What is an agentic CMS? A 2026 field guide

 The short versionAn agentic CMS can act on a goal, not just assist with a task. The dividing line isn’t whether it has AI features; it’s whether it can take actions you didn’t individually trigger, inside guardrails you set.
Six platforms we work with are making six different architectural bets. The real difference between them is where the agent runtime sits: inside the CMS, above the stack, in your own tools, or with a different vendor entirely.
Mid-2026 made the trend impossible to miss: Optimizely rebranded as ‘the AI platform for marketing’, and Salesforce moved to buy Contentful as a content layer for its agents.
AI is now part of the floor, not the tie-breaker. The new selection question is whether you can own the agent layer or at least leave it, and MCP support is the cleanest proxy for that.
  

What is an agentic CMS?

Start with the word, because the word is doing a lot of work.

Definition.

An agentic CMS is a content management system that can act, not just assist. Where an AI-assisted CMS suggests a headline or drafts a summary for you to accept, an agentic CMS can take a goal (‘localise this campaign for five markets’), break it into steps, use tools and other systems to do the work, and carry it out with limited human input, inside the guardrails and approvals you set.

That last clause matters as much as the first. Agency without guardrails isn’t a feature. It’s a liability.

It helps to see it as a spectrum, not a switch:

Assisted. The editor asks; the AI answers. Autocomplete, ‘improve this paragraph’, alt text on request. Useful. Not agentic.
Automated. Fixed rules fire on triggers. Schedule a post, route for approval, tag on upload. We’ve had this for years. Also not agentic.
Agentic. The system works towards an outcome you’ve described, decides the steps itself, calls the tools it needs, acts, and then tells you what it did. That’s the line.

The sharpest version of that distinction came, of all places, from a vendor. Optimizely argued that calling a CMS agentic because it drafts faster is ‘like calling a car autonomous because it has cruise control’. When the best line about your category is coming from inside the category, the category is fighting the wrong fight.

Agentic CMS vs headless CMS vs a traditional CMS

These get muddled, so here’s the honest one-liner for each. A traditional CMS stores your content and waits for you. A headless CMS does the same, then serves that content to any front end through an API. An agentic CMS adds a third thing on top: a layer of software that can read your content, reason about a goal, and do the work.

Which is why the platforms best placed for this tend to be the ones with the most structured, well-modelled content underneath. Agents can’t act intelligently on a pile of page-shaped blobs. The better your content model, the more an agent can actually do with it. That detail decides more platform selections than the demo ever shows.

We’ve seen this hype before

Whenever the CMS category gets a new noun, the noun does the work of differentiation for a while, until the architectures underneath catch up and the noun stops meaning much. Headless. MACH. Composable. DXP. Each one was the unmissable label for two years, then quietly turned into a feature on everyone’s slide.

‘Agentic CMS’ is the 2026 version of the move.

And here’s the tell that we’re deep into the cycle: in June 2026, Optimizely dropped the DXP framing altogether and rebranded as ‘the AI platform for marketing’. When a category leader stops calling itself a DXP, the noun has stopped doing the work. The same research it published put numbers on the unease: 64 percent of B2B marketing leaders worry that mass AI adoption is creating a ‘sea of sameness’ (Optimizely-commissioned, so take the figure with the usual pinch of salt, but the direction rings true).

Six bets, one market

Peel the labels off and the six vendors we deal with most are making six genuinely different architectural bets. Worth a quick look at each, with the catch attached to each one.

Optimizely (Opal) – the orchestration bet

Opal sits above the Optimizely platform (CMS, CMP, Commerce, Experimentation, Personalization) as an agent runtime, not as a CMS feature. The June 2026 update added a Quality tab with custom evaluation criteria and a guardrail that learns an agent’s patterns, flags deviations and auto-terminates rogue runs, plus sharable canvases with granular permissions, Word and PowerPoint authoring, a GitHub MCP connector and EU hosting. The rebrand reframes all of it as the ‘Optimizely Agent Platform’, with a ‘marketing harness’ of accumulated brand context and history feeding every agent.

Watch-out: Opal’s value compounds when you run more than one Optimizely product. Run only the CMS and a lot of that orchestration story is waiting on the rest of the suite.

Sitecore (SitecoreAI, Agentic Studio, Stream) – the embedded workspace bet

Launched globally on 10 November 2025, with all XM Cloud customers upgraded automatically. It ships with 16 out-of-the-box agents, including an AEO and SEO Researcher that audits your visibility across ChatGPT, Copilot, Perplexity and Gemini alongside Google. Brand Kits ground the agents in your voice.

Watch-out: It’s tightly bound to XM Cloud plus Stream. The agents are Sitecore’s, the brand context lives in Sitecore, and the orchestration story for non-Sitecore systems is thinner than Opal’s.

Kontent.ai (Agentic CMS, Expert Agents) – the headless-agent bet

The vendor that put the term on the map, with the ‘world’s first agentic CMS’ line at its October 2025 launch. Expert Agents followed on 31 March 2026, covering governance, compliance, translation and large-scale updates, with externally audited AI governance (ISO/IEC 42001) as a genuine differentiator for regulated clients.

Watch-out: Its strength is autonomous content operations inside a headless CMS, which is also its narrowness. No commerce, no experimentation, no personalisation underneath.

Contentful (AI Actions, then Salesforce) – the assembly-layer bet

AI Actions has been generally available since 31 March 2025: embedded utility, not autonomous agents. The bigger news is the 1 June 2026 agreement for Salesforce to acquire Contentful, positioning it as the content layer for Agentforce.

Watch-out: The deal hasn’t closed (expected in the third quarter of Salesforce’s 2027 financial year), so the Agentforce integration is roadmap, not a shipped capability. Buy in mid-2026 and you’re implicitly buying Salesforce’s AI direction, not Contentful’s. More on that below.

Kentico (KentiCopilot, AIRA) – the dual-track bet

Two distinct products. KentiCopilot is developer-facing, with a Content Types MCP server and AI-assisted code-upgrade tooling. AIRA is the marketer-facing agent inside Xperience by Kentico, with an Agentic Marketing Suite that includes an SEO and GEO Specialist.

Watch-out: A smaller agent surface than Opal or SitecoreAI, with no orchestration story to match. The bet is ‘your existing dev tools, plus our MCP’. Pragmatic. Unflashy. Quite possibly the most quietly correct of the lot.

Umbraco – the MCP-as-platform bet

Of the six, Umbraco is the most architecturally honest. It isn’t shipping agents. It’s shipping the connective tissue agents need. The Q1 2026 product update outlines a base MCP SDK, Hosted MCP, a CMS Editor MCP and remote MCPs hosted on Umbraco Cloud.

Watch-out: No first-party agents. Anyone shopping for an out-of-the-box agentic experience will look elsewhere, and that’s the point.

Read those six side by side and a pattern shows up. The bets aren’t really about features. They’re about where the agent runs, and that resolves into four places.

Platform	The bet	Where the agent runs	MCP / openness	The catch
Optimizely (Opal)	Orchestration above the suite	Above the stack (suite vendor owns it)	Yes: CMS SaaS MCP server, remote MCPs (e.g. GitHub)	Compounds only if you run more than one Optimizely product
Sitecore (SitecoreAI)	Embedded agent workspace	Inside the CMS (XM Cloud)	Agents are Sitecore’s; thinner third-party story	Tightly bound to XM Cloud + Stream; context lives in Sitecore
Kontent.ai	Autonomous ops in a headless CMS	Inside the CMS UI	API-first; ISO 42001 governance	No commerce, experimentation or personalisation underneath
Contentful → Salesforce	Content layer for someone else’s agents	With a different vendor (Agentforce)	API-first; future tied to Salesforce	Integration is pre-close roadmap; you inherit Salesforce’s direction
Kentico	Dual-track: dev MCP + marketer agent	Your IDE/tools (KentiCopilot) and the CMS (AIRA)	Yes: Content Types MCP server	Smaller agent surface; no orchestration story to match
Umbraco	Ship the connective tissue, not the agents	Your IDE / your own LLM	Yes, by design (SDK, Hosted MCP, Editor MCP)	No first-party agents out of the box (deliberately)

What does ‘table stakes’ look like now?

A short audit. The 2026 floor for any serious enterprise CMS:

MCP support, in production or credibly on the roadmap.
An AEO or GEO agent built in (Sitecore, Optimizely and Kentico all ship one already).
A permission-inherited assistant that drafts, summarises and translates.
‘No publish without human approval’ as a posted policy, not an aspiration.
Bulk content operations across many items at once.

If a vendor can’t match that list, they’re behind, whatever the deck says. The slide with the circle of agent icons does not count.

The same scramble is happening in AI visibility

That AEO or GEO agent sitting in the table-stakes list is the tip of its own land grab. While the vendors race to put agents inside the CMS, they’re racing just as hard to sell you tools that show how your brand turns up when an AI answers a question about you. In the space of a few weeks this month, Sitecore acquired its way in, Optimizely partnered and bolted on its own analytics, and Contentful bought a startup and relaunched it as a standalone product. Adobe had already made its move earlier in the year, and Kentico has been quietly threading a GEO agent through AIRA. Same conclusion, different bets, all at once.

It rhymes with the agentic story, catch included. These tools do earn their keep: they’ll catch a model confidently telling people something false about you, and show where a competitor is winning a topic you should own. What they can’t do is the half that actually decides whether an AI cites you, which lives out on the open web, in your reputation and authority, not on any dashboard. The agents will take the mechanical, on-site work off your hands. The half that sets you apart stays human.

I’ve pulled that argument apart in a companion piece: Every DXP is now selling AI visibility. They’ll do the easy half. The short version: buy the category if you like, but spend the real money where the tools can’t reach.

The fight that actually matters

Now the through-line.

Every choice above is, at root, a bet on where the agent runtime sits. Inside the CMS (Kontent.ai, Sitecore), the CMS vendor owns the runtime. Above the stack (Optimizely Opal), the suite vendor owns it. In your IDE or with your own LLM (Kentico KentiCopilot, Umbraco MCP), you own it, and the CMS becomes a tool your agent calls. With a different vendor entirely (Contentful into Salesforce Agentforce), the agentic platform vendor owns it, and the CMS becomes a content service.

That last one is the news of the year. A platform vendor that has built its entire 2024-to-2026 strategy around agents has moved to buy a CMS. Read the order of operations carefully. The agentic platform did not bolt on a CMS feature. The CMS got bought by an agentic platform.

Optimizely’s rebrand tells the same story from the other side. Its own announcement describes building for three audiences now: the marketer creating the work, the customer experiencing it, and the AI agents scraping, interpreting and acting on that content on the customer’s behalf. That third audience is the whole game, said out loud by the vendor.

Here’s the shift in plain terms. For 20 years the CMS was the library: a place you visited and pulled books off the shelf yourself. The agent layer changes the visit. Now an agent walks into the library on your behalf, fetches the book and summarises the relevant chapter. The library still has to be well-stocked and well-catalogued, because that’s where the work has gone. But customers have stopped walking through the door.

The question ‘which CMS?’ hasn’t gone away. It’s now sitting on top of a quieter and more important one.

“

Whose agent is walking through the door, and can you send your own?

Five questions worth asking

When a client briefs us on a platform selection in 2026, we run a separate pass on the agent layer. Five questions do most of the work.

Where does the agent run? Inside the CMS, above the stack, in your own tools, or with someone else entirely? The answer tells you who holds the leverage in five years.
Is the platform MCP-native, or do agents only work through proprietary plumbing? If you can’t point an external Claude, ChatGPT or Cursor at it, you’re locked in. MCP is the cleanest proxy for ‘leavability’ we’ve got right now.
Are permission inheritance and approval gates explicit, or implied? Get them in writing. The agent that ships at 2am is the one nobody briefed you on.
What does run quality look like? Scoring, drift detection, rollback, audit trail. Opal’s Quality tab is the current bar to benchmark against, because nobody else has shipped its match yet.
What’s the override path when an agent ships the wrong thing? Who gets paged. Who can roll it back. How fast.

If a vendor can’t give you a clean answer to all five, the demo is doing more work than the platform.

What we tell clients now

Three things, in order.

First, AI inside your CMS is still not the most important selection criterion. The six pillars from our CMS selection guide (investment, capability, usability, security, scalability, reliability) still do most of the work. AI is now part of the floor, not the tie-breaker.

