Lately I’ve had the opportunity to work with a fantastic new client (more on that later!) who is very AI-forward in their work, even cutting edge with how they’re using tech. AI is baked into so much of what they do now, and in a good way.

Even still, it’s not the answer to everything in a business.

Take a marketing website, for example. In the case of this client, they have a great product, and their sales and marketing objectives are quite ambitious. As part of this effort, their designers were busy cooking up new landing pages, and the developers were busy hard coding each new page.

Hard coding each new landing page. In 2026. It’s more common than you’d think, especially on teams with strong developers.

And they knew this was a problem: they needed to be able to crank out these new pages quickly in order to meet their goals, and this process was a real bottleneck. AI even helped with creating those pages, but it was the process that kept the pace of release slow.

Sure, the devs could cook up a new page reasonably quickly if the front-end templates existed already, but they still had to create a new version of a template, update the copy, commit, push, open a pull request, and have someone else (not in a marketing seat, who wasn’t close to the content) approve, merge, and have the thing deployed.

This is one of the reasons why they brought me on: to help clear the bottleneck by bringing these templates into their new Statamic system, so that marketing writers wouldn’t have to act like developers and open PRs just to publish a new page.

When it’s only one person doing this, maybe it’s not such a huge deal. But with a growing organization, and multiple people contributing to these marketing efforts, they needed to be able to operate in a much more efficient and productive way.

The CMS solved this problem a long time ago, and it’s still an essential tool for any organization that wants to publish without a lot of time and effort. It hands publishing to the people who actually write the content, so they aren’t waiting on a developer every time they want to get something out the door.

Maybe that’s worth a look in your organization too. Can your content people do their work without a developer’s help every time they hit publish?

If the answer is no, I’d start there. AI can help you make pages faster, but it won’t change who should be publishing them.