The Forrester Wave™: Digital Experience Platforms, Q4 2025
Digital experience platforms (DXPs) are undergoing a profound transformation from composability to agentic intelligence. The market is no longer defined by who has the most capabilities - nearly every vendor provides customer data, content management, marketing automation, and commerce. What separates leaders from laggards is how well heat-seeking AI agents orchestrate those capabilities to deliver business outcomes. Winners are building self-learning systems that empower marketers and developers to work faster, smarter, and more creatively. Key differentiators include: 1) Agentic orchestration turning static capabilities into dynamic, goal-seeking systems, 2) Adoption readiness as the bottleneck rather than innovation itself, and 3) Vendors proving their own mastery by becoming 'customer zero' and delivering full digital experience engagements via forward-deployed engineers.
No common features specified.
Vendors must, among other requirements:
A: This research evaluates nine digital experience platform (DXP) providers across their current offerings, strategies, and customer feedback. The evaluation focuses on how vendors are implementing agentic AI orchestration capabilities to transform DXPs from static feature collections into dynamic, self-learning systems. It assesses vendors across 20 current offering criteria (weighted 80%) including practitioner tools, developer tools, customer data, content management, marketing automation, digital commerce, agent studio, and agent orchestration framework, as well as 8 strategy criteria (weighted 20%) including vision, innovation, roadmap, partner ecosystem, adoption, and community.
A: This research should be used by enterprise technology and marketing leaders who are evaluating or selecting digital experience platform vendors. It helps buyers understand which vendors have built for the future of agentic digital experiences versus those still catching up. The report is particularly valuable for organizations assessing how well they can wield a platform with precision and agility, and how quickly they can learn and adopt AI-powered capabilities. Buyers can use the detailed scorecards, vendor profiles, and placement analysis to match platform capabilities and strategies to their specific business needs, technical maturity, and use cases.
A: To be included in this Forrester Wave evaluation, vendors must: 1) Provide broad, enterprise-level support by natively delivering all core DXP functions with a demonstrated track record for supporting large enterprises, 2) Offer their solution as a standalone product with its own SKU and pricing (not solely as a free feature within a larger portfolio), 3) Generate at least $80 million in annual revenue from the digital experience platform product in the last four quarters, 4) Have significant mindshare among Forrester's enterprise clients through frequent mentions in inquiries, advisories, and consulting engagements, and 5) Be recognized as a competitor by other vendors in the market.
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A: Strength of Offering evaluates the current capabilities and features of the DXP platform (vertical axis), focusing on technical capabilities like practitioner tools, developer tools, customer data, content management, agentic AI features, and integration capabilities. Strength of Strategy evaluates the vendor's future direction and market approach (horizontal axis), focusing on vision, innovation, roadmap, partner ecosystem, adoption support, pricing, community engagement, and supporting services. The shift in this evaluation emphasizes that offerings are no longer just about feature breadth but how well agentic intelligence orchestrates those features, while strategy focuses on how vendors enable adoption and demonstrate their own platform mastery.