Second, the new criterion sits one floor up, and it’s the agent layer. Specifically, whether you can own it or at least leave it. MCP support, in production today or credibly on the roadmap, is the proxy we use. (If you want the argument for why model and platform portability is worth paying for, I made it here.)

Third, the platforms most likely to age well over the next five years are the ones that treat the CMS as a service the agent layer consumes, by design or by happy accident. Kontent.ai and Umbraco arrive there from very different directions. Optimizely is the one that has already shipped a runtime that does it. Salesforce will arrive by acquisition. The rest still have work to do.

Agentic CMS: Frequently asked questions

What is an agentic CMS?

An agentic CMS is a content management system that can act on a goal, not just assist with a task. Where an AI-assisted CMS suggests a draft for you to approve, an agentic CMS takes an instruction like ‘localise this campaign for five markets’, plans the steps, uses the tools and systems it needs, and carries the work out, inside the guardrails and approvals you set.

How is an agentic CMS different from a CMS with AI features?

AI features assist a human who stays in the driver’s seat: autocomplete, summaries, alt text on request. An agentic CMS can take initiative and complete multi-step work on its own. Optimizely put the difference well: a CMS that just drafts faster is no more agentic than a car with cruise control is autonomous.

What’s the difference between an agentic CMS and a headless CMS?

They answer different questions. Headless is about delivery: content is decoupled from presentation and served to any front end through an API. Agentic is about action: software that can read your content, reason about a goal and do the work. The two pair well, because agents act far more reliably on structured, well-modelled content than on page-shaped blobs.

Which platforms are agentic CMS in 2026?

Most major platforms now ship something agentic, but they bet differently. Kontent.ai and Sitecore put agents inside the CMS; Optimizely runs them above the suite; Kentico and Umbraco lean on MCP so agents can run in your own tools; and Contentful is set to become the content layer for Salesforce’s Agentforce. Which one is ‘agentic’ matters less than where the agent runs.

Who claims the ‘first agentic CMS’?

Kontent.ai used the ‘world’s first agentic CMS’ line at its October 2025 launch. Optimizely had Opal agents in market earlier, and Sitecore launched SitecoreAI in November 2025. All three have a reasonable claim. The trophy matters less than the architecture underneath it.

Is an agentic CMS safe? Can AI publish without approval?

An agentic CMS is only as safe as its guardrails. The 2026 floor is permission inheritance (agents act within a user’s existing rights), a posted ‘no publish without human approval’ policy, full audit trails, and a fast rollback path. Get these in writing during selection, not after an agent ships something at 2am.

What is MCP, and why does it matter for a CMS?

MCP, the Model Context Protocol, is an open standard that lets external AI tools such as Claude, ChatGPT or Cursor connect to a system and act on it. For a CMS it’s the cleanest test of ‘leavability’: if you can point your own agent at the platform, you own the agent layer. If agents only work through proprietary plumbing, you’re locked in.

What’s the best agentic CMS to choose?

There isn’t a single best one, and beware any demo that implies otherwise. AI is now part of the floor, not the tie-breaker, so the old criteria (investment, capability, usability, security, scalability, reliability) still do most of the work. The new question sits one floor up: can you own the agent layer, or at least leave it? MCP support is the proxy we use.

So what, plainly stated

The vendors are arguing about the word ‘agentic’. The practitioners are quietly making MCP the only thing that matters. The CMS is becoming a content service that the agent layer consumes, and the agent layer might belong to your CMS vendor, your suite vendor, your CRM vendor, or to you.

The right platform in mid-2026 isn’t the one with the most agents on its home page. It’s the one whose agent layer you can either own or leave.

Everything else is a pitch deck.

Sources and further reading

Optimizely rebrands as ‘the AI platform for marketing’ – Optimizely, 22 June 2026
What’s new in Optimizely Opal – Optimizely, 4 June 2026
AI-powered enterprise CMS: the impossible use cases – Optimizely (the ‘cruise control’ line)
Salesforce signs definitive agreement to acquire Contentful – Salesforce, 1 June 2026
Introducing Agentic Studio in SitecoreAI – Sitecore, 10 November 2025
Agentic CMS and Expert Agents – Kontent.ai / CMSWire, 31 March 2026
KentiCopilot and AIRA – Kentico
Umbraco product update, Q1 2026 – Umbraco (the MCP roadmap)
The Model Context Protocol – the open standard behind ‘leavability’
How AI is revolutionising the CMS – Luminary, the 2025 piece this follows up
How to choose the right CMS – Luminary, the six-pillar selection guide
WTF is GEO? and Optimizely vs Sitecore – Luminary, related reading

Keep Reading

Want more? Here are some other blog posts you might be interested in.

