How AIRA in Xperience by Kentico helps marketers boost ROI

Every digital marketer shares the same goal: generate measurable ROI.

That ROI comes from three key areas:
• The time your team spends creating and optimising campaigns.
• The tools you invest in to deliver results.
• The insights that drive smarter decisions.

The challenge? Marketing teams today are managing more channels, more content, and more data than ever before. That’s where AIRA, the AI-powered agent inside Xperience by Kentico, helps transform the way marketers work.

What is AIRA?

AIRA (AI-powered Resource Assistant) is Kentico’s native AI agent. It’s built directly into Xperience by Kentico and designed to help you automate and optimise marketing and content management tasks.

AIRA acts as an intelligent assistant that can:

  • Generate and refine marketing content.
  • Translate and localise pages instantly.
  • Improve image SEO and accessibility.
  • Provide actionable insights into customer journeys.
  • Offer in-product guidance and best-practice advice.

With AIRA, marketers get AI assistance right where they work – inside the DXP – saving  time and helping to improve the quality of every campaign.

Built-in privacy and data protection

AIRA is designed with enterprise-grade security.

All data processed by AIRA is commercially protected. Neither Kentico nor the underlying AI models store or log raw inputs, prompts, or responses. All data is discarded after each interaction and never used to train the underlying models.

Because AIRA is powered by Microsoft Azure OpenAI, it benefits from Azure’s privacy guarantees and compliance standards, ensuring data security for even the most regulated industries.

In-product guidance and support

AIRA acts as your on-screen assistant within the administration interface, helping you to:

  • Understand workflows and CMS features.
  • Access best-practice recommendations.
  • Find answers from Kentico’s official documentation, without leaving the workspace.

This in-context support keeps content editors and marketers productive while reducing training overheads and dependency on technical teams.

Customer journey insights

AIRA doesn’t stop at content creation, it also helps you understand your audience.

With Customer Journey Insights, AIRA analyses contact groups and highlights:

  • How users move through each stage of the journey.
  • Which audience segments perform best.
  • Where engagement drops off.

This really is valuable as AIRA works with your customer data to give you real-world insights on how they are behaving, giving you, the marketer, the opportunity to alter your marketing strategy to produce better conversion outcomes.

Intelligent image management

Managing visual content across multiple campaigns can be time-consuming. AIRA automates much of the process.

When uploading images, AIRA can:

  • Automatically select the most suitable focal point.
  • Generate SEO-friendly image descriptions.
  • Assign relevant tags based on image content.

This ensures brand visuals look consistent, perform well in search, and remain accessible to all users, without the need for manual effort.
So for example, you can upload 100 new product photos, and AIRA will tag, describe, and optimise them automatically, freeing up valuable time for creative work.

AI-powered auto translations

For brands operating in multiple markets, AIRA Translations make localisation effortless.
AIRA can translate entire pages, including Page Builder content, directly within the CMS. It automatically creates draft language variants that editors can review before publishing.

You can also:

  • Configure brand terminology and formatting rules to fine turn the translation to just how you need it.
  • Exclude specific words from translation.

This streamlines global content operations and keeps brand messaging consistent across markets and frees up your time to spend on other marketing activities.

Text refinement in the editor

AIRA enhances productivity for content editors through rich text refinements.
When editing copy, simply highlight a section and select “Refine text with AIRA.” Options include:

  • Shortening or simplifying text.
  • Improving spelling and grammar.
  • Adjusting tone or style for a specific audience.

AIRA instantly provides improved text you can apply directly. It’s a simple way to ensure polished, on-brand copy without switching tools.

Smarter email marketing

AIRA can also generate email content and subject lines directly within Kentico’s email channels.

As a marketer, you can:

  • Generate subject line suggestions based on message content.
  • Create full email body text from Content Hub items, URLs, or short descriptions.
  • Define parameters such as audience, tone, target length, and call-to-action.

AIRA returns multiple options that can be refined and inserted straight into your campaign, accelerating the production of engaging, conversion-ready emails.

So for example, for a re-engagement campaign, AIRA could suggest subject lines such as:

  • “Still thinking about your dream holiday? Let’s make it happen”
  • “We’ve missed you — here’s something special to welcome you back.”

Then, it can draft a compelling body paragraph that matches your brand tone and offer.

Closing the ROI Loop

AIRA helps marketers achieve ROI on every level:

Return on Time

By automating translation, tagging, image optimisation, and content creation, AIRA frees marketers to focus on strategy and performance.

Return on Tools

AIRA is natively included in Xperience by Kentico, reducing the need for additional AI subscriptions or integrations.

Return on Insight

AIRA’s data-driven journey analysis and guidance features help marketers make better decisions, improving engagement and conversions.

The future of AI in digital xxperience platforms

AIRA is not about replacing marketers, it’s about enabling them to work smarter.

By combining automation, insight, and creative support in one platform, AIRA helps marketing teams deliver stronger results with less friction. And because it’s built on Microsoft Azure’s secure AI infrastructure, it provides a trusted foundation for enterprise-level marketing operations.

This is not all for AIRA, there are plenty more features that will be added, and you can see them in Kentico’s public roadmap[https://roadmap.kentico.com/tabs/6-next-refreshes]).
At Actum Digital, we’ve seen first-hand how Xperience by Kentico with AIRA enables teams to speed up campaign production, improve localisation, and increase customer engagement. We even built our own website using it!

If your goal is to maximise marketing ROI, AIRA is your next competitive advantage.

Ready to see AIRA in action?

Let’s explore how Actum Digital can help you integrate and leverage AIRA within Xperience by Kentico to power your next stage of growth.