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Key product announcements from Storyblok JoyConf: evolving for the AI Content era
At this year’s Storyblok JoyConf, three major updates set the stage for a new era of digital content: Strata, FlowMotion, and Figma Connect. Each innovation reinforces what we believe the future looks like: intelligent, automated and connected. Experiences that move faster and adapt better. Here’s what they mean for our clients, and for the way we build.
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Strata: smarter content starts with meaning
Storyblok’s new Strata layer gives content a brain. It turns every text, image, and asset into data that AI can actually understand. For brands, that means content that powers smarter search, more relevant recommendations, and personalization that feels effortless.
In practice, Strata functions as an integrated Vector Database. It automatically converts content (like text and images) into "vectors," a data format that captures semantic meaning and context. This technical foundation makes it possible to directly build specific AI features, such as a 'semantic search' that understands a visitor's intent (instead of just matching keywords), powering smarter chatbots that truly understand the content, or automating content recommendations and categorization.
We see Strata as the foundation of an AI-ready content architecture. It’s a huge step toward digital experiences that react to user intent, not just predefined rules. Something we’ve been designing for across our projects.
“Strata gives us the opportunity to build experiences that don’t just deliver content, but understand it. It’s where intelligence and creativity finally meet.”
— Tobias Mauel, Managing Director of Twentyseven
FlowMotion: automation that moves with you
With FlowMotion, Storyblok brings automation directly into the CMS. Publishing no longer ends at ‘go live’. It sets everything else in motion. For our clients, this means fewer manual steps, faster workflows, and stronger consistency across global teams and platforms.
In concrete terms, FlowMotion is a workflow automation tool (built on n8n) directly inside the CMS. It allows teams to build visual or code-based 'flows' that are triggered by content actions (like 'publish' or 'update'). In practice, this means you can use it to automatically send a message to Slack, initiate a translation task, trigger an SEO check, or synchronize data with a PIM or CRM system. It directly connects Storyblok events to the 500+ other tools a team already uses.
We see FlowMotion as a way to scale creativity without scaling complexity. It frees teams from repetitive work, so they can focus on strategy, storytelling, and creating meaningful impact for their audiences.
“FlowMotion reflects how we think about modern content operations: fast, connected, and adaptive. Automation doesn’t replace people, it amplifies them.”
— Rocco Janse, Technical Director of Twentyseven
Figma Connect: turning design into experience
Design and development have always been closest when they speak the same language. Figma Connect finally makes that happen. By turning Figma components directly into Storyblok content blocks, it bridges creative intent and technical execution. Helping teams deliver faster, with fewer handoffs and less friction.
In practice, this works via a Figma Plugin. It allows a designer to directly import a Figma component (a 'frame') into Storyblok with a single click. This action automatically converts the design component into a structured content block within the CMS. As a result, the 'content model' is created directly based on the design, meaning the developer knows exactly which fields are needed, and the handoff effectively becomes an automated import.
For us, this changes the pace of collaboration. Designers stay in flow, developers stay focused, and brands move from idea to live experience faster than ever.
“This is what modern collaboration should feel like. Figma Connect removes the friction between creativity and production. That’s a win for every project.”
— Peter van Gennip, Lead Storyblok Developer of Twentyseven
Our takeaway
Storyblok’s new releases are more than product updates. They reflect a shared belief that content is becoming intelligent infrastructure. We help brands make that shift: connecting strategy, design, and technology to create content systems that don’t just manage information, but move, learn, and adapt.
Wondering how Strata, FlowMotion, and Figma Connect fit into your product roadmap? Let's connect. We can help you design the strategy to build a truly intelligent and adaptive content system, together.