New Frontiers of Content

Content is changing. So should your strategy.

In the future, we’re no longer managing content; we’re managing intent. As digital channels multiply and generative AI reshapes how content is created, the rules of engagement are being rewritten. Content is no longer static or stored. It’s dynamic, personalized, and created in real time to meet each customer’s context.

Yet many retailers are still stuck in the old playbook: fixed assets, rigid workflows, and disconnected campaigns. These efforts might drive clicks – but they don’t build connection.

This white paper explores how leading brands are transforming content from a volume game into an intent-driven strategy. Learn how to orchestrate meaningful experiences across every channel and create content that adapts, converts, and lasts.

Download the white paper to explore the shift from managing content to managing relationships.

What's in this white paper

This is the end of content management

Discover how leading retailers are moving beyond static content to deliver real-time, personalized experiences driven by intent, not assets. The future of content is dynamic, contextual, and responsive.

What we talk about when we talk about content transformation

Content transformation is a fundamental shift in how retailers create, manage, and deliver content, an evolution across strategy, systems, and customer experience at every touchpoint.

Generative AI and hyper-personalization: content for the audience of one

Content isn’t written and stored anymore, it’s generated on demand. AI makes marketing copy, metadata, and more dynamic, personalized, and disposable the moment it's consumed.

Editor experience: The invisible bottleneck

Retailers face challenges in scaling personalized content across channels due to outdated CMS tools and manual processes, highlighting the need for better editor experiences and automation.

Discovery, inspiration, and content: The shifting focus in retail

Retail’s future is about discovery and connection, blending content, culture, and personalization to inspire customers beyond transactions, using creators and authentic storytelling.

Connected content across channel

Retailers overcome siloed content by adopting connected strategies – structuring, tagging, and orchestrating content across channels to boost efficiency, coherence, and creative agility.

Systematic change from strategy to execution

We’ve helped major retailers transform content systems – building scalable, personalized, and dynamic experiences with new tools, AI, and cross-team collaboration for real-time, tailored engagement.

WHITE PAPER