With the end of 2024 in sight and 2025 around the corner, it is time to look ahead to the key developments and trends that await us in the coming year. In recent years, changes have followed each other at a rapid pace. At the beginning of 2024, we already predicted the impact of AI – a theme that will once again play a major role in 2025.

AI and the Future of CMS and DXP Platforms in 2025

In recent years, the supply of AI tools has grown explosively. However, the potential of AI within CMS and DXP platforms has lagged behind developments in other sectors. Integrating AI into existing software is a complex process, with challenges in privacy and security presenting developers with difficult choices.

In 2024, we saw the first concrete steps toward AI integrations within these platforms. Think of initiatives that leverage the power of AI for content creation and personalization. But 2025 promises to be the year when these technologies will truly prove their value and significantly change daily workflows.

Major players such as Sitecore and Kentico are ready to take AI to the next level with integrated solutions like Sitecore Stream and AIRA. While external AI tools have so far focused primarily on generating content and relied on manual prompts, these new integrated systems bring a broader range of possibilities.

What can we expect?

In addition to generative content creation, AI-driven workflows and copilots will play a key role in simplifying platform management. These tools go beyond mere creation – they become real digital assistants that proactively contribute to optimizations and efficiency improvements.

Practical applications of AI within CMS/DXP platforms in 2025:

• Monitoring brand consistency and tone of voice: AI helps enforce brand guidelines and ensures that all generated content aligns seamlessly with the desired style.
• Automating repetitive tasks: From content tagging to campaign scheduling – AI takes over time-consuming tasks, freeing up space for creativity and strategy.
• Proactive optimizations: AI identifies opportunities for improvement within existing content and makes concrete suggestions for SEO, UX, or conversion optimization.
• Advanced data analyses: AI detects patterns in user behavior and translates them into valuable insights for personalization and segmentation.

This shift means that marketers and content managers will spend less time on technical details and can focus on strategy and creation. As a result, AI becomes not just a tool but an extension of the team.

Curious about what Sitecore Stream or AIRA can mean for your organization? Feel free to contact us for a no-obligation conversation or a demo of the latest functionalities.

The Inevitable Transition to First-Party Data in 2025

First-party data has been a hot topic in the world of digital marketing for years. The transition from third-party to first-party data has a fundamental impact on how companies shape their marketing strategies. However, in practice, many organizations are not yet fully prepared for this inevitable step.

The developments surrounding the phasing out of third-party cookies have been looming over the market for a long time. Browsers such as Firefox and Safari stopped supporting them years ago, and Google announced it would do the same for Chrome – by far the most widely used browser globally. What was initially planned for 2023 was repeatedly postponed, and eventually, 2025 was set to be the year when Google would definitively say goodbye to third-party cookies. But in July 2024, unexpected news arrived: Google quietly withdrew the plans to fully phase out third-party cookies.

However, this does not mean that the pressure to switch to first-party data has eased. On the contrary, the demand for more privacy-friendly solutions remains as strong as ever. Users are becoming increasingly aware of their online privacy and are more often taking measures themselves. Although Chrome will continue to support third-party cookies, Google is introducing new settings that allow users to easily choose a browsing experience without these cookies. This puts pressure on companies to reduce their reliance on third-party data and develop alternative strategies.

A new phase for digital marketing

According to Google, this change marks the beginning of a new era, encouraging advertisers to embrace privacy-centric technologies. This requires a fundamental revision of how data is collected, managed, and used. Companies that lead the way in building robust first-party data strategies position themselves more strongly in a future where privacy takes center stage.

Why focusing on first-party data remains crucial in 2025:

• Control and reliability: First-party data is collected directly from your own customers and visitors, giving you full control over the quality and reliability of the data.
• Privacy and transparency: By using first-party data, you demonstrate that you respect privacy and are transparent about the data you collect. This contributes to customer trust.
• Future-proof advertising: With less dependence on external parties, you remain agile and prepared for further changes in regulations and browser updates.
• Richer customer profiles: First-party data enables deeper customer insights, leading to better personalization and more relevant campaigns.

The role of Digital Experience Platforms (DXP)

In this transition, Digital Experience Platforms (DXP) play a key role. DXPs help companies collect, analyze, and utilize first-party data, allowing you as an organization to respond more accurately to customer needs and strengthen loyalty.

Would you like to know how a DXP can support your organization in the transition to first-party data? Contact us for more information or a no-obligation consultation.