AI and the great CMS unbundling | Dries Buytaert

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AI and the great CMS unbundling<br>AI is not killing the CMS. It is unbundling creation from control. That may replace the CMS for simple publishing, but it makes the CMS more important wherever content is shared, reused, approved, or trusted across systems.<br>№ 1,663JUN 16, 2026

The more people, agents, systems, and channels involved, the more a CMS matters as the control layer.

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The question I get most these days is: did AI kill the CMS? Should we still invest in a CMS, switch to AI agents, or wait until the market becomes clearer?

At a friend's birthday party recently, I was talking with engineers and startup CEOs. They were all smart people, but none of them worked in the CMS industry. From where they sat, AI seemed to make the CMS obsolete.

I understand why. AI can now generate copy, design pages, write code, translate content, and assemble websites. If that is what you think a CMS is for, it does look like the CMS is in trouble.

They may be right about one part of the CMS market. But I think they are wrong about the larger picture.

To see why, it helps to separate what a content management system, or CMS, does into two planes: the control plane and the execution plane.

The control plane governs content: who can edit it, what gets approved, which version is canonical, how translations move through workflow, and where content can be used.

The execution plane creates, assembles, and delivers that content into websites, mobile apps, feeds, and other customer experiences.

AI is unbundling these two planes. It is commoditizing the execution plane while making the control plane more valuable. That is why I think AI is killing one corner of the CMS market, but making the CMS more critical everywhere else.

This post is a companion to AI and the great digital agency unbundling. That post looked at AI's impact on the digital agency market. This one looks at the same unbundling pattern in content management systems and digital experience platforms.

§AI lowers the cost of creation, not the cost of trust

We have seen this pattern before. The printing press made it cheap to produce and distribute content, but it did not make editors or publishers irrelevant. It made them more important, because more content created more need for judgment, trust, and standards.

AI is doing something similar to digital content. It makes production cheaper: drafting, generating, translating, designing, assembling pages, and adapting content for different channels.

But AI should not be the final authority on what is correct, approved, compliant, or safe to publish. It can help, but people and systems still need to own those decisions. The more content AI helps produce and distribute, the more that ownership matters.

As production gets cheaper, control becomes more important, not less.

That is the real test for a CMS. Not whether AI can generate content or build a page, but whether your organization needs a control layer: roles, review, approvals, publishing states, revision history, and more.

§How shared is your work?

Two simple questions can help decide how much you need a CMS:

How many people or agents create, review, and publish content?

How many systems need to use, update, or trust that content?

Put those questions on a grid, and four use cases emerge.

The more people, agents, systems, and channels involved, the more a CMS matters as the control layer.

When one person creates and publishes content, and no other systems depend on it, you may not need a CMS. A lightweight publishing tool or AI site builder may be enough.

When multiple people or agents touch content, you need a CMS for coordination: roles, review, approvals, publishing states, and revision history. AI inside the CMS can help teams create, review, and publish faster without losing control.

When many systems touch content, you need a CMS as the trusted source for content, permissions, workflows, and publishing controls. AI around the CMS can coordinate work across tools, but it still depends on the CMS to know what content is approved, who can use it, and where it can go.

In short, when many people and many systems are involved, the CMS becomes the critical control layer for people, agents, and systems working together. It gives people and agents a safe place to create and approve content, and gives other tools a trusted system they can read from, write to, and build on.

§The decision, by quadrant

§1. Assist: one person, one system

This is the simplest case: one person, one system, and little coordination.

If you are creating a new website quickly, an AI site builder may be the right tool. It can turn a prompt into a working site in an afternoon. In that case, a CMS may slow you down more than it helps. This is 1a in the quadrant image: the job is to create, not to manage.

But one person does not always mean a CMS is unnecessary.

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