Generative AI: Exploring the innovative features of the leading Digital Experience Platforms

Authors: Marko Thorhauer & Sebastian Kubitschko

Digital Experience Platforms (DXPs) lay the groundwork for excellent digital customer experiences. All the major DXP providers have now integrated fascinating AI functionality into their software. What specific benefits and opportunities do these new developments offer? This article takes a look at some of our DXP partners’ ground-breaking AI features.

Generative AI plays a pivotal role in innovations supporting excellent customer experience (CX) and brand presence. Integrating AI into everyday marketing workflows offers significant competitive advantages. For instance, personalising, automating and generating text, images and video increase the quality and speed of processes.

At the same time, generative AI enables conversational interactions with end customers in natural language, meaning that individual queries can be answered in an understandable way. As a consulting and digital agency with the highest partner level at many leading DXP providers, IBM iX is happy to support you with implementing the right DXP strategies. At the same time, we are IBM’s Experience Agency – so our direct access to leading AI experts allows us to categorise current trends into broader developments.

How leading Digital Experience Platforms (DXPs) are currently integrating generative AI into their platforms:

1. Adobe

Adobe offers AI features across the entire Adobe Experience Cloud. Adobe Sensei is a fully integrated co-pilot which is linked to various products, like Adobe Real-Time CDP, Marketo Engage and other services such as the Journey Optimizer and Customer Journey Analytics. Adobe pays particular attention to creating and activating target groups, improving coordination between marketing and sales and increasing customer interaction.

As part of the Creative Cloud, Adobe Firefly enables ideation as well as the creation of visual content and the editing and enhancement of images via text input in everyday language. With simple text prompts, high-quality content can be created and customised, regardless of the user’s experience with the Creative Suite. The solution enables the creation of graphics, colour palettes and text effects in the shortest possible time and without complex image or video editing. IBM itself has achieved impressive results in its “Let’s Create” brand campaign by integrating Firefly into its own workflows.

2. CoreMedia

The AI Content Booster on CoreMedia’s powerful experience platform offers comprehensive use of generative AI by seamlessly integrating a range of different AI services (such as OpenAI services or wonk.ai) into the CoreMedia user interface. In turn, this opens the door to highly automated translation, text and image generation, metadata creation and intelligent page compilation. This application benefits editorial teams by allowing them to orchestrate a personalised content creation journey – and one that enables precise audience segmentation across multiple channels and formats.

3. Contentful

Known for its API-first headless CMS, Contentful uses generative AI to offer support with simple content management tasks. In addition to integrating third-party providers such as OpenAI, AltText.ai and Writer.com for text generation, the CMS also has its own AI image-tagging system. Contentful’s AI Content Generator helps deliver high-quality, personalised content across different formats and platforms.

4. Magnolia DXP

Magnolia DXP’s AI Accelerator integrates generative AI directly into the familiar user interface. This allows internal digital asset management (DAM) to be expanded to include image generation using the prompt builder. Generative AI responds to text input with two alternative images, while marked image areas can be edited using prompts.

The process of creating text is becoming increasingly automated. In addition to expanding its support with website maintenance (SEO metadata and image descriptions), Magnolia’s Hyper Prompt provides a template engine for prompts. An editor can use these prompts to define the structure of entire pages, then populate them with thematically appropriate text using generative AI. Here, the added value lies, above all, in the reuse of company-wide best practices. Several text variants are generated when a target segment is specified, facilitating a personalised approach. It is conceivable that the process could be automated via a connection to the preferred customer data platform (CDP).

Is generative AI worth it for Digital Experience Platforms?

The use of generative AI represents an important advance for DXP providers, especially when it is seamlessly integrated into workflows involving editors, market specialists and product experts at companies and service providers. AI-based services increase productivity in content creation and editing (text and images), image description and meta tag creation, and content personalisation. They have also opened up opportunities for multilingualism that were not previously possible.

The core element is and will be the right enablement. The editor experience must be closely scrutinised and optimised, taking into account the specific needs of companies and editorial teams. If generative AI is used, editorial teams must be able to check the results and make improvements: This applies to both the content generated and the prompts used. Transparency towards editors should be guaranteed during this process so that integration can be accepted and successfully implemented.

Efficiently managing large amounts of automatically generated content remains both a challenge and a promising opportunity for the future. Ethical considerations, bias, data protection and security concerns, in particular, require consideration. Our projects and approaches in data-sensitive areas such as modern healthcare and the public sector show that these hurdles can certainly be overcome.

The effort required to implement generative AI is significantly lower than for traditional AI, as its use is based on existing solutions that can be contextualised or that are entirely self-learning. Instead of developing expensive, highly complex custom solutions, companies should profit from pre-existing, cost-effective applications.

You’re welcome to get in touch with us if you’re looking for inspiration, want to identify or evaluate suitable use cases, need a cross-organisational AI strategy or are planning to implement and scale specific application scenarios. We would be happy to answer your questions about generative AI in general or DXP-specific topics in particular.

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Sebastian Kubitschko
Director Tech Strategy and Alliances, IBM iX Berlin
Marko Thorhauer
Executive Creative Director, Leader Experience Design & Mobile Practice DACH, IBM iX Berlin

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