Observed Signal · Nov 2, 2022 · Conference Coverage · Source: CMSWire · Impact: 2/5 · Sentiment: Positive
CMSWire DX Summit 2022 Autumn: Key Takeaways on Phygital CX
CMSWire's DX Summit 2022 Autumn Edition focused on 'Future CX — Blending Physical and Digital Experiences,' popularly described as 'phygital.' The virtual two-day conference featured CMSWire's Annual State of Digital Customer Experience Report for 2023, which found nearly 80% of respondents prioritize digital CX, while belief in AI's transformative power fell by 11%. Sessions covered augmented and virtual reality applications in retail and industry, Seasalt's post-pandemic shift to 60% digital revenue, chatbot strategy best practices, and behavioral economics in AI. CMSWire also announced its 2022 Customer Experience Leader of the Year award, given to Ashly Beverage of Verisk, with team awards for Rocket Software, Milestone Inc., and WestJet. The event highlighted how organizations are blending physical and digital touchpoints through AR, AI, DXP investments, and metaverse experimentation.
Conference recap with industry data on digital CX trends, AI adoption, and phygital experiences; relevant for MarTech practitioners but contains no breaking industry-shifting news.
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Key Takeaways & Evidence Grounding
- CMSWire released its Annual State of Digital Customer Experience Report for 2023 during the DX Summit; nearly 80% of survey respondents said digital customer experience is a top priority.
- Organizations with effective CX tools are six times more likely to have a Digital Experience Platform (DXP) in place than organizations with inadequate toolsets.
- Practitioner belief that AI will be transformative or significant for customer experience fell by 11%, and fewer than 1 in 12 organizations regularly use AI to improve their DCX strategy.
- Ashly Beverage, head of customer experience at Verisk, received the 2022 Customer Experience Leader of the Year award; Rocket Software (Customer Journey Innovation), Milestone Inc. (Customer Service Excellence), and WestJet (CX Stack Impact) were team award honorees.
- Seasalt's revenue mix shifted from 60% physical retail pre-pandemic to 60% digital post-pandemic.
Connected Companies & Entities
6 Entities mapped“John List, award-winning economist, professor and chief economist for Walmart, led a discussion on AI and behavioral economics....”
“David Mingle, vice president and global practice head, customer experience at Reputation, was a finalist for Customer Experience Leader of t...”
“Epson Moverio was cited as an AR example used in the entertainment industry and live theatre....”
“Snapchat Spectacles were cited as an AR example used by creators for storytelling experiences....”
“Microsoft HoloLens was cited as an example of AR visualization for image-guided medical procedures....”
“Google Glass Enterprise Edition was cited as an AR example used by manufacturers for assembly processes....”
Ontology Mapping & Concepts
Related Market Signals & Shifts
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Walmart's TV Ambitions, Amazon's Data Transparency, Disinfo Retreat
This AdExchanger daily roundup covers several distinct news items. Walmart is expanding into TV advertising through its acquisitions of Vizio and Vibe.co, with Walmart Connect GM Ryan Mayward stating that commerce insights will drive stronger outcomes for brands. Amazon is beta testing an 'About You' page that lets users see the assumptions it makes about them based on collected data, including physical attributes, raising privacy concerns. Additionally, multiple countries have withdrawn sponsorship from the #Disinfo2026 conference amid US political pressure, reflecting a broader aversion among advertisers and governments to anti-disinformation efforts.
Walmart's Vizio Bets on MrBeast, Holiday Films for Streaming
Walmart-owned Vizio is significantly investing in its free ad-supported streaming service, WatchFree+, to boost advertising opportunities for brands. The company announced new content partnerships with major studios including MGM, NBCUniversal, Disney, A&E, and A24, and will add creator-led channels from digital personalities such as MrBeast, Hot Ones, and others. Vizio is also producing its first original feature-length holiday film, 'Jingle Bells Wedding Bells,' starring Rachel Bilson and Scott Foley, with GEICO as presenting sponsor. These moves aim to attract high-income viewers and Walmart's suppliers and marketplace sellers to advertise on the platform. WatchFree+ has grown to reach 27 million devices, a 25% year-over-year increase, with viewing hours up 58% year-over-year.
AmEx and Perplexity Launch AI CFO for Small Businesses
American Express and Perplexity have launched AI CFO tools for U.S. small businesses, featuring about 10 Skills within Perplexity Computer that turn Amex Small Business Card data into cash-flow forecasts, reconciliation, and tax-season preparation. The AI CFO can forecast cash but cannot make payments, a deliberate limitation as AmEx retains payment authority to capture the value of AI CFOs for SMEs. The article also discusses Stripe's acquisition of Parafin, a lender behind platforms like DoorDash, Gusto, Amazon and Walmart Marketplace, and compares the AmEx/Perplexity offering with Anthropic's Claude for Small Business and Meta's Muse.
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