Report:

The Forrester Wave™: Digital Experience Platforms, Q4 2025

Top Vendor Products for Digital Experience Platforms in 2025

• Adobe
• Optimizely
• Salesforce
• Sitecore

Digital Experience Platforms Vendor Product Comparisons 2025

• Adobe - Leaders
  

  Pros:

  • Excellent scores across nearly all capabilities with particular strength in agentic AI features including Journey Agent, Audience Agent, and Agent Orchestrator
  • Superior partner ecosystem that helps realize platform value
  • Cohesive platform that unifies creativity, marketing, and AI through agentic orchestration across the entire workflow from creative to planning, delivery, and optimization
  • Strong innovation with $3.9 billion FY 2024 R&D investment
  • Differentiated experience frontend editor and framework capabilities

  Cons:

  • Innovation rated as on par rather than leading, as all vendors focus on delivering agents
  • Some customers note challenges with roadmap influence, B2B clarity, and managing vendor complexity
  • Agentic AI adoption still nascent among customers despite enthusiasm for generative tools


• Optimizely - Leaders
  

  Pros:

  • Standalone agent orchestration platform (Opal) that enables autonomous, asynchronous execution across the digital experience stack, setting it apart from traditional DXPs
  • Above-par vision and innovation with clear AI-native direction and excellent roadmap offering frequent updates
  • Great strength in practitioner tools, content management, experimentation and personalization, analytics, and brand-aligned content generation
  • Supports composability and experimentation discipline while enabling marketing teams to preserve brand integrity and creative control
  • Demonstrates own platform mastery through lean team and rapid campaign execution (e.g., Statsig take-out campaign launched within hours)

  Cons:

  • Partner ecosystem is solid but still expanding as more top-tier agencies join
  • Some customers note room for improvement in proactive technical support, integration clarity, and onboarding guidance for new features
  • Search and agent studio capabilities rapidly evolving with many updates since evaluation began


• Salesforce - Leaders
  

  Pros:

  • Platform-first approach unifying Agentforce, clouds, and Slack in tightly integrated architecture
  • Stands out by embedding agentic capabilities across use cases with scaled adoption and internal use
  • Excellent partner ecosystem and community scores reflecting strong alliances and vibrant Trailblazer Community
  • Strong customer data, marketing automation, and agentic capabilities (Agent Studio, Agent Orchestration)
  • Unified platform enables seamless Agentforce experiences across B2C, B2B, and B2E use cases

  Cons:

  • Innovation and roadmap are solid but not at the forefront of the market
  • Content management lags and is better suited for task-based experiences than 'front door' ones (Salesforce runs its own front door on WordPress VIP CMS)
  • Customers flag DevOps and permission-set complexity as needing improvement
  • Did not provide reference customers for this evaluation
  • Declined to participate in full Forrester Wave evaluation process


• Sitecore - Leaders
  

  Pros:

  • Clear vision for agentic digital experiences with shift to AI-powered content orchestration and marketer enablement
  • Excellent partner ecosystem helps guide customers through change needed to leverage AI
  • Superior scores for search and agent orchestration framework reflecting long-term investment in AI-driven discovery since Sitecore Autopilot
  • Supports multiple customer segments (B2B buyers, B2C consumers, internal teams, channel partners) with tailored experiences across roles and regions
  • Strong customer service and ability for customers to influence product direction through feedback

  Cons:

  • Supporting services are on par as Sitecore is slowing investment in digital commerce and divesting core marketing automation
  • Digital commerce offers extreme flexibility including marketplace capabilities but lacks frontend accelerators for all supported use cases
  • Some customers note confusion around packaging, licensing, and internal coordination across Sitecore teams
  • Customers desire clearer roadmap communication, more seamless integration of acquired products, and greater transparency during sales and onboarding

Reference

• Forrester, The Forrester Wave™: Digital Experience Platforms, Q4 2025, 20-Nov-2025, ID 001a000001AErKBAA1

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