Key takeaways

• AIRA is Xperience by Kentico's built-in AI. It is part of the platform, not a plugin or a separate writing tool.
• The AIRA Agentic Marketing Suite adds four agents: Content Strategist, Customer Journey Optimization Specialist, SEO & GEO Specialist and Campaign Manager.
• Agents propose and carry out tasks, and a person approves the work before anything is published. Access follows role-based permissions and actions are logged.
• AIRA usage runs on credit-based packages. Check what your licence includes before you plan heavy use.
• KentiCopilot is the developer side: AI tools for building and upgrading Kentico sites, free for every Xperience by Kentico developer.

Most enterprise CMS platforms answered the AI moment by adding a ChatGPT integration or a third-party writing assistant. Kentico built AIRA into Xperience by Kentico itself, so it works against your content model, your published pages and your brand rules rather than starting from a blank prompt.

What is Kentico AIRA?

AIRA is the AI layer inside Xperience by Kentico. Content editors and marketers use it through AIRA Chat and inside the editing screens they already work in. It runs on Microsoft Azure and works with the platform's role-based access, so people only see and change what their role allows.

What can AIRA do today?

• Write and refine content across pages, emails, widgets and Content Hub items, using the rendered page and linked content as context.
• Handle images: tagging, alt text, focal points and responsive variants.
• Translate pages, emails and content items, while keeping terms you mark, such as product names, untranslated.
• Follow your brand rules for tone, style, terminology and translation.
• Spot trends, anomalies and friction points in your data, and build audience segments from a chat request.
• Help write campaign briefs and track multi-channel campaigns against their goals.

What is the AIRA Agentic Marketing Suite?

The Agentic Marketing Suite, announced in February 2026, extends AIRA from suggestions to tasks. Instead of answering one prompt at a time, each agent takes on a specific job and carries it through, then hands the result to your team to approve.

How does AIRA help with SEO?

AIRA covers the SEO basics that usually get skipped when a team is busy: it writes metadata and alt text, and it tags images, all inside the CMS where the page is built. The SEO & GEO Specialist agent goes further and reviews pages for both search engines and AI-driven discovery, such as AI answers, then gives your team prioritised fixes to approve. Some of the SEO features need light developer setup, so check this with your partner when you plan the rollout.

What's the difference between agentic and generative AI?

Generative AI produces something when you ask: a paragraph, a headline, a translation. Agentic AI takes on a multi-step job, such as reviewing every page in a section for search and AI visibility, and works through it against your structured content. In Xperience by Kentico the agents still stop for a person to approve the work, so your team stays in charge of what is published.

How is AIRA governed and kept secure?

AIRA runs on Microsoft Azure inside Xperience by Kentico. It respects role-based access, logs activity, and by default asks a person to approve agent work before publishing. For WA government, health and resources teams, that approval step and the audit trail are usually what risk and compliance teams ask about first.

How much does AIRA cost?

AIRA usage is sold in credit-based packages, so what you can do depends on the package that comes with your licence and any extra you buy. Kentico doesn't publish a price list. Before you plan to lean on the agents, ask Kentico or your partner what your licence includes and what heavier use would cost.

Where does AIRA fit in a content team's week?

AIRA doesn't replace your content team. It takes on the mechanical parts, such as first drafts, metadata, alt text and translation, so your people can spend their time on strategy, tone and quality. Set clear standards for where AI drafts are fine and where human judgement stays first, and train your team before you switch the agents on. Our marketing lead's honest review of running a website on Kentico shows what day-to-day work looks like.

What does AIRA mean for developers?

For developers, Kentico offers KentiCopilot: AI development tools including a documentation MCP server, a content modeling MCP server and a management MCP server, plus upgrade tooling for moving off Kentico Xperience 13. It works with GitHub Copilot, Cursor and Claude Code, and Kentico makes it available at no additional cost to every Xperience by Kentico developer.

What if you're still on Kentico 13?

AIRA and the Agentic Marketing Suite are part of Xperience by Kentico, not Kentico 13. Kentico 13 support ends on 31 December 2026, so if your team wants AIRA, the route is a migration. Our Kentico 13 migration guide explains what that involves.

If you want to see AIRA and the agents running on a real site before you decide, start with our Xperience by Kentico services.

About Dapth

Dapth is your Perth digital consultancy, building connected digital systems from websites and intranets to applications, software, ERP and AI tools. For more than 15 years we have helped WA businesses, government agencies and organisations unlock advantages like streamlined workflows, increased efficiency, cost savings, new revenue and more powerful marketing.

We start with your organisation, not the technology: your users, your operations and your objectives. Then we connect everything across four areas:

• Digital Consultancy: Digital strategy, service design and UI and UX design that map how your customers, people and systems should work together, before anything is built.
• Customer Experience: Websites and digital experience platforms on Xperience by Kentico (Kentico Gold Partner), Sitefinity, Umbraco and Payload CMS, plus ecommerce.
• Employee Experience: Intranets and employee portals on Microsoft SharePoint, and workflow automation that takes the double handling out of everyday work.
• Operational Systems: ERP with Odoo as our primary platform (we are an Odoo partner), plus custom software, apps and the integrations that connect them.