Artificial Intelligence
What is artificial intelligence?
Artificial intelligence, often abbreviated as AI, refers to technologies that enable software systems to analyze data, recognize patterns, generate content, and make recommendations with minimal human intervention. In digital experience and marketing contexts, AI helps teams work faster, make smarter decisions, and deliver more relevant content at scale.
At Kentico, artificial intelligence is embedded directly into the platform through AIRA, the AI-powered assistant in Xperience by Kentico, where it enhances productivity, content quality, and governance without adding operational complexity.
Why is artificial intelligence important?
Artificial intelligence has moved from experimentation to everyday execution for modern marketing and digital teams. As content volumes, channels, and customer expectations continue to grow, AI helps organizations automate repetitive tasks while improving accuracy and consistency.
Gartner reports that organizations embedding AI into core business workflows achieve faster time to value and higher adoption than those relying on disconnected AI tools. For marketers, this translates into more time for strategy and creativity, and less time spent on manual production work.
How does artificial intelligence work, and why does it matter?
Artificial intelligence systems are trained on large volumes of structured and unstructured data. These systems learn patterns, predict outcomes, and generate outputs such as text, metadata, tags, or content recommendations.
A helpful analogy is a highly skilled assistant who improves with experience. The more context, structure, and guidance provided, the better the results. In digital platforms, AI matters because it scales expertise across teams, reduces friction in daily workflows, and increases the relevance of digital experiences.
Industry Insight
44% of demand generation professionals reported that they plan to prioritize using AI and automation to increase efficiency in 2026.
How does Xperience by Kentico support artificial intelligence?
Xperience by Kentico delivers artificial intelligence as a native platform capability, not an optional add-on. AI is embedded directly into everyday marketing and content workflows through AIRA, Kentico’s built-in AI assistant, and extended through the AIRA Agentic Marketing Suite.
Through AIRA, the platform empowers marketers to:
- Draft, refine, and localize marketing copy directly within the CMS.
- Optimize images and automatically generate metadata.
- Auto-tag and classify content using AI-driven signals.
- Accelerate email creation, campaign ideation, and execution.
Building on this foundation, the AIRA Agentic Marketing Suite introduces specialized AI agents that act as virtual collaborators across the marketing lifecycle. These agents support higher-level work such as content strategy development, customer journey optimization, and performance analysis, helping teams move faster while maintaining quality and consistency. Rather than responding only to prompts, agentic workflows proactively guide marketers toward better decisions and outcomes.
Industry Insight
30%+ productivity gains are reported by marketing teams using AI-assisted content creation and optimization tools, according to Gartner research on AI-enabled marketing workflows.
How do companies benefit from artificial intelligence?
BDO USA LLP, implemented by BizStream
- Industry: Professional Services
- Highlights: Implemented AI-assisted search and content recommendations across a large knowledge base.
- Results: Reduced time to find relevant expertise and improved discoverability of specialized content.
- Artificial Intelligence Role: AI layered on structured taxonomy improved relevance and overall user experience.
Pro Football Hall of Fame, implemented by Americaneagle.com
- Industry: Sports & Entertainment
- Highlights: Delivered personalized, data-driven fan experiences across digital channels.
- Results: Increased engagement with digital exhibits and media libraries. This enabled scalable, personalized storytelling.
- Artificial Intelligence Role: AI-informed personalization tailored content using audience data signals.
E.ON CZ implemented by Bluesoft
- Industry: Energy & Utilities
- Highlights: Improved customer self-service through intelligent personalization. Results: Increased relevance of content delivery and streamlined customer journeys.
- Artificial Intelligence Role: AI worked alongside structured data and analytics to optimize digital experiences.
Fun Fact
The word “robot” comes from a Czech play. It was first introduced in 1920 by writer Karel Čapek in his science fiction drama R.U.R. (Rossum’s Universal Robots). The term comes from the Czech word robota, meaning forced labor or drudgery. More than a century later, the idea has come full circle. Modern artificial intelligence is designed to take over the digital “robot work” marketers never wanted in the first place, repetitive tasks, manual tagging, and first-draft content, so humans can focus on creativity and strategy instead.
Xperience by Kentico offers AI-powered tools, no-code email builder, advanced content versioning, and hybrid headless capabilities; all built on .NET 8. It’s a modern DXP empowering marketers and developers to create smarter digital experiences.
AIRA is designed to streamline your workflows
AIRA is Xperience by Kentico’s native AI assistant that helps marketers and content teams work smarter. It answers questions, suggests improvements, and transforms content right inside the DXP. With AIRA, you can create faster, optimize campaigns instantly, and make confident, data-driven decisions without leaving your workspace.
Frequently Asked Questions.
It is technology that enables software to learn from data, generate content, and make recommendations automatically.
AI is built into the platform through AIRA, supporting content creation, optimization, tagging, and personalization.
