ContentCon Europe 2025 recap: Agent OS and the rise of the context economy
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For years, we’ve talked about content management. We’ve built systems, refined workflows, and optimized publishing schedules. We’ve segmented audiences and created rules-based journeys, all in the pursuit of delivering the right message to the right person.
Today at ContentCon Europe, we declared that era is over.
The truth is, managing content is no longer enough. Your customers don't care about your content repository; they care about their own experience. They expect interactions that understand them, anticipate their needs, and adapt in real-time.
This fundamental shift marks the dawn of a new era: The Context Economy.
In the Context Economy, value is no longer created by what brands publish, but by how intelligently they adapt. The most important currency in business is no longer just content, but context.
As our founder and CEO, Neha Sampat, said today, “For decades, marketers have relied on segments, rules and best guesses to engage customers. That changes forever.”
From static personalization to adaptive experiences
Traditional personalization, while a step in the right direction, often falls short. It’s based on static data and pre-defined rules that can quickly become outdated. An "adaptive experience," on the other hand, is fluid. It shifts and responds instantly based on an individual’s historical behavior, their stated preferences, and most importantly, their real-time engagement.
It’s the difference between a website showing you winter coats because you bought one last year, and a website showing you travel accessories because you’re actively browsing flights right now.
To power these experiences, you need more than a content management system. You need an intelligence layer that unifies your content, your customer data, and your brand's unique voice. That's why we were so excited to introduce our next leap forward on the ContentCon stage.
What we introduced at ContentCon
At ContentCon, we unveiled the tools to power the Context Economy. This announcement included:
- Agent OS: The foundation for building and governing AI agents and automations with full brand and customer context. It brings together your content, brand voice, and real-time insights so agents can act with confidence and produce on-brand results.
- Agents and automations working together: We’ve designed agents to handle predictable, outcome-oriented tasks that need brand fidelity, while automations remove the tool-switching and repetitive prompt work that slow teams down.
- Polaris, everywhere: Our interactive AI companion is now available across Contentstack Edge to accelerate everyday work and cut down on guesswork for your teams.
- A refreshed brand identity: We also introduced a new visual and verbal system that reflects today’s pace of innovation and this new era we’re collectively entering.
How Agent OS helps you win
Agent OS is designed to deliver immediate value by transforming how you approach customer experience:
- Adaptive by default: move from static rules to experiences that respond to behavior, preferences, and real-time signals.
- On-brand, every time: agents are grounded in your brand’s voice and guidelines, so outputs stay consistent where it matters most.
- Less manual, more momentum: offload repetitive tasks and orchestration so teams can focus on higher-value work.
On stage at ContentCon
Leaders from Air France-KLM, bol, Icelandair, and Mondelēz International joined us to share how they’re building standout experiences—proof that adaptive is not theoretical; it’s practical and already underway.
How this fits with the bigger picture
This year began with our acquisition of Lytics and continued with the rollout of Contentstack Edge, our adaptive DXP. Agent OS is the connective tissue that lets your content and data activate in real time, across channels, with governance built in.
Availability
Agent OS was unveiled live at ContentCon Europe. General availability is coming soon, with early access and rollout details to follow. The October Pulse small group demo will go deeper on how Agent OS works, the types of agents you can build, and governance best practices.
Learn more
Learn more by reading Contentstack CMO Gurdeep Dhillon's perspective on the Context Economy where you'll notice our refreshed brand. To stay informed on all our product updates, visit the Contentstack Pulse page.
