Top Five Articles From 2025

By Janus Boye

Once again, AI dominated many of the conversations this year, but the most-read pieces went beyond technology alone. Questions around discoverability, authoring experience, professional identity and how teams adapt to structural change all featured prominently, reflecting what many members were actively grappling with in their day-to-day work.

As the year comes to a close, we like to pause and look back. Boye & Co is built around conversation and learning together, often in the same room, but sharing those insights more widely is just as important. The blog remains one of the ways we do that: capturing ideas, discussions and perspectives while they are still forming.

In 2025, we published 52 blog posts, up from 35 in 2024, covering everything from AI and CMS evolution to sustainability, equity and the human side of digital work. Keeping with tradition, here are five popular pieces that resonated most with our community, based on readership, engagement and ongoing discussion. Selecting just five from a much larger body of work is never quite fair, but it does offer a useful snapshot of what mattered most this year. As always, the list is presented in alphabetical order.

Authors Are Also Users: A New Book on Designing Content Authoring Experiences

Greg Dunlap published Designing Content Authoring Experiences during 2025

Many teams told us this year that their biggest content challenges were not about strategy, but about the everyday reality of using tools that make authoring harder than it needs to be. Creating good content still depends heavily on the experience of the people doing the work.

Based on a new book from Greg Dunlap titled Designing Content Authoring Experiences, this post explores why authoring environments deserve the same level of care and thoughtful design as customer-facing interfaces. Building on the launch of Greg’s book, which was community-funded with support from practitioners and organisations across the field, including Boye & Co, the book challenges organisations to rethink how their tools support authors in practice, not just in theory.

Read the full post: Authors are also users - a new book on designing content authoring experiences

Five Hard Truths About AI in Healthcare Content and Marketing

Across several member discussions, healthcare stood out as a domain where AI enthusiasm is often tempered by responsibility, regulation and risk. The gap between what is technically possible and what is acceptable in practice is particularly stark.

This article draws directly on those conversations. Through the perspective of Akshat Kharbanda, who was working at Novo Nordisk at the time, it surfaces hard-earned lessons about trust, accountability and the limits of automation when accuracy and patient impact truly matter. Rather than offering easy answers, it provides a grounded view of where AI can help and where caution remains essential.

Read the full post: Five hard truths about AI in healthcare content and marketing

How to Get Found on ChatGPT

As more people turn to ChatGPT as a starting point for research and decision-making, many members began asking a similar question: what does visibility look like when fewer journeys start with a search engine?

The post builds on insights shared by Sven Ditz of Sitegeist, a Hamburg-based agency leader and Boye & Co member, who has been closely examining how generative AI systems choose which sources to surface and which to ignore. Rather than focusing purely on tactics, the post explores broader implications for content strategy, authority and relevance in an AI-mediated landscape.

This was clearly a big topic throughout the year, with declining website traffic becoming a growing concern for many members in its final months. In our end-of-year call, we returned to it directly, exploring how the decline of traditional website traffic is already reshaping visibility, value and conversion.

Read the full post: How to get found on ChatGPT

The Rise of Agentic CMS

AI agents are starting to change how organisations create, manage and deliver content. What makes this shift different is not just speed or efficiency, but the move towards systems that can act with a degree of autonomy rather than simply follow predefined rules.

Martin Michalik from Kontent.ai also made it to Montreal in August where he presented on agentic CMS at the annual CMS Connect 25 conference

These ideas were explored in depth during a members call led by Martin Michalik, VP of Product at Kontent.ai, who introduced the concept of the agentic CMS and illustrated the shift with real-world examples of agent-driven workflows. The discussion went beyond traditional automation, focusing instead on how teams may need to rethink content strategy, governance and preparation for an agent-powered future. As Martin put it in a quote that resonated strongly with the group:

“In a world saturated with noise, the winning strategy is not to create more content. It’s better content that wins. Finally, we have the tools to make it.”

Read the full post: The rise of Agentic CMS

What Do You Do?

Philip Morley is an Aarhus-based ex-advertising copywriter and creative director turned workshop facilitator and change-messaging specialist

Few questions came up as often in informal conversations this year as the deceptively simple “what do you do?”. As roles continue to blur and job titles struggle to keep up, many people found it increasingly hard to articulate their value clearly.

In this reflective piece, Philip Morley, an ex-advertising copywriter and creative director turned workshop facilitator and change-messaging specialist, explores why that discomfort exists and what it reveals about identity, language and organisational clarity. The article connects personal articulation with collective understanding, reminding us that finding the right words is often a prerequisite for effective collaboration and meaningful progress.

Read the full post: Can you answer this question? (Careful, your mum is listening)

Bonus: Events and Recaps

Alongside the articles, two summaries from in-person gatherings also ranked very highly:

Hamburg 2025 Collab Meeting
Our annual Hamburg Collaboration meeting, held in November, continued a long-standing Boye & Co tradition of bringing members together for an end-of-year gathering with in-depth discussions that this year covered collaboration, systems thinking, how humans and AI are increasingly working side by side and much more.

Our annual collab meeting returned to Hamburg in late November this time hosted by our friends at adesso.

Recap of Vancouver CMS Experts Kickoff
A 2025 milestone was the launch of our Vancouver chapter. This recap of the Kickoff, written by local Boye & Co member Briana Sims of SimpliCity CMS, captures candid reflections and practical insights from practitioners navigating real-world CMS challenges.

Learn more about what matters to our community

Curious to see how our conversations have evolved over time? Each year, different topics rise to the surface, often reflecting wider shifts in digital work, technology and organisational thinking. Looking back at previous summaries offers a useful lens on what has changed, what has endured, and how the focus of the community has shifted year by year.

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