The AI features nobody asked for

Before we talk about what Kentico does right, let's acknowledge what's wrong with most "AI-powered" CMS platforms today:

These features exist so vendors can tick the "AI-powered" box on comparison spreadsheets.

They're not built to solve actual marketing problems.

What marketers actually need AI to do

We work with marketing teams every day, and here's what we hear:

"Our content sits in draft because we're waiting on translations; legal needs to review five languages before we can launch."

"I spend three hours every week manually tagging content and contact records. It's mind-numbing work but if I don't do it, our segmentation falls apart."

"I know our customer journey has friction points, but I don't have time to analyse hundreds of paths through our site to find them."

"Our images look terrible on mobile because someone's face gets cropped out. I shouldn't need a designer to fix this every time."

These aren't problems that need flashy AI. They need AI that actually works in the background, saving time on tedious tasks so marketers can focus on strategy and creativity.

Kentico's AIRA: built for actual workflows

Here's where Xperience by Kentico differentiates itself. Instead of bolting on AI features for marketing purposes, Kentico's AIRA is embedded into the specific pain points of content and campaign management.

AI translations that launch campaigns faster

The problem you face: You've created a brilliant campaign for your home market. Now you need it in Indonesian, Spanish, and Mandarin. You're looking at 2-3 weeks and thousands in translation costs before you can even start  review.

What Kentico does: AIRA generates language variants instantly; from single pages to entire content hierarchies. You go from "campaign ready" to "five-market ready" in hours instead of weeks.

The reality check: These are draft translations that still need review. But instead of starting from zero, your regional teams are refining content that already has your brand voice and maintains your formatting. One of our clients was able to cut their translation preparation time by 75% on a recent launch.

Customer journey insights that surface hidden opportunities

The problem you face: Customer behaviour is nonlinear and complex. You can't see where people drop off, what drives engagement, or which touchpoints influence decisions. Most mid-enterprise marketing teams lack a dedicated data scientist to analyse customer data, and journey mapping is time-consuming and resource-intensive.

What Kentico does: AIRA analyses customer data and activities automatically and surfaces the ones that matter: significant trends, anomalies like peaks or sudden drops in key metrics, and friction points in conversions between stages. It can backtrack from purchases to identify the common patterns and activities that successful customers performed along the way.

The reality check: This isn't magic. It's AI-driven pattern recognition that focuses on relevant activities rather than massive volumes of anonymous analytics. AIRA does the analysis work so you can spend your time acting on insights and recommended actions rather than hunting for them.

Auto-tagging that eliminates content chaos

The problem you face: Uploading and managing image assets is time-consuming. Manually adding metadata like alt text and descriptions slows down workflows and often leads to inconsistencies. This negatively impacts SEO, accessibility, and overall content organisation.

What Kentico does: AIRA automatically generates metadata during the image upload process. It creates alt text and descriptions for images, and uses autotagging to categorise assets automatically. This ensures consistent, accurate annotations across your image library without manual input.

The reality check: You get streamlined asset categorisation that saves time and maintains high standards for accessibility and content management. Your images are properly tagged and described as they're uploaded, so your system actually knows what visual assets you have.

Image enhancements that eliminate manual fixes

The problem you face: You upload a team photo and need it to work across mobile apps, emails, social media, and different website placements. Creating multiple variants for each channel is time-consuming, and you often hit system limits on how many variants you can manage.

What Kentico does: AIRA's intelligent focal point suggestions help create responsive image variants automatically. The system leverages focal point detection to emphasise key areas in each image, supporting seamless resizing, cropping, and format adjustments across different channels. Upcoming improvements will introduce dynamic variant support, allowing image sizes to adjust intelligently without requiring rigid definitions for every possible size combination.

The reality check: This is a small feature that saves disproportionate time. You won't need to define every possible size combination or manage dozens of variants. The system handles focal points and responsive cropping so images work across channels without manual intervention.

Why this approach matters

Notice what's missing from these features? There's no "generate a blog post" button. No chatbot that pretends to be human. No vague promises about "AI-powered personalisation."

Kentico's AI features have three things in common:

1. They solve specific, measurable problems (translation delays, tagging backlogs, image cropping)
2. They fit into existing workflows (you're not learning a whole new process)
3. They save time on tasks marketers hate (so you can focus on tasks that require human judgement)

This is AI as a productivity tool, not AI as a replacement for marketing thinking.

The transparency factor: Kentico's public roadmap

Here's something else that's different: Kentico publishes its product roadmap publicly.

You can see exactly what AI features are in development, what's being considered, and what's been shipped. You can vote on features that matter to your team. You can see that AI isn't a one-time marketing push but rather an ongoing focus informed by actual customer needs.

This matters because it shows you're not buying into vapourware. The features I mentioned above that are "on the roadmap"? You can verify that yourself and track their progress.

The bottom line

AI in marketing technology is overhyped. Most features are gimmicks designed to win comparison spreadsheets, not to make your job easier.

Xperience by Kentico isn't perfect, and it's not trying to replace marketers with robots. But it is building AI features that solve real problems that actually slow down marketing teams, like translation bottlenecks, content chaos, and tedious manual work.

The question isn't whether Kentico's AI is "better" than competitors in some abstract sense. The question is: Does it solve the specific problems slowing down your marketing operations?

Want to see if Kentico's AI features match your workflow? We'd be happy to run a no-obligation evaluation.