How leading brands evolved their digital experiences in 2025
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In 2025, the most successful digital teams focused on agility. By modernizing their foundations and streamlining workflows, they unlocked faster launches, richer storytelling and the ability to evolve experiences as customer needs change.
In 2024, speed became a competitive advantage. In 2025, it became an expectation. The brands that stood out this year did not simply launch experiences faster. They built the kind of agility that lets digital teams adapt quickly, experiment confidently, and deliver relevant experiences without slowing down their business.
Our Personalization Benchmark Report reinforced this shift.
Customers increasingly expect digital experiences to feel timely and responsive, and they reward (with their wallet) brands that can adapt quickly to their interests and behaviors. To meet that expectation, organizations invested in modern workflows, unified content structures and flexible architectures that support continuous improvement.
MongoDB: Operational agility that frees teams to innovate
Before adopting Contentstack, MongoDB managed multiple custom CMS systems that were difficult to maintain, limiting their ability to enhance the customer experience. Essential capabilities like translation, taxonomy and personalization foundations were difficult to scale because teams were spending so much time supporting legacy infrastructure.
By moving to Contentstack and introducing AI-assisted workflows, MongoDB accelerated its operations and freed teams to focus on innovation.
The impact has been substantial:
- A 400% increase in migration velocity
- Faster translation & content deployment across 8 languages
MongoDB now operates with far greater agility, giving teams time back to focus on digital innovation rather than infrastructure maintenance.
Pirelli: Enterprise-scale agility through modernization
For many enterprises, agility begins with modernization at scale. Pirelli has shown how a global organization can transform its digital foundation and set the stage for long-term growth. Managing more than 200 websites across dozens of regions, the team was constrained by a legacy CMS that slowed publishing, increased operational costs and limited their ability to support new digital initiatives.
By consolidating on Contentstack, Pirelli completed a major migration in 10 months and established a centralized content model that empowers faster updates, clearer governance and greater consistency across markets.
Key results include:
75% faster publishing
55% more efficient content editing
A structure ready to support global experiences in more than 25 languages
Pirelli’s success demonstrates how modernization lays the foundation for ongoing agility that scales with the evolving needs of a global business.
Zilch: Real-time agility in high-frequency customer journeys
Zilch offered a different perspective on agility in 2025. As a fintech platform with a high volume of daily user activity, the storefront experience must adapt in real time to reflect new offers, retailer partnerships and customer interests. Legacy workflows made it difficult to keep content fresh and relevant.
By centralizing storefront content on Contentstack, Zilch now updates placements within minutes and operates at a pace that reflects how customers actually engage with their app.
The team saw immediate gains:
99% faster placement creation
Higher storefront traffic and customer engagement
A flexible content structure ready to support personalized experiences in future phases
Zilch illustrates how agility drives relevance in environments where customers return frequently and expect the experience to evolve with them.
iFIT: Expanding agility in global customer journeys
iFIT demonstrated how agility can support high consideration digital journeys across multiple regions and brands. With customers researching fitness equipment over several visits, the team needed a platform that could deliver consistent, content-rich experiences across markets while maintaining performance and speed.
By adopting Contentstack’s headless CMS and robust localization capabilities, iFIT:
Launched its NordicTrack Canada site in 6 months and quickly followed with additional international sites
Page-load speeds improved by more than 30%
Content teams gained the flexibility to tailor product storytelling for each region
This foundation now supports faster launches and stronger product storytelling across their global ecosystem.
The path forward
The brands that excelled in 2025 share a common trait: they did not rely solely on speed. Instead, they built agility into their digital foundation, supporting a way of working that is more flexible, more collaborative and more aligned to the expectations of modern customers. As organizations plan for 2026, the opportunity is clear: the next year will reward brands that can adapt quickly, experiment frequently, and bring teams closer to creating great digital experiences.
If strengthening your digital foundation is a priority for the year ahead, our team is here to help. Book a demo to explore how Contentstack can support your next stage of digital growth.
