Contentstack launches Agent OS for adaptive brand experiences

Contentstack has launched Agent OS, a new agentic AI system intended to move organisations beyond content management towards adaptive, context-driven digital experiences.

The company states that Agent OS is designed to allow brands to create real-time, personalised digital experiences that can adjust to individual customer needs and interactions. Traditional content management models and rules-based personalisation, according to Contentstack, are being replaced by one-to-one, customer-led interactions that react flexibly to unique user behaviour, preferences, and real-time engagement.

This approach aligns with what Contentstack calls the "Context Economy": an environment where, as the company puts it, brand value is determined not by published content volume but by the ability to respond intelligently to customers' evolving needs.

Neha Sampat, Founder and Chief Executive Officer of Contentstack, said,

"Context is the most important currency in business. For decades, marketers have relied on segments, rules and best guesses to engage customers. Agent OS in the Contentstack Edge platform changes that forever."

Agent OS brings together data, content, and brand intelligence, aiming to enable customer-driven experiences at scale. While various automation and AI tools have previously attempted to address the challenge of customer engagement, Contentstack claims Agent OS is distinct because it operates with unified visibility of brand voice, content, and the customer's current context.

According to Contentstack, AI agents integrated with Agent OS will draw on a brand's content, voice, audience profiling, and analytics capabilities to ensure responses remain on-brand and relevant. The platform handles repetitive or predictable tasks and automates processes to reduce the need for manual tool-switching and workflows.

Polaris, Contentstack's interactive co-pilot feature, will be present throughout the platform. The company says Polaris is designed to boost productivity by assisting marketing teams and removing guesswork from day-to-day operations.

Contentstack has also unveiled a new brand identity. Gurdeep Dhillon, Chief Marketing Officer at Contentstack, commented on the broader shift represented by the launch, saying,

"There will be before the Context Economy, and after. There's no going back. Our rebrand reflects this sea change and positions us to lead our customers into this new era. Brands that win context will gain a lasting advantage, and Agent OS gives them the intelligence and agility to do it consistently and at scale."

The unveiling of Agent OS follows other milestones for Contentstack, including the acquisition of Lytics and the introduction of the adaptive digital experience platform, Contentstack Edge. According to the company, these developments are part of a longer-term mission to support brands in delivering adaptive, context-aware digital experiences.

Speakers from organisations such as Air France-KLM, bol, Icelandair, and Mondelēz International are due to share their approaches to digital experiences using Contentstack's solutions.

The platform's general availability is expected to follow shortly. Contentstack claims that the system is designed to be compatible with existing Contentstack tools, integrating automation and AI for improved customer engagement centring on individual context.

Contentstack's announcement reflects sustained momentum in the industry shift from static forms of content delivery to more dynamic, adaptive, and customer-focused digital experiences. The company lists brands such as Walmart, Mattel, MongoDB and Burberry among those already using its technology to deliver real-time, personalised journeys.

The company continues to position its platform as a tool for helping brands move towards moment-to-moment, cross-channel engagement, rather than static personalisation models. Agent OS forms part of a wider push in the sector to combine brand data, content and AI to handle the growing complexity of digital interactions at large scale.