Summary
Generative AI (genAI) is reshaping digital experience platforms (DXPs) by automating content and campaign creation, powering intelligent copilots for marketers and developers, and boosting customer engagement through predictive insights and personalization. Tech leaders must understand this next-generation DXP’s AI capabilities, manage rising costs, and adapt to shifting roles and risks. This report informs tech leaders how DXP vendors are embedding AI agents to streamline experience operations and expand AI toolsets — from copilots to code generators — and offers guidance for adopting them, emphasizing strong data, human oversight, and change management.
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