AI is becoming an essential tool for digital marketers and developers alike. But how should AI be integrated into a CMS? Should it be built-in or available through third-party integrations?
With the launch of DeepSeek, the Chinese equivalent of ChatGPT, we have learned two key things about AI's probable future. First, large language models can run on significantly less computing power than expected, reducing their energy burden and making AI adoption more sustainable. Second, we may soon see AI shift from fast innovation to market fragmentation, where multiple providers offer similar, standardized solutions rather than groundbreaking advancements. Many companies now feel pressured to adopt AI without a clear strategy, caught between hype and practical implementation.
As a web development agency, we focus on practical AI integration, helping marketing and development teams work smarter without scattered tools and redundant subscriptions. Instead of jumping between applications and manually copying content, AI can streamline workflows within a CMS. Let's explore how to efficiently implement AI in content management using two well-known digital experience platforms.
AI as a Native Feature
Kentico has taken a direct approach to AI by embedding it within its platform. Xperience by Kentico comes with AIRA, an AI assistant designed to support marketers with content creation, email generation, and campaign optimization. Users don't need additional integrations or third-party services to access AI-powered features - they're built-in and ready to go.
Key AI Features in Xperience by Kentico:
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Aira AI Assistant: Enhances content creation, suggests improvements, and streamlines workflows.
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AI-Powered Email Writer: Speeds up email marketing by generating high-quality content within the CMS.
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Content Optimization Tools: AI-driven insights to improve engagement and SEO performance.
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Native AI Integration: Eliminates the need for external AI solutions, ensuring seamless user experience and security.
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For businesses that want AI capabilities without managing separate integrations, Kentico's approach makes AI an effortless part of content management.
AI Through Integrations & Sustainability Focus
On the other hand, Umbraco takes a more flexible approach. For instance, it offers multiple AI integrations through its marketplace. It allows users to choose from a variety of tools that best fit their needs. This strategy aligns with Umbraco's sustainability policy, with the open option to select small language models tailored to specific brands over large, resource-intensive AI solutions.
Integrating AI with Umbraco CMS platform
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Marketplace AI Integrations: A growing selection of AI tools available for integration, covering everything from content creation to automation.
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Brand-Specific Small Language Models: Encourages companies to use more sustainable, fine-tuned AI solutions rather than relying on massive, general-purpose AI models.
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Developer Flexibility: Organizations can pick and customize AI integrations based on their specific requirements.
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This model is great for businesses that want control over their AI choices and prefer a modular, sustainable approach to digital transformation.
Which Approach is Right for You?
As always, "it depends".
If you prefer built-in AI tools with minimal setup and seamless integration, Kentico's native AI features make a compelling case.
If you value flexibility and sustainability, and want to choose specific AI solutions, Umbraco's integration-based approach gives you more control.
Either way, AI is reshaping content management, and both platforms offer solid paths forward. The real question is: Do you want AI as a core feature or an add-on tailored to your needs?
At ADHDEV, we help businesses navigate AI implementation in their digital transformation journey. Whether you need AI to enhance content creation, streamline workflows, or improve marketing automation, we can guide you through the best approach for your needs. Tell us how you want to leverage AI in your CMS.
Integrate AI with your existing CMS help your marketing team streamline tasks or rebuild from start using AI-enhanced low-code no-code solutions. Schedule a call for a quick demo.
