Platform overview

Amplience is a content operations platform built for enterprise retail - its AI-enhanced headless CMS and DAM give teams the tools to create more, launch faster, and deliver structured, brand-aligned content across every channel, region, and format.

Two ways to use the platform

There are two versions of the platform. Both are available, and both run on the same products and the same data.

• The new platform brings a unified interface for working on content, assets, flows and reviews in one place, with an AI Assistant built in.
• The classic platform is the version you may already know. Amplience CMS and Amplience DAM are separate apps, each with its own interface.

You can keep working in the classic platform and try the new platform alongside it. Because the new platform is still evolving, some features from the classic platform may not be there yet. See What's new for the latest updates.

The new platform

The new platform puts everything in one place, so you don't switch between products to find an image, add it to a content item and send it for approval:

• Content is where you create, edit, localize and publish content items, powered by the CMS
• Assets is where you upload, organize, edit and deliver images and video, powered by the DAM
• Content types is where developers model content, defining the structure and fields of the content items that authors create
• Review is where your team checks and approves the output of flows before it goes live
• Flows is where you build and run automated workflows with Amplience Workforce

The Assistant works across all five. Ask it to find content, fill in fields or explain what's changed, and it does the work for you to review.

Administrators configure the new platform from a single Settings area, including workflow statuses, locales, asset repositories and image templates.

To find out more, see The new platform.

The classic platform

In the classic platform, the CMS and the DAM are accessed through separate apps. Use Amplience CMS to create and publish content, and Amplience DAM to manage images, video and other media.

To find out more, see the Amplience CMS and Amplience DAM user guides for the classic platform.

What's in the platform

Both versions of the platform use the same CMS and DAM. The difference is the interface you use to work with them.

• Headless content management system (CMS) at the heart of the platform where authors create structured, reusable content items, developers consume them through APIs, and teams schedule, localize and publish across channels with full revision history. In the new platform, you work with it in Content. In the classic platform, it has its own app.
• Digital asset management system (DAM) for commerce to store, organize, transform and deliver images, video and other media at scale, with AI-powered tagging and search built in. In the new platform, you work with it in Assets. In the classic platform, it has its own app.
• Developer tools and APIs for modeling, delivering and integrating content. Developers define content types using JSON Schema, consume content and assets through the Content Delivery and Content Management APIs, and build with the SDK and CLI tooling. In the new platform, you model content in Content types. In the classic platform, you do this in the CMS. The APIs are the same in both versions.
• Real-time image and video transformation, provided by Amplience Dynamic Media. Assets are optimized on the fly, so they're delivered fast, in the right format and resolution for any device or channel. It works the same way in both versions.
• AI-powered automation, automates the repeatable work, such as content generation, reviews and approvals, so your team can spend more time on the work that matters. In the new platform, you build and run flows in Flows and approve their output in Review.
• Account management for managing users, roles, permissions and more, across both versions.

Built for every team

Amplience is designed to work for developers, content teams and administrators - each with their own tools, workflows and priorities.

• Developers get a structured, API-first platform built for composable architecture. Model content with JSON Schema, consume it via the Content Delivery and Content Management APIs, and integrate with the frameworks and tools you already use - Next.js, React, Salesforce, and more. A rich SDK, CLI tooling, schema reference, and integration marketplace reduce build time and remove vendor lock-in.

• Content creators get a powerful, intuitive authoring environment - which can be optimized with configurable layouts, conditional fields, real-time preview, and AI-assisted content generation. Create once, publish everywhere. Schedule campaigns, manage variants, and localize content while keeping track of ownership and status.

• Administrators can control account structure, manage users and permissions, monitor platform plans and credits, and set up workflows with Workforce Flows.

Where to start

• Model and deliver content: Head to Get started for the model → create → publish → consume process, then explore the APIs and integrations.
• Create content: Our User guides cover creating and scheduling content, managing assets and more.
• Automate with flows: Build and run flows with Workforce to automate your content processes.
• Manage your account: Set up your account and manage users with account configuration.