ContentCon 2025: Unified Data Platform Enables Personalization with Context

This IDC Market Note discusses the announcements made by Contentstack at its annual ContentCon 2025 conference, held in Chicago, Illinois, from June 4 to 5. Contentstack used the event to unveil the Contentstack EDGE platform, which integrates content management, real-time data activation, omni-channel journey orchestration, and AI-driven personalization - capabilities further enhanced by the January 2025 acquisition of Lytics. Key launches included real-time audience insights natively within the CMS, the Data & Insights suite for unified audience engagement, and Contentstack Flows for visual, omni-channel campaign orchestration. The company also showcased the evolution of its Personalize engine, now leveraging AI and Brand Kit for dynamic, brand-consistent content generation."Contentstack EDGE marks a strategic pivot from a pure-play headless CMS to an adaptive digital experience platform. By integrating Lytics CDP for identity resolution, segmentation, and activation within content workflows and prioritizing composable architecture, Contentstack is well positioned to meet rising enterprise demand for unified, personalized digital experiences," said Tapan Patel, research director for Customer Data Platform, Analytics, and AI at IDC.