Forget AI tools. The Italian scale-up is betting on orchestration as the only way corporations can survive the flood of machine-generated text.
When every startup and Big Tech player is busy shouting about generative AI, Milan-based Contents is quietly—and ambitiously—trying to rewrite the rules of enterprise content. Today, the company unveiled its new Enterprise Platform, a no-code AI infrastructure that promises to reduce content deployment from weeks to just hours.
It’s not just another shiny text generator. CEO and founder Massimiliano Squillace is blunt: “Pure AI generation is already a commodity. AI is like water or electricity—it’s everywhere. The real value lies in orchestration.”
From content chaos to orchestration
That word—orchestration—is what Contents wants to own. The idea is that while large language models can crank out copy in seconds, enterprises face an even bigger headache: governance, compliance, and consistency across hundreds of markets and product lines.
Contents’ pitch is simple: instead of forcing a marketing team to choose between GPT, Claude, Gemini, or Meta’s LLaMA, the platform integrates them all in real time through a proprietary no-code layer. Clients don’t pick the model—the platform does, dynamically, depending on the task.
The result? An Italian bank is already managing institutional communications through Contents. A global home appliances giant is generating thousands of product descriptions, searchable by SKU. And retention among enterprise clients, the company says, stands at a staggering 100 percent.
The $350 billion prize
Enterprise content management isn’t exactly sexy, but it’s huge: analysts peg the market at over $350 billion, growing every year as corporations drown in digital messaging, compliance docs, and localized content.
Contents claims 100% year-over-year growth and is already operating in Italy, France, Spain, the UK, Qatar, and Saudi Arabia. For a European scale-up, that’s a bold footprint—and a clear play for global credibility.
“Enterprises don’t want AI toys, they want platforms that integrate deeply into their workflows,” says Squillace. “That’s where orchestration becomes the key to unlocking real enterprise value.”
A model-agnostic future
Riccardo Gatti, the company’s CTO, doubles down on the tech story. He calls the platform’s architecture model-agnostic—future-proofed against whichever AI provider leads next year. “We remove dependency on single vendors. That means enterprises get operational continuity and immediate access to the latest innovations, with enterprise-grade security baked in.”
Why it matters
If you strip away the jargon, what Contents is betting on is this: the AI race isn’t going to be won by whoever has the flashiest text generator, but by whoever can control, govern, and deploy those generators across a sprawling corporate workflow.
That’s a TheMarkeCapitalist-worthy provocation. In other words, maybe the future of AI isn’t about writing the words—but about orchestrating the orchestra.
