AIRA Agentic Marketing Suite

The AIRA Agentic Marketing Suite is a set of specialized AI agents built directly into Xperience by Kentico. Each agent is designed for a specific marketing scenario, from content governance to optimization, giving your team expert-level support without switching tools or adding complexity.

How agents work

Agents are AI-driven teammates that operate within the Xperience by Kentico administration interface. Each agent has its own area of expertise and a dedicated set of tools it can use to complete tasks. When you interact with AIRA, the system selects the right agent based on:

• Your current context — where you are in the administration interface (e.g., viewing a page, a customer journey, etc.)
• Your prompt — what you ask AIRA to do

The selected agent then uses its specialized tools and knowledge to carry out the task and deliver actionable results.

As the suite evolves, new agents with additional capabilities will become available. The following sections describe the agents currently available.

Content Strategist

The Content Strategist agent evaluates page content against your Content Strategy document. It checks whether your writing follows your brand voice, uses the right tone for the intended audience, and complies with your style rules. Your Content Strategy serves as the source of truth for voice, tone guidelines, style rules, and terminology standards. If no Content Strategy exists yet, the agent guides you through creating one.

You can configure agent availability and manage Content Strategy artifacts in AIRA agent configuration.

Before you ask AIRA to run the evaluation, you need to navigate to the page you wish to evaluate. Additionally, you can provide AIRA with two details when asking for evaluation:

• Target persona — Who is this content written for? (e.g., business users, developers, marketers)
• Type of content — What kind of content is this? (e.g., tutorial, how-to guide, documentation, product page)

AIRA then evaluates your content across three areas:

Style compliance
Checks your content against writing rules defined in your Content Strategy — product naming, terminology, grammar, capitalization, sentence structure, and more. The agent flags findings with severity levels (Critical, Major, Minor, or Suggestion), quotes the exact text, and suggests fixes.

Tone evaluation
Confirms that the tone matches your Content Strategy expectations for that type of content. The agent flags inconsistencies (for example, a tutorial that reads too technical, or documentation that’s too informal) and provides specific evidence.

Voice alignment
Rates each voice attribute from your Content Strategy (e.g., Friendly, Clear, Helpful, Inclusive) as Strong, Adequate, or Weak. The agent cites specific examples from your content.

The review results show all findings organized by severity, so you can prioritize which issues to address first.

Customer Journey Optimization Specialist

The Customer Journey Optimization Specialist agent helps you understand why contacts drop off at specific stages of a customer journey and provides actionable recommendations to improve conversion rates. Instead of manually inspecting pages and emails to figure out what to fix, you can ask AIRA for targeted optimization suggestions.

The agent must first be enabled in AIRA agent configuration. Once enabled, it is automatically available when you open a customer journey in the Customer journeys application and explore customer journey insights with AIRA.

When the agent identifies a stage with a significant drop-off, it may ask you to upload or paste a screenshot of the referenced page or email in its published form. This gives the agent additional context to deliver more targeted optimization recommendations. You can then apply the recommendations you find useful.