Storyblok, the headless CMS platform for brands aiming to make a fast market impact, has released its State of CMS 2025 report. The global survey, which collected insights from 1,300 marketers and developers, sheds light on the growing demand for AI-powered content creation, the persistent reliance on legacy CMS systems, and the resulting content bottlenecks. The findings reveal that companies are eager for modern, flexible CMS solutions but are hindered by outdated systems and fragmented content management.

AI-Powered Content Creation Leads the Demand

According to the survey, 44% of businesses highlighted AI-powered content creation as the most desirable CMS feature. This represents a 13% increase from the 2024 survey, underscoring the growing demand for automation and smart solutions in content creation. Content scaling (32%) and dynamic content optimization (30%) followed closely behind, showing that companies are looking for tools that can streamline content workflows and improve efficiency. Collaboration tools (29%) also ranked highly, reflecting the need for enhanced teamwork across content teams.

Content Bottlenecks Persist with Legacy CMS Systems

Despite the clear demand for modernization, 61% of businesses still rely on more than one CMS to manage their content. This fragmented approach often stems from the limitations of legacy systems, with many companies using multiple CMSs to mitigate delivery risk, support omnichannel needs, and adjust to changes in their tech stack. In fact, 47% of companies cite the need for multiple systems to adapt to new tech requirements, and 50% are exploring different CMS options to modernize and streamline their operations.

The Shift Toward Modern, Flexible Systems

This desire for flexibility and efficiency comes at a pivotal time, with companies planning to expand content delivery to newer platforms, such as AR/VR (15%) and smartwatches (14%). The shift to these advanced technologies further highlights the need for modern headless CMS solutions that can provide the scalability and adaptability required to succeed in an omnichannel landscape.

Salaries Reflect the Demand for Modern CMS Skills

The report also analyzed 7,374 job listings that referenced CMS systems, finding a clear wage disparity between roles involving legacy CMS and modern headless CMS skills. In the U.S., marketers working with legacy CMS systems earn an average of $54,625, while those skilled in modern systems earn $101,270, a significant 85% increase. Developers with legacy CMS expertise make an average of $75,575, compared to $97,738 for those working with modern headless systems, reflecting a 29% increase in salary.

Legacy Systems Fail to Meet Growing Needs

Mark Wheeler, CMO of Storyblok, commented on the report’s findings, emphasizing the importance of modern CMS solutions for the future. “The shift to AI-powered search and omnichannel content delivery means that brands need a modern CMS to ensure their content is structured, discoverable, and not invisible. The CMS pivot window for brands is closing quickly, and those who do not modernize now risk falling behind.”

Storyblok’s State of CMS 2025 report highlights the growing frustration with legacy systems and the increasing demand for AI-powered, flexible CMS solutions. As businesses look to scale content delivery across new channels and enhance collaboration, modern headless CMS platforms like Storyblok are emerging as essential tools for success in the future of digital marketing.