How Are You Managing Your Content with Tech, AI and Personalisation in 2025

Content is everywhere, but managing it has never been harder. Did you know that 30% of Fortune 500 companies rely on Contentful for their digital experiences, or that Gen Z prefers platforms like TikTok for shopping over traditional e-commerce sites? As AI, personalisation, and omnichannel strategies evolve, businesses must rethink how they create, manage, and deliver content to meet ever-changing demands.

Welcome back to another episode of Marketing in the Madness. This week, our host Katie Street speaks with Thomas Clayson, Head of EMEA Solution Engineering at Contentful, and Simon Ward, Senior Experience and Design Consultant at VML, to explore how businesses can manage the content chaos in today’s fast-paced digital landscape.

If like many of us, you’re feeling overwhelmed by content chaos, this episode will provide actionable strategies to streamline workflows, enhance personalisation, and prepare you for the future of content management at scale.

Here’s a glimpse of what you’ll discover in this week’s episode:

🤖 How AI can handle governance and compliance tasks, allowing human teams to focus on creativity and strategy.

🤳🏼 Emerging trends in consumer behaviour such as Gen Z and Gen Alpha preferences and the demand for instant gratification through platforms like TikTok.

💡 The importance of designing content systems that allow for agility, scalability, and omnichannel distribution for better content management.

✍🏼 The challenges of managing growing content demands, the transformative potential of AI, and strategies to stay ahead in a fast-evolving digital landscape.

This podcast episode is inspired by the recent report “Controlling Content Chaos,” a collaboration between VML and Contentful. The report draws on insights from interviews with over 1,000 CMOs, CDOs, and CTOs from leading global brands. Click on the link below to access the full report.

https://www.vml.com/insight/controlling-content-chaos

🔗 You can watch the FULL EPISODE HERE:

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Here’s a glimpse of what you’ll discover in this week’s episode:

Thomas Clayson

Simon Ward

Katie Street

Street Agency