If managing personalized customer experiences feels like juggling chainsaws in the dark, ContentWise just turned on the lights—and added robotic arms.

The AI-powered customer experience (CX) platform today announced the launch of ContentWise Agent Engine, a major upgrade to its flagship UX Engine. The new release introduces autonomous AI agents capable of executing complex, goal-oriented workflows—without human micromanagement. And for marketing and editorial teams, this could be the biggest workflow liberation they’ve seen since cloud storage.

At its core, this new engine automates the tedious middle layer of CX: the configuration, curation, and campaign logistics that drain creative time and muddle personalization goals. Instead of manually pulling data and setting rules, you tell ContentWise what you want to achieve—and its agents figure out how.

Welcome to the Age of Agentic CX

Powered by multi-agent architectures and open protocols like Google’s A2A (Agent-to-Agent) and Anthropic’s MCP (Model Context Protocol), ContentWise Agent Engine marks a pivot from static workflows to dynamic orchestration.

Paolo Bozzola, CEO of ContentWise, summed up the stakes:

“This changes the operational paradigm for our customers. Teams can now experiment and execute strategies that were previously unimaginable.”

How It Works

The Agent Engine operates like a digital task force. A host agent coordinates specialized sub-agents—each with unique roles:

• Pattern Discovery Agent analyzes user behavior

• UX Configurator Agent maps business goals to actionable UX settings

• Trend-to-Carousel Agent taps into real-time sentiment to surface trending content

• Campaign Agent automates cross-platform campaign rollouts

• Live Sports Agent connects with external APIs for dynamic sports content

• UX Simulation Agent virtually walks in the user’s shoes to suggest improvements

All of this runs natively within the ContentWise UX Engine, but with hooks into external systems—from CRM tools to sports data APIs.

“This isn’t just automation,” added CTO Paolo Cremonesi. “It’s intelligent orchestration. We’ve moved beyond simple API calls to agents that collaborate, break down data silos, and execute multi-step plans in real time.”

Why This Matters

Personalization at scale is the holy grail of CX—but few companies have the resources to do it well. Editorial teams are stuck stitching together data, tools, and campaign logic by hand. The result? Slow turnarounds, missed moments, and generic user experiences.

By integrating agentic intelligence, ContentWise enables:

• Faster campaign rollouts (think hours, not weeks)

• Hyper-personalized CX across user segments and moments

• Real-time adaptation to trends, events, and behavioral shifts

• Experimentation without dev cycles

Imagine launching a content campaign for the 2026 World Cup: an agent can auto-segment your audience, pull relevant content, trigger push notifications, and adapt to game outcomes—all before halftime.

Industry Implications

This launch puts ContentWise at the forefront of a rising trend: agentic AI for digital experience. While AI copilots and chatbots get the buzz, the real game-changer may be autonomous systems that act without asking—a shift from assistance to delegation.

It’s a sharp contrast to legacy CX platforms that still depend on rule-based systems and manual configuration.

And for competitors in the martech and media tech space? The bar just got higher.

Who It Impacts

• Digital Publishers & Broadcasters: Real-time updates for fast-moving content like sports and entertainment

• Marketers: End-to-end campaign automation across external platforms

• Product Teams: Insights from user journey simulations to improve UX

• CX Leaders: Breakthrough personalization without blowing up headcount

With clients like ITV, Dish, Allente, Telefonica, and RAI, ContentWise is already embedded in high-volume media ecosystems. The Agent Engine makes those environments smarter, faster, and more autonomous.

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