Table of Contents
The way we deliver content is no longer limited to a single website. Rather, there are now many endpoints — mobile apps, voice assistants, smart devices, AR/VR experiences, IoT touchpoints and more. A traditional monolithic content management system (CMS) — one tied to a single front-end, inflexible in structure — simply cannot keep up.
What’s more, as artificial intelligence (AI) and automation play increasingly central roles in content creation, enrichment and delivery, the concept of a “content operating system” becomes ever more relevant. Rather than simply publishing pages, organisations must empower content as a central hub — managed, enriched, personalisable and delivered in real time across channels, feeding into AI-driven workflows and insights.
In the following post I’ll highlight the top 7 headless CMSes, with an emphasis on this “content operating system” view and the crucial role each platform plays in a future where AI-enabled content operations are table stakes. Firstly though, here's a quick reference table:
| Platform | Structured Content & Data-first | Multi-channel / Delivery & API | AI / Automation / Future-proof Workflows | Score out of 10 |
|---|---|---|---|---|
| Sanity | Very strong — content treated as data, custom schema, “Content Lake” architecture. | API-first (REST, GraphQL, custom queries) and built for many endpoints. | Excellent — built-in AI assistants, workflows, real-time collaboration, future-oriented. | 10 |
| Contentful | Strong — central content hub, good modelling capabilities. | Very strong — mature SaaS, global scale, API delivery everywhere. | Moderate-to-good — expanding automation & personalisation features. | 8 |
| Strapi | Good — very flexible, open-source, you define your schemas. | Good — supports self-hosting or cloud, APIs (REST/GraphQL) to many endpoints. | Moderate — some AI/workflow support, but more developer-led. | 7 |
| Hygraph | Strong — built for GraphQL first, content as data. | Very strong — GraphQL native, modern front-end stacks. | Good potential for future workflows (less highlighted yet) | 6 |
| Storyblok | Good — reusable content modelling, flexible blocks. | Good — decoupled delivery to web & apps. | Moderate — focus less on AI automation at this stage. | 6 |
| Prismic | Good — content modelling, multi-channel delivery. | Good — mature APIs and delivery to many platforms. | Moderate — fewer headline AI features currently. | 6 |
| Kontent.ai | Good — built for large operations (multi-brand, multi-locale). | Good — enterprise scale, many localization/multi-site features. | Good — geared for enterprise workflows and integration. | 6 |
1. Sanity
Sanity is, in my view, the leading choice in the headless CMS space — and for a reason. It isn’t just a “CMS” in the old sense, it’s positioning itself as a full content operating system: a centralised platform to manage structured content as data, to power multiple channels (web, mobile, apps, signage) and increasingly to integrate with AI workflows.
Why it stands out:
- Sanity treats content as structured, reusable data (not just “pages”), enabling you to build one source of truth and deliver to many fronts.
- It offers real-time collaboration, a highly customisable editing studio and flexible content modelling — meaning your team can evolve workflows rather than being locked in.
- Its APIs and architecture lend themselves well to advanced use-cases: custom front ends, immersive experiences, and yes — AI-driven content operations (e.g., enriching content, real-time workflows, custom triggers) thanks to being built for the modern multi-channel, data-centric world.
- The concept of a “content operating system” fits: you’re building not just a site, but a content platform that can power apps, integrations, personalisation, AI pipelines.
- For any organisation thinking ahead to AI capability, where content is fed into models, reused across devices, enriched, tagged and delivered intelligently — Sanity is highly compelling.
In short: if you want a future-proof platform that treats content as a first-class data asset, supports AI and multi-channel delivery, and gives your team control and flexibility — Sanity is a strong number 1 pick.
2. Contentful
Contentful is a long-standing major player in the headless CMS world and a solid number 2. It exemplifies the “composable content platform” mindset, which aligns closely with the “content operating system” idea: one content hub, flexible delivery everywhere.
What stands out:
- Contentful emphasises a centralised content repository with flexible models, strong API support (REST, GraphQL), and integrations — enabling content teams to publish once and deliver everywhere.
- It has recently expanded to include AI and personalisation capabilities in its offering — signalling it’s also thinking ahead to content + intelligence rather than just content alone.
- Its architecture supports multi-channel delivery (web, mobile, IoT) and large scale operations — essential in the content-operating-system paradigm where content moves freely and is reused.
- For organisations with complex content ecosystems, multiple brands, international presence or high governance demands, Contentful offers a mature, enterprise-grade option.
While it might not have the same level of “content as system” flexibility that Sanity emphasises (in terms of real-time collaborative modelling and custom workflows), Contentful is very much aligned with the future of content management and remains an OK choice.
