In Episode 41 of Beyond the CMS, host Chris Bryce, Partner at Dotfusion, is joined by Mike Vertal, CEO of Crafter CMS. Crafter is an enterprise-grade headless content platform running major digital properties for brands like eBay, Papa John's, and Marriott. Before building Crafter, Mike co-founded a digital agency similar to Dotfusion, grew it to serve large enterprises, and sold it to Capgemini — giving him a rare, dual perspective on both the agency side and the CMS product side of the industry.
The conversation starts with what makes Crafter architecturally different from every other headless CMS: it stores all content in Git instead of a database. From there, Mike walks through exactly why that decision matters now that AI has entered the picture, and how it shapes the way authors, developers, and site visitors all experience a digital property. He also introduces Crafter Q, a brand-new standalone product that puts a custom, brand-controlled AI conversational agent on any website, regardless of the CMS powering it.
The discussion goes well beyond product features and into the broader strategic questions every digital team is wrestling with right now: How do you prepare your CMS for AI? Where does your content live versus where should it live? And as browsing gives way to searching, and searching gives way to conversing, what does that mean for the websites you're building today?
Key topics include:
Git as a Content Repository: Why building around Git instead of a database removes environment-syncing headaches, improves security and scalability, and turns out to be naturally AI-friendly.
Headless vs. Decoupled: The important distinction between decoupling the front-end presentation from the back-end versus decoupling the authoring system from the delivery system entirely.
Headless Plus: The extra capabilities Crafter layers on top of a basic content API: embedded search, server-side scripting, and a full WYSIWYG authoring experience.
AI for Content Authors: How MCP (Model Context Protocol) integration and a native AI chatbot inside the authoring interface help teams draft content, populate metadata, and stay current with SEO and GEO best practices.
AI for Developers: Using AI coding tools like Cursor, enhanced with CMS-specific AI skills, to go from HTML template to a fully CMS-enabled site in minutes, and collapsing migration timelines from months to days.
AI for Site Visitors: Why every website will eventually need a custom conversational agent trained only on your content, constrained to what you give it, and styled to reflect your brand's personality.
Crafter Q: A deep look at the new standalone SaaS product, its beta results (higher engagement, lower bounce rates, reduced support load), pricing tiers ($30 to $400/month), and the enterprise private-hosting option for teams with strict data residency needs.
Owning the Conversation: Why letting ChatGPT or other public LLMs "converse about" your site means giving up control of the experience, the brand, and the backend analytics on what your visitors are actually asking.
Browsing → Searching → Conversing: The evolution of how people find what they need online, and what the shift to conversation means for CMOs and digital strategists.
MACH Compliance Without the Alliance: How Crafter approaches composable, API-first, microservices-based architecture without formal membership in industry alliances, and why that's a deliberate choice.
Built-In Personalization and 60+ Integrations: Content targeting with persona support right out of the box, plus a marketplace of integrations for more advanced personalization and A/B testing needs.
Three Ways to Get Started: Open source download, self-hosted enterprise, or SaaS cloud trial, and what the right fit looks like depending on your team's size and setup.
Mike's core argument is that AI readiness isn't a feature you bolt on. It's an architectural decision you make at the foundation. Whether you're evaluating your next CMS, accelerating a site migration, or figuring out how to put a branded conversational experience on your website, this episode gives you a clear and practical framework for thinking about all three.