Observed Signal · Jul 21, 2023 · Market Analysis · Source: CMSWire · Impact: 2/5 · Sentiment: Neutral
Emerging Trends Shaping the Future of Digital Experience Platforms
This CMSWire analysis explores the evolving Digital Experience Platform (DXP) market, which is projected to grow from $12.2 billion in 2022 to $27.2 billion by 2028. Key trends include Digital Experience Composition (DXC), composable and SaaS-based architectures, low-code/no-code tools, integration with Customer Data Platforms (CDPs), and the gradual adoption of AI. Gartner's Magic Quadrant highlights DXC as a nascent but promising segment, while vendors like Sitecore, Adobe, and Optimizely are integrating generative AI capabilities. Industry experts advise buyers to approach DXC cautiously due to its immaturity, and emphasize the importance of balancing developer-centric pro-code solutions with user-friendly no-code interfaces for business users.
Provides a comprehensive overview of DXP market trends, relevant to MarTech professionals, but not a breaking news event.
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Key Takeaways & Evidence Grounding
- The global DXP market is expected to grow from $12.2 billion in 2022 to $27.2 billion by 2028.
- Gartner's Magic Quadrant for Digital Experience Platforms identifies Digital Experience Composition (DXC) as an emerging trend.
- Sitecore introduced generative AI integration across its composable software suite in April 2023.
- Adobe featured generative AI as its flagship release at Adobe Summit in March 2023.
- Optimizely is promoting an AI-accelerated DXP solution.
Connected Companies & Entities
4 Entities mapped“Irina Guseva, senior research director at Gartner, and author of the 'Magic Quadrant for Digital Experience Platforms'....”
“Sitecore implemented in April generative AI across its array of fully composable software solutions....”
“Adobe made generative AI its featured product release at Adobe Summit in March....”
“Optimizely is pushing an 'AI-accelerated DXP'....”
Ontology Mapping & Concepts
Related Market Signals & Shifts
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Adweek's Agents of Change: Leaders Reshaping Industry
This Adweek feature profiles the 2026 Agents of Change, a group of leaders in marketing, media, advertising, and tech recognized for combining commercial success with a commitment to a more responsible and forward-thinking industry. The honorees include executives from agencies, media companies, and brands, such as Rachel Apirian of The Female Quotient, Jared Belsky of Acadia Agency, Paris Hilton of 11:11 Media, and Ben Skinazi of Equativ. They are praised for initiatives in diversity, equity, inclusion, accessibility, ethical AI, sustainability, and transparency. The article highlights specific achievements, such as Acadia returning rebates to clients, Equativ scaling GreenPMPs, and various mentorship programs. The feature is presented in partnership with Empower, a platform by Propeller Group and WACL.
Verndale Launches AI Visibility & Content Supply Chain Services
Verndale, a digital consultancy, has introduced new services to help marketers measure and improve their brand's visibility in AI-generated answers. As AI assistants like ChatGPT and Google's AI Overviews increasingly influence research and buying decisions, brands need to know whether they are mentioned, recommended, and correctly described in these responses. Verndale's services include an AI Visibility assessment that tests real audience questions across major AI platforms, identifying gaps in brand mentions and citations. They also offer an AI-Ready Content Supply Chain Assessment to optimize content operations for AI-era discoverability. The company cites research from SparkToro showing 68% of Google searches end without a click, and Gartner reporting 45% of B2B buyers use generative AI for purchase research. A case study with Quinnipiac University demonstrated significant improvements in content optimization and AI readiness through governed agent workflows.
OK Future's AI 'Pressure Cooker' Campaign for Goodwipes
Former MullenLowe U.S. CEO Frank Cartagena launched creative shop OK Future to test generative AI's potential for a small agency. Their first project, a spoof of OpenAI's Astra ad for personal hygiene brand Goodwipes, was produced in four days using AI tools like ArtCraft, Seedance, and OpenAI's Astra model, cutting projected production costs from $700,000. The campaign, 'Meet Asstra,' gained over 1.5 million views on Reddit. However, Cartagena described the pace as 'unsustainable' and a 'pressure cooker,' with team members working around the clock and even threatening to quit. Goodwipes' SVP of Marketing, Meredith Diehn, emphasized trust in Cartagena and the value of experimenting with AI. The article highlights the growing use of AI in creative production, with 73% of marketers using GenAI for visual content and Gartner forecasting AI software spending to reach $981 billion by 2029.
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