Contentful to Acquire Ninetailed to accelerate AI-driven personalization capabilities & advance Contentful’s innovation in the content management space

A definitive agreement has been inked by Contentful, a composable content platform trusted by over 4,200 clients, to acquire Berlin-based Ninetailed, a pioneer in structured content personalization and experimentation.

This change enables Contentful to offer its clients an integrated, AI-driven personalization solution that scales within the Contentful platform.

The combined service will benefit from the advantages of composability, an API-first architecture, generative AI, and lightning-fast edge delivery, in contrast to legacy solutions. Without having to create new workflows, customers will be able to quickly and simply locate, select, experiment with, and assess tailored experiences across channels. Thanks to customized customer journeys, brands will be able to improve revenue through higher Return on Investment (ROI) from their content and data investments.

Karthik Rau, CEO of Contentful, stated:

“While personalization has long been a goal for marketers, driving meaningful ROI at scale has proven challenging due to fragmented tool chains, high development and content production costs, and poor customer data integration. Ninetailed offers code-free experiment design, streamlined workflows, and reliable connectivity when integrating with Contentful. The solutions from Ninetailed make customizing digital experiences quite easy.”

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Leading companies already choose Contentful’s scalable, dependable, enterprise-grade content platform due to its ecosystem of more than 100 integrations and plug-ins. Contentful will soon be the only product on the market that provides a contemporary, modular platform suited to technical users along with low-code experience-building and personalization tools for marketing and design teams, thanks to the recent launch of Contentful Studio and the integration of Ninetailed’s products.

Co-founder and CEO of Ninetailed Andy Kaiser continued:

“Joining forces with Contentful means customers will benefit from a fully integrated, AI-native personalization solution paired with a robust composable content platform. I’m incredibly excited to be joining Contentful, where we’ll have the chance and resources to quickly iterate and bring game-changing innovations to market.”

Ninetailed technology is already being used by some well-known companies, including Kraft Heinz, Ace & Tate, and SumUp, in their Contentful-built digital experiences. This technology increases click-through and conversion rates while cutting down on the time and effort required to launch bespoke journeys. Another common customer, Ruggable, a leader in direct-to-consumer marketing, had a 25% increase in conversions and a 7x increase in click-through rates after customizing its landing pages for sponsored traffic. The associate director of product management at Ninetailed, Daniel Graupensperger, stated that the company’s technology is “integral to Ruggable’s business.”

Image Credit: Contentful