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Power Personalized CX with AI That Remembers What Customers Don’t Want to Repeat
The Gist
- Trust is the orchestration layer. Ibexa positions governance, transparency, and human oversight as foundational to AI-driven digital experience orchestration — not an afterthought or compliance checkbox.
- Harmonization without lock-in. By unifying acquired platforms under a single orchestration engine while preserving brand identities, Ibexa advances composability without forcing customers into an all-or-nothing stack.
- Agentic AI with guardrails. Ibexa’s orchestration engine introduces governed AI agents designed to optimize frameworks across platforms, reducing fragmentation while maintaining accountability.
LISBON, Portugal — Unusually stormy weather in Lisbon didn't dampen the spirit of attendees at the annual Ibexa Summit. The messages inside the conference hall conveyed a sense of optimism that Ibexa is moving in the right direction for its customers as it unveils significant investments to unify its portfolio of built and acquired products.
Over the two-day summit, it was clear that the company is focused on delivering marketing orchestration for its customers and their partners, with a strong commitment to building and maintaining trust while rolling out agentic AI capabilities that have strong governance and oversight built in.
Table of Contents
- Customer Journeys Aren't Static
- The Road to True Marketing Orchestration
- Ibexa's Product Announcements and Enhancements
- Ibexa's Approach to AI and the "European Way"
- Aligning the Brands and Moving Forward
Customer Journeys Aren't Static
Anna Rosàs Bresca, global senior product manager for Nestle, kicked off the first day of the summit with the recognition that customers and customer journeys aren't static — which brands need to remember with every interaction. Customers don't think in brands or departments; they want to have a single conversation with a company and they want their conversations remembered, and utilized to provide better experiences. Unifying data allows for better marketing in this context.
"It's about leveraging every conversation you have to produce relevant content," Bresca said. To do that, Bresca stressed the importance of "walking with our customers" along every step of their journey.
The Road to True Marketing Orchestration
This message of unified marketing continued into the keynote session, with Ibexa CEO Bertrand Maugain. He stressed the importance of bringing together disparate systems to better produce results. Being able to understand the context of the customer journey across platforms is a key way to achieve the results customers are looking for.
Maugain announced that Ibexa is moving in a new direction of marketing orchestration, one that unifies five existing products under a DXP, orchestration engine and the larger Ibexa brand. The goal here is to bring a number of strong best-of-breed platforms together and work as a cohesive whole. This isn't a wholesale rebrand of everything; Maugain believes the symbolic commitment to keep the original brands (Raptor CDP, Actito, Qualifio, Quable and Cohesivo) reflects Ibexa's and belief in composability.
With these moves, Ibexa is positioning itself as a competitive solution for marketing and digital experience orchestration — giving customers the ability to manage campaigns, content and experiences from end to end and use their data to the fullest extent, whether they use the full suite of Ibexa products or not.
Marketing Orchestration Means Customer Trust Hub
One of the goals of this type of marketing orchestration is to transform a brand's website into a trust hub for consumers. Ibexa announced several components of its AI layer that would contribute to that trust, such as prioritizing governance, guardrails and human oversight of agents.
While AI has changed consumer behavior and the way consumers look for information has evolved from primarily web search to getting what they need from answer engines, trust remains paramount. By giving companies the option to add governance and oversight into how they use and apply AI, Ibexa is working to build consumer trust while remaining committed to AI implementation.
Such moves provide a solid European alternative to North American-based solutions. The idea of digital sovereignty was a key theme throughout the conference. Ibexa's positioning as Euro-first and Euro-centric comes at a time when some global users are looking for alternatives to US tech. "It's time to have a European alternative," Maugain said in his keynote.
