Author: Nisha K

Digital Experience Platform (DXP) Products PEAK Matrix® Assessment 2023

Digital Experience Platform (DXP) Products 

The rising digital native population seeks seamless and innovative experiences driven by emerging technologies. Providing such connected experiences supported by technology requires a robust and interconnected set of solutions. In our digitally driven society, Digital Experience (DX) holds unprecedented significance, especially with the rise of a generation inherently familiar with digital technologies. The emphasis on experience has grown to the extent that consumers now consider a real-time, all-encompassing, highly personalized, and channel-agnostic experience as a basic expectation rather than a distinguishing factor. Enterprises must recognize that delivering an outstanding DX is not just a competitive advantage but a necessity for their continued relevance and expansion.

To achieve a seamless and forward-thinking connected experience, enterprises need a Digital Experience Platform (DXP) that consolidates essential capabilities (content, engagement, and digital commerce) within a unified and interoperable framework. Thus, a DXP serves as a comprehensive enterprise solution, enabling businesses to effectively construct, deliver, and monitor exceptional connected experiences.

Digital Experience Platform

What is in this PEAK Matrix® Report

In this report, we assess 16 DXP providers featured on the DXP Products PEAK Matrix®, a comprehensive matrix that evaluates and categorizes technology providers in terms of their product capabilities and wider market acceptance. Each provider profile offers a comprehensive overview of its key strengths and limitations and includes enterprise sourcing considerations. The research will help buyers select the right-fit technology provider for their needs, while technology providers will be able to benchmark themselves against the competition.
 

In this report, we:

  • Examine 16 DXP providers’ capabilities and offerings
  • Position the providers on Everest Group’s PEAK Matrix® framework as Leaders, Major Contenders, and Aspirants
  • List providers’ key strengths and limitations

Scope

  • All industries and geographies.
  • The assessment is based on Everest Group’s annual RFI process for the calendar year 2023, interactions with leading technology providers, client reference checks, and an ongoing analysis of the DXP market.

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What is the PEAK Matrix®?

The PEAK Matrix® provides an objective, data-driven assessment of service and technology providers based on their overall capability and market impact across different global services markets, classifying them into three categories: Leaders, Major Contenders, and Aspirants.

LEARN MORE ABOUT Top Service Providers

Digital Interactive Experience (IX) Services PEAK Matrix® Assessment 2023 – Europe

Digital Interactive Experience (IX) Services – Europe

Within Europe, there is a paramount emphasis on crafting experiences that not only meet the expectations of customers and employees but also align with the region’s robust commitment to sustainability and ethical practices. Corporations recognize that a focus on sustainability not only enhances their brand but also resonates with the growing eco-conscious European consumer base.

This emphasis on sustainability-led experiences extends beyond the corporate domain, reflecting the broader values of European society. It goes beyond the provision of quality products and services, emphasizing the necessity to ensure these offerings are in harmony with environmental and social responsibility. The escalating demand for experience services among enterprises is propelled by the strategic leverage of emerging technologies and a compelling sustainability-driven narrative. This underscores the convergence of technology and sustainable practices within the business landscape.

Consequently, experience design has ascended as a pivotal force shaping the trajectory of European enterprises. It reinforces their steadfast commitment to responsible and impactful business practices, highlighting their instrumental role in advancing sustainable development in the region.

Digital Interactive Experience

What is in this PEAK Matrix® Report

In this research, we present an assessment of 21 service providers featured on the Digital Interactive Experience (IX) Services PEAK Matrix® Assessment – Europe 2023, a comprehensive matrix that evaluates and categorizes service providers in terms of their capabilities in the space. 
 

In this report, we:

  • Assess 21 leading European digital IX service providers and design agencies on Everest Group’s PEAK Matrix® evaluation framework
  • Categorize providers as Leaders, Major Contenders, and Aspirants
  • Evaluate providers’ key strengths and limitations

Scope

  • All industries
  • Geography: Europe
  • The assessment is based on Everest Group’s annual RFI process for the calendar year 2023, interactions with leading IX service providers, client reference checks, and an ongoing analysis of the digital IX services market

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What is the PEAK Matrix®?

The PEAK Matrix® provides an objective, data-driven assessment of service and technology providers based on their overall capability and market impact across different global services markets, classifying them into three categories: Leaders, Major Contenders, and Aspirants.

