Artificial intelligence (AI) has quickly become standardized, but not all AI works the same way. As AI continues to evolve, different approaches are emerging that influence how technology supports decision-making, automation, and digital experiences. Two of the most relevant for CMS platforms are generative AI and agentic AI.
While both fall under the umbrella of artificial intelligence, generative AI and agentic AI serve different purposes and often lead to different outcomes. Generative AI is already widely used, whereas agentic AI for business has only gained broader attention in the past few years, with 79% of companies reporting that they have begun using AI agents to improve efficiency. (PwC).
In this article, we’ll explore how the types of AI work, where they’re used, and how they support more efficient marketing when implemented in a CMS.
1. What generative AI is used for in marketing and CMS platforms
Generative AI refers to models designed to create new content, such as text, images, or code, based on user prompts, making it an essential capability of AI-powered content creation. As the name implies, generative AI is used for generating content. It’s commonly used in marketing, for example, to draft copy, create ideas, summarize content, or speed up repetitive writing tasks. It’s also able to quickly create translations, making generative AI invaluable for content teams who need to reach an interantional audience.
This type of AI is effective at increasing productivity, but with the downside that they often require heavy prompting and human direction. Without clear instructions, generative AI can’t independently decide what to do next or how to adjust results based on broader marketing goals.
2. How agentic AI works in marketing content management systems
Agentic AI is able to go beyond generative AI’s capabilities by acting autonomously. Agentic AI can pursue goals and work independently rather than responding to isolated tasks. An agentic system can plan actions, execute them, and later adapt based on feedback or changing conditions. Unlike traditional automation, which follows predefined rules, agentic AI makes dynamic, data-driven decisions in real time.
In a CMS and digital marketing context, this means AI can continuously optimize experiences, respond to user behavior, and take action without requiring constant human input. For example, an AI agent designed for marketing optimization can uncover hidden patterns in user behavior to help marketers boost conversion rates. Rather than simply identifying these patterns, an AI agent designed for optimization can go further by completing a full assessment and autonomously create a plan for improving results.
How agentic AI works:
- Define the goal and constraints
- Plan the required actions
- Execute tasks across tools or channels
- Monitor results and feedback
- Adapt and continue optimizing
These steps allow agentic AI to continuously adjust journeys, content, and campaigns inside a content management system with digital marketing based on real-time performance, rather than waiting for manual input.
3. The key difference between generative AI and agentic AI marketers should understand
The primary difference between generative AI and agentic AI lies in autonomy. Generative AI focuses on producing outputs when prompted making it well suited for content creation in digital marketing. Agentic AI by contrast, operates independently to achieve a defined objective.
Generative AI excels at tasks like writing content or creating images based on specific prompts, but it must be re-prompted to make changes. Agentic AI, on the other hand, has the ability to adjust its behavior over time, learning from outcomes and refining its approach to better meet marketing goals such as increasing conversions or engagement.
| Role | Generative AI | Agentic AI |
|---|---|---|
Primary role | Generate content (text, images, code, etc.).
| Independently carry out objectives and follow tasks through to completion.
|
How it works | Depends on prompts and specific guidance.
| Only requires minimal human input.
|
Adaptability | Requires new or revised prompts to change direction.
| Adjusts behavior based on feedback, results, or changes in its environment. |
Autonomy level | Low autonomy, generating output only when prompted.
| High autonomy, with the ability to plan actions and make decisions.
|
Examples | Handles prompts for writing copy, generating ideas, translating, and more.
| Works toward outcomes like increasing conversions, booking flights, and more.
|
Decision making | Requires re-prompting | Automatically adjusts behavior |
Available in Xperience by Kentico | ☑️ | ☑️ |
4. Why agentic AI and generative AI matters for marketers
For marketers, the real value of agentic AI and generative AI lies in how they support different types of marketing work within a content management system. In a CMS, generative AI and agentic AI support different types of marketing work. Generative AI fits naturally into tasks that involve creating and refining assets, such as drafting content, adjusting messaging, or supporting personalization at the content level.
Agentic AI is better suited to tasks that require coordination and follow-through, including managing workflows, responding to user behavior, and optimizing experiences over time. Together, they allow marketers to focus less on manual execution and more on strategy, while the AI in content management systems handles both creation and ongoing optimization behind the scenes.
5. How marketers can use agentic AI and generative AI in Xperience by Kentico
Marketers need to be able to quickly create, optimize, and take action to get the results they need. Xperience by Kentico’s upcoming AIRA Agentic Marketing Suite gives marketers the specialized agents they need; for everything from content strategy to improving customer journeys.
Within Xperience by Kentico, AIRA already assists with content and image optimization, translations, and more, helping teams maintain consistency and momentum. The Agentic AI Marketing Suite supports more advanced scenarios, such as campaign optimization, adjusting personalization strategies, and improving content delivery based on real user behavior. Together, they reduce manual effort while improving the quality and speed of digital experiences.
As agentic AI becomes a more natural part of the marketing toolkit, platforms like Xperience by Kentico will help teams move from managing experiences manually to continuously improving them autonomously and with confidence.
“What I’m looking forward to is how Agentic Marketing makes "advanced" marketing feel more approachable. AIRA surfacing drop-offs, content opportunities, and practical next steps means marketers can move faster with more confidence. That’s a big win for day-to-day teams who don’t have specialists for every decision.”
The future of generative AI and agentic AI in content management systems
Generative AI and agentic AI aren’t competing technologies; they should instead be seen as complementary pieces of a forward-thinking AI strategy for digital marketing. By investing in both, Xperience by Kentico is building an AI-powered marketing platform designed to support intelligent automation, AI-driven decision-making, and continuous optimization, enabling more adaptive digital experiences as marketing needs evolve.
With the AIRA Agentic AI Marketing Suite, marketers will be able to:
- Optimize campaigns and journeys based on real user behavior
- Adjust personalization strategies automatically over time
- Coordinate actions across channels and tools
- Reduce manual effort while improving performance
- ...and more!
To learn more about what’s coming, explore everything that native AI can do for your marketing team in Xperience by Kentico.