8 minute read

[{"itemId":"a23c11de-7ce5-4616-8632-026703fc7a30","title":"Every CMS is agentic now. So what does ‘agentic CMS’ even mean?","introduction":"Every major DXP and CMS now ships an ‘agentic’ feature, and the vendors mean wildly different things by it. A view from the agency side on what an agentic CMS actually is, who’s making which bet, and the one question that decides which platform ages well.","blogUrl":"/blog/what-is-an-agentic-cms","isFeatured":false,"authors":{"publishDate":"21 July 2026","readingTime":15,"authors":[{"authorName":"Adam Griffith","authorUrl":"/adam"}],"authorImageUrl":"https://assets-us-01.kc-usercontent.com:443/90e79cae-25c6-00b5-6f5b-27efe5c250ab/83a52d8d-13c7-4380-8f15-7f24726983a6/Adam_thumb.jpg?w=90&h=90&fm=webp","authorAlt":"Adam Griffith"},"readingTime":15,"tags":[{"name":"Strategy","codename":"strategy"},{"name":"Kentico","codename":"kentico"},{"name":"Development","codename":"development"},{"name":"Umbraco","codename":"umbraco"},{"name":"Headless CMS","codename":"headless_cms"},{"name":"Kentico Kontent","codename":"kentico_kontent"},{"name":"Optimizely","codename":"optimizely"},{"name":"Artificial Intelligence","codename":"artificial_intelligence"}],"img":{"src":"https://assets-us-01.kc-usercontent.com:443/90e79cae-25c6-00b5-6f5b-27efe5c250ab/7018a8c8-75f6-4d9b-945c-3e23abb7eb3d/Gemini_Generated_Image_u0bmnvu0bmnvu0bm.png?h=350&fm=webp","alt":"A representation of agentic CMSs, generated by Gemini.","width":2752,"height":1536},"lastModified":"2026-07-21T12:38:33.9399571Z","codeNameHeroImage":"hero_image","codeNameTitle":"title"},{"itemId":"bc5ff759-4452-4f02-b23d-f222386531bc","title":"Testing the llms.txt file: Does it help AI discover content?","introduction":"Tested: Can llms.txt help AI discover content? Results show it’s not a discovery tool. SEO fundamentals still drive visibility in AI search.","blogUrl":"/blog/llms-txt-discovery-test-2026","isFeatured":false,"authors":{"publishDate":"15 July 2026","readingTime":4,"authors":[{"authorName":"Shayna Burns","authorUrl":"/shayna"}],"authorImageUrl":"https://assets-us-01.kc-usercontent.com:443/90e79cae-25c6-00b5-6f5b-27efe5c250ab/83a416d3-1fe5-4780-9c56-455dd7348b4f/Shayna_thumb.jpg?w=90&h=90&fm=webp","authorAlt":"Shayna Burns"},"readingTime":4,"tags":[{"name":"Strategy","codename":"strategy"}],"img":{"src":"https://assets-us-01.kc-usercontent.com:443/90e79cae-25c6-00b5-6f5b-27efe5c250ab/3554ffa1-42d4-4003-902d-6d4e65e9e830/pexels-firmbee-com-22729701-6941871.jpg?h=350&fm=webp","alt":"Google search","width":1600,"height":897},"lastModified":"2026-07-16T04:29:52.1320685Z","codeNameHeroImage":"hero_image","codeNameTitle":"title"},{"itemId":"2a68df8f-ef47-49da-b284-50efbfd5280e","title":"Most marketing AI is all coach, no players","introduction":"Claude or ChatGPT can tell you what to do with your marketing, but AI that is integrated into your tech stack will help you take your game to another level. ","blogUrl":"/blog/most-marketing-ai-is-all-coach-no-players","isFeatured":false,"authors":{"publishDate":"02 July 2026","readingTime":5,"authors":[{"authorName":"Adam Griffith","authorUrl":"/adam"}],"authorImageUrl":"https://assets-us-01.kc-usercontent.com:443/90e79cae-25c6-00b5-6f5b-27efe5c250ab/83a52d8d-13c7-4380-8f15-7f24726983a6/Adam_thumb.jpg?w=90&h=90&fm=webp","authorAlt":"Adam Griffith"},"readingTime":5,"tags":[{"name":"Strategy","codename":"strategy"},{"name":"Artificial Intelligence","codename":"artificial_intelligence"}],"img":{"src":"https://assets-us-01.kc-usercontent.com:443/90e79cae-25c6-00b5-6f5b-27efe5c250ab/f6ed29aa-8f59-4f8b-b0a5-8ad1473b6800/adam-coaching-miniroos.JPG?h=350&fm=webp","alt":"Adam coaching Miniroos","width":1600,"height":900},"lastModified":"2026-07-07T05:00:12.7217482Z","codeNameHeroImage":"hero_image","codeNameTitle":"title"},{"itemId":"6fdbd49d-976c-4243-9d2c-c486ed4ca3c0","title":"Your next slide deck might be a web page","introduction":"AI tools like ChatGPT and Claude can now build for the web in minutes, and the documents we make all day – the deck, the report, the PDF – are quietly turning into something you can click through.","blogUrl":"/blog/your-next-slide-deck-might-be-a-web-page","isFeatured":false,"authors":{"publishDate":"21 June 2026","readingTime":12,"authors":[{"authorName":"Adam Griffith","authorUrl":"/adam"}],"authorImageUrl":"https://assets-us-01.kc-usercontent.com:443/90e79cae-25c6-00b5-6f5b-27efe5c250ab/83a52d8d-13c7-4380-8f15-7f24726983a6/Adam_thumb.jpg?w=90&h=90&fm=webp","authorAlt":"Adam Griffith"},"readingTime":12,"tags":[{"name":"Strategy","codename":"strategy"},{"name":"Artificial Intelligence","codename":"artificial_intelligence"}],"img":{"src":"https://assets-us-01.kc-usercontent.com:443/90e79cae-25c6-00b5-6f5b-27efe5c250ab/a383f9d2-c943-4843-927a-082524bcf410/luminary-hero-your-next-slide-deck.jpg?h=350&fm=webp","alt":"Doc to web page","width":1600,"height":900},"lastModified":"2026-07-21T02:30:25.7334866Z","codeNameHeroImage":"hero_image","codeNameTitle":"title"},{"itemId":"2fa520f8-2c53-4e19-a2d2-f147316b9e4d","title":"Navigating the environmental challenges of AI","introduction":"As a digital agency, Luminary recognises that its use of AI – a non-negotiable in today’s competitive technology landscape – is inevitably going to have an impact on the environment. We reflect on our journey towards offsetting that impact.","blogUrl":"/blog/navigating-the-environmental-challenges-of-ai","isFeatured":false,"authors":{"publishDate":"15 June 2026","readingTime":3,"authors":[{"authorName":"Emma Andrews","authorUrl":"/emma"}],"authorImageUrl":"https://assets-us-01.kc-usercontent.com:443/90e79cae-25c6-00b5-6f5b-27efe5c250ab/b5cb5d7a-0830-4bc9-88d7-f9008ff59bd7/Emma_thumb.jpg?w=90&h=90&fm=webp","authorAlt":"Emma Andrews"},"readingTime":3,"tags":[],"img":{"src":"https://assets-us-01.kc-usercontent.com:443/90e79cae-25c6-00b5-6f5b-27efe5c250ab/bb3d857e-3ec9-473c-9244-f73fb3ae163a/Martech-at-SMBtech-680x350%20copy.jpg?h=350&fm=webp","alt":"Picture of an illustration of a mann standing in front of many screens","width":1600,"height":824},"lastModified":"2026-06-25T04:10:16.0775403Z","codeNameHeroImage":"hero_image","codeNameTitle":"title"},{"itemId":"71f31001-c7d4-48fd-8404-780f15f642d8","title":"Washington switched off the frontier. Did your business even notice?","introduction":"A blackout of Anthropic’s most powerful AI models is a free fire drill for anyone betting their business on a single model.","blogUrl":"/blog/washington-switched-off-the-frontier-did-your-business-even-notice","isFeatured":false,"authors":{"publishDate":"14 June 2026","readingTime":5,"authors":[{"authorName":"Adam Griffith","authorUrl":"/adam"}],"authorImageUrl":"https://assets-us-01.kc-usercontent.com:443/90e79cae-25c6-00b5-6f5b-27efe5c250ab/83a52d8d-13c7-4380-8f15-7f24726983a6/Adam_thumb.jpg?w=90&h=90&fm=webp","authorAlt":"Adam Griffith"},"readingTime":5,"tags":[{"name":"Strategy","codename":"strategy"},{"name":"Artificial Intelligence","codename":"artificial_intelligence"}],"img":{"src":"https://assets-us-01.kc-usercontent.com:443/90e79cae-25c6-00b5-6f5b-27efe5c250ab/73253d4b-6fc0-4ab4-82c4-0ceef72d18c8/sivani-bandaru-unsplash.jpg?h=350&fm=webp","alt":"Puppeteer hand","width":1599,"height":902},"lastModified":"2026-06-25T06:23:24.424237Z","codeNameHeroImage":"hero_image","codeNameTitle":"title"},{"itemId":"56f11ad5-29e0-4672-9c46-c8cc91818a51","title":"How the new MCG digital experience won at the Australian Web Awards","introduction":"We are absolutely thrilled to share that our recent work with the Melbourne Cricket Club (MCC) and Melbourne Cricket Ground (MCG) has won an Australian Web Award in the Sports and Recreation category!","blogUrl":"/blog/mcg-digital-experience-won-at-the-australian-web-awards","isFeatured":false,"authors":{"publishDate":"04 June 2026","readingTime":3,"authors":[{"authorName":"Marty Drill","authorUrl":"/marty"}],"authorImageUrl":"https://assets-us-01.kc-usercontent.com:443/90e79cae-25c6-00b5-6f5b-27efe5c250ab/70a3ac0b-1f44-4b3e-abea-2117d3ac9c5d/Marty_thumb.jpg?w=90&h=90&fm=webp","authorAlt":"Marty Drill"},"readingTime":3,"tags":[{"name":"News","codename":"news"}],"img":{"src":"https://assets-us-01.kc-usercontent.com:443/90e79cae-25c6-00b5-6f5b-27efe5c250ab/fe456ec6-1b27-4886-8a57-80f2c02c9c09/Untitled%20design%20%281%29.png?h=350&fm=webp","alt":"Picture of the Australian Web Award trophy in Adelaide","width":1200,"height":700},"lastModified":"2026-06-05T04:37:37.2197482Z","codeNameHeroImage":"hero_image","codeNameTitle":"title"},{"itemId":"c08a3490-aa1a-4a8b-9403-72b72257ec76","title":"Optimizely CMS 13: What IT leaders need to know","introduction":"For IT leaders responsible for an Optimizely CMS 12 environment – or considering a move to Optimizely – here is a look at what version 13 involves and how to plan the move sensibly.","blogUrl":"/blog/optimizely-cms-13-what-it-leaders-need-to-know","isFeatured":false,"authors":{"publishDate":"25 May 2026","readingTime":7,"authors":[{"authorName":"Tony Duan","authorUrl":"/tony"}],"authorImageUrl":"https://assets-us-01.kc-usercontent.com:443/90e79cae-25c6-00b5-6f5b-27efe5c250ab/888727e0-3ee6-4d24-8484-ef8256c9a0e1/Tony_thumb.jpg?w=90&h=90&fm=webp","authorAlt":"Tony Duan"},"readingTime":7,"tags":[{"name":"Optimizely","codename":"optimizely"}],"img":{"src":"https://assets-us-01.kc-usercontent.com:443/90e79cae-25c6-00b5-6f5b-27efe5c250ab/6548a484-859a-48e0-a44f-92fa95ebf1a9/pexels-cottonbro-6804068.jpg?h=350&fm=webp","alt":"Developers working ","width":1600,"height":900},"lastModified":"2026-07-16T03:20:06.8828924Z","codeNameHeroImage":"hero_image","codeNameTitle":"title"},{"itemId":"82576d68-7c26-4159-a970-d35d45b0ba66","title":"AI doesn’t change your strategy – it changes how you deliver it","introduction":"Strategy Director Emma Andrews lifts the lid on how the introduction of AI has impacted Luminary's own strategy.","blogUrl":"/blog/ai-doesn-t-change-your-strategy-it-changes-how-you-deliver-it","isFeatured":false,"authors":{"publishDate":"18 May 2026","readingTime":4,"authors":[{"authorName":"Emma Andrews","authorUrl":"/emma"}],"authorImageUrl":"https://assets-us-01.kc-usercontent.com:443/90e79cae-25c6-00b5-6f5b-27efe5c250ab/b5cb5d7a-0830-4bc9-88d7-f9008ff59bd7/Emma_thumb.jpg?w=90&h=90&fm=webp","authorAlt":"Emma Andrews"},"readingTime":4,"tags":[{"name":"Strategy","codename":"strategy"},{"name":"Artificial Intelligence","codename":"artificial_intelligence"}],"img":{"src":"https://assets-us-01.kc-usercontent.com:443/90e79cae-25c6-00b5-6f5b-27efe5c250ab/5bd4ec21-73eb-4f95-8c6d-641b0e0a67a4/pexels-pixabay-277124.jpg?h=350&fm=webp","alt":"Chess pieces","width":1600,"height":900},"lastModified":"2026-05-19T00:50:08.8429243Z","codeNameHeroImage":"hero_image","codeNameTitle":"title"},{"itemId":"016d2506-5047-4d78-b5b0-41302804813e","title":"Optimizely 13 has arrived – and here's what it means for your marketing team","introduction":"If you’re considering a move to Optimizely’s CMS 13, here’s what you need to know.","blogUrl":"/blog/optimizely-13-has-arrived-and-here-s-what-it-means-for-your-marketing-team","isFeatured":false,"authors":{"publishDate":"13 May 2026","readingTime":7,"authors":[{"authorName":"Liam Thomas","authorUrl":"/liam"}],"authorImageUrl":"https://assets-us-01.kc-usercontent.com:443/90e79cae-25c6-00b5-6f5b-27efe5c250ab/0ce53126-3ad8-4c99-a986-4041993d8e4b/Liam_thumb.jpg?w=90&h=90&fm=webp","authorAlt":"Liam Thomas"},"readingTime":7,"tags":[{"name":"Optimizely","codename":"optimizely"}],"img":{"src":"https://assets-us-01.kc-usercontent.com:443/90e79cae-25c6-00b5-6f5b-27efe5c250ab/609ad5a6-a244-4c81-84a8-2e65afa59a70/Opti%20hero%20image.png?h=350&fm=webp","alt":"Optimizely reverse logo on green gradient background","width":1600,"height":900},"lastModified":"2026-05-15T05:19:22.4427909Z","codeNameHeroImage":"hero_image","codeNameTitle":"title"},{"itemId":"f6c7dff9-7273-4986-aed9-bfc779bafd56","title":"The A-Z of AI acronyms that marketers must know","introduction":"With AI evolving at a rapid pace across all disciplines, keeping up with these new terms and staying engaged with the conversation is crucial. Fear not, our Luminary team members speak fluent tech and are here to clear up any acronym confusion and give you the only glossary you need as a digital professional.","blogUrl":"/blog/the-a-z-ai-acronyms-that-marketers-must-know","isFeatured":false,"authors":{"publishDate":"30 April 2026","readingTime":4,"authors":[{"authorName":"Claire Dunton","authorUrl":"/claire"}],"authorImageUrl":"https://assets-us-01.kc-usercontent.com:443/90e79cae-25c6-00b5-6f5b-27efe5c250ab/cf79ac7c-788d-4e5e-8d2d-1e7f1e7af7bc/Jess%20Goode%20headshot%20%281%29.png?w=90&h=90&fm=webp","authorAlt":"Claire Dunton"},"readingTime":4,"tags":[{"name":"Artificial