LEARN MORE ABOUT Top Service Providers

Digital Interactive Experience (IX) Services PEAK Matrix® Assessment 2023 – North America

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In North America, enterprises are tightly interweaving the growing importance of experience design with their investments in emerging technologies such as generative AI, metaverse, and blockchain. Customers no longer view a captivating and well-tailored experience as a mere luxury; it has become an imperative. North American consumers are demanding top-notch services and craving seamless, personalized, and ethically conscious interactions with enterprises.

In parallel, businesses are recognizing that, in their quest to attract and retain top talent, creating a thoughtfully designed employee experience across the interaction touchpoints of the employee lifecycle has become vital. Moreover, experience design is extending its influence on partners, as efficient and user-friendly interfaces are becoming the linchpin for successful collaboration and mutual growth.

As the narrative evolves, North American society is prioritizing sustainability and ethical business practices. In summary, experience design, bolstered by investments in cutting-edge technologies, is not just a trend but a fundamental driver for business growth and social responsibility in North America. It profoundly shapes the future and impact of enterprises in the region, aligning their operations with the values and aspirations of a rapidly changing market.

Digital Interactive Experience

What is in this PEAK Matrix® Report

In this report, we assess 26 providers featured on the Digital Interactive Experience (IX) Services PEAK Matrix® Assessment 2023 – North America, a comprehensive matrix that evaluates and categorizes providers on their capabilities and market impact.
 

In this report, we:

  • Assess 26 leading North American digital IX service providers and design agencies on Everest Group’s PEAK Matrix® evaluation framework
  • Categorize providers as Leaders, Major Contenders, and Aspirants
  • Evaluate providers’ key strengths and limitations

Scope

  • All industries
  • Geography: North America
  • The assessment is based on Everest Group’s annual RFI process for the calendar year 2023, interactions with leading IX service providers, client reference checks, and an ongoing analysis of the digital IX services market

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Generative AI in Customer Experience: Use Cases and Responsible Adoption | LinkedIn Live

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Generative AI in Customer Experience: Use Cases and Responsible Adoption

View the event on LinkedIn, which was delivered live on Wednesday, July 12, 2023.

Generative AI (GAI)💻 is rapidly gaining traction in customer experience (CX), with organizations striving to grab hold of the possibilities, real-world use cases, and what constitutes responsible adoption 📥.

📢 📢Join this LinkedIn Live session as our experts highlight the vast potential of GAI in CX and explore 🌟🔎 how this revolutionary technology can be applied within a variety of CX use cases, from streamlining marketers’ content supply chains to optimizing UI/UX value chains, and driving efficiencies in the creative development process.  

We will also examine the future implications of GAI for both enterprises and service providers.

What questions will the event answer for the participants?

• What is GAI?
• What potential does it have in the experience services space?
• What are the real-world use cases 👁 that enterprises are currently focusing on?

Welcoming the AI Summer: How Generative AI is Transforming Experiences | Webinar

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Welcoming the AI summer: How Generative AI is Transforming Experiences

Generative AI (GAI) technology has been around for nearly half a century. But recent developments in the maturity of AI models, faster computation power of systems, and availability of high-quality training data are redefining the technology in 2023.

While tech giants like Microsoft, Google, and Meta fight to dominate the GAI landscape, leading experience providers like Adobe, Salesforce, and Oracle are entering the market with significant investments.

In this on-demand webinar, Everest Group’s experts will highlight the use cases and potential of GAI technology in crafting experiences, its limitations and risks in terms of full-fledged commercial adoption, and the industry’s predicted response.

Our speakers discuss:

  • How can enterprises leverage GAI to unlock business value, and what are the current use cases?
  • What is the role of GAI in experience design?
  • What challenges in the experience ecosystem is GAI helping to address?
  • What is the future potential of GAI technology?
  • How can service providers and enterprises leverage GAI for enhanced efficiency and productivity?

Who should attend?

  • CMOs
  • CIOs
  • CTOs
  • Heads of customer experience
  • Heads of marketing
Krishan Nisha gray square 1
Practice Director
Mittal Nitish
Partner
Sharma Sharang Refresh gray square
Vice President

Generative AI – Redefining the Experience Design and Development Process | Blog

Generative Artificial Intelligence (GAI) holds the potential to revolutionize the experience design and development process by creating unique personalized marketing content. Read on to learn about the opportunities, challenges, and implications of GAI for enterprises and service providers.

