Kentico has launched AIRA, an AI-powered marketing tool that integrates with existing marketing workflows to streamline tasks and enhance content creation.
The newly introduced AIRA is designed for Xperience by Kentico and addresses a common challenge in the marketing sector, where many AI tools require users to adapt to new systems. Instead, AIRA integrates into familiar marketing tools like Google Chrome and Microsoft Word, reducing the need for users to switch between applications.
Debbie Tuček, Vice President of Product at Kentico, explained the company's approach with AIRA: "Marketers don't need another AI gimmick—they need real, practical solutions. AIRA is built to integrate with how marketers already work, helping them focus on what they do best: creating powerful digital experiences."
A key feature of AIRA is its ability to provide administrator-authorized access to content and data across a business's digital ecosystem. This feature allows AIRA to analyze information from multiple tools, such as Confluence pages, to improve campaign planning and content creation through AI-derived insights and workflow automation.
The AIRA Companion App, a mobile extension, is set to provide marketers with the ability to track performance metrics, receive alerts, and access key performance indicators from their mobile devices. This offers marketers real-time monitoring capabilities and helps deliver timely notifications and business insights, crucial for staying connected on the move.
Dominik Pintér, Chief Executive Officer of Kentico, spoke on the benefits of these advancements: "With AIRA, we're not just improving content workflows—we're helping businesses stay connected to the entire digital experience landscape in real-time. That means marketing teams can move faster, make informed decisions, and execute campaigns more effectively."
Plans are underway to further enhance AIRA with AI-driven personalization and insights into customer journeys. Although these features are not yet available, Kentico aims to utilise AIRA for analysing user behaviour and recommending content personalization strategies. The future Customer Journey Insights feature is expected to allow businesses to map out the customer path visually, identifying vital engagement points and enabling data-driven strategies to boost conversions.
Debbie Tuček elaborated on these upcoming features, stating: "It's often a very challenging and time-consuming task for marketers to understand how customers are interacting with their brand across multiple digital channels. With Customer Journey Insights, we will be giving them a clear roadmap for engagement."
With AIRA and upcoming improvements in Xperience by Kentico, the company is focusing on reducing complexity while enabling marketers to devise better strategies and develop efficient digital marketing experiences. The objective is to apply AI-driven tools to enhance automation and customer data utility without compromising on creativity.
