Contentful, a leading composable content platform with over 4,200 customers, has announced its plan to acquire Berlin-based Ninetailed, a leader in structured content personalization and experimentation. This acquisition is set to bolster Contentful’s AI-driven personalization capabilities and strengthen its position as an innovation leader in the content management sector.
The integration of Ninetailed’s technology will enable Contentful to provide a scalable, AI-powered personalization solution directly within its platform. Unlike traditional methods, this combined solution will harness the advantages of composability, API-first architecture, Generative AI, and rapid edge delivery. This will allow users to efficiently identify, experiment with, and analyze personalized experiences across various channels, all without the need to create new workflows. The result will be a significant boost in ROI from content and data investments, driving increased revenue through customized customer journeys.
Contentful CEO Karthik Rau highlighted the importance of this acquisition, stating, “Personalization has always been a key objective for marketers, but achieving meaningful ROI at scale has been difficult due to fragmented tools, high development costs, and poor data integration. Ninetailed integrates seamlessly with Contentful, offering smooth workflows, code-free experiment creation, and robust connectivity, greatly simplifying the personalization of digital experiences.”
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With an extensive ecosystem of over 100 integrations and plug-ins, Contentful’s enterprise-grade content platform is already a preferred choice for many organizations. The addition of Ninetailed’s products, along with the recent launch of Contentful Studio, will soon position Contentful as the only solution on the market that combines a modern, composable platform for technical users with low-code personalization and experience-building tools for marketing and design teams.
Andy Kaiser, co-founder and CEO of Ninetailed, expressed enthusiasm about the merger, saying, “Partnering with Contentful will provide our customers with a fully integrated, AI-native personalization solution, coupled with a powerful composable content platform. My co-founder Alexander Braunreuther, our team, and I are excited to join Contentful, where we will have the resources and opportunity to rapidly develop and deliver groundbreaking innovations.”
Prominent brands such as Kraft Heinz, Ace & Tate, and SumUp are already utilizing Ninetailed technology within their Contentful-powered digital experiences, achieving higher click-through and conversion rates while reducing the time and effort needed to launch tailored journeys. Another shared customer, Ruggable, saw a 25% increase in conversions and a sevenfold boost in click-through rates by personalizing landing pages for paid traffic. Daniel Graupensperger, Ruggable’s Associate Director of Product Management, emphasized that Ninetailed’s technology is “integral to Ruggable’s business.”
The newly branded Ninetailed by Contentful will be available immediately following the closure of the deal in the coming days.