Most enterprise CMS platforms have responded to the AI moment by adding a ChatGPT integration or a third-party writing assistant. Kentico did something different. AIRA, the Agentic Marketing Suite, is built directly into Xperience by Kentico. It is not a plugin, a bolt-on, or a separate subscription. It is part of the platform, available to all licence tiers, and became production-ready in early 2026.

What AIRA actually does

AIRA started as a content helper embedded in the CMS admin, focused on tagging and ideation. By 2026 it had expanded into a full agentic suite covering multiple content workflows.

•  Content generation: draft article sections, meta descriptions, and page summaries from a brief

•  Content tagging: automatic taxonomy and category suggestions based on content analysis

•  Translation: content translation directly within the CMS workflow, without exporting to a separate tool

•  Personalisation suggestions: recommendations for personalising content based on visitor segment

•  Rich text refinements: AI-assisted editing of existing copy

•  Email content generation: draft email campaigns from within the Kentico marketing suite

Where AIRA sits in your content workflow

AIRA does not replace your content team. It handles the mechanical parts of the content process so your team can focus on strategy, tone, and quality. A content editor working in Kentico can use AIRA to generate a first draft, then refine it. They can use it to generate metadata. They can apply it to translate content for a secondary market without leaving the CMS.

The difference from a third-party AI tool is context. AIRA operates inside your CMS, against your content model and your existing published content. Suggestions are more relevant and less generic than a standalone writing tool working blind.

The developer angle: KentiCopilot

For development teams, Kentico added KentiCopilot alongside AIRA. This is a developer-focused AI toolset that assists with content model creation, migration from older Kentico versions, and working with the Kentico content types MCP server, which launched December 2025.

The MCP server allows developers to interact with Kentico content types using large language models, including creating, editing, and reading content types through AI tools. For organisations migrating from Kentico 13, KentiCopilot can assist with mapping legacy content models to the XbyK structure.

What this means for your Kentico investment

If your organisation is already on Xperience by Kentico, AIRA is available to you now across all licence tiers. The question is not whether to adopt it but how to integrate it into your existing content workflow. That means training your content team, setting quality standards, and deciding where AI assistance adds value versus where human judgement stays primary. If your organisation is still on Kentico 13 and evaluating migration, AIRA is a meaningful part of what you gain on the other side.