AI has gradually become part of content management systems, but what does that actually mean for publishers? The rise of AI for smart publishers isn’t about replacing editorial teams and writing articles for you; it’s about helping improve how readers experience content and how you grow subscriptions.
Since AI’s big push in 2022, it’s started to make its mark on digital publishing. At first, mixing AI with traditional publishing felt daunting, like merging something familiar with something untested. But more and more, publishers are seeing how AI can support their work rather than take over it. Content management systems are changing because of AI, and publishers are starting to see the advantage of what’s possible.
✔️ How AI fits into CMS
AI can take on jobs that used to slow teams down, like:
- Suggesting tags or headlines
- Recommending related articles
- Predicting what will engage readers
- Simplifying editorial processes
By handing off repetitive tasks to AI, editors and publishers can focus on the creative and strategic work that matters and adds real value.
Features that AI brings to a CMS
Nobody who runs a business around content wants their site filled with clunky machine-written articles. But AI can help in ways that don’t replace good content but enhance and accelerate it. Some of the key tools include:
- Automatic tagging and metadata: AI can analyse articles, suggest tags, and even write image alt text — so editors spend less time on admin and more on content.
- Personalised content delivery: AI helps serve up articles that match what each reader is interested in, driving loyalty and keeping people engaged.
- SEO help: From suggesting keywords to optimising headlines or readability, AI can guide teams on how to strengthen SEO.
- Content suggestions: AI can surface related articles or flag older pieces that could be updated or repurposed.
Why AI is valuable for publishers
- A smoother user experience: Personalised content keeps readers on your site longer and coming back for more.
- Smarter subscriptions: Instead of rigid paywalls, AI-driven models adjust in real time, offering trials, discounts, or restrictions based on how users engage. This can lead to more subscriptions, better ad revenue, and a more tailored experience for readers.
- More efficient workflows: AI saves time by handling tagging, formatting, and other repetitive jobs.
- Better use of existing content: AI can help with repurposing old content that performed well by giving it a fresh republish.
- Stronger targeting: It’s easier to deliver the right content in real-time to the right audience with AI in the mix.
- Decisions based on data, not guesswork: AI provides insights to guide publishing plans, instead of relying on gut feelings.
AI isn’t meant to replace editors — it’s to give them more time and better tools to do what they do best
Where it’s heading: AI search
AI-powered on-site search tools are another big opportunity. These integral search engines use natural language processing to help readers find what they want faster than sifting through an endless volume of articles. And instead provides readers with more relevant results. Publishers, like the Financial Times, are already using this tech to give users helpful article summaries and easier ways to explore content, adding real value for subscribers.
Final thoughts
AI is reshaping digital publishing, not by taking over creative work, but by making teams more efficient and helping publishers deliver a stronger experience for their readers. The future isn’t about fighting AI — it’s about using it cleverly to your advantage.