Contentful finalizes agreement to acquire Ninetailed

Contentful, a leading composable content platform trusted by over 4,200 customers, has announced its acquisition of Berlin-based Ninetailed, a pioneer in structured content personalization and experimentation. This strategic move is set to enhance Contentful’s capabilities by integrating Ninetailed’s scalable, AI-driven personalization technology into its platform, solidifying Contentful’s position as an innovation leader in the content management space.

Composability, an API-first design, Generative Artificial Intelligence, and quick edge delivery are some of the capabilities that will be leveraged by the combination of Contentful and Ninetailed services. This integrated offering, in contrast to legacy systems, will make it possible for customers to simply identify, select, experiment with, and analyse personalised experiences across a variety of channels without the need for new workflows. Because of this, brands will be able to obtain a higher Return on Investment (ROI) from their content and data, which will ultimately lead to increased revenue through the creation of customised customer experiences.

Karthik Rau, CEO of Contentful, stated that marketers have long sought to achieve personalisation; however, the challenge of achieving meaningful ROI at scale has been exacerbated by fragmented tools, high development and content production costs, and inadequate customer data integration. The personalisation of digital experiences is considerably simplified by Ninetailed’s seamless integration with Contentful, which provides code-free experiment creation, robust connectivity, and smooth workflows.

The platform that Contentful offers, which is well-known for its scalability, stability, and enterprise-grade capabilities, already supports an ecosystem that includes more than one hundred plug-ins and connectors. With the recent launch of Contentful Studio and the incorporation of Ninetailed’s products, Contentful will soon be the only solution on the market that provides a contemporary, composable platform that is designed for technical users. Additionally, it will provide low-code tools for the construction of personalised experiences that are specifically tailored for marketing and design teams.

Ninetailed’s co-founder and CEO, Andy Kaiser, expressed enthusiasm about the acquisition. He mentioned that by joining forces with Contentful,  customers will benefit from a fully integrated, AI-native personalization solution coupled with a powerful composable content platform. He mentioned that they were all are excited to be part of Contentful, where they have the resources to rapidly develop and bring transformative innovations to market.

Many prominent brands, including Kraft Heinz, Ace & Tate, and SumUp, are already utilizing Ninetailed technology within their Contentful-powered digital experiences. These brands have seen significant improvements in click-through and conversion rates while reducing the time and effort required to bring personalized journeys to market. For example, Direct-to-Consumer brand Ruggable, another shared customer, reported a 25% increase in conversions and a 7x boost in click-through rates by personalizing landing pages for paid traffic. Ninetailed’s technology has become “integral to Ruggable’s business,” according to Daniel Graupensperger, the brand’s Associate Director of Product Management.

It is a huge step forward for Contentful, as it continues to lead the way in providing innovative and scalable content management solutions that enable brands to design and deliver personalised digital experiences with better efficiency and effect. This purchase marks a significant step forward for Contentful.