How 28 vendors described themselves, October 2023 to October 2026

How to read it. Quotes are verbatim from the field named under each box (page title with the vendor name removed, meta description, headline, or hero text). Hover a box for the capture date.Each box shows its capture date. Categories were coded by hand from those fields; “AI- or agent-led” and “no category word” were added to the original coding because several vendors moved to wording that fits neither a DXP nor a CMS label.

Limits. This is positioning, not capability. A homepage shows what a vendor says about itself; the capability grades further down the page check what the documentation says for ten of these vendors. Acquia’s page title did not change in any capture; only its hero did. Adobe is shown on its Experience Manager page, not the Adobe corporate site. Crownpeak appears twice: its corporate site and its FirstSpirit CMS, which has no usable archive capture before mid-2025. “Agentic CMS label” marks the five vendors (Kontent.ai, Optimizely, Hygraph, Builder.io, Amplience) whose live page uses that phrase as a product or concept label, lower on the page than the title and headline the categories are coded from; hover for the text; the text is shown under the vendor’s name. Contentful, Squiz and Crownpeak could not be searched. “In the report” marks the ten vendors whose capabilities are graded in the report; the others are the wider category. “By what changed” compares each vendor’s first and latest coded category, and A to Z lists every vendor alphabetically.

Source: vendors’ own pages via the Wayback Machine, captured 2026-10-21. Logos are the vendors’ own and appear for identification.