AI at scale: Teams empowered to move faster, without compromise

AI is changing how marketers work. In a new Contentful + Atlantic study, 89% of teams are putting AI into practice, and 56% say content creation is faster. But only 28% of successful teams report producing more with fewer resources. That shows early momentum on speed, with real opportunities still ahead to unlock consistency and efficiency at scale.

The first wave of AI was about speed. The next will be about combining that speed with quality, governance, and trust so it supports the entire content lifecycle, not just isolated tasks.

This is where Contentful comes in. We're introducing a new set of AI capabilities for the new era of intelligent, automated, and contextually accurate content. 

These aren’t incremental improvements. They’re fundamental capabilities that reduce manual effort, accelerate time-to-publish, and increase content consistency across every experience you deliver.

The foundation rests on four pillars to empower every marketing team to deliver digital experiences that truly shine: volume, consistency, context, and control. 

Volume: ​​Handle massive scale without the manual overhead

Every digital marketing team knows the drill: translate hundreds of product descriptions for a new market launch. Update SEO metadata or image alt text across thousands of pages. Refresh campaign content for dozens of regional variants. 

The traditional approach doesn't scale. More content shouldn't mean more headcount, longer timelines, or choosing between speed and quality.

Our new workflow capabilities will bring a new level of sophistication with Automations. 

This represents a new approach to content operations, ranging from fully manual processes to structured workflows, and now to rule-based automations that take care of repetitive tasks.

Automations add the next layer of intelligence, triggering the right actions at exactly the right moments. 

When a product description updates, it’s routed through compliance review without extra steps. When new campaign assets are uploaded, instantly generate localized versions. When content goes live, immediately optimize it for search.

Interactive demo: Automation

Create and translate content faster with AI-assisted automation.

We're also launching a new capability that lets you apply AI Actions across hundreds of entries simultaneously.

By running AI Actions in bulk, marketing teams can use AI to:

• Translate an entire product catalog. 

• Generate alt text for thousands of images.

• Apply SEO enhancements sitewide.

What used to take weeks now happens in minutes, with consistent quality across every piece of content.

Interactive demo: AI Actions in bulk

Translate multiple pieces of content simultaneously and speed up production.

Consistency: Quality you can trust

When digital experiences multiply across products, regions, and channels, small mistakes can compound quickly. 

A mistranslation here, an off-brand headline there, a skipped compliance step somewhere else. These seemingly minor issues erode trust and create costly cascading rework across entire campaigns.

That’s why we are introducing AI Action Suggestions, available in beta this fall. This new capability doesn't make changes directly; instead, it provides AI-driven insights that improve governance and editorial confidence. Think of it as an always-available editorial assistant that catches issues before they go live.

Flag missing brand tone. Highlight non-compliant content. Suggest SEO fixes. Catch grammar slips before customers do. Instead of waiting on lengthy review cycles, teams can resolve issues instantly and keep content moving through the pipeline.

The result goes beyond polished copy. Consistency at scale safeguards brand equity, ensures compliance, and gives customers confidence that every interaction feels intentional and trustworthy.

But here's what makes AI Action Suggestions truly intelligent: they're powered by Content Semantics, also launching in beta this fall. This foundation allows our AI to go beyond checking grammar or flagging surface-level errors. It understands the meaning and relationships within the content, delivering context-aware suggestions that get smarter and more accurate over time.

Interactive demo: AI Suggestions

Improve your content’s clarity and accuracy to fix spelling and grammatical errors in a snap.

Context: Smarter AI starts with richer inputs

The difference between mediocre and exceptional content lies in context, giving AI the right inputs to understand your business, brand, and objectives.

In fast-moving workflows, content often gets duplicated simply because teams cannot see what already exists. Content Semantics addresses this by surfacing related entries, suggesting references, and flagging duplicates directly in the flow of work, helping teams avoid rework, maintain cleaner libraries, and move faster.

When new material is needed, AI can also work directly from PDFs such as product manuals, white papers, or research reports, unlocking knowledge that would otherwise stay buried and turning it into usable content.

The result is content that feels more consistent, relevant, and reliable, and teams that can scale faster because they build on the knowledge they already trust.

Control: Trust, transparency, and flexibility for enterprises

While AI has tremendous ability to help 10x marketing teams’ productivity,  it only works if the results are trusted. Enterprise teams need more than powerful capabilities — they need confidence that AI operates within their governance frameworks, compliance requirements, and risk tolerance.

That is why governance is built into the workflow. AI Suggestions includes reviews and approvals where they matter most, ensuring human oversight before changes are applied. 

To extend that visibility, we are introducing AI Audit logs, giving organizations a complete view of AI activity — what was suggested, what was applied, and by whom. This full decision trail turns recordkeeping into the foundation of responsible AI adoption, satisfying audit requirements and building stakeholder confidence.

We're also expanding LLM support with new integrations for Microsoft Azure, AWS Bedrock, OpenAI, Google Vertex AI and bring-your-own-key functionality. This gives enterprise IT and AI teams the flexibility to use their preferred models, inject structured brand context, and work within approved infrastructure investments. No more choosing between powerful AI capabilities and enterprise compliance.

Control is not about slowing things down. It's about giving enterprises the transparency, flexibility, and governance they need to deploy AI confidently and scale it safely across every team and market.

Intelligent automation as your competitive advantage

Volume, consistency, context, and control are strongest when they work together. 

Automation is the connective tissue that links these essentials into a single system, helping organizations move along the automation spectrum: from manual processes, to structured workflows, to automations, and eventually to intelligent agents. 

Most teams today operate somewhere in the middle of this spectrum. We’re here to give you everything you need, regardless of where you are in your AI and automation journey.  

The opportunity is clear: advance with confidence, ensuring trust, quality, and governance. These new AI capabilities make it possible to eliminate repetitive work, automatically enforce standards, and give your teams the space they need for creativity, strategy, and innovation.

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