If you work in digital, you’ve probably noticed something: the demand for content keeps growing… and fast.

More channels. More formats. More teams needing content yesterday. And enterprises, in particular, are feeling the pressure - product teams, marketing, sales, support, legal, all wanting updates or new pages constantly.

The problem?

Most organisations are still relying on traditional content management systems, which were never built for this level of speed or scale. These older CMS platforms store content, let you publish pages, and maybe offer some templates… but they still rely heavily on people to write, edit, optimise, update, and maintain everything.

That’s where the idea of a Generative CMS comes in.

So what exactly is a Generative CMS?

A Generative CMS is a newer type of content system that uses AI - especially generative AI - to help create, update, and manage content automatically.

Instead of just being a storage system where you manually enter text, a Generative CMS can:

• Draft content for you
• Suggest improvements
• Optimise for SEO
• Keep content up to date
• Personalise content for different audiences
• Publish into structured layouts

Think of it as a CMS that actually helps you do the work, not just a place where work gets stored.

Why enterprises are paying attention

The reality is simple:
Traditional content processes are breaking under the weight of demand.

Enterprises have:

• More web pages
• More products or services
• More markets
• More compliance needs
• More updates
• More stakeholders

And yet… Most teams are still writing content manually in Google Docs, pasting it into a CMS, tweaking formatting, fixing metadata, and doing it all again the next week when something changes.

A Generative CMS tackles this head-on by automating the repetitive, operational parts of content work.

What a Generative CMS can actually do

Here’s what makes a Generative CMS different from the old-school systems:

1. It generates content - really well

You can get full drafts for:

• Articles
• Landing pages
• Product or feature descriptions
• FAQs
• Release notes
• Emails
• Metadata

And it learns your brand voice over time.

2. It keeps everything up to date

Static content gets outdated shockingly fast. A Generative CMS can flag content that needs updating or even refresh it automatically based on:

• New information
• Search trends
• Product changes
• Performance metrics

3. It handles SEO in the background

Instead of opening yet another “SEO checklist,” you get:

• Suggested keywords
• Improved headings
• Better meta descriptions
• Clean structure
  Internal linking recommendations

It’s SEO help without the heavy lifting.

4. It can personalise content

Rather than one version for everyone, the CMS can tailor:

• Headlines
• CTAs
• Descriptions
• Recommendations

For different users, regions, or funnels.

5. It speeds up publishing

No more copying, pasting, fixing formatting, re-uploading images, or “can someone update this page for me?” loops.

Automation takes care of it.

Why this matters now

The shift toward Generative CMS isn’t hype - it’s a response to real problems:

1. Content demand has exploded. Teams are expected to produce more content than ever, across more channels.
2. Traditional tools can’t scale. A CMS built 10–15 years ago simply wasn’t designed for dynamic, fast-changing digital experiences.
3. Enterprises need consistency. Brand voice, compliance, tone, structure - AI helps enforce all of it at scale.
4. SEO is more competitive. AI-enabled optimisation keeps content in shape and search-friendly.
5. Teams want to focus on strategy, not busywork. A Generative CMS frees people from repetitive tasks, letting them focus on creativity and decision-making.

Why traditional CMS workflows are not enough anymore

The amount of content organisations need to produce has increased dramatically. Websites change constantly. Products evolve weekly. Global audiences expect personalised experiences. Search engines reward fresh, structured content.

Traditional CMS platforms were not designed for this level of volume or velocity. They rely too much on manual processes and linear workflows. A generative CMS helps close that gap by making content production and maintenance smarter and faster.

Where the future is heading

As AI becomes more capable, generative CMS platforms will become the standard way to manage content. They offer speed, consistency, accuracy and scale. Most importantly, they free teams from repetitive tasks so they can focus on strategy, creativity and quality.

Generative CMS technology will likely become a core part of how digital content is produced and maintained. Instead of teams struggling to keep up with workloads, content systems will help carry the load. This shift will shape how modern organisations plan, publish and evolve their digital experiences.