Intelligence","codename":"artificial_intelligence"}],"img":{"src":"https://assets-us-01.kc-usercontent.com:443/90e79cae-25c6-00b5-6f5b-27efe5c250ab/f6447436-4ce1-49f1-bd27-6c5dcc3de472/sven-brandsma-C5SUkYZT7nU-unsplash.jpg?h=350&fm=webp","alt":"scrabble tiles","width":1600,"height":900},"lastModified":"2026-05-01T05:30:33.8111191Z","codeNameHeroImage":"hero_image","codeNameTitle":"title"},{"itemId":"91fe0213-4ce1-440a-8363-4147fb3f0dc4","title":"Andrew Guo: Bridging the connection gap for the aging population","introduction":"Young Achievers Award finalist, Andrew Guo, is tackling one of society's most overlooked challenges, the profound isolation of the aging population.","blogUrl":"/blog/andrew-guo-bridging-the-connection-gap-for-the-aging-population","isFeatured":false,"authors":{"publishDate":"29 April 2026","readingTime":4,"authors":[{"authorName":"Claire Dunton","authorUrl":"/claire"}],"authorImageUrl":"https://assets-us-01.kc-usercontent.com:443/90e79cae-25c6-00b5-6f5b-27efe5c250ab/cf79ac7c-788d-4e5e-8d2d-1e7f1e7af7bc/Jess%20Goode%20headshot%20%281%29.png?w=90&h=90&fm=webp","authorAlt":"Claire Dunton"},"readingTime":4,"tags":[],"img":{"src":"https://assets-us-01.kc-usercontent.com:443/90e79cae-25c6-00b5-6f5b-27efe5c250ab/c67b741f-2c80-4731-9291-00a1e7ee965a/Screenshot%202026-04-02%20at%204.52.43%E2%80%AFpm.png?h=350&fm=webp","alt":"Picture of Andrew working on his Idiom project","width":1600,"height":899},"lastModified":"2026-05-01T07:23:02.0201654Z","codeNameHeroImage":"hero_image","codeNameTitle":"title"},{"itemId":"47edb378-8dc8-4a84-b3d5-36db33ddafc9","title":"Architecting for performance: Integrating Optimizely and Microsoft Dynamics 365 for the MCG","introduction":"Solutions Architect Tony Duan explains how Luminary integrated Optimizely and Microsoft Dynamics for the Melbourne Cricket Club and solved complex performance and scalability challenges for one of Australia's most iconic sporting venues.","blogUrl":"/blog/architecting-for-performance-integrating-optimizely-and-microsoft-dynamics-365-for-the-mcg","isFeatured":false,"authors":{"publishDate":"27 April 2026","readingTime":7,"authors":[{"authorName":"Tony Duan","authorUrl":"/tony"}],"authorImageUrl":"https://assets-us-01.kc-usercontent.com:443/90e79cae-25c6-00b5-6f5b-27efe5c250ab/888727e0-3ee6-4d24-8484-ef8256c9a0e1/Tony_thumb.jpg?w=90&h=90&fm=webp","authorAlt":"Tony Duan"},"readingTime":7,"tags":[{"name":"Optimizely","codename":"optimizely"}],"img":{"src":"https://assets-us-01.kc-usercontent.com:443/90e79cae-25c6-00b5-6f5b-27efe5c250ab/d7a010ab-d6a6-459a-90ac-faaf872f4b84/MCC-Hero%20Banner.png?h=350&fm=webp","alt":"Image of the MCG","width":2880,"height":1620},"lastModified":"2026-04-28T06:51:11.0654721Z","codeNameHeroImage":"hero_image","codeNameTitle":"title"},{"itemId":"e7d7040d-95ca-4cb6-80ba-1537002371c3","title":"Kaushal Ottem: Closing the data gap for neurological health","introduction":"Young Achievers Award finalist, Kaushal Ottem, experienced a life-altering accident being hit by a bus at eight years old in India. This was merely the opening chapter of a story defined by resilience, coding, and a mission to improve the brain.","blogUrl":"/blog/kaushal-ottem-closing-the-data-gap-for-neurological-health","isFeatured":false,"authors":{"publishDate":"27 April 2026","readingTime":4,"authors":[{"authorName":"Claire Dunton","authorUrl":"/claire"}],"authorImageUrl":"https://assets-us-01.kc-usercontent.com:443/90e79cae-25c6-00b5-6f5b-27efe5c250ab/cf79ac7c-788d-4e5e-8d2d-1e7f1e7af7bc/Jess%20Goode%20headshot%20%281%29.png?w=90&h=90&fm=webp","authorAlt":"Claire Dunton"},"readingTime":4,"tags":[],"img":{"src":"https://assets-us-01.kc-usercontent.com:443/90e79cae-25c6-00b5-6f5b-27efe5c250ab/265d2ac8-0658-4af6-99aa-a20b5464a5e6/kaushal.webp?h=350&fm=webp","alt":"Picture of Kaushal, founder of Neuroverse","width":1536,"height":864},"lastModified":"2026-04-28T01:07:40.9561972Z","codeNameHeroImage":"hero_image","codeNameTitle":"title"},{"itemId":"08d04342-06e1-4e53-a5ad-e75157f1d392","title":"Contentful is pushing the boundaries of a CMS, and has Australia in its sights ","introduction":"An ANZ subsidiary, a 2026 product roadmap, and what they mean together if you're shortlisting a platform.","blogUrl":"/blog/contentful-is-a-dxp-now-and-it-s-serious-about-australia","isFeatured":false,"authors":{"publishDate":"23 April 2026","readingTime":5,"authors":[{"authorName":"Adam Griffith","authorUrl":"/adam"}],"authorImageUrl":"https://assets-us-01.kc-usercontent.com:443/90e79cae-25c6-00b5-6f5b-27efe5c250ab/83a52d8d-13c7-4380-8f15-7f24726983a6/Adam_thumb.jpg?w=90&h=90&fm=webp","authorAlt":"Adam Griffith"},"readingTime":5,"tags":[{"name":"Development","codename":"development"}],"img":{"src":"https://assets-us-01.kc-usercontent.com:443/90e79cae-25c6-00b5-6f5b-27efe5c250ab/7823a4f2-7d5f-4c12-bc31-c105a8517962/caleb-JmuyB_LibRo-unsplash.jpg?h=350&fm=webp","alt":"Picture of a Sydney landmark in Australia, with the harbour bridge and Sydney Opera House in shot","width":1600,"height":899},"lastModified":"2026-04-28T00:56:55.878024Z","codeNameHeroImage":"hero_image","codeNameTitle":"title"},{"itemId":"6566a37a-1c81-4fa1-b867-8ffbfcf06c7e","title":"Animesh Ghimiray: Engineering a new era in crop protection","introduction":"Young Achievers Award finalist, Animesh Ghimiray, is drawing on his background in mechanical engineering to create a sophisticated solution to the enduring challenge of crop protection.","blogUrl":"/blog/young-achievers-award-finalist-animesh-ghimiray","isFeatured":false,"authors":{"publishDate":"20 April 2026","readingTime":6,"authors":[{"authorName":"Tami Iseli","authorUrl":"/tami"}],"authorImageUrl":"https://assets-us-01.kc-usercontent.com:443/90e79cae-25c6-00b5-6f5b-27efe5c250ab/5f1c7c01-0c57-4e76-9487-3b24a04b95ca/Tami_thumb.jpg?w=90&h=90&fm=webp","authorAlt":"Tami Iseli"},"readingTime":6,"tags":[{"name":"Awards","codename":"awards"},{"name":"Culture","codename":"culture"}],"img":{"src":"https://assets-us-01.kc-usercontent.com:443/90e79cae-25c6-00b5-6f5b-27efe5c250ab/2baed6ae-7389-4752-80b4-a586f5a483fe/1740373638096%20%281%29.jpeg?h=350&fm=webp","alt":"Picture of Animesh presenting at a conference","width":1600,"height":900},"lastModified":"2026-04-28T01:09:21.9891711Z","codeNameHeroImage":"hero_image","codeNameTitle":"title"},{"itemId":"a8534b05-cc6c-4d59-96cf-dd7c4e099638","title":"William Cerdelli: Bridging the productivity gap for neurodiversity","introduction":"Young Achievers Award finalist and Italian native, William Cerdelli, is redefining productivity for the neurodivergent community by turning his personal experience with ADHD into a powerful tool for change.","blogUrl":"/blog/young-achievers-award-finalist-william-cerdelli","isFeatured":false,"authors":{"publishDate":"19 April 2026","readingTime":4,"authors":[{"authorName":"Claire Dunton","authorUrl":"/claire"}],"authorImageUrl":"https://assets-us-01.kc-usercontent.com:443/90e79cae-25c6-00b5-6f5b-27efe5c250ab/cf79ac7c-788d-4e5e-8d2d-1e7f1e7af7bc/Jess%20Goode%20headshot%20%281%29.png?w=90&h=90&fm=webp","authorAlt":"Claire Dunton"},"readingTime":4,"tags":[{"name":"Culture","codename":"culture"}],"img":{"src":"https://assets-us-01.kc-usercontent.com:443/90e79cae-25c6-00b5-6f5b-27efe5c250ab/e83b9d15-9513-4efc-9063-8a9c0a242d29/IMG_3286%202.JPG?h=350&fm=webp","alt":"Picture of William Cerdelli, YAA finalist, on stage talking about his AI robot, STU","width":1600,"height":900},"lastModified":"2026-04-28T01:08:11.4532246Z","codeNameHeroImage":"hero_image","codeNameTitle":"title"},{"itemId":"4823d2cb-4b94-4e32-b67d-f7efe8931f72","title":"The realities of tracking brand visibility in AI search in 2026","introduction":"Discover how to complement your SEO reporting with a probability-based measurement approach to brand visibility and citation rates in AI search in 2026.","blogUrl":"/blog/the-realities-of-tracking-brand-visibility-in-ai-search-in-2026","isFeatured":false,"authors":{"publishDate":"06 April 2026","readingTime":10,"authors":[{"authorName":"Shayna Burns","authorUrl":"/shayna"}],"authorImageUrl":"https://assets-us-01.kc-usercontent.com:443/90e79cae-25c6-00b5-6f5b-27efe5c250ab/83a416d3-1fe5-4780-9c56-455dd7348b4f/Shayna_thumb.jpg?w=90&h=90&fm=webp","authorAlt":"Shayna Burns"},"readingTime":10,"tags":[{"name":"Strategy","codename":"strategy"},{"name":"SEO/GEO","codename":"seo"}],"img":{"src":"https://assets-us-01.kc-usercontent.com:443/90e79cae-25c6-00b5-6f5b-27efe5c250ab/3e4103cc-74ca-4b60-8d65-c43a1059e010/ai_search_hero.png?h=350&fm=webp","alt":"Picture of a scale","width":1656,"height":900},"lastModified":"2026-06-10T23:51:01.5819774Z","codeNameHeroImage":"hero_image","codeNameTitle":"title"},{"itemId":"c8d8019d-5acc-4d45-8963-89fef7abce43","title":"Meet the 10 Luminary Tech Visionary Award semi-finalists shaping the future","introduction":"Luminary has sponsored the Young Achievers Awards Victoria for the 5th year, and our Luminary Tech Visionary Award has received more entries than ever before.","blogUrl":"/blog/meet-the-10-luminary-tech-visionary-award-finalists","isFeatured":false,"authors":{"publishDate":"23 March 2026","readingTime":8,"authors":[{"authorName":"Claire Dunton","authorUrl":"/claire"}],"authorImageUrl":"https://assets-us-01.kc-usercontent.com:443/90e79cae-25c6-00b5-6f5b-27efe5c250ab/cf79ac7c-788d-4e5e-8d2d-1e7f1e7af7bc/Jess%20Goode%20headshot%20%281%29.png?w=90&h=90&fm=webp","authorAlt":"Claire Dunton"},"readingTime":8,"tags":[{"name":"Culture","codename":"culture"}],"img":{"src":"https://assets-us-01.kc-usercontent.com:443/90e79cae-25c6-00b5-6f5b-27efe5c250ab/170c271e-1d4d-408e-aa1b-755e3e8abc4c/Gemini_Generated_Image_xh80p6xh80p6xh80.png?h=350&fm=webp","alt":"Picture of a woman working on a technology project","width":2752,"height":1536},"lastModified":"2026-03-29T23:45:42.3859949Z","codeNameHeroImage":"hero_image","codeNameTitle":"title"},{"itemId":"463db624-5820-4d7c-b35d-832309e40190","title":"Reflecting on 5 years as a B Corp","introduction":"Being a B Corp is more than just putting a logo on a website. For us, it has been a five-year North Star that has guided how we treat our team, how we serve our clients, and how we impact the planet.","blogUrl":"/blog/half-a-decade-of-good-reflecting-on-5-years-as-a-b-corp","isFeatured":false,"authors":{"publishDate":"12 March 2026","readingTime":6,"authors":[{"authorName":"Marty Drill","authorUrl":"/marty"}],"authorImageUrl":"https://assets-us-01.kc-usercontent.com:443/90e79cae-25c6-00b5-6f5b-27efe5c250ab/70a3ac0b-1f44-4b3e-abea-2117d3ac9c5d/Marty_thumb.jpg?w=90&h=90&fm=webp","authorAlt":"Marty Drill"},"readingTime":6,"tags":[],"img":{"src":"https://assets-us-01.kc-usercontent.com:443/90e79cae-25c6-00b5-6f5b-27efe5c250ab/faaf1990-9276-45d5-ad2d-e28c5bb6847b/maxwell-ridgeway-LROuwFNy9h4-unsplash.jpg?h=350&fm=webp","alt":"Picture of mangroves growing in water","width":1600,"height":900},"lastModified":"2026-03-24T07:16:09.5741814Z","codeNameHeroImage":"hero_image","codeNameTitle":"title"},{"itemId":"1225c355-cd93-4a64-9252-f75523769205","title":"Preparing Cancer Council Australia for the AI Revolution ","introduction":"Luminary’s Strategy Director, Emma Andrews, recently presented at the Melbourne DX Summit with our client, Jayne Uthemeyer from Cancer Council Australia, on how they’ve been preparing Cancer Council’s website for ‘AI readiness’. ","blogUrl":"/blog/preparing-cancer-council-australia-for-the-ai-revolution","isFeatured":false,"authors":{"publishDate":"22 February 2026","readingTime":5,"authors":[{"authorName":"Tami Iseli","authorUrl":"/tami"}],"authorImageUrl":"https://assets-us-01.kc-usercontent.com:443/90e79cae-25c6-00b5-6f5b-27efe5c250ab/5f1c7c01-0c57-4e76-9487-3b24a04b95ca/Tami_thumb.jpg?w=90&h=90&fm=webp","authorAlt":"Tami Iseli"},"readingTime":5,"tags":[{"name":"Strategy","codename":"strategy"},{"name":"Artificial Intelligence","codename":"artificial_intelligence"}],"img":{"src":"https://assets-us-01.kc-usercontent.com:443/90e79cae-25c6-00b5-6f5b-27efe5c250ab/ddccb427-406e-443e-a52b-6f9e81a45b58/Fireside%20chat.jpeg?h=350&fm=webp","alt":"Emma Andrews and Jane Uthemeyer presenting at the DX Summit","width":1600,"height":900},"lastModified":"2026-02-24T04:38:10.8556375Z","codeNameHeroImage":"hero_image","codeNameTitle":"title"},{"itemId":"1a42c7ec-53fa-42be-9c2c-63835c289959","title":"It's time to move to Umbraco 17","introduction":"Upgrading your CMS isn’t just about keeping the lights on – it’s about ensuring your digital platform can keep pace with a rapidly evolving landscape. The release of Umbraco 17 will help you make the move towards a future-proof, AI-ready foundation.","blogUrl":"/blog/it-s-time-to-move-to-umbraco-17","isFeatured":false,"authors":{"publishDate":"11 February 2026","readingTime":4,"authors":[{"authorName":"Mario Lopez","authorUrl":"/mario"}],"authorImageUrl":"https://assets-us-01.kc-usercontent.com:443/90e79cae-25c6-00b5-6f5b-27efe5c250ab/3cf9c6db-7758-4edf-930a-926af717a310/Mario_thumb.jpg?w=90&h=90&fm=webp","authorAlt":"Mario