Organisations know more than they publish.

Brand guidelines exist. Product knowledge exists. Audience insights exist. Editorial standards exist. Yet when AI generates content, much of that knowledge often remains out of reach.

The challenge is rarely a lack of information. More often, organisations struggle to make their knowledge available where it can be used.

That tension was visible throughout CMS Summit 26, held in May at Frankfurt's Museum für Kommunikation. The event brought together around 100 digital leaders to discuss content management, digital experience, and AI.

One of the highlights was the European CMS Idol competition, where CMS vendors demonstrate their platforms live before an audience of peers and practitioners. Representing Webiny, founder and CEO Sven Al Hamad demonstrated an approach to AI-assisted content creation