Tom Wentworth: AI Makes the CMS More Relevant Than Ever

Tom Wentworth, CMO of incident.io, joins the show to discuss how AI is reshaping modern marketing infrastructure—starting with the CMS. Tom makes the case that as AI streamlines content creation and personalization, marketers who invest in design, language, and experience will come out ahead.

Tom and Sara dig into what AI can and can’t do, why high-quality design still beats average AI outputs, and why “taste” is the most underrated skill in today’s marketing org. He also explains how AI is speeding up execution while giving marketers space to deliver more intentional, human-centered brand experiences.

Tom:
"[AI] makes [the CMS] more relevant because now marketers will be able to get more personalized experiences out to people faster. We'll be able to build these bespoke design experiences. If I'm a design agency today, I use the tooling to speed up building but I focus all my effort on taste.”

Links & Resources:
Connect with Sara: linkedin.com/in/sara-faatz-b67213
Connect with Tom: linkedin.com/in/twentworth
Learn more about Progress: progress.com

Timestamps:
00:30 –  The Role of AI in Marketing
02:20 – AI’s Impact on CMS
03:50 – Discoverability and Content Strategy
03:50 – Hot Takes on Attribution and MQLs
07:50 – Inspiration for Martech Insights