Composable content platform, Contentful, has inked a definitive agreement to acquire Berlin-based Ninetailed, a pioneer in structured content personalisation and experimentation. The acquisition is set to enhance Contentful's offering by integrating a scalable, AI-driven personalisation solution into its platform.

The combined offering will leverage the power of composability, an API-first architecture, Generative AI, and lightning-fast edge delivery. This will enable customers to identify, select, experiment, and analyse personalised experiences across channels without creating new workflows. Financial terms have not been disclosed.

The acquisition is expected to generate higher Return on Investment (ROI) from content and data investments and increase revenue through tailored customer journeys. Brands such as Kraft Heinz, Ace & Tate, and SumUp are already utilising Ninetailed's technology in their Contentful-built digital experiences.

"Joining forces with Contentful means customers will benefit from a fully integrated, AI-native personalisation solution paired with a robust composable content platform," says Ninetailed co-founder and CEO Andy Kaiser.

Contentful's CEO, Karthik Rau, said: "Personalisation has long been a goal for marketers, but driving meaningful ROI at scale has been challenging due to fragmented tool chains, high development and content production costs, and poor customer data integration. Ninetailed seamlessly integrates with Contentful, providing smooth workflows, code-free experiment creation, and robust connectivity. Ninetailed's products radically simplify personalisation of digital experiences."

Direct-to-consumer brand Ruggable has already seen the benefits of Ninetailed's technology. Daniel Graupensperger, the brand's Associate Director of Product Management, states, "Ninetailed's technology is integral to Ruggable's business." The brand reportedly increased its conversions by 25% and click-through rates by 7x by personalising the landing pages for paid traffic using Ninetailed's technology.

Ninetailed by Contentful will be generally available immediately after the deal closes in the coming days.