The content management landscape is undergoing significant changes, driven by advancements in technology and shifting industry demands. Gartner has retired its WCM Magic Quadrant report due to client demand for Digital Experience Platforms (DXP), which offer capabilities like workflow, video-embedding, and localization. This change symbolizes a divide between two camps of content management vendors: those that focus on content management and experience management, and headless vendors that only cater to the content side. The core conflict is producing a content platform for developers, marketers, editors, and other stakeholders, with whoever prioritizing user experience likely to emerge victorious in the "second CMS war". Meanwhile, personalization efforts are expected to decline by 2025 due to concerns over ROI, customer data management, and potential backfiring, which can erode consumer trust.