AI is changing what the CMS is expected to do. The CMS is becoming the control layer for how brands are discovered, understood, personalized, and transacted across human and machine experiences according to [MarTech](https://martech.org/the-cms-is-becoming-the-ai-operating-system-for-brands/).
For years the CMS was a publishing platform where marketers created content, editors approved it, and customers consumed it on websites. That model is evolving.