The final part of our Don’t Reinvent the Wheel series.
Businesses across industries are scrambling to adopt AI tools, but many overlook the fact that the platforms they already use come equipped with AI capabilities designed for their specific workflows.
For teams already using Contentful for their content platform, there’s a suite of AI-powered features designed to streamline content creation, optimization, and delivery. Before searching for a new AI platform to add to your stack, it’s worth exploring what’s already at your fingertips.
What Can Contentful’s AI Native Platform Do?
Contentful offers a variety of AI features that are built directly into the platform and integrated with its structured content workflows. Here’s an overview of the native capabilities that can be used today:
AI Actions
Contentful’s AI Actions automate repetitive tasks like rewriting content for different tones or audiences, fixing grammar, generating alt text, and optimizing for SEO. This can all be done directly within Contentful Studio. Teams can also build custom AI Actions or connect to their preferred LLM.
AI Personalization
Personalization is at the core of Contentful. And with their AI personalization tools, you can deliver more relevant and targeted experiences to your target audience. Contentful can automatically suggest audience segments based on behavior and context, generate tailored content variants, and optimize A/B tests in real time. These capabilities help teams deliver the right message to the right audience without any complex integrations.
AI Content Type Generator
This AI functionality allows you to quickly generate structured content models – the blueprints that define how your content is organized, including content types, fields, and relationships – based on a simple prompt. This helps teams to prototype and scale without having to manually build schemas.
Extend AI Capabilities with Marketplace
Beyond its native AI features, Contentful’s Marketplace offers a variety of AI-powered integrations that teams can install to add specialized capabilities. Some of the most popular include:
- AI Image Tagging: Allows users to automatically add searchable tags to images. This helps teams improve asset findability, SEO, and accessibility.
- AI Image Generator: Generate or edit images on demand directly in Contentful using prompts. This image generator can create up to four variations per prompt. It can also be used to edit an area of an image – even uploaded images – and add, replace, change, or remove any element.
- Writer: This writing assistant enables marketers to create consistent and on-brand content. The Writer app checks grammar, enforces brand guidelines, and suggests improvements, all integrated into your existing workflows.
- Surfer SEO: Surfer helps you optimize your content for SEO based on Google search results analysis and Natural Language Processing (NLP). It analyzes your draft against top-ranking pages and provides real-time recommendations.
These integrations offer teams the flexibility to tailor their AI toolkit to specific use cases all while staying within the Contentful ecosystem.
Key AI Features Rolling Out Throughout 2025
Throughout 2025, Contentful has focused on delivering practical, AI-powered features that help teams personalize and optimize content more efficiently. Newer capabilities like AI Variant Generation, Audience Suggestions, and Experience Suggestions are now live within Contentful Personalization, making it easier to tailor experiences at scale. Combined with AI Actions and an expanding marketplace of AI integrations, these tools show how Contentful continues to embed AI directly into content workflows, giving digital teams powerful, ready-to-use capabilities.