Related Article: Ibexa Announces AI Orchestration Layer, Unification of 5 Martech Brands Under Ibexa Umbrella
Ibexa Summit 2026: Key Takeaways
A snapshot of the strategic themes shaping Ibexa’s approach to AI, orchestration and digital experience.
| Theme | What Ibexa Emphasized | Why It Matters |
|---|---|---|
| Trust as a platform principle | Governance, transparency and human oversight are embedded into AI orchestration, not layered on later. | As AI agents scale across journeys, trust becomes a differentiator that impacts customer confidence, compliance and brand credibility. |
| Marketing orchestration over point solutions | Ibexa is unifying data, content, campaigns and AI agents through a single orchestration engine. | Reducing fragmentation enables more consistent customer journeys and faster decision-making across channels. |
| Composable, not locked-in | Five platforms operate under the Ibexa umbrella while retaining their identities and interoperability. | Customers gain flexibility to evolve their stacks without being forced into full-suite adoption. |
| Agentic AI with guardrails | AI agents are designed to optimize frameworks across platforms with clear oversight and accountability. | This balances automation scale with operational control, reducing risk while improving efficiency. |
| Customer journeys as living systems | Journeys are treated as continuous conversations that must be remembered and contextualized. | Unified data and orchestration enable brands to respond to customers as individuals, not disconnected interactions. |
| European approach to AI | Digital sovereignty, governance and transparency are positioned as strategic advantages. | For global organizations seeking alternatives to U.S.-centric platforms, Ibexa presents a differentiated option. |
Ibexa's Product Announcements and Enhancements
CMS Updates and an Orchestration Engine AI Layer
Throughout the Summit, members of Ibexa's leadership team announced a number of new products and capabilities coming to the Ibexa platform.
Grégory Bécue, general manager for Ibexa, highlighted several during his presentation, including the CMS platform Cohesivo (an effective rebrand of Ibexa v6 that will live inside Ibexa), new integrations between Ibexa and Quable and Ibexa and Raptor, as well as the Orchestration Engine AI layer, which will sit on top of Ibexa and bring a set of unified AI agents to the ecosystem.
This approach to AI implementation aligns with Ibexa's position of using AI to optimize frameworks, not fragments. By rolling out a single layer that can be applied to all the systems within Ibexa, customers can use their data from platform to platform to create a unified structure.
"Fragmentation is the enemy of AI at scale," Bécue said.
Unified Composable Platform
Ibexa's Director of Product Radaslow Zep announced further improvements, including a unified Translation hub, additional AI capabilities and a more unified composable platform.
One company who stands to benefit from Ibexa's platform updates is CMA Nouvelle-Aquitaine, which provides training and support to artisans in France, as it continues implementing its vision of improving its website that caters to French artists and entrepreneurs. Part of CMA Nouvelle-Aquitaine's website upgrades includes a gamification layer, to get more artists using their services. Ibexa's integrations with Qualifio will help achieve that vision, they say.
Over the two-day summit, other companies took the stage to showcase their successful use cases and outcomes from using Ibexa, Raptor, Qualifio, Actiti and Quable. Use cases came from German car rental company ADAC, animal health organization CEVA, NAOS, Money Expert and more.
The first day of the Ibexa Summit ended with a party. The Sud Lisboa was the site of the annual Ibexa Awards, celebrating excellence and innovation among Ibexa's partners and customers. Throughout the evening, Ibexa recognized exceptional partners and use cases. Winners from Imerco, Nestle, Synolia, RTBF and others all came together to celebrate their wins.
Ibexa's Approach to AI and the "European Way"
Last year's Ibexa Summit provided a glimpse into the European approach to AI. This year's summit expanded on those ideas, under a more cohesive message of doing things differently: "The European Way," as CEO Maugain called it. Ibexa isn't shying away from adding AI tools and functionality into its system — on the contrary, it is building an entire Orchestration Engine layer that will sit on top of the Ibexa platform.
But with that orchestration comes a whole framework of governance, compliance, guardrails and human oversight, designed with trust in mind.
"Governance is mandatory," Bécue said, as he introduced the Orchestration Engine.
Maugain expanded on the idea of delivering trust in AI as he unveiled the AI Signature. With Ibexa, it will be possible to follow a back trail of how AI agents came to their decisions, what metrics were used and where the data came from. Agent interactions will also be assigned a confidence score, further highlighting the importance of companies being able to trust the tools they use.
AI has the potential to be an incredibly powerful tool; the European way combines that power with a commitment to transparency to maximize customer experience and trust in the platform. "We are bridging concrete capabilities to the market," Maugain said.
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Aligning the Brands and Moving Forward
Over two days, Ibexa celebrated its 2025 successes with product announcements, integration refinements and a unified message of trust and digital sovereignty. Maugain expects more great things into 2026 and beyond.
"All the work we've done over the last five years is more relevant than ever," Maugain said in his keynote.