Lopez"},"readingTime":4,"tags":[{"name":"Umbraco","codename":"umbraco"}],"img":{"src":"https://assets-us-01.kc-usercontent.com:443/90e79cae-25c6-00b5-6f5b-27efe5c250ab/309322f4-01d7-4fe9-b4cd-7592fee85e39/umb.png?h=350&fm=webp","alt":"Picture of an Umbraco 17 under a sheet","width":1600,"height":900},"lastModified":"2026-02-25T21:48:53.5355787Z","codeNameHeroImage":"hero_image","codeNameTitle":"title"},{"itemId":"69557a5a-5271-434a-8fe4-164fee2c174f","title":"The need for speed: How Kentico’s AI strategy is accelerating everything","introduction":"Everyone has an AI \"copilot\" now, but is it actually saving you money? We looked under the hood of Kentico's new AI strategy, from AIRA to KentiCopilot, to see how they're attacking the two biggest costs in digital: operational admin and upgrade friction.","blogUrl":"/blog/kentico-ai-strategy-accelerating-everything","isFeatured":false,"authors":{"publishDate":"15 January 2026","readingTime":6,"authors":[{"authorName":"Andy Thompson","authorUrl":"/andy"}],"authorImageUrl":"https://assets-us-01.kc-usercontent.com:443/90e79cae-25c6-00b5-6f5b-27efe5c250ab/ad43a4aa-bf08-4120-9b61-052f2af0c804/Andy_thumb.jpg?w=90&h=90&fm=webp","authorAlt":"Andy Thompson"},"readingTime":6,"tags":[{"name":"Kentico","codename":"kentico"},{"name":"Artificial Intelligence","codename":"artificial_intelligence"}],"img":{"src":"https://assets-us-01.kc-usercontent.com:443/90e79cae-25c6-00b5-6f5b-27efe5c250ab/6fb929f1-f825-40db-b9de-bd29709b8c77/Model-T-grand-prix.png?h=350&fm=webp","alt":"A Formula 1 race with a Model T ford in the lead","width":2752,"height":1536},"lastModified":"2026-01-15T05:18:53.0553864Z","codeNameHeroImage":"hero_image","codeNameTitle":"title"},{"itemId":"e3cec575-5f90-4542-874f-28cafded79f4","title":"Choosing a DXP: Optimizely vs Sitecore","introduction":"For large-scale organisations on a Microsoft technology stack, the DXP selection process almost inevitably narrows down to a heavyweight title fight: Sitecore versus Optimizely. They are the household names, the perennial ‘Leaders’ in the analyst reports, and the platforms that have defined the enterprise .NET space for over a decade.","blogUrl":"/blog/optimizely-vs-sitecore-choosing-dxp-cms","isFeatured":false,"authors":{"publishDate":"13 January 2026","readingTime":13,"authors":[{"authorName":"Andy Thompson","authorUrl":"/andy"}],"authorImageUrl":"https://assets-us-01.kc-usercontent.com:443/90e79cae-25c6-00b5-6f5b-27efe5c250ab/ad43a4aa-bf08-4120-9b61-052f2af0c804/Andy_thumb.jpg?w=90&h=90&fm=webp","authorAlt":"Andy Thompson"},"readingTime":13,"tags":[{"name":"Strategy","codename":"strategy"},{"name":"Optimizely","codename":"optimizely"},{"name":"Sitecore","codename":"sitecore"}],"img":{"src":"https://assets-us-01.kc-usercontent.com:443/90e79cae-25c6-00b5-6f5b-27efe5c250ab/976c5d01-eb2c-475e-a51b-4cc5f769b6d3/Sitecore%20v%20Opti%20hero.png?h=350&fm=webp","alt":"Optimizely v Sitecore blog header image","width":3200,"height":1800},"lastModified":"2026-02-03T03:46:24.9865288Z","codeNameHeroImage":"hero_image","codeNameTitle":"title"},{"itemId":"1ef80944-72e8-4de4-80fe-98f9e12bcb0f","title":"What is server-side tagging – and why do you need it?","introduction":"The era of reliable client-side tracking is ending as browser restrictions and privacy regulations decline the utility of third-party cookies. Server-side tag management is the critical next step, offering a more robust, secure and efficient method to maintain your strategic advantage in digital measurement.","blogUrl":"/blog/what-is-server-side-tagging-and-why-do-you-need-it","isFeatured":false,"authors":{"publishDate":"18 December 2025","readingTime":6,"authors":[{"authorName":"Sarah Crooke","authorUrl":"/sarahc"}],"authorImageUrl":"https://assets-us-01.kc-usercontent.com:443/90e79cae-25c6-00b5-6f5b-27efe5c250ab/d1d6bd1e-f59e-455c-bb78-faf4129f477e/Sarah_thumb.jpg?w=90&h=90&fm=webp","authorAlt":"Sarah Crooke"},"readingTime":6,"tags":[{"name":"Strategy","codename":"strategy"}],"img":{"src":"https://assets-us-01.kc-usercontent.com:443/90e79cae-25c6-00b5-6f5b-27efe5c250ab/ece89902-b8e2-40b7-8c5a-1b4d27cc8328/pexels-tara-winstead-8386440.jpg?h=350&fm=webp","alt":"Digital tracking","width":1600,"height":900},"lastModified":"2026-02-03T04:05:14.6622838Z","codeNameHeroImage":"hero_image","codeNameTitle":"title"},{"itemId":"949f772c-ed0c-4a89-b095-03b2081f3d78","title":"Digital predictions for 2026","introduction":"Technology is accelerating faster than ever, and as Luminary embraces the momentum, seven of our leaders share their predictions for the digital shifts set to shape 2026.","blogUrl":"/blog/2026-digital-predictions","isFeatured":false,"authors":{"publishDate":"04 December 2025","readingTime":9,"authors":[{"authorName":"Claire Dunton","authorUrl":"/claire"}],"authorImageUrl":"https://assets-us-01.kc-usercontent.com:443/90e79cae-25c6-00b5-6f5b-27efe5c250ab/cf79ac7c-788d-4e5e-8d2d-1e7f1e7af7bc/Jess%20Goode%20headshot%20%281%29.png?w=90&h=90&fm=webp","authorAlt":"Claire Dunton"},"readingTime":9,"tags":[],"img":{"src":"https://assets-us-01.kc-usercontent.com:443/90e79cae-25c6-00b5-6f5b-27efe5c250ab/f5566dac-7d60-41fb-a8a7-2d0ba1ead79e/2026-Predictions.jpg?h=350&fm=webp","alt":"Picture of a man with VR glasses in an orange chair","width":1600,"height":900},"lastModified":"2025-12-05T05:23:19.6472793Z","codeNameHeroImage":"hero_image","codeNameTitle":"title"},{"itemId":"71c3eecf-9707-42c0-9a02-53e6f51d2511","title":"Umbraco: From friendly CMS to serious DXP contender","introduction":"If you’ve been around the .NET development world as long as we have, you’ll know Umbraco as ‘The Friendly CMS’. It earned that moniker for a reason. It’s open source, accessible, and developers love it because it doesn’t get in the way of good code.","blogUrl":"/blog/umbraco-from-friendly-cms-to-serious-dxp-contender","isFeatured":false,"authors":{"publishDate":"03 December 2025","readingTime":3,"authors":[{"authorName":"Mario Lopez","authorUrl":"/mario"}],"authorImageUrl":"https://assets-us-01.kc-usercontent.com:443/90e79cae-25c6-00b5-6f5b-27efe5c250ab/3cf9c6db-7758-4edf-930a-926af717a310/Mario_thumb.jpg?w=90&h=90&fm=webp","authorAlt":"Mario Lopez"},"readingTime":3,"tags":[{"name":"Development","codename":"development"},{"name":"Umbraco","codename":"umbraco"}],"img":{"src":"https://assets-us-01.kc-usercontent.com:443/90e79cae-25c6-00b5-6f5b-27efe5c250ab/5769653b-a08c-4ec8-a010-91c0bc9eed65/Gemini_Generated_Image_qe1sqxqe1sqxqe1s.png?h=350&fm=webp","alt":"Picture of a woman on a laptop in an office setting","width":1600,"height":903},"lastModified":"2025-12-08T00:01:48.138504Z","codeNameHeroImage":"hero_image","codeNameTitle":"title"},{"itemId":"e3974b3f-2e2f-4807-bd35-8a0394287fec","title":"Our most memorable moments of 2025","introduction":"Join us as we take a stroll back through our highlights from the year that was. ","blogUrl":"/blog/our-highlights-of-2025","isFeatured":false,"authors":{"publishDate":"03 December 2025","readingTime":7,"authors":[{"authorName":"Tami Iseli","authorUrl":"/tami"}],"authorImageUrl":"https://assets-us-01.kc-usercontent.com:443/90e79cae-25c6-00b5-6f5b-27efe5c250ab/5f1c7c01-0c57-4e76-9487-3b24a04b95ca/Tami_thumb.jpg?w=90&h=90&fm=webp","authorAlt":"Tami Iseli"},"readingTime":7,"tags":[{"name":"Culture","codename":"culture"},{"name":"News","codename":"news"}],"img":{"src":"https://assets-us-01.kc-usercontent.com:443/90e79cae-25c6-00b5-6f5b-27efe5c250ab/f57c3394-1af3-4d4d-9de2-471d69517312/Hero%20Banner.jpg?h=350&fm=webp","alt":"Luminary team at Biggest Morning Tea","width":1600,"height":900},"lastModified":"2025-12-12T00:15:31.1513854Z","codeNameHeroImage":"hero_image","codeNameTitle":"title"},{"itemId":"308cba41-3f06-48ed-8198-9e35233b25d0","title":"AI agents: Embracing the new world order","introduction":"Senior Front End Developer Andrew Lismanto shares some insights from a talk by IBM’s Head of AI Developer Advocacy on the future of AI agents, from the recent SXSW Sydney. ","blogUrl":"/blog/ai-agents-embracing-the-new-world-order","isFeatured":false,"authors":{"publishDate":"01 December 2025","readingTime":3,"authors":[{"authorName":"Andrew Lismanto","authorUrl":"/andrewl"}],"authorImageUrl":"https://assets-us-01.kc-usercontent.com:443/90e79cae-25c6-00b5-6f5b-27efe5c250ab/3531f493-972d-472c-b2e5-d80dedb530c5/Andrew%20L_thumb.jpg?w=90&h=90&fm=webp","authorAlt":"Andrew Lismanto"},"readingTime":3,"tags":[{"name":"Artificial Intelligence","codename":"artificial_intelligence"},{"name":"SXSW","codename":"sxsw"}],"img":{"src":"https://assets-us-01.kc-usercontent.com:443/90e79cae-25c6-00b5-6f5b-27efe5c250ab/64539979-b1fb-4f24-9bae-96c6ac528549/futuristic-technology-concept.jpg?h=350&fm=webp","alt":"A man looking at a futuristic human image","width":1599,"height":900},"lastModified":"2025-12-02T02:33:07.7351349Z","codeNameHeroImage":"hero_image","codeNameTitle":"title"},{"itemId":"e074667f-2513-4eb0-8296-7253989a3e04","title":"Avoiding unconscious bias in marketing","introduction":"A bias is the result of deeply ingrained subjectivity. This means that whenever we’re presented with a choice, conscious or not, we’re making a choice that is not representative of others. ","blogUrl":"/blog/avoiding-unconscious-bias-in-marketing","isFeatured":false,"authors":{"publishDate":"24 November 2025","readingTime":4,"authors":[{"authorName":"Josh Smith","authorUrl":"/josh"}],"authorImageUrl":"https://assets-us-01.kc-usercontent.com:443/90e79cae-25c6-00b5-6f5b-27efe5c250ab/755fee77-3e9e-42ca-9f92-e88b0de4efdc/Josh_thumb.jpg?w=90&h=90&fm=webp","authorAlt":"Josh Smith"},"readingTime":4,"tags":[],"img":{"src":"https://assets-us-01.kc-usercontent.com:443/90e79cae-25c6-00b5-6f5b-27efe5c250ab/ec0d63ab-7175-434f-8cdf-203fc6f2f5a5/unnamed.jpg?h=350&fm=webp","alt":"Picture of a brain made up of different puzzle pieces","width":2816,"height":1536},"lastModified":"2026-02-02T04:29:12.6283941Z","codeNameHeroImage":"hero_image","codeNameTitle":"title"},{"itemId":"1b146d11-ff21-4e5a-a7af-24d7b7c7c86d","title":"Luminary becomes first APAC digital agency certified in Optimizely Opal","introduction":"We are proud to announce that Luminary has become the first digital agency in the APAC region to achieve partner accreditation with Optimizely Opal. ","blogUrl":"/blog/luminary-becomes-first-apac-digital-agency-certified-in-optimizely-opal","isFeatured":false,"authors":{"publishDate":"20 November 2025","readingTime":1,"authors":[{"authorName":"Victoria Whatmore","authorUrl":"/victoria"}],"authorImageUrl":"https://assets-us-01.kc-usercontent.com:443/90e79cae-25c6-00b5-6f5b-27efe5c250ab/1c65b8af-9e2b-4796-bc14-12cf4aebce9c/Victoria_thumb.jpg?w=90&h=90&fm=webp","authorAlt":"Victoria Whatmore"},"readingTime":1,"tags":[{"name":"Strategy","codename":"strategy"},{"name":"News","codename":"news"},{"name":"Optimizely","codename":"optimizely"},{"name":"Artificial Intelligence","codename":"artificial_intelligence"}],"img":{"src":"https://assets-us-01.kc-usercontent.com:443/90e79cae-25c6-00b5-6f5b-27efe5c250ab/71195be4-fdcf-4bf1-b914-d34fcec0db62/1764111687260.jpg?h=350&fm=webp","alt":"Our team at the Opal training","width":1179,"height":900},"lastModified":"2025-12-02T03:48:32.0285489Z","codeNameHeroImage":"hero_image","codeNameTitle":"title"},{"itemId":"755d5882-5267-4a76-b402-0be29a85a2c9","title":"Multimodal search: Why it should be part of your 2026 SEO and GEO strategy","introduction":"Search engines and AI models no longer need you to type exact phrases. They can process a spoken description, an uploaded photo and even a short video clip alongside text or audio to understand intent.","blogUrl":"/blog/why-multimodal-search-should-be-a-part-of-your-strategy","isFeatured":false,"authors":{"publishDate":"12 November 2025","readingTime":7,"authors":[{"authorName":"Shayna Burns","authorUrl":"/shayna"}],"authorImageUrl":"https://assets-us-01.kc-usercontent.com:443/90e79cae-25c6-00b5-6f5b-27efe5c250ab/83a416d3-1fe5-4780-9c56-455dd7348b4f/Shayna_thumb.jpg?w=90&h=90&fm=webp","authorAlt":"Shayna Burns"},"readingTime":7,"tags":[{"name":"Artificial Intelligence","codename":"artificial_intelligence"},{"name":"SEO/GEO","codename":"seo"}],"img":{"src":"https://assets-us-01.kc-usercontent.com:443/90e79cae-25c6-00b5-6f5b-27efe5c250ab/28a9e50f-0255-4196-b82f-03b3e7e80c0c/Multimodal.png?h=350&fm=webp","alt":"Picture of a man using audio dictation","width":1600,"height":900},"lastModified":"2025-11-18T03:13:17.7980706Z","codeNameHeroImage":"hero_image","codeNameTitle":"title"},{"itemId":"bd3a3dd7-ffb5-4fcd-9cb3-7cdac05048c6","title":"Entries are open for the 2026 Luminary Tech Visionary Award","introduction":"Calling all young tech achievers! If you, or someone you know, is leading an exciting tech project, nominations are open for the