2025全球内容体验平台产业图谱_35页_1mb

Aragon Research Globe™ for Content Experience Platforms, 2025

Trend: Focus on AI-powered dynamic experiences, conversational search, and personalized customer journeys.
Key Predictions for YE 2025-26:

1. 45% of enterprises will use Content Assistants for web content development.
2. 50% of CXP providers will offer conversational search (chat-based navigation).
3. 50% of Content Assistants will enable video creation by 2026.
4. 40% of e-commerce enterprises will adopt CDPs for customer data assimilation.

Market Drivers

• Dynamic CX: Generative AI enables personalized content generation, video creation, and real-time image design.
• Real-Time Analytics: Enhanced tools for customer journey mapping, with providers like Amplitude/Fullstory leading.
• Rich Media: Rising demand for video content (e.g., TikTok-style) and lightweight delivery via 5G.
• Composable Architecture: APIs/API-first platforms allow modular integrations with DAM/CRM/CDP.

Key Dimensions of CXP Providers

[Aragon evaluates vendors on Strategy (Product strategy, market understanding), Performance (Customer satisfaction, financial viability, reach), and Reach (Global market coverage).

Leaders

1. Adobe:
   • Highlights: CDP, Firefly AI, GenAI-powered workflows, broad digital asset management (DAM).
   • Challenges: High pricing.
2. Acquia:
   • Strengths: DAM, accessibility tools, integrated CDP, campaign syndication.
   • Weakness: Limited North American awareness.
3. Bloomreach (formerly Episerver):
   • Focus: Commerce, personalized search (Loomi AI), enterprise-scale analytics.
   • Challenges: Balancing CXP vs. eCommerce focus.

Contenders

4. Optimizely (formerly Episerver)：优化内容平台
5. Brightspot: 强于协作和本地化
6. IBM: 未列出，属于领导力队伍？（原文：世界瓦特）
7. OpenText: 强项：内容云、体验云、AI产品家族

Innovators

8. Amplience: 新功能：AI生成的产品文本、Image工作室
9. Storyblok: 作为头节点创作平台
10. Strapi: 作为开源内容管理系统

Specialists

11. Magnolia: 内容流程自动化
12. Crownpeak: 在内容和个人化推荐方面
13. Sitecore:“动态内容创建”的经验**

Other Excluded Vendors

Notable exclusions include Liferay, Oracle, SAP, Squiz.

Aragon Advisors

Key Recommendations:

• Prioritize providers with GenAI integration, video support, and real-time personalization capabilities.
• Enable seamless migration strategies from legacy platforms with strong API support.
• Monitor roadmaps for key features like visual editing, low-code tools, and multilingual AI chat.