different users 

  • Integrate with CRMs, CDPs, and analytics tools to inform decision-making 

While not ‘AI’ in the generative sense, Engage is an important step toward smart, data-led content delivery. And when paired with AI models or external platforms, it can help brands deliver the right message to the right user at the right moment. 

 

Should you invest in AI-driven content tools? 

The short answer? Yes. But do it with purpose.

 

Here’s what to consider before diving in: 

Start with your content pain points 
If you're drowning in manual tasks (tagging, translation, repurposing), AI tools can deliver quick wins.

Test AI in controlled environments 
Pilot AI-generated content in low-risk areas like FAQs, metadata, or internal summaries. Evaluate results before scaling. 

Use AI for personalisation, not just production 
AI isn't just a writing tool – it’s a way to tailor content, improve UX, and boost conversion. That’s where the real value lies. 

Don’t get rid of the humans 
Even the best AI can’t replace strategic thinking, tone of voice, or editorial judgement. Use it to enhance your team, not replace it. 

 

AI is reshaping how content is created, managed, and delivered but it’s not a silver bullet. For most businesses, the smartest path forward is human-led, AI-assisted and one that combines editorial expertise with machine efficiency. 

If you’re using a CMS like Umbraco, tools like Engage offer a practical entry point to smarter, data-informed content strategies. AI might not be the future of content management, but it’s certainly going to be a big part of it.  

Looking to understand how AI could play a part in your strategy? Or are you looking for a content team with access to the right tools? Get in touch and let’s shape what’s next.  

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Need more insights or support, let us help shape what's next! 

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