Tech Visionary Award, part of the Victorian Young Achiever Awards.","blogUrl":"/blog/entries-are-open-for-the-2026-luminary-tech-visionary-award","isFeatured":false,"authors":{"publishDate":"09 November 2025","readingTime":1,"authors":[{"authorName":"Tami Iseli","authorUrl":"/tami"}],"authorImageUrl":"https://assets-us-01.kc-usercontent.com:443/90e79cae-25c6-00b5-6f5b-27efe5c250ab/5f1c7c01-0c57-4e76-9487-3b24a04b95ca/Tami_thumb.jpg?w=90&h=90&fm=webp","authorAlt":"Tami Iseli"},"readingTime":1,"tags":[],"img":{"src":"https://assets-us-01.kc-usercontent.com:443/90e79cae-25c6-00b5-6f5b-27efe5c250ab/e3d9d4b0-94b7-48ac-9059-780b2f7fc82e/313405488_489332076559112_5544488230514033137_n%20%281%29.jpg?h=350&fm=webp","alt":"Young Achiever Award logo with 7 news ","width":1200,"height":675},"lastModified":"2025-11-10T06:40:56.6627164Z","codeNameHeroImage":"hero_image","codeNameTitle":"title"},{"itemId":"b2183f8c-b382-48bc-bfdc-589b59833ce8","title":"SXSW Sydney: Key takeaways for marketers","introduction":"Earlier this month, thousands of marketers and tech innovators converged on Sydney’s Darling Harbour for the third annual South by Southwest (SXSW) Sydney event. ","blogUrl":"/blog/sxsw-sydney-key-takeaways-for-marketers","isFeatured":false,"authors":{"publishDate":"29 October 2025","readingTime":4,"authors":[{"authorName":"Tami Iseli","authorUrl":"/tami"}],"authorImageUrl":"https://assets-us-01.kc-usercontent.com:443/90e79cae-25c6-00b5-6f5b-27efe5c250ab/5f1c7c01-0c57-4e76-9487-3b24a04b95ca/Tami_thumb.jpg?w=90&h=90&fm=webp","authorAlt":"Tami Iseli"},"readingTime":4,"tags":[{"name":"SXSW","codename":"sxsw"}],"img":{"src":"https://assets-us-01.kc-usercontent.com:443/90e79cae-25c6-00b5-6f5b-27efe5c250ab/801b4b59-1765-4487-92cc-a94b842618d9/Sir%20Martin%20Sorrell%20%284%29%20Photo%20Paul%20McMillan%20FIXED.jpg?h=350&fm=webp","alt":"Picture of Sir Martin Sorrell at SXSW","width":1600,"height":900},"lastModified":"2025-11-06T23:46:52.2261485Z","codeNameHeroImage":"hero_image","codeNameTitle":"title"},{"itemId":"ebe38562-c9bd-472e-aa53-03a16f899312","title":"Humans v AI: The future of website testing","introduction":"In a world where quality assurance is increasingly being automated, will there still be a role for human website testers?","blogUrl":"/blog/humans-v-ai-the-future-of-website-testing","isFeatured":false,"authors":{"publishDate":"05 October 2025","readingTime":3,"authors":[{"authorName":"Filya Mustikawati","authorUrl":"/filya"}],"authorImageUrl":"https://assets-us-01.kc-usercontent.com:443/90e79cae-25c6-00b5-6f5b-27efe5c250ab/fec9dcaf-091b-45ea-829f-49165b5337e9/Filya_thumb.jpg?w=90&h=90&fm=webp","authorAlt":"Filya Mustikawati"},"readingTime":3,"tags":[{"name":"Strategy","codename":"strategy"},{"name":"Artificial Intelligence","codename":"artificial_intelligence"}],"img":{"src":"https://assets-us-01.kc-usercontent.com:443/90e79cae-25c6-00b5-6f5b-27efe5c250ab/7309c7db-8e45-4d9c-863a-3546531317eb/ChatGPT%20Image%20robot%20v%20human%20website%20tester.png?h=350&fm=webp","alt":"Robot v human website tester","width":1600,"height":900},"lastModified":"2025-10-06T05:19:05.741201Z","codeNameHeroImage":"hero_image","codeNameTitle":"title"},{"itemId":"5fa58e60-3d30-4117-b98e-d507f82518ed","title":"Strategy can’t survive alone in the wild","introduction":"‘The strategy’ is often spoken about as if it were a singular thing – a document, a plan, a neatly packaged deliverable. But strategy doesn’t emerge in isolation or from one source.","blogUrl":"/blog/strategy-can-t-survive-alone-in-the-wild","isFeatured":false,"authors":{"publishDate":"02 October 2025","readingTime":5,"authors":[{"authorName":"Emma Andrews","authorUrl":"/emma"}],"authorImageUrl":"https://assets-us-01.kc-usercontent.com:443/90e79cae-25c6-00b5-6f5b-27efe5c250ab/b5cb5d7a-0830-4bc9-88d7-f9008ff59bd7/Emma_thumb.jpg?w=90&h=90&fm=webp","authorAlt":"Emma Andrews"},"readingTime":5,"tags":[{"name":"Strategy","codename":"strategy"}],"img":{"src":"https://assets-us-01.kc-usercontent.com:443/90e79cae-25c6-00b5-6f5b-27efe5c250ab/30a626fa-92d1-4afd-93e7-1b8637a072d7/33533.jpg?h=350&fm=webp","alt":"Constellation","width":1600,"height":900},"lastModified":"2025-10-27T11:59:19.3817857Z","codeNameHeroImage":"hero_image","codeNameTitle":"title"},{"itemId":"1ca91bb8-3404-4f99-bf14-90c310bddac3","title":"Micro-retirements: What this emerging trend means for digital strategy","introduction":"From superannuation to HR tech, micro-retirements are changing careers. Here’s how leaders and digital teams should respond.\n","blogUrl":"/blog/micro-retirements-what-this-emerging-trend-means-for-digital-strategy","isFeatured":false,"authors":{"publishDate":"28 September 2025","readingTime":5,"authors":[{"authorName":"Emma Andrews","authorUrl":"/emma"}],"authorImageUrl":"https://assets-us-01.kc-usercontent.com:443/90e79cae-25c6-00b5-6f5b-27efe5c250ab/b5cb5d7a-0830-4bc9-88d7-f9008ff59bd7/Emma_thumb.jpg?w=90&h=90&fm=webp","authorAlt":"Emma Andrews"},"readingTime":5,"tags":[{"name":"Strategy","codename":"strategy"}],"img":{"src":"https://assets-us-01.kc-usercontent.com:443/90e79cae-25c6-00b5-6f5b-27efe5c250ab/37020a30-3f12-4bbc-8ac7-4c950cb7ab71/pexels-pixabay-413960.jpg?h=350&fm=webp","alt":"Camera, hat and cocktail.","width":1598,"height":900},"lastModified":"2025-09-30T01:43:05.3040963Z","codeNameHeroImage":"hero_image","codeNameTitle":"title"},{"itemId":"27e2d5e2-6c71-4862-bafb-13b000b9eee0","title":"Luminary achieves Optimizely Platinum Partner status","introduction":"Achieving this milestone reflects years of commitment to delivering innovative, high-impact digital experiences for our clients, as well as a deep investment in building expertise across the Optimizely product suite.","blogUrl":"/blog/luminary-achieves-optimizely-platinum-partner-status","isFeatured":false,"authors":{"publishDate":"31 August 2025","readingTime":3,"authors":[{"authorName":"Marty Drill","authorUrl":"/marty"}],"authorImageUrl":"https://assets-us-01.kc-usercontent.com:443/90e79cae-25c6-00b5-6f5b-27efe5c250ab/70a3ac0b-1f44-4b3e-abea-2117d3ac9c5d/Marty_thumb.jpg?w=90&h=90&fm=webp","authorAlt":"Marty Drill"},"readingTime":3,"tags":[{"name":"Awards","codename":"awards"},{"name":"Optimizely","codename":"optimizely"}],"img":{"src":"https://assets-us-01.kc-usercontent.com:443/90e79cae-25c6-00b5-6f5b-27efe5c250ab/32512f79-bb3e-4325-ada6-6caec0859b73/Luminary%20receiving%20Opti%20One%20Partner%20Award%202025.jpg?h=350&fm=webp","alt":"Luminary receiving Opti One award 2025","width":1600,"height":900},"lastModified":"2025-09-01T05:42:54.104267Z","codeNameHeroImage":"hero_image","codeNameTitle":"title"},{"itemId":"6ea9fa98-4855-4dbe-ae36-108bad89f5b2","title":"AI-powered search is rewriting the rules – What does it mean for the creative and media industry?","introduction":"How people search for information is changing - and if you’re in a creative or media role, you may be wondering what that has to do with you.","blogUrl":"/blog/ai-powered-search-is-rewriting-the-rules","isFeatured":false,"authors":{"publishDate":"06 August 2025","readingTime":7,"authors":[{"authorName":"Shayna Burns","authorUrl":"/shayna"}],"authorImageUrl":"https://assets-us-01.kc-usercontent.com:443/90e79cae-25c6-00b5-6f5b-27efe5c250ab/83a416d3-1fe5-4780-9c56-455dd7348b4f/Shayna_thumb.jpg?w=90&h=90&fm=webp","authorAlt":"Shayna Burns"},"readingTime":7,"tags":[{"name":"Strategy","codename":"strategy"},{"name":"News","codename":"news"},{"name":"Artificial Intelligence","codename":"artificial_intelligence"},{"name":"SEO/GEO","codename":"seo"}],"img":{"src":"https://assets-us-01.kc-usercontent.com:443/90e79cae-25c6-00b5-6f5b-27efe5c250ab/da7ce0f4-ee60-4c90-9e2d-8081bb37a4a6/growtika-P5mCQ4KACbM-unsplash.jpg?h=350&fm=webp","alt":"picture of an AI image against a blue background","width":1600,"height":900},"lastModified":"2025-08-06T21:49:50.5915396Z","codeNameHeroImage":"hero_image","codeNameTitle":"title"},{"itemId":"03b09750-a0f1-4351-ad5b-0f7219d63382","title":"Is Google's AI Overviews in search results the beginning of the end for web traffic?","introduction":"With Google answering questions for users, do they need to visit your website? For most businesses that rely on organic search traffic, this change has a far more profound implication: Is this the beginning of the end for web traffic as we know it?","blogUrl":"/blog/is-googles-ai-overviews-the-beginning-of-the-end-for-web-traffic","isFeatured":false,"authors":{"publishDate":"05 August 2025","readingTime":8,"authors":[{"authorName":"Marty Drill","authorUrl":"/marty"}],"authorImageUrl":"https://assets-us-01.kc-usercontent.com:443/90e79cae-25c6-00b5-6f5b-27efe5c250ab/70a3ac0b-1f44-4b3e-abea-2117d3ac9c5d/Marty_thumb.jpg?w=90&h=90&fm=webp","authorAlt":"Marty Drill"},"readingTime":8,"tags":[{"name":"Strategy","codename":"strategy"},{"name":"SEO/GEO","codename":"seo"}],"img":{"src":"https://assets-us-01.kc-usercontent.com:443/90e79cae-25c6-00b5-6f5b-27efe5c250ab/95f47c83-5029-4a04-a3ed-2bc9a78cba35/arkan-perdana-eKTLh4_u7Ao-unsplash.jpg?h=350&fm=webp","alt":"Picture of a person holding a phone","width":1600,"height":900},"lastModified":"2025-08-08T06:52:22.4109433Z","codeNameHeroImage":"hero_image","codeNameTitle":"title"},{"itemId":"e80c05c7-1e9e-4123-bef9-e7420366841b","title":"WTF is GEO? A guide to staying visible in AI search","introduction":"Feeling overwhelmed by all the new acronyms flying around in search and content marketing? You’re not alone. From GEO to AIO and AEO to SXO, it’s hard to know what’s what – and what you actually need to focus on.","blogUrl":"/blog/generative-engine-optimisation-geo-guide","isFeatured":false,"authors":{"publishDate":"31 July 2025","readingTime":10,"authors":[{"authorName":"Shayna Burns","authorUrl":"/shayna"}],"authorImageUrl":"https://assets-us-01.kc-usercontent.com:443/90e79cae-25c6-00b5-6f5b-27efe5c250ab/83a416d3-1fe5-4780-9c56-455dd7348b4f/Shayna_thumb.jpg?w=90&h=90&fm=webp","authorAlt":"Shayna Burns"},"readingTime":10,"tags":[{"name":"Artificial Intelligence","codename":"artificial_intelligence"},{"name":"SEO/GEO","codename":"seo"}],"img":{"src":"https://assets-us-01.kc-usercontent.com:443/90e79cae-25c6-00b5-6f5b-27efe5c250ab/d83218b8-0376-4a7d-9705-b1b8d640b8a4/GEO%20Guide-compressed.jpg?h=350&fm=webp","alt":"Woman on a computer","width":1600,"height":900},"lastModified":"2025-08-01T06:13:57.1419247Z","codeNameHeroImage":"hero_image","codeNameTitle":"title"},{"itemId":"4f646f5b-4351-4d0a-ba09-4bb1848c6638","title":"How to choose the right CMS","introduction":"You’ve decided you need a new Content Management System – but where do you start in deciding which one to go with? Here, we distill our learnings over the past two decades of advising clients on choosing digital platforms. We’ve even included a downloadable comparison matrix for you to rank contending CMS or DXP options.","blogUrl":"/blog/how-to-choose-the-right-cms","isFeatured":true,"authors":{"publishDate":"29 July 2025","readingTime":8,"authors":[{"authorName":"Adam Griffith","authorUrl":"/adam"}],"authorImageUrl":"https://assets-us-01.kc-usercontent.com:443/90e79cae-25c6-00b5-6f5b-27efe5c250ab/83a52d8d-13c7-4380-8f15-7f24726983a6/Adam_thumb.jpg?w=90&h=90&fm=webp","authorAlt":"Adam Griffith"},"readingTime":8,"tags":[{"name":"Strategy","codename":"strategy"},{"name":"Kentico","codename":"kentico"},{"name":"Umbraco","codename":"umbraco"},{"name":"Headless CMS","codename":"headless_cms"},{"name":"Kentico Kontent","codename":"kentico_kontent"},{"name":"Xperience","codename":"xperience"},{"name":"Optimizely","codename":"optimizely"}],"img":{"src":"https://assets-us-01.kc-usercontent.com:443/90e79cae-25c6-00b5-6f5b-27efe5c250ab/101e7fc0-41c8-43f6-90c5-fd2486694732/Choosing-the-right-CMS.png?h=350&fm=webp","alt":"An image of a digital device with logos of various apps overlaid","width":1600,"height":900},"lastModified":"2026-07-20T04:28:29.1017999Z","codeNameHeroImage":"hero_image","codeNameTitle":"title"},{"itemId":"dd669656-0003-4be5-a81b-9f5ee657231a","title":"Is Xperience by Kentico ready?","introduction":"Xperience by Kentico, Kentico's next-generation flagship DXP, is still relatively new on the scene, with monthly releases and a rapidly evolving roadmap. This regularly-updated post attempts to cut through the noise and help you determine whether you and the product are ready for each other yet.","blogUrl":"/blog/is-xperience-by-kentico-ready","isFeatured":false,"authors":{"publishDate":"26 May 2025","readingTime":7,"authors":[{"authorName":"Andy Thompson","authorUrl":"/andy"}],"authorImageUrl":"https://assets-us-01.kc-usercontent.com:443/90e79cae-25c6-00b5-6f5b-27efe5c250ab/ad43a4aa-bf08-4120-9b61-052f2af0c804/Andy_thumb.jpg?w=90&h=90&fm=webp","authorAlt":"Andy