As data and content proliferate, context is poised to become the new king | MarTech

"Data and AI were the dominant martech buzzwords in early 2025, but context is taking their place as the year wraps up. This isn't entirely new; more than seven years ago, a MarTech article named content as king and context as queen. But in the age of AI, the volume of data and content flowing into systems is bringing context back to the forefront. Context is what takes data and turns it into something more valuable, like relationships and experiences."

"Today, Contentstack announced its Agent OS and declared the era of content management over, making way for context management. But it isn't the only vendor interested in adding context to the waves of information people are drowning in. We're operating in a noisy world, and the lack of context is partly to blame. Without context, much of the information we see and hear is simply noise."

"As Contentstack sees it, three ingredients are needed to deliver great experiences to website visitors: data, content, and brand intelligence. The company has a long history of helping brands manage content through its CMS. Its Brand Kit tool lets users manage their brand voice and compliance so AI-generated content stays within the guardrails. Contentstack Automate helps manage integrations between all the pieces and helps with workflows. Contentstack addressed data in January 2025 when it acquired real-time CDP Lytics."

Data and AI dominated martech early in 2025, but context has become the primary focus as information volume grows. Context transforms raw data and content into relationships and meaningful experiences. Contentstack announced Agent OS and positioned context management to replace traditional content management. Contentstack identifies three core ingredients for great website experiences: data, content, and brand intelligence. Brand Kit enforces brand voice and compliance for AI-generated content, while Contentstack Automate manages integrations and workflows. Contentstack strengthened data capabilities by acquiring real-time CDP Lytics in January 2025 and aims to capture and activate data in real time for improved personalization.

Read at MarTech