Top 5 composable DXPs with integrated AI agents and assistants
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TL;DR: The evolution of AI in DXPs
- The leader in autonomy: Contentstack stands out with its Agent OS suite — a dedicated operating system for building and managing autonomous AI agents.
- Best for creative suites: Adobe GenStudio leverages Sensei for deeply integrated asset generation within the Adobe ecosystem.
- Best for content generation: Contentful offers an AI Content Generator focused on accelerating the "draft-to-publish" cycle.
- Best for suite-native AI: Sitecore integrates AI into its Content Hub to assist with metadata and asset organization.
- Best for intelligence layers: Optimizely uses Opal to provide AI-driven insights across experimentation and content.
Comparing AI capabilities: Assisted vs. autonomous
| DXP platform | AI feature name | Primary AI style | Core differentiator |
| Contentstack | Agent OS | Autonomous | No-code agent builder with brand-specific knowledge vaults |
| Adobe | Adobe Sensei / GenStudio | Assisted | Deep integration with Creative Cloud and Firefly |
| Contentful | AI Content Generator | Assisted | Speeding up repetitive content entry and translation |
| Sitecore | Content Hub AI | Assisted | Automated tagging and asset categorization |
| Optimizely | Opal | Assisted / Insights | Connecting AI insights to experimentation data |
1. Contentstack: Agent OS and the shift to autonomy
Contentstack has moved beyond the "features" level to introduce Agent OS, the industry’s first operating system for AI agents. While traditional assistants wait for a user to prompt them, Agent OS enables autonomous content operations.
The system is built on three pillars:
- AI Agents: These are not just chatbots; they are digital workers that use tools, follow instructions and make decisions to complete complex tasks end-to-end.
- Knowledge Vaults: This feature allows enterprises to feed agents secure, brand-specific data — ensuring every piece of content remains "on-brand" and accurate.
- Automation Hub: By connecting agents to the broader stack, Contentstack allows AI to trigger actions in commerce, DAM or analytics tools automatically.
For organizations currently undergoing CMS modernization, Agent OS represents a significant leap forward. It moves the human editor from "doing the work" to "directing the agents," which can reduce operational overhead by up to 90%.
Request a demo of Agent OS today.
2. Adobe: GenStudio and Sensei
Adobe GenStudio is a powerful solution for teams already locked into the Adobe ecosystem. It leverages Adobe Sensei to provide AI assistance across the creative and delivery process. Its strength lies in its ability to generate images via Firefly and manage them within AEM Assets.
However, for those looking for a lighter, more agile alternative, the Contentstack vs. Adobe Experience Manager comparison often highlights the difference between a "closed suite" and an "open, agentic hub."
3. Contentful: AI Content Generator
Contentful has focused its AI efforts on the "Contentful Studio." Its AI Content Generator is designed to help teams overcome the "blank page" problem by generating drafts, translating content and summarizing long-form text. It is an excellent tool for increasing content throughput, though it currently leans more toward the "assisted" side of the spectrum rather than the autonomous agent model.
4. Sitecore: Content Hub AI
Sitecore’s AI strategy is heavily focused on its Content Hub. By using AI to automate metadata tagging and image recognition, Sitecore helps large enterprises manage massive libraries of assets.
This "back-office" AI is highly effective for organization and search, though it can feel less "fluid" for marketing teams looking to launch rapid, AI-driven campaigns without heavy IT involvement.
5. Optimizely: Opal
Optimizely’s Opal acts as an "intelligence layer" across its suite. It is particularly strong in the context of experimentation, helping teams analyze data to suggest what kind of content might perform best in an A/B test.
While Opal provides excellent insights, it acts more as a co-pilot for the user rather than an autonomous agent that can execute those tests on its own.
Frequently asked questions
What is the difference between an AI assistant and an AI agent?
An AI assistant like Polaris helps you perform a task, such as writing a headline or translating a paragraph. An AI agent is autonomous — it can take an instruction like "Update all product descriptions for the summer launch," access the necessary data from a Knowledge Vault and execute the task across multiple systems without manual intervention.
Why does a composable DXP need an "Agent OS"?
In composable architecture, content lives across many different tools. An Agent OS acts as the orchestrator, allowing AI agents to navigate between the CMS, commerce platforms and DAMs to maintain consistency and speed. Without this "operating system," AI remains siloed within individual features.
Is my data safe when using AI agents in Contentstack?
Yes. Contentstack uses Knowledge Vaults to ensure that your proprietary brand data is stored securely and is only accessible by your authorized agents. This data is not used to train public LLMs, ensuring your intellectual property remains protected.
How does Agentic AI improve ROI?
By shifting from assisted to autonomous workflows, enterprises see a massive increase in content velocity. A 2023 Forrester study showed that Contentstack users achieve a 295% ROI, a figure that is expected to grow as Agentic AI further reduces the time developers and marketers spend on manual content operations.