Thompson"},"readingTime":7,"tags":[{"name":"Kentico","codename":"kentico"},{"name":"Xperience","codename":"xperience"}],"img":{"src":"https://assets-us-01.kc-usercontent.com:443/90e79cae-25c6-00b5-6f5b-27efe5c250ab/b049ebdd-ea6e-4f81-8f3c-8c4beb01ba63/dxp-crossroads.png?h=350&fm=webp","alt":"An illustration of a signpost in a wilderness, with signs pointing to common DXP features","width":1312,"height":736},"lastModified":"2026-03-02T00:27:58.6352839Z","codeNameHeroImage":"hero_image","codeNameTitle":"title"},{"itemId":"fa2bb1c9-d9bc-4967-b715-49e53b5b86b5","title":"Grace Brown: Bringing robotic companionship to life\n","introduction":"In the third of our series on the finalists of the Luminary Tech Visionary category of the Victorian Young Achiever Awards, we profile Grace Brown – mastermind behind Abi the humanoid robot and CEO and Co-founder of Andromeda Robotics.","blogUrl":"/blog/grace-brown-bringing-robotic-companionship-to-life","isFeatured":false,"authors":{"publishDate":"09 April 2025","readingTime":5,"authors":[{"authorName":"Tami Iseli","authorUrl":"/tami"}],"authorImageUrl":"https://assets-us-01.kc-usercontent.com:443/90e79cae-25c6-00b5-6f5b-27efe5c250ab/5f1c7c01-0c57-4e76-9487-3b24a04b95ca/Tami_thumb.jpg?w=90&h=90&fm=webp","authorAlt":"Tami Iseli"},"readingTime":5,"tags":[{"name":"Awards","codename":"awards"}],"img":{"src":"https://assets-us-01.kc-usercontent.com:443/90e79cae-25c6-00b5-6f5b-27efe5c250ab/7f57051e-82f9-4874-929a-a1bf47c621f7/Andromeda%20Co-founder%20Grace%20Brown%20with%20Abi%20robot.jpg?h=350&fm=webp","alt":"Grace with Abi","width":1600,"height":900},"lastModified":"2025-11-26T06:36:50.6773091Z","codeNameHeroImage":"hero_image","codeNameTitle":"title"},{"itemId":"b52563d1-368a-4018-9ba0-4bcb2dadea62","title":"Anthony Kwok: Transforming online shopping","introduction":"In the first of our series on the finalists of the Luminary Tech Visionary category of the Victorian Young Achiever Awards, we profile Anthony Kwok – co-founder of ZILIO, an innovative online fitting technology.","blogUrl":"/blog/anthony-kwok-transforming-online-shopping","isFeatured":false,"authors":{"publishDate":"09 April 2025","readingTime":4,"authors":[{"authorName":"Clarice Greening","authorUrl":""}],"authorImageUrl":"https://assets-us-01.kc-usercontent.com:443/90e79cae-25c6-00b5-6f5b-27efe5c250ab/51f2c583-e730-4e65-9782-df419e11a65d/Clarice%20headshot%20square%20%20close.png?w=90&h=90&fm=webp","authorAlt":"Clarice Greening"},"readingTime":4,"tags":[],"img":{"src":"https://assets-us-01.kc-usercontent.com:443/90e79cae-25c6-00b5-6f5b-27efe5c250ab/a0a96a94-01d2-49ad-b3fc-4d67294172af/DIF%202023%20Tech%20Trends%20Debate%20%282%20of%203%29%20%281%29.jpg?h=350&fm=webp","alt":"Anthony Kwok at Digital Innovation festival","width":1600,"height":900},"lastModified":"2025-08-14T00:37:09.9005599Z","codeNameHeroImage":"hero_image","codeNameTitle":"title"},{"itemId":"ec48f150-9a20-4fae-ab10-e8a92dafd508","title":"Luminary retains Umbraco Contributing Partner status ","introduction":"We are proud to announce that we have again been awarded the Umbraco Contributing Partner badge for our contributions to Umbraco in 2024.\n","blogUrl":"/blog/luminary-retains-umbraco-contributing-partner-status","isFeatured":false,"authors":{"publishDate":"20 March 2025","readingTime":2,"authors":[{"authorName":"Tami Iseli","authorUrl":"/tami"}],"authorImageUrl":"https://assets-us-01.kc-usercontent.com:443/90e79cae-25c6-00b5-6f5b-27efe5c250ab/5f1c7c01-0c57-4e76-9487-3b24a04b95ca/Tami_thumb.jpg?w=90&h=90&fm=webp","authorAlt":"Tami Iseli"},"readingTime":2,"tags":[{"name":"Development","codename":"development"},{"name":"Umbraco","codename":"umbraco"}],"img":{"src":"https://assets-us-01.kc-usercontent.com:443/90e79cae-25c6-00b5-6f5b-27efe5c250ab/03983ccf-8e7b-471c-a179-7804678040ce/Mario%20and%20Emm%20MVPs.jpg?h=350&fm=webp","alt":"Emmanuel Tissera and Mario Lopez - Umbraco MVPs","width":1600,"height":896},"lastModified":"2026-03-02T00:32:35.9400206Z","codeNameHeroImage":"hero_image","codeNameTitle":"title"},{"itemId":"5a1dd474-71eb-4795-8e66-9b24ff1e1071","title":"A practical guide to writing AI-friendly content","introduction":"Learn some practical SEO and content tips for structuring and optimising your content so it’s more likely to be referenced in AI-generated summaries and overviews.","blogUrl":"/blog/practical-guide-to-writing-ai-friendly-content","isFeatured":false,"authors":{"publishDate":"17 March 2025","readingTime":6,"authors":[{"authorName":"Shayna Burns","authorUrl":"/shayna"}],"authorImageUrl":"https://assets-us-01.kc-usercontent.com:443/90e79cae-25c6-00b5-6f5b-27efe5c250ab/83a416d3-1fe5-4780-9c56-455dd7348b4f/Shayna_thumb.jpg?w=90&h=90&fm=webp","authorAlt":"Shayna Burns"},"readingTime":6,"tags":[{"name":"Strategy","codename":"strategy"},{"name":"Artificial Intelligence","codename":"artificial_intelligence"},{"name":"SEO/GEO","codename":"seo"}],"img":{"src":"https://assets-us-01.kc-usercontent.com:443/90e79cae-25c6-00b5-6f5b-27efe5c250ab/11d2435d-55c4-4347-8538-e424a2288538/pexels-andrew-2682452.jpg?h=350&fm=webp","alt":"Woman typing on laptop","width":1600,"height":900},"lastModified":"2025-08-01T06:26:57.3215341Z","codeNameHeroImage":"hero_image","codeNameTitle":"title"},{"itemId":"c1ee1a3f-9810-41df-a654-bb3a1a87b5eb","title":"Luminary named as a Beyond Blue Supporting Partner","introduction":"We are thrilled to announce that we have officially been named by Beyond Blue as one of its Supporting Partners, joining some of Australia’s top businesses.","blogUrl":"/blog/luminary-named-as-a-beyond-blue-supporting-partner","isFeatured":false,"authors":{"publishDate":"13 March 2025","readingTime":3,"authors":[{"authorName":"Tami Iseli","authorUrl":"/tami"}],"authorImageUrl":"https://assets-us-01.kc-usercontent.com:443/90e79cae-25c6-00b5-6f5b-27efe5c250ab/5f1c7c01-0c57-4e76-9487-3b24a04b95ca/Tami_thumb.jpg?w=90&h=90&fm=webp","authorAlt":"Tami Iseli"},"readingTime":3,"tags":[{"name":"Culture","codename":"culture"}],"img":{"src":"https://assets-us-01.kc-usercontent.com:443/90e79cae-25c6-00b5-6f5b-27efe5c250ab/d4dfa3ff-26af-44fa-ae5d-b6451923b696/Luminary%20team%20with%20Marty%20Drill%20and%20Georgie%20Harman%20blog%20hero.jpeg?h=350&fm=webp","alt":"Marty with Georgie Harman and Luminary team in Melbourne office","width":1600,"height":903},"lastModified":"2025-08-14T00:40:47.5890886Z","codeNameHeroImage":"hero_image","codeNameTitle":"title"},{"itemId":"87b2159d-688f-4cec-8222-efa79ffa910a","title":"Six ways generative AI is reshaping our search experience","introduction":"Adoption of AI-powered search is picking up steam, and it’s changing where and how users are searching. Marketers have an opportunity to take a fresh look at their content, web development and measurement priorities to better align with generative AI’s unique criteria using generative engine optimisation (GEO) tactics.","blogUrl":"/blog/six-ways-generative-AI-is-reshaping-our-search-experience","isFeatured":false,"authors":{"publishDate":"03 February 2025","readingTime":7,"authors":[{"authorName":"Shayna Burns","authorUrl":"/shayna"}],"authorImageUrl":"https://assets-us-01.kc-usercontent.com:443/90e79cae-25c6-00b5-6f5b-27efe5c250ab/83a416d3-1fe5-4780-9c56-455dd7348b4f/Shayna_thumb.jpg?w=90&h=90&fm=webp","authorAlt":"Shayna Burns"},"readingTime":7,"tags":[{"name":"Artificial Intelligence","codename":"artificial_intelligence"},{"name":"SEO/GEO","codename":"seo"}],"img":{"src":"https://assets-us-01.kc-usercontent.com:443/90e79cae-25c6-00b5-6f5b-27efe5c250ab/f87ac3a0-9c12-4a99-b365-6540f7a5257b/andy-kelly-0E_vhMVqL9g-unsplash.jpg?h=350&fm=webp","alt":"Robot and girl","width":1600,"height":900},"lastModified":"2025-08-01T06:28:41.3068979Z","codeNameHeroImage":"hero_image","codeNameTitle":"title"},{"itemId":"805eff57-f7e0-46f5-9b17-f67187db46cd","title":"Shaping future generations of developers through the Umbraco Education Program","introduction":"Our very own Technical Director, Emmanuel Tissera, and Digital Producer Adi Selva, flew over 8000km to teach students where he grew up in Colombo, Sri Lanka, the power of using Umbraco for software development to inspire their future careers.","blogUrl":"/blog/shaping-future-generations-of-developers-through-the-umbraco-education-program","isFeatured":false,"authors":{"publishDate":"19 January 2025","readingTime":3,"authors":[{"authorName":"Clarice Greening","authorUrl":""}],"authorImageUrl":"https://assets-us-01.kc-usercontent.com:443/90e79cae-25c6-00b5-6f5b-27efe5c250ab/51f2c583-e730-4e65-9782-df419e11a65d/Clarice%20headshot%20square%20%20close.png?w=90&h=90&fm=webp","authorAlt":"Clarice Greening"},"readingTime":3,"tags":[{"name":"Culture","codename":"culture"},{"name":"Development","codename":"development"},{"name":"Umbraco","codename":"umbraco"}],"img":{"src":"https://assets-us-01.kc-usercontent.com:443/90e79cae-25c6-00b5-6f5b-27efe5c250ab/72aa75cb-4bb1-42d0-bf02-0d9a2d02d8ac/11151728-6f01-472e-8d78-07d2d07f8935.jpg?h=350&fm=webp","alt":"Girls infront of computer","width":1440,"height":810},"lastModified":"2025-08-14T00:41:42.211922Z","codeNameHeroImage":"hero_image","codeNameTitle":"title"},{"itemId":"98e4be5f-7ad8-4a13-8ea5-b6cf7d8e9fe5","title":"Digital trend predictions for 2025","introduction":"In our annual meeting of the minds, our industry experts dissect every angle of digital and predict what technologies and trends will shape the year ahead.","blogUrl":"/blog/digital-trend-predictions-for-2025","isFeatured":false,"authors":{"publishDate":"12 December 2024","readingTime":8,"authors":[{"authorName":"Clarice Greening","authorUrl":""}],"authorImageUrl":"https://assets-us-01.kc-usercontent.com:443/90e79cae-25c6-00b5-6f5b-27efe5c250ab/51f2c583-e730-4e65-9782-df419e11a65d/Clarice%20headshot%20square%20%20close.png?w=90&h=90&fm=webp","authorAlt":"Clarice Greening"},"readingTime":8,"tags":[{"name":"Strategy","codename":"strategy"}],"img":{"src":"https://assets-us-01.kc-usercontent.com:443/90e79cae-25c6-00b5-6f5b-27efe5c250ab/dcbf5843-fc30-41db-a345-a53d88fc027e/Screenshot%202024-12-04%20at%203.33.37%E2%80%AFPM%20%281%29.png?h=350&fm=webp","alt":"two people on purple background with VR headsets on","width":1600,"height":887},"lastModified":"2025-08-14T00:40:17.3217645Z","codeNameHeroImage":"hero_image","codeNameTitle":"title"},{"itemId":"a618fc65-c3cf-4b91-8bf5-c4b43fcf50cc","title":"Nominations are open for the 7NEWS Young Achiever Awards 2025!","introduction":"Do you know a tech savvy young Victorian who deserves to have their idea shown to the world? Get nominating for the 2025 Luminary Tech Visionary Award!","blogUrl":"/blog/nominations-are-open-for-the-7news-young-achiever-awards-2025","isFeatured":false,"authors":{"publishDate":"27 November 2024","readingTime":6,"authors":[{"authorName":"Clarice Greening","authorUrl":""}],"authorImageUrl":"https://assets-us-01.kc-usercontent.com:443/90e79cae-25c6-00b5-6f5b-27efe5c250ab/51f2c583-e730-4e65-9782-df419e11a65d/Clarice%20headshot%20square%20%20close.png?w=90&h=90&fm=webp","authorAlt":"Clarice Greening"},"readingTime":6,"tags":[{"name":"Awards","codename":"awards"},{"name":"Culture","codename":"culture"},{"name":"News","codename":"news"},{"name":"Design","codename":"design"},{"name":"Development","codename":"development"}],"img":{"src":"https://assets-us-01.kc-usercontent.com:443/90e79cae-25c6-00b5-6f5b-27efe5c250ab/05935fbb-2b9a-458e-8523-1fb8971b52f1/313405488_489332076559112_5544488230514033137_n%20%281%29.jpg?h=350&fm=webp","alt":"Young Acheiver awards logo with 7 news ","width":1200,"height":675},"lastModified":"2025-08-14T00:41:17.5089865Z","codeNameHeroImage":"hero_image","codeNameTitle":"title"},{"itemId":"471b93ce-865f-4e85-adce-1724e8ecb6d6","title":"Disney characters, aged care and robots","introduction":"Technology has improved so much in the past decade. The amount of new things being invented has skyrocketed and things are evolving very quickly, almost too quickly. In some ways that can be a good thing, but after attending a session with Abi the robot at SXSW 2024, I concluded that’s not always the case. ","blogUrl":"/blog/disney-aged-care-and-robots","isFeatured":false,"authors":{"publishDate":"18 November 2024","readingTime":3,"authors":[{"authorName":"Jessica Djauhari","authorUrl":"/jessica"}],"authorImageUrl":"https://assets-us-01.kc-usercontent.com:443/90e79cae-25c6-00b5-6f5b-27efe5c250ab/389ad1c9-1bc5-4ff6-83c2-271cc1702aa4/Jessica_thumb.jpg?w=90&h=90&fm=webp","authorAlt":"Jessica Djauhari"},"readingTime":3,"tags":[{"name":"Artificial Intelligence","codename":"artificial_intelligence"},{"name":"SXSW","codename":"sxsw"}],"img":{"src":"https://assets-us-01.kc-usercontent.com:443/90e79cae-25c6-00b5-6f5b-27efe5c250ab/09d8861e-24f1-4a0c-ba7a-f687ad1cc114/Screenshot%202024-11-13%20at%202.33.18%E2%80%AFPM.png?h=350&fm=webp","alt":"Woman speaking on stage with robot","width":1600,"height":900},"lastModified":"2026-03-13T05:20:53.7753907Z","codeNameHeroImage":"hero_image","codeNameTitle":"title"}]

