Kentico has launched the AIRA Agentic Marketing Suite, a set of specialised AI agents integrated into its Xperience by Kentico platform for specific marketing and content tasks.
The launch expands AIRA, introduced in 2025 as embedded AI features for marketing teams. Kentico positions the new suite as a shift from AI assistance to agent-led workflows built into day-to-day work inside the platform.
AIRA stands for Artificial Intelligence Recommendations & Assistance. In its earlier form, it aimed to reduce repetitive work and streamline common activities such as automatic translation, content tagging, and campaign ideation. It also provides customer journey insights and product guidance through an in-product conversational chat interface and in-context icons.
Because AIRA runs within Xperience by Kentico, its features are available directly in core marketing workflows. Kentico says this reduces the need for add-ons or third-party integrations for the tasks AIRA covers.
Agentic workflows
The Agentic Marketing Suite introduces multiple specialised agents, each focused on a category of marketing work. Kentico describes them as virtual collaborators that execute defined tasks, rather than generic chat-based assistants.
The first agent, Content Strategist, is designed to shape and refine content strategies through analysis and recommendations. It operates alongside other AIRA tools in the same product environment, supporting existing marketing workflows rather than running as a separate application.
Kentico also outlined additional agents planned for later releases, including campaign management, market analysis, and workflow optimisation. As the suite expands, each new agent will aim to improve speed and precision in marketing operations, the company says.
The product direction reflects a broader shift as vendors build AI into existing marketing platforms. More products are packaging AI as role- or task-specific agents rather than standalone assistants. This approach emphasises repeatable workflows and clear task boundaries while keeping controls and context within the platforms marketing teams already use.
Kentico describes its view of AI as "operational, transparent, and embedded directly into how teams work". Its messaging also highlights orchestration across the marketing lifecycle, from strategy and content creation to optimisation and campaign execution.
Executive view
Kentico's chief executive linked the launch to workload pressures on marketing teams and the need to deliver more output with existing resources.
"Marketers have no shortage of ideas, what they need is the bandwidth to bring them to life," said Dominik Pinter, CEO, Kentico. "With the Agentic Marketing Suite, we're giving teams a way to scale their expertise, cut through complexity, and deliver results faster than ever," added Pinter.
Platform context
Xperience by Kentico is the company's digital experience platform, combining content management, marketing tools, and commerce functions. Kentico says it supports personalised customer experiences across websites, microsites, email, and other digital channels.
AIRA sits within that broader platform, signalling a focus on AI that connects to content, campaign planning, and operational workflows. The aim is to avoid separate AI products that require data transfer or parallel processes.
For marketing teams, that integration can matter in areas such as content production and governance. Translation and content tagging typically require access to content libraries and taxonomies. Journey insights depend on marketing data and user behaviour information held within the platform. Strategy work often draws on past campaign performance and existing brand content. Vendors generally argue that keeping these functions in one environment reduces tool switching and helps teams act on outputs faster.
What's next
Further specialised agents are in development, alongside ongoing improvements to AIRA. Kentico also described an upcoming AI-powered chatbot intended to turn on-site search into conversational customer journeys.