New York, NY - Optimizely, a leader in digital experience platforms, this week released new research highlighting the rapid growth and complexity of today’s marketing technology landscape and the emerging role of AI in shaping future content systems.
According to the company’s report, “Composable by Design: Building an Agentic Content Ecosystem,” marketers now face a martech environment with more than 15,000 tools, creating fragmented stacks that resemble a “solar system” with core platforms at the center and hundreds of specialized systems orbiting around them.
Despite advances in data platforms and analytics, the report found that content remains the biggest bottleneck for organizations aiming to scale personalization. Optimizely’s research underscores how a composable, AI-driven approach can bring structure to this complexity by unifying content creation, delivery, personalization, and measurement.
“AI is speeding up the entire content lifecycle, but it’s also revealing where stacks have lost their gravitational center,” said Tara Corey, SVP of Marketing at Optimizely. “Composable design restores that pull — aligning creativity, intelligence, and delivery in a more intentional, scalable way.”
Key insights from the report include significant growth in niche marketing tools, persistent challenges around siloed workflows, and the vital role of AI when embedded as a platform-level capability rather than an add-on feature. The research also spotlights the rise of “agentic content ecosystems”—systems where AI actively shapes and optimizes content across its lifecycle.
Optimizely says its findings illustrate a path forward for enterprises looking to harness their increasingly layered technology stacks. By integrating AI across platforms, organizations can accelerate workflows, connect data and content, and deliver customer experiences that are both personalized and scalable.
The company’s research reinforces the growing industry emphasis on composability and AI as foundational elements of modern digital experience strategies, particularly as marketers seek to tame sprawling technology landscapes while maintaining agility and relevance.
Read more here: https://www.optimizely.com/company/press/composable-content-ecosystem/