Digital experience platforms (DXP) are software platforms used by businesses to create and manage digital experiences for their customers. DXPs allow enterprises to use AI to automate the design and delivery of customer experiences, increase efficiency, and improve customer satisfaction. As AI technologies continue to evolve, DXPs are increasingly incorporating AI capabilities into their offerings.
How DXPs use AI to automate the design and delivery of customer experiences
Artificial Intelligence has been around since 1946 when Alan Turing first theorized about machine intelligence; however, we are only now starting to see actual AI-driven Digital experiences because of advancements in Machine Learning (ML) and Artificial Neural Networks (ANN), combined with the ability to collect massive amounts of data. DXPs provide an end-to-end contact center solution that enables digital transformations, allowing companies to create personalized customer experiences across multiple channels, including social media, webchat, e-commerce support chat, text messaging, phone calls, and more.
It has already been established that the future of business will see digital experience platforms integrating AI into their systems so digital teams can finally deliver personalized experiences that engage customers with the brand during each step of their interaction. As AI prepares to dominate the digital landscape, hugely impactful processes will be revolutionized by AI-integrated DXPs.
- Automated digital assistants will take orders, customer details, and preferred payment methods without any human intervention.
- Digital customer support agents powered by AI will be able to listen to conversations with customers on social media or web chat channels and provide help immediately based on the exchange.
- Digital engagement teams, including marketing, customer support, and sales teams, will all work together seamlessly within one digital experience platform, guided by Artificial Intelligence (AI) through real-time dashboards that show how every piece of content is performing across multiple channels
As the trend of digitization continues to be at the forefront of the business landscape, DXPs are leading the way in transforming our experiences for the better by enabling us to innovate at every junction of the experience.
How AI works to enhance Digital Experience Platforms
While today’s AI is not the science fiction AI many people imagine, its use in DXP represents AI’s practical application in the modern business world. Artificial intelligence provides the technology needed to craft an influential digital experience.
- First, AI gives DXP the power over large amounts of data. In a data-driven society, organizing and iterating on information is one of the most essential factors in attracting customers. With vast amounts of data at companies’ fingertips, AI has become the only solution. With the ability to process data and display it in a user-friendly way, AI has given DXPs and their respective users the power over overarching and personalized data, enabling more advanced customer insight than ever.
- Second, AI has allowed DXPs to utilize machine learning functions that can speed up content creation while maintaining the quality of the digital experience. AI has the ability to suggest new content based on analyzing and discovering data. Furthermore, AI supports DXPs in content automation, including auto-classification, tagging, protection, and compliance. It can even process video and audio transcription.
- Third, AI’s quick decision-making capabilities allow DXPs to adapt the search to the user. Search engines apply AI in three separate ways: query, indexing, and display. Query determines user intent and creates terminology specific to the user’s search. Therefore, there is always an abundant and relevant result query. Indexing involves extracting, classifying, and labeling content from media with machine learning. Finally, the display transforms information into a natural language form. It better predicts search recommendations to provide a personalized search.
- Fourth, AI makes the users of DXPs feel valued by offering a more personalized experience. True personalization goes beyond traditional segmentation to provide compelling experiences. While traditional segmentation focuses on the demographical aspects of the user, true personalization analyzes the behavior and intent of users. Analyzing behavior and intent allows DXPs to deliver the right message to the right user at the ideal time. Moreover, AI can optimize behavioral insight to make meaningful recommendations and suggestions for users.
- Lastly, AI integration allows for more effective analytics. AI-enhanced Digital Experience Platforms provide the user with a complete 360 view of each customer across all channels and touchpoints by bringing together disparate analytics from various toolsets in one place. By synthesizing this data into actionable customer insights, digital experience managers receive a much-needed boost in accessing overarching data as well as an increased ability to focus on areas of interest.
The Future of DXPs and their relationship with AI
As stated in previous articles, DXPs have enjoyed rapid growth in their use following the rise of e-commerce over the last decade. However, what will DXPs and the DXP market look like in the future? Most likely, instead of current industry leaders in the DXP industry, vendors like IBM and other leaders in Artificial Intelligence (AI) will rise to the top and take over the industry.
Eventually, customers could be interacting with companies in up to 10 different ways, including newer innovations like voice search, chatbots, and augmented reality, all before they even step foot in a store. In order to meet these expectations, businesses have invested in digital experience platforms that unlock a variety of tools for the modern omnichannel experience and even accommodate future touchpoints. DXPs are built to help marketers execute transformations, quicken time to market, and produce more creative campaigns across an ever-expanding universe of touchpoints. However, not all DXPs are built equally.
Digital experience platforms have evolved into two distinct types over the past several years: large linearly scalable systems that accelerate what marketing teams are already doing today and composable systems that are built to help marketing teams unify customer experiences across the entire ecosystem. A composable digital experience platform allows for incremental updates to composite parts. Instead of having an all-in-one digital experience platform, each of these components operates as packaged business capabilities (PBCs) that can function independently and communicate with one another through APIs. A PBC can be built for a specific purpose and replaced as required, giving it significant flexibility. As such, fully composable DXPs will likely become the future of the industry due to the significant flexibility they provide.
Composable DXPs are not the only route through which DXPs can improve. Over the next several years, DXP solutions will be forced to adapt using AI. Digital experience platforms that don’t incorporate AI will ultimately become outdated and unable to keep up with the demands of omnichannel marketing. As such, digital experience platforms will advance both in terms of flexibility and AI implementation in the near future.
Sources:
- https://lucidworks.com/post/ai-for-digital-experience/
- https://www.cmswire.com/digital-experience/whats-the-future-hold-for-digital-experience-platforms/
- https://www.sitecore.com/blog/digital-transformation/are-composable-dxps-the-future-of-digital-experienc
