New agentic AI capabilities will empower video operators, streaming services, and digital publishers to automate complex UX tasks, from algotorial content curation to user targeting to personalization strategies.

ContentWise, the AI-powered customer experience company, announced the integration of advanced AI agents and agentic capabilities into its flagship UX Engine platform, introducing the ContentWise Agent Engine.

“We believe that a team’s ability to orchestrate AI agents will become the single greatest competitive advantage, and we are putting that power directly into our customers’ hands.”

This significant advancement will enable marketing and editorial teams to focus on high-level decision-making while delegating complex execution chains to AI agents, and unleashing a new range of use cases.

Leveraging cutting-edge multi-agent architectures, including Google’s Agent-to-Agent (A2A) protocol and Anthropic’s Model Context Protocol (MCP), ContentWise is pioneering a new era of intelligent digital experience management.

Creating and managing truly personalized user experiences at scale is a significant challenge. Teams are often bogged down by complex configuration tasks, manual curation, and the difficulty of interpreting vast amounts of user data and tools to drive KPIs.

ContentWise’s new AI agents are autonomous software units designed to perform tasks, make decisions, and interact with the digital environment based on user-defined goals. Integrated directly into the ContentWise UX Engine, they connect to a range of external tools and services, empowering teams to move from manual configuration to automated, goal-oriented, multi-step instructions.

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How It Works

ContentWise Agent Engine uses a multi-agent architecture with specialized agents for different tasks, such as a “Pattern Discovery” agent for analyzing user behavior, and a “UX Configurator” for translating goals into platform settings.

A host agent orchestrates these specialized agents using industry standards like Google’s A2A protocol and Anthropic’s Model Context Protocol. This allows complex requests, such as “promote trending shows to the right audience,” to be broken down into sub-tasks that are executed collaboratively by the most suitable agents.

Example Use Cases

Powerful agentic use cases enabled by ContentWise Agent Engine:

• Trend-to-Carousel Agent: Leverages real-time social media and online magazine sentiment analysis to proactively identify and highlight trending and highly anticipated content. Editorial lists such as “Hot on TV Today” are dynamically updated with peak-anticipation shows, maximizing user engagement.
• Marketing Campaign Agent: Easily integrates with external marketing platforms to automate the entire campaign lifecycle. For major events like the 2026 World Cup, the agent can enrich user profiles, create precise audience segments within the marketing platform, and then trigger or schedule highly targeted content packages and personalized notification campaigns, all as part of a single, automated workflow.
• Live Sports Agent: Enhances the sports content offering by integrating real-time live event data from external sports data APIs. This enables dynamic updates to editorial lists, targeted notifications, and personalized sports content recommendations.
• UX Simulation Agent: Simulates diverse user journeys across various segments to provide comprehensive insights into content discovery paths and interface usability. The system generates detailed reports on user interactions, identifying pain points and suggesting actionable improvements.

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Management Statements

“With the ContentWise Agent Engine, we are fundamentally changing the operational paradigm for our customers,” said Paolo Bozzola, CEO of ContentWise.

“This technology has three clear benefits: it accelerates existing workflows for immediate efficiency gains; it unlocks new, powerful strategies that were not feasible before; and it provides the foundation for future innovation.

We believe that a team’s ability to orchestrate AI agents will become the single greatest competitive advantage, and we are putting that power directly into our customers’ hands.”

“From a technology standpoint, this is a game-changer,” said Paolo Cremonesi, CTO of ContentWise.

“Our agent architecture, built on open standards like MCP and A2A, is designed to break down data silos. We’re moving beyond simple API calls to true orchestration, where agents can intelligently chain together tasks across multiple platforms—our own, and our clients’.

It’s not just about automating a single task; it’s about designing and executing complex, multi-step workflows that can pull from social media trends, trigger a campaign in the UX Engine, and push a notification through an external service, all in one seamless process.

This fundamentally changes the speed of innovation. A complex idea that used to require a development cycle can now be tested in an afternoon, allowing teams to experiment and iterate at a pace that was previously unimaginable.”