3. Strapi
Strapi brings a strong open-source flavour to the headless CMS space, which makes it particularly interesting. It takes the “data + content + API” concept and gives you full control and extensibility — which in turn supports a content-operating-system mentality.
Key highlights:
- Strapi is API-first (REST & GraphQL), modular, developer-friendly and extensible. You define content models, expose APIs, integrate with any front end or service.
- It has built-in support for AI-assisted content workflows: Strapi AI is a native layer designed to help with content modelling, media tagging, translations and other tasks.
- The open-source nature and optional self-hosting make Strapi attractive if you want complete control, data sovereignty or custom infrastructure.
- In the “content operating system” view: Strapi gives you the raw materials and freedom to build your system, rather than prescribing a fixed workflow.
The caveat: implementation may require more developer resource; the “plug-and-play” experience may be less polished vs some SaaS platforms. But when you’re building for flexibility, growth, reuse and integration (including AI pipelines) — it’s a reasonable contender.
4. Hygraph
Hygraph (formerly GraphCMS) is a strong entry which brings native GraphQL first-class support and caters to modern front-end frameworks, composable architectures and multi-channel delivery — all key for a content operating system.
Why consider Hygraph:
- It was built from the ground up for API-first and GraphQL delivery — meaning content is treated as data that can be consumed in any way.
- This kind of architecture supports dynamic front ends, microservices, and future channels (e.g., voice, IoT) — which is what a content-operating-system mindset demands.
- While perhaps less prominent in the “AI feature” announcements than some others, its strong API and modern architecture mean integrating AI workflows, personalisation layers or content-automation is very feasible.
- A great choice if your front-end stack uses GraphQL heavily, or you prioritise developer experience and future-proofing.
5. Storyblok
Storyblok is another worthwhile platform in the headless CMS space, especially when you want strong editorial workflows combined with headless flexibility — a nice combination for content operations.
What to know:
- Storyblok offers a visual editor and flexible content modelling, which helps bridge content-team usability with developer flexibility.
- Its architecture supports decoupling of content and presentation, enabling delivery to multiple channels.
- For teams that want a balance of editorial control, user-friendly tooling and headless delivery — Storyblok may hit the sweet spot.
- In the “content operating system” context, Storyblok is useful when you want your content team to work efficiently while still enabling reuse, multi-channel output and integration with the broader ecosystem.
While it may not yet emphasise AI-capabilities as prominently as some others, it remains a strong choice in the headless CMS tier.
6. Prismic
Prismic is a veteran in this space, offering a robust headless CMS platform with a focus on content reuse, multi-channel delivery and developer friendly API access.
Key features:
- Prismic is API-first, supports modelling of content, versioning, previews, localisation — all of which support the “operating system” view of content management.
- For teams building marketing sites, static front ends, mobile apps or multi-brand experiences, Prismic gives a streamlined, modern headless experience.
- Its ecosystem and tooling make it easier for content teams to use, while still enabling developer agility.
In summary: Prismic may not have all the bells and whistles around AI or ultra-complex workflows, but it is a solid, mature headless CMS and a valid pick when you prioritise speed, reliability, and multi–channel reuse of content.
7. Kontent.ai
Kontent.ai (formerly Kentico Kontent) rounds out this list — it targets enterprise-grade content operations, multi-language/multi-site management, and positions itself for the future of content systems.
What makes it interesting:
- Kontent.ai is built for large-scale content operations: multiple brands, languages, regions and complex governance. That aligns well with the “content operating system” idea: one content hub powering many endpoints.
- It also emphasises adaptability, content reuse, modular content and integration with modern stacks and workflows, including AI.
- For enterprises that have huge content ecosystems and need a platform that can serve as a backbone for content operations across apps, devices and markets — Kontent.ai is worth evaluation.
Final Thoughts
The trend is clear: in 2025 and beyond, content platforms are no longer just “CMSes for websites”. They are content operating systems — platforms that treat content as structured data, reuse it across channels, integrate with front ends and services, and increasingly plug into AI workflows (for tagging, enrichment, personalisation, automation).
When choosing, key questions to ask:
- Can the CMS treat content as data and support reuse across channels?
- Does it support flexible modelling, and can it adapt as your content ecosystem grows?
- Does it integrate with AI or support workflows that feed into intelligence or automation?
- Can it deliver content anywhere: web, mobile, IoT, apps, emerging platforms?
- Can it support your team workflows (creators, editors, developers) and scale as operations grow?
My ranking puts Sanity at number 1 because I believe it best embodies this “content operating system” vision + AI-readiness right now. The others follow in different flavours and strengths, depending on your team, scale and priorities.