Every CMS is agentic now. So what does ‘agentic CMS’ even mean?

The short version

On this page:

What is an agentic CMS?

Definition.

Agentic CMS vs headless CMS vs a traditional CMS

We’ve seen this hype before

Six bets, one market

Optimizely (Opal) – the orchestration bet

Sitecore (SitecoreAI, Agentic Studio, Stream) – the embedded workspace bet

Kontent.ai (Agentic CMS, Expert Agents) – the headless-agent bet

Contentful (AI Actions, then Salesforce) – the assembly-layer bet

Kentico (KentiCopilot, AIRA) – the dual-track bet

Umbraco – the MCP-as-platform bet

What does ‘table stakes’ look like now?

The same scramble is happening in AI visibility

The fight that actually matters

Five questions worth asking

What we tell clients now

Agentic CMS: Frequently asked questions

What is an agentic CMS?

How is an agentic CMS different from a CMS with AI features?

What’s the difference between an agentic CMS and a headless CMS?

Which platforms are agentic CMS in 2026?

Who claims the ‘first agentic CMS’?

Is an agentic CMS safe? Can AI publish without approval?

What is MCP, and why does it matter for a CMS?

What’s the best agentic CMS to choose?

So what, plainly stated

Sources and further reading

Want to tap into the expertise of an agency that’s been in operation since 1999?

Keep Reading

The Luminary newsletter

The Luminary newsletter

The Luminary newsletter

The Luminary newsletter

Every CMS is agentic now. So what does ‘agentic CMS’ even mean?

The short version

On this page:

What is an agentic CMS?

Definition.

Agentic CMS vs headless CMS vs a traditional CMS

We’ve seen this hype before

Six bets, one market

Optimizely (Opal) – the orchestration bet

Sitecore (SitecoreAI, Agentic Studio, Stream) – the embedded workspace bet

Kontent.ai (Agentic CMS, Expert Agents) – the headless-agent bet

Contentful (AI Actions, then Salesforce) – the assembly-layer bet

Kentico (KentiCopilot, AIRA) – the dual-track bet

Umbraco – the MCP-as-platform bet

What does ‘table stakes’ look like now?

The same scramble is happening in AI visibility

The fight that actually matters

Five questions worth asking

What we tell clients now

Agentic CMS: Frequently asked questions

What is an agentic CMS?

How is an agentic CMS different from a CMS with AI features?

What’s the difference between an agentic CMS and a headless CMS?

Which platforms are agentic CMS in 2026?

Who claims the ‘first agentic CMS’?

Is an agentic CMS safe? Can AI publish without approval?

What is MCP, and why does it matter for a CMS?

What’s the best agentic CMS to choose?

So what, plainly stated

Sources and further reading

Want to tap into the expertise of an agency that’s been in operation since 1999?

Keep Reading