AI Actions

AI Actions brings intelligent automation directly into your content workflows. It allows teams to create reusable, purpose-built actions that transform, personalize, and optimize content at scale. By combining structured inputs, clear intent, and contextual data, AI Actions helps teams move faster while staying consistent, human, and in control.

Contentful was founded on the idea that to create impactful digital experiences for people, you need the ability to centrally organize and manage content.

This remains true for the core business, but what’s also true is that the needs of digital teams have changed and are now more sophisticated as customer expectations and organizational needs have grown.

Contentful Verticals

Content Creation

Facilitate the creation of content with flexible tools that enable seamless collaboration across teams.

Content Transformation

Transform and optimise content to fit different formats and channels, ensuring consistency and optimisation for diverse outputs.

Content Management

Organize, manage, and centralize your content effortlessly, enabling scalable and efficient workflows.

Content Distribution

Distribute your content across multiple channels and platforms with ease, ensuring it reaches the right audience at the right time.

My Role

Kick-off this product vertical.
Work closely with the VP of Product to ensure philosophy and business direction are aligned with deliverables.
Support both designers with ideation, roadmapping and quality assurance.
Guide the team through the Discovery phase and remain a facilitator when needed.
Serve as a bridge between SMT and the team.

Our Approach

Exploring New Grounds

32 new interviews within 3 weeks
24 (Enterprise and Medium size) customers
We also relied on existing data

The Solution

After trial and error and lessons learned from our Alpha release. We were ready for Beta and beyond.

Entry point to access and manage your AI Actions.

Set-up and Configuration

Customizable, Scalable and True to Contentful Core Value Proposition.

Packaging & Positioning

Ready for GA and beyond.

Lessons Learned

Make the extra non-negotiable

There were things could have scoped out, like the Playground, Templates or choosing your custom model. We don't need any of these for AI Actions to work, and yet, we need them to be successful.

Learning over targets

At the starting point, in order to be successful, we need larger amount of data over focusing only on target customers.

Build games, not game engines

"We need to concentrate on building actual products rather than technology, architecture or initiatives. I don't build game engines, I build games." - John Carmak
If everyone wants translations, let's not overcomplicate translations.

Seeing is believing

AI Actions are hard to explain, but very clear when you see them in action. And this is why we heavily prioritised video demos to recruit beta customers. Lots of customers actually came to us rather than the other way around. When talking about AI alone, the conversation was all about risks and concerns, but when seeing some of our solutions, the conversation turned into time and budget saving opportunities.

Acknowledgment: AI Actions was made possible by a team of exceptional talent. A special mention goes to Rui Marcalo and Fabian Schultz, two of the best designers I've had the privilege to work with.