Adoption of Kentico's AIRA marketing assistant rose 292% in the first half of 2026, while monthly active customers increased 220%.
The figures suggest AI tools are becoming part of day-to-day marketing work rather than one-off trials. Customers using three or more AIRA functions each month grew more than fiftyfold over the period.
AIRA is built into Xperience by Kentico, the company's content management and digital experience platform. It is designed to help marketing teams with content strategy, creation, optimisation and governance within the same system they already use for websites and campaigns.
The latest growth follows the rollout of Kentico's Agentic Marketing Suite, a set of four specialised AI agents introduced earlier in 2026. The tools cover content strategy, customer journey optimisation, search optimisation and campaign management.
The Content Strategist tool reviews structure, taxonomy and messaging against brand standards and produces scorecards for repeat use. A Customer Journey Optimisation Specialist offers recommendations within marketing journeys, while the SEO & GEO Specialist works on metadata, page structure, readability, schema and what Kentico describes as AI extractability.
The fourth product, Campaign Manager, uses brand intelligence and past campaign performance to recommend future activity. Kentico said human review remains central to decisions made with the suite.
Workflow shift
Kentico presented the new figures as evidence that marketers are moving from experimentation to regular AI use across content operations and campaign execution. One of the most widely used functions has been AI-powered translation for website content and marketing assets.
That is significant for organisations running multilingual sites or campaigns across several markets. Translation has emerged as one of the more practical and measurable uses of generative AI in marketing because it can reduce manual effort while keeping teams within existing approval processes.
Kentico argued that embedding AI within a content management and digital experience platform strengthens governance. Rather than relying on separate external tools, users can keep approvals, brand checks and publishing controls in the same environment.
That positioning reflects a broader debate across the software industry as suppliers try to distinguish platform-based AI tools from standalone assistants. For marketing departments, the pitch centres less on novelty and more on fitting automation into established workflows without weakening oversight.
Dominik Pinter, Chief Executive Officer at Kentico, said the shift in customer behaviour had become clearer as adoption widened across the company's installed base. "Organisations are moving beyond experimenting with AI and are now looking for practical ways to apply it across the marketing lifecycle," he said.
"The growth we're seeing demonstrates that marketers want AI embedded directly into their workflows, helping them create better content, improve governance, and work more efficiently without sacrificing control."
Product expansion
Since launching AIRA, Kentico has steadily added AI functions to the product. The first half of 2026 marked a broader push beyond assistant-style support into task-specific agents aimed at distinct parts of marketing work.
That approach mirrors a wider trend in business software, where suppliers have begun packaging AI around specific job functions rather than offering only a general-purpose chatbot. In practice, the commercial test is whether customers use more than one tool regularly and whether that use becomes part of recurring work.
Kentico's claim that customers using three or more AIRA functions each month increased more than fiftyfold suggests it is starting to see that pattern. The company did not disclose absolute customer numbers, but the engagement data indicate use is broadening beyond a narrow group of early adopters.
For software providers, sustained monthly activity is often a more meaningful measure than sign-ups alone because it shows whether users return to a tool after initial testing. In this case, the 220% rise in monthly active customers suggests AIRA is gaining repeated use within teams rather than being trialled and abandoned.
Debbie Tucek, Vice President of Product Management at Kentico, said the company sees demand for tools that go beyond generating text. "As AI continues to evolve, marketers need more than content generation," she said.
"They need intelligent assistants that reduce the time and effort required to plan, create, and execute campaigns while providing greater insight into performance and optimization opportunities. That's the vision behind AIRA and the Agentic Marketing Suite, helping teams achieve better outcomes without compromising governance or brand trust."