Machine learning is steadily making its way into the business world, especially in the area of digital experience. The CMS industry is jumping headfirst into this technology with the aim of providing smart content to drive contextual experiences. As Forrester's recent industry overview said, "The web CMS market is changing because more organizations recognize the necessity of contextual digital experiences. Every vendor in this landscape is tracking toward this goal." And as contextual experiences become a differentiating factor, machine learning supplies the answer to how businesses can provide these differentiating experiences at scale.