When asked what they think CMS providers should be doing more of, the largest percentage said AI-powered content creation (44%) – a rise of 13% from Storyblok’s 2024 survey, followed by improved content scaling (32%), dynamic content optimisation (30%) and collaboration tools (29%). 

Visual editing is by far the most important feature to CMS users (65%), ahead of centralised content management and collaboration features (55%), digital asset management (51%) and ease of integration (43%).

Legacy CMSs prevent omnichannel success

Sadly, 61% of teams are still juggling two or more CMSs to manage their brands. This is because companies can’t trust one monolithic platform to cover all of their needs. 61% use multiple CMSs to minimise delivery risk, while 44% need multiple systems for omnichannel capabilities. 47% have to use multiple systems to support changes to their tech stack.

Companies are tired of this outdated and complicated approach, which is why 50% say they’re trying out different CMSs that can help modernise and streamline their content operations.

This desire for more flexible systems is coming at a critical time because the biggest increases in where companies say they plan to deliver content are focused on AR/VR and voice-activated speakers (15%), and smartwatches (14%).

Modern is where the money is

An analysis of 7,374 job listings that mention CMSs reveals that while legacy CMS skills are highlighted much more frequently, the jobs pay far less than those that mention modern headless systems.

For example, in the US, the average legacy salary for marketers is $54,625 compared to $101,270 for those working with modern systems (85% increase). For developers, the average legacy salary is $75,575 compared to $97,738 for modern headless skills (29% increase).

Mark Wheeler, CMO at Storyblok, said: “2025-2026 is the critical CMS pivot window for brands. Those that aren’t rethinking architecture now will be forced to play catch-up in just a couple years. As seen in this data, companies have bigger ambitions than what their legacy systems can deliver. The shift to AI-powered search also means that brands need to use a modern CMS to help make sure their content is properly structured and discoverable – not invisible.”

Download The State of CMS 2025 to learn more about what companies say regarding their CMS experiences, needs, and frustrations: https://www.storyblok.com/lp/state-of-cms-2025

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