Editorial
The Gist
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AI-powered experience creation. AI is evolving from simple content generation to full experience creation.
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Performance optimization. AI models help analyze data and provide proactive recommendations for improving user segmentation, personalization, SEO and content optimization.
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AI-enhanced translations. DXPs now integrate AI-driven content translations and offer real-time localization and customization for global audiences.
Digital experience platforms are infusing AI into their products to support small nimble marketing teams that need to do more with less resources. This goes beyond the early generative AI use cases of creating copy, adjusting tone or fixing spelling mistakes. AI is now a first-class citizen in the martech stack.
If we take a look back at all the recent big conferences, we consistently hear about advancements in infusing AI into the offerings. Each DXP vendor claims to be an AI-driven organization and tries to edge out competitors by re-imagining AI at their core rather than simply bolting it onto their platforms.
Let’s dig into the common use cases of where AI is truly finding its stronghold in the modern DXP.
AI is handling traditionally time-consuming work and presenting strategic decisions to marketers. AI is not replacing marketers, and it's not replacing engineers. In fact, it’s helping both and strengthening the symbiotic relationship between marketers and technologists.
Table of Contents
- AI-Powered Experience Creation
- Proactive Performance Insights
- AI-Driven Content Localization
- Agentic AI Across Product Suites
- AI’s Role in Digital Experience Platform Transformation
AI-Powered Experience Creation
When business users think of AI, they often initially think of common generative AI scenarios, such as writing copy and rewriting it with a new tone or style. But the AI of today is not like the AI of the past. AI has graduated from pure content generation to experience generation. This manifests in many ways, from design tools pumping out working code to marketers prompting UI component generation.
Builder, a recent entrant on the Gartner Magic Quadrant as a Niche Player, has long gone to market as a visual headless CMS, with a strong emphasis on the visual. Their primary call to action invites users to prompt their AI to build based on a visual description of an interface or by linking directly to a Figma design. Their visual copilot allows you to convert a Figma design into clean working code using the framework of your choice.
Similarly, Kajoo, known for its ability to migrate you to headless digital experience platforms such as Sitecore and Optimizely, provides a Figma plugin to connect Figma to their AI. This allows developers to generate code from design files.
Lastly, Sitecore’s recently announced Stream AI-based orchestration capability includes on its roadmap an ability to use AI to generate components via prompt within your existing code and no-code design library, all while staying true to your brand. Some early signals even show AI prompts creating components with the underlying react code to hand them off to a developer if desired.
AI’s ability to support full experience generation via prompts is accelerating the overall development process and the true definition of “the development sprint,” where marketers are fully supported to be citizen creators within their platforms.
Proactive Performance Insights
Number crunching is tough business. Constantly doing it at scale is even harder. That’s where AI is coming in as the superhero in the digital experience platform landscape. DXP vendors are using models to analyze data and propose optimizations such as user segmentation, testing use cases, personalization and SEO improvements.
Optimizely’s Opal can generate segments for targeting campaigns and proactively provide recommendations during experiments. Similarly, Adobe’s AEM Site Optimizer proactively recommends changes to your site such as content, variations or and code changes to improve low performing content and experiences.
Another recent entrant to the Gartner DXP Magic Quadrant, Contentful, is boasting their AI capabilities less than a year after their acquisition of Ninetailed. Contentful analyzes existing audience behavioral data to suggest segments for targeting. It then offers experience suggestions and provides recommendations for personalization and experimentation.
AI-Driven Content Localization
Another big area where DXPs are infusing their products with AI is supporting native content translations. Localization has long been a major business, with many bespoke translation solution providers on the market with connectors to big DXPs. AI has changed the game, with many DXPs providing their own translation capabilities with AI.
Uniform, a Gartner DXP Magic Quadrant visionary, provides content translation using an integration with OpenAI. It also offers authors the ability to customize prompts and fine-tune the results to their specific needs. Builder also boasts its ability to translate text via simple prompts while Sitecore has AI-based translation capabilities on its Stream roadmap.
Related Article: The Art of Localization Strategy: Beyond Translation for Better CX
Agentic AI Across Product Suites
What better way to showcase the latest AI capabilities within digital experience platforms than by orchestrating across products. The agentic workforce shines in this final use case. Several DXP vendors are using AI as the connective tissue across their stand-alone products, as the shift toward composable product offerings has left products somewhat disconnected.
Adobe’s Agent Orchestrator promises to coordinate agents across the suite of tools to access the right customer data and provide the necessary actions to improve outcomes for customer journeys. This includes specific agents to solve specific issues, with the ability to coordinate their actions and work together as one team.
Optimizely’s Opal also provides a consistent AI partner across various products. From campaign ideation and development to content management and personalization, Opal maintains context and orchestrate your workflows as you launch to market.
Sitecore Stream welcomes the era of the Intelligent DXP, Sitecore’s new term for the AI-enabled composable DXP. Stream provides agentic workflows and orchestrates marketing workflows across their product suite. It provides a positive impact across content planning, digital asset management, website management, customer data, personalization, testing and the legacy digital experience platform.
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How Today's DXPs Are Powering Up With AI
Editor's note: Here is a summary of the vendors mentioned in the article and the key AI capabilities they offer across digital experience creation, performance optimization, localization, and orchestration.
| Vendor | Key AI Capabilities |
|---|---|
| Builder | AI-driven experience creation from visual descriptions and Figma designs; AI-powered content translation via prompts. |
| Kajoo | Figma plugin that generates clean working code from design files to migrate to headless DXPs. |
| Sitecore | Stream AI orchestration, component generation via prompts, AI-based translation and agentic workflows across content, asset management, website management and personalization. |
| Optimizely | Opal AI partner for campaign ideation, segmentation, content optimization, personalization and agentic orchestration across products. |
| Adobe | AEM Site Optimizer for performance improvements; Agent Orchestrator to coordinate AI agents across product suites for customer journey improvements. |
| Contentful | Audience behavior analysis, segmentation, experience suggestions and personalization recommendations after acquiring Ninetailed. |
| Uniform | AI tools include agents for SEO and conversion rate optimization support, plus composable generative AI for content creation, editing, translation and image generation with customizable prompts. |
AI’s Role in Digital Experience Platform Transformation
AI has permeated the leading digital experience platforms in the space. It goes beyond just creating content, and it makes suggestions on brand experiences. It crunches analytics data and recommendations segments, and it tests scenarios and personalization use cases.
AI is accelerating the path from design to launch by shortening the development lifecycle and equipping marketers with rapid results. As we are now seeing with major players, you can expect AI not only to focus on specific tasks but also to help you orchestrate across products and capabilities. AI will be the connective glue that helps you stitch capabilities, and it may start to emerge as the solution to composable architectures.
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