Digital experience platform (DXP)
Description
A DXP unifies the tools and data behind every customer interaction. It combines content management, analytics, workflow, localization and marketing automation so teams can deliver consistent, contextual experiences across languages, channels and devices.
Most DXPs are built on a core content management system (CMS or CCMS) and extended through integrations such as ecommerce, customer data platforms (CDPs), marketing automation, AI search and analytics. Modern DXPs support a composable approach, where organizations select the best technologies for each function and connect them through APIs to create a custom stack. DXPs enable enterprises to recognize customers across touchpoints, personalize content dynamically and continually optimize journeys based on real-time data. They also improve scalability and efficiency – reducing vendor complexity and supporting faster localization cycles for global audiences.
Example use cases
- Websites: Building multilingual websites and portals that deliver personalized content.
- Integration: Integrating ecommerce, analytics and marketing automation into a single experience hub.
- Journeys: Managing customer journeys across desktop, mobile and social platforms.
- Migration: Migrating legacy systems to composable DXP architectures.
- Governance: Centralizing governance and localization workflows for global content.
Key benefits
RWS perspective
RWS helps organizations design, build and optimize digital experience platforms that connect people, content and technology.
With more than 20 years of experience developing DXP solutions for global brands, RWS combines deep technical expertise with localization leadership. We integrate content management, personalization and AI-driven search to deliver connected experiences across every market. Our teams work with leading platforms – including Tridion, Sitecore, Drupal, WordPress and SharePoint – to create solutions that balance enterprise-grade technology with human insight. By pairing structured content and intelligent automation with creative design and local expertise, RWS helps organizations deliver digital experiences that are consistent, personalized and culturally relevant.