In a recent blog, we introduced the Kentico AIRA vision – a revolution in agent marketing, where AI stops being a passive suggester and becomes an active team member. The year 2026 quickly accelerated, turning vision into reality. The January and February Xperience by Kentico refreshes brought updates that fundamentally change how we work with content and data. Let’s explore what your AIRA can do today.
AIRA is now everywhere you create
While previously AIRA's help with text editing was mainly limited to emails, the January update "unleashed" it across the entire system. You now have an AI assistant available in every rich text field (Rich Text Editor).
What does this mean in practice? Whether you’re fine-tuning structured content in Content Hub or editing texts directly on a page in Page Builder, just select any part of the text. AIRA will instantly offer to shorten, rewrite in a different tone, or completely transform it according to your instructions. No more constant copying to external tools – the creative process stays right where it belongs: directly in the admin panel.
Meet your first specialist: Content Strategist
The February refresh marked a historic milestone – the introduction of the first specialised agent from the AIRA Agentic Marketing Suite. It’s called the Content Strategist, and its task is to safeguard your brand integrity.
This agent does more than check grammar. It goes much deeper:
→ Real-time audit: It analyses page content (including widgets and elements from Content Hub) and compares it against your defined content strategy.
→ Tone and style guardian: It immediately alerts you if your text deviates from the set “Tone of Voice” or contains style errors that might weaken your brand.
→ Briefing support: If you’re still creating your strategy, the Content Strategist helps draft and refine it.
Your team thus gains a tireless proofreader and strategist in one, ensuring your communication always speaks with one voice.
💡 How to set clear goals for your content strategy? Start with a “Content Strategy Artifact”
For your new AI colleague to effectively monitor and control consistent brand presentation, it needs clear instructions. This is provided by the so-called Content Strategy Artifact – a document serving as the “single source of truth” for all your web content.
How to define such a strategy so AIRA understands it?
- Use AI collaboration: You don’t have to start from scratch. You can ask AIRA to help draft the strategy based on your existing best texts.
- Define three pillars: Focus on Voice, Tone, and Style. Clearly state in the introduction whether you want to appear as a “friendly expert” or a “serious corporate authority”.
- Be specific about what not to do: Include in the strategy what you definitely are not. For example: “No slang, avoid exclamation marks, and do not write in the passive voice.”
- Iterate on the fly: If you feel AIRA is too strict (or too lenient) in audits, you can edit the document anytime or give it additional instructions directly in the chat.
Once you upload this “artifact” to the system, the Content Strategist automatically checks every sentence on your site against these rules. The result is a site that feels consistent, whether being updated by a junior copywriter or an external agency.
AIRA has gained eyes: Visual context in chat
One of February’s most exciting updates is support for images in the AIRA Chat. Marketing is a visual discipline, and AIRA now fully respects that. You can upload an image (or simply paste it from the clipboard) into chat and request an analysis.
You can ask questions like: “Does this image suit our current campaign?” or “Analyse this screenshot of our customer journey and suggest improvements.” AIRA can link visual input with customer data and provide advice previously reserved for experienced UX designers or art directors.
The future is in delegating, not prompting
As we promised in our introductory article about AIRA, the era of complicated prompt writing is slowly ending. With the new agents and features coming in early 2026, Kentico AIRA becomes a true colleague and marketing expert.
You no longer ask it "How do I do this?", but rather tell it "Check if this campaign aligns with our strategy and suggest optimisation for our VIP customers". And it does.
Curious how to integrate AIRA agents into your specific workflow? Contact us at BIQ Bluesoft. As Kentico expert partners, we will help you set up your virtual team to deliver maximum ROI from day one.
Bluesoft is a development company specialising in custom web solutions, e-commerce platforms, and digital applications. For over 16 years we have been a Kentico Gold Partner and are among the most experienced implementation teams in the region.
We also carry out projects on Kontent.ai and Umbraco, supporting medium and large companies such as Škoda Auto, Sazka and E.ON. Our solutions regularly win the Kentico Site of the Year award, which confirms the quality and long-term reliability of our work.
As part of the BIQ group, we bring together over 460 experts and have successfully delivered more than 1,500 projects.
👉 Contact us via the contact form and our team will get back to you.
