Changes in the DXP industry
The Digital Experience Platform (DXP) market is accelerating as technology advances. According to the latest Magic Quadrant for Digital Experience Platforms 2025 report from Gartner, in the digital experience platform space, it is clear that monolithic solutions are losing relevance and companies want to develop composable approaches that provide greater efficiency, innovation and the ability to make changes faster.
Want to know more about the DXP platforms themselves? See our article “What is DXP?” for an explanation of the basic concepts and the differences between CMS, WEM and DXP.
Composable or monolithic? The report makes it clear
Not so long ago, all-in-one platforms that promised to take care of everything from content management to analytics to personalisation were the standard. Today, however, companies are increasingly looking for solutions that allow them to respond more quickly and efficiently to a dynamic market. Gartner predicts that by 2026, 70% of organisations will need to implement a composable-first approach in their DXP (compared to 50% in 2023).
Why is this so important? Because flexibility and responsiveness become crucial. And composable-first means:
- Easier to adapt to new challenges – just replace individual components that are not keeping up.
- The ability to integrate with other services without the risk of something ‘cropping up’ across the platform.
- Avoiding technology lock-in – the company can choose the best tools for specific tasks, rather than relying on one closed environment.
AI as the key to effective CX
Gartner also strongly emphasises the role of artificial intelligence (AI) in the development of DXP. Analysts predict that by 2027, 40% of companies will not achieve their customer experience (CX) goals simply because they lack a coherent AI strategy for content operations.
In the context of DXP, artificial intelligence is not only super generators of text or graphics, but above all:
- Real-time automatic personalisation – the content itself adapts to the specific audience.
- Intelligent automation of customer pathways – anticipating the user’s next steps and responding to their needs.
- Better SEO and higher conversions – AI can suggest what to change in content to make it more visible and engaging.
What must a modern DXP have?
Several key functionalities emerge from the Gartner report that will be absolute ‘must-haves’ in the near future:
- Composable architecture – a modular, API-based approach that allows individual platform components to be easily replaced and extended.
- Content management without borders – the ability to manage content on websites, mobile apps, chatbots, voice channels and wherever customers are looking for information.
- Personalisation and AI – intelligently tailoring messages and offers to specific individuals.
- Customer Data Platform (CDP) – a central source of user data to analyse behaviour and design marketing campaigns more effectively.
- Customer journey orchestration – mapping and optimising customer pathways so that the experience is consistent at every stage.
- Integrations and openness to IT ecosystems – connecting with CRM, e-commerce or analytics tools to make the whole work as one well-oiled system.
Source: Raportu Magic Quadrant for Digital Experience Platforms 2025 | Garner
Who’s in charge and who’s chasing? Leaders and challengers
According to this year’s Magic Quadrant from Gartner, the quadrant of leaders still includes brands such as Adobe, Acquia and Optimizely. Composable-first solutions such as Uniform and Contentful are increasingly making their presence felt. In short: traditional providers of monolithic systems are losing their edge because the market wants above all speed and seamless integration.
Magnolia is becoming an interesting option as it develops its native modules (PBCs – Packaged Business Capabilities), offers integrations to facilitate day-to-day work and introduces solutions based on artificial intelligence (e.g. AI-powered assistants). With all this, it attracts with its affordable pricing model, which makes companies looking for a scalable, modern solution increasingly willing to consider Magnolia in their DXP strategies.
You can read more about Magnolia on our blog www.syzygy.pl/en/magnolia-cms
How to choose a DXP? Some tips to get you started
We are seeing a lot of rotation in the DXP area: some providers are gaining ground with modularity and AI, others are trying to catch up with these trends. If you are wondering which platform to choose, keep a few steps in mind:
- Define your key needs – not just your technical needs, but your business requirements. What specific problem does DXP aim to help you solve?
- Think ahead – will the platform you are considering enable changes and rapid integrations in a few years’ time?
- Check your AI strategy – do the tools support content automation, personalisation and data analysis?
- Evaluate the costs not only of implementation, but also of maintenance – compare the subscription and composable-first model; consider whether it is more cost-effective in your situation to bet on modules that you can adapt to your current needs.
Want to know more about how to tailor a CMS (and often an entire DXP) to your company’s specific needs? Read our e-book “How to choose the best CMS for your organisation?”, where you will find practical tips and a check-list for implementing new technologies in your company.
Summary
The Gartner 2025 report clearly shows the direction for the DXP market: a modular approach (composable-first), enhanced AI capabilities and openness to integrations with the broad IT ecosystem. Organisations tied to monolithic solutions may soon start to lose their competitive edge because they will not be able to quicklyxz respond to the changing needs of their customers.
Author
Michał Łukawski
IT Client Partner
With more than 17 years of experience in the IT industry, Michał Łukawski supports corporate clients in creating and developing digital products that respond to real business needs. He served as Managing Director of SYZYGY Warsaw and was part of the team responsible for the organisation’s transformation to turquoise. His approach combines an understanding of business needs with building lasting relationships based on transparency and shared responsibility.
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Ensure the flexibility and scalability of your DXP platform
Would you like to learn how a composable-first approach can make your organisation more efficient and innovative? Or are you looking for support in selecting or integrating a DXP tailored to your needs? Contact us to:
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