You can also hear about the use cases, the limitations and risks, and the industry’s predicted response in our webinar, Welcoming the AI summer: How Generative AI is Transforming Experiences.

From rule-based systems merely capable of automating set functions to deep learning algorithms that can accurately comprehend natural human language nuances, Artificial Intelligence (AI) undoubtedly has come a long way.

Today, AI is at a juncture where its capabilities are no longer restricted to automating repetitive tasks. Generative AI – the latest version of this technology – has taken the industry by storm this year by entering the arena of human creativity.

While GAI is flooding the market with a plethora of unique use cases, it particularly has the potential to disrupt the experience design and development process by optimizing the content supply chain and streamlining the UX/UI design process. Let’s explore this further.

What is Generative AI?

Everest Group defines Generative AI as a variant of AI technology based on deep learning Generative Adversarial Networks (GANs) and Transformer models, having the ability to provide convincingly unique content in the form of text, imagery, video, audio, and synthetic data.

Although the technology has been around for the last five decades, it has recently gained momentum due to advancements in hardware computation power, maturity of AI models, and availability of high-quality contextualized training data sets.

Picture1 1

Exhibit 1: Definition and evolution of GAI technologyPropelled by investments from giants such as Microsoft, Google, and Amazon, the market is witnessing a huge influx of start-ups focused on consistently identifying and operationalizing new Generative AI use cases.

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Exhibit 2: Start-ups pioneering unique use cases in the GAI space

How can GAI help marketers?

As personalization becomes the centerpiece of every marketing strategy, the never-ending demand for real-time contextualized content puts a lot of pressure on creative teams. This is where GAI comes in. Be it content creation or user interface/user experience (UI/UX) design, the technology can create a scalable creative engine for personalized marketing.

The industry is acting fast to streamline the marketing creative process by adopting GAI. Experience leader Adobe has launched the Firefly family of proprietary GAI models that enable image, audio, video, and 3D model creation through mere text prompts. On the other hand, AI leader NVIDIA has introduced the GauGAN tool that can generate realistic images from sketch drawings by artists.

GAI – The brainstorming partner for idea generation across industries

While content remains key, enterprises also are investing in GAI models in vertical markets to power industry-specific use cases to brainstorm and generate creative ideas.

 The following industries are rampantly adopting GAI technology:

  • Manufacturing: General Motors partnered with Autodesk to use GAI to design a new seatbelt bracket that was 40% lighter and 20% stronger than the original design
  • Healthcare: GAI also is being applied in drug design with companies such as Insilico Medicine using its Chemistry42 GAI platform to generate novel chemical compounds for new medicines
  • Architecture: Architecture firm Skidmore, Owings & Merrill (SOM) has created a GAI tool called SOM Computational Design for generating design options for buildings
  • Retail: Levi Strauss has partnered with Lalaland.ai to design hyper-realistic AI-generated model avatars for promoting diversity in terms of body type, age, and skin color

While AI has leaped in maturity from automating unproductive repetitive tasks to generating unique content via human-led prompts, it still lacks the finesse of a human touch. Therefore, the technology can act as a co-pilot for the creatives, but it’s not yet at a stage where it can provide customer-ready outputs through prompts. Instead of instilling fears about the technology replacing humans, enterprises must embrace the magnitude of the impact it can have on workforce productivity.

Mitigating GAI technology risks

The technology is a game changer, but it comes with substantial challenges related to output accountability, model bias, privacy compliance, talent shortage, system integration, and the cost associated with deploying large AI models.

 While Italy has banned ChatGPT and other European nations have expressed concerns about the technology, pioneers such as Adobe and Salesforce are relentlessly trying to mitigate these risks by developing plagiarism checkers, establishing compensation structures for creative professionals, upskilling talent, and adopting fair representation learning models to counter model biases.

Implications for service providers

With announcements of Accenture’s GAI Center of Excellence, Deloitte Digital’s dedicated GAI practice, Infosys embedding GAI into software development tools, and TCS developing an in-house enterprise-grade solutioning platform using GAI, service providers need to take a cue and move fast to cement a strong understanding of Generative AI functioning and the ecosystem.

Providers also have to bring top leadership up to speed on the Generative AI landscape, flesh out a detailed narrative discovering enterprise priorities, embed GAI in solution and service delivery for efficiencies and productivity, and harness GAI technology’s true potential by integrating it with business applications.

For more insights on Generative AI, contact Vaani Sharma.

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