Personalization engines · Contentful

Ninetailed

Content personalization and experimentation layer for headless CMS content, acquired by Contentful in 2024 and now part of Salesforce via Contentful.

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Ninetailed was built as a personalization and experimentation add-on for structured, headless content: it lets teams define audience segments and content variants inside a CMS (originally Contentful-focused) and serve or test them without a separate personalization backend, aimed at technical marketing and content teams already working in a composable-content stack rather than a traditional web-personalization tool bolted onto a full page. Contentful acquired Ninetailed in August 2024 and rebranded it "Ninetailed by Contentful," integrating it as Contentful's native personalization and A/B testing layer. Contentful itself was acquired by Salesforce in June 2026, placing Ninetailed's capability inside Salesforce's content and experience portfolio. It remains cloud-hosted and is most relevant to teams already using Contentful for content management.

At a glance

Vendor Contentful
Pricing model Quote only
Free tier —
Deployment Cloud
Open source No
Best for Teams already on Contentful who want personalization and testing built into their content model.

Pricing

Sold as part of Contentful's plans; the pricing page could not be read in this session.

Pricing has not been verified yet — see the vendor's site.

Features

  • Audience segmentation defined alongside CMS content
  • Content-variant personalization without a separate personalization backend
  • A/B testing on content variants
  • Native integration with Contentful's content model
  • Client-side and edge delivery of personalized content
  • Now part of Salesforce's content/experience portfolio via Contentful

Integrations

Profile last reviewed September 21, 2026

Alternatives

Dynamic Yield Web, app, and email personalization and experimentation platform, owned by Mastercard since its 2022 acquisition. Monetate Server-side web personalization and experimentation platform that acquired warehouse-native CDP Simon AI in July 2026. Algolia Hosted search-as-a-service API whose ranking and recommendation features personalize results; a search product, not a dedicated personalization engine.

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Terms to know

Customer segmentation Dividing a customer base into groups that share meaningful traits so each can be targeted or served differently. A/B testing A controlled experiment that compares two variants to measure which one produces a better outcome.

Related guides

How to choose a personalization engine Most tools sold as personalization engines are search and merchandising platforms with a personalization layer on top — know which job you're buying.