Report:
Magic Quadrant for Digital Experience Services
How does Gartner define the Digital Experience Services market in 2025?
Gartner defines digital experience (DX) services as those services that design, deliver and optimize digital experiences across customer, employee and citizen journeys using technology solutions. The services involve design, solution implementation, content management services, marketing services and ongoing operations. The digital experience solution is delivered through a combination of technologies and services working together to deliver the desired experience outcomes. Digital experience services are focused on creating the optimal user experience, to better sell to, market to, inform and manage the target user (customer, partner, citizen or employee). The services include advisory on what the experience should be, implementation services to create the experience, and operational services to evolve and manage the ongoing experience. These services are not just technical services, but also include creative, content and marketing operations, historically served by digital marketing agencies but now offered by a range of providers, including consulting firms, systems integrators (SIs) and agencies.
Key Facts for Magic Quadrant for Digital Experience Services in 2025
- Publication Date: 29 October 2025
- Document ID: G00827852
- Coverage: Global
- Authors: Brett Sparks, Irada Veliyeva, Tom Sieber, Alan Stanley
- Core Purpose: This Magic Quadrant assesses 17 providers with capabilities in delivering end-to-end DX services for organizations' advisory, implementation, and continuous optimization needs. Digital experience service providers implement DX technology platforms to design, build, and enhance user experiences for both internal and external stakeholders.
Strategic Planning Assumptions
No strategic planning assumptions provided.
How was the Digital Experience Services market evolved in 2025?
- 17 providers assessed collectively received $90 billion in revenue for DX services engagements in 2024
- These providers posted total revenue of just under $378 billion with an average of 34% focused on the DX market
- Over 780,000 full-time employees across the 17 vendors provide DX services
- 43% of FTEs are engaged in technical implementation, 21% in design/creative/marketing, and 36% in ongoing services
- Market is undergoing significant change as digital agencies, business consultancies and technology SIs expand to provide full-service DX offerings
- Average DX services revenue growth of 6% year-over-year across providers
- Service providers range from 5,600 to 150,000 staff with an average of 46,000 dedicated to DX services
What product features are required to be included in this year's evaluation?
- Digital transformation consulting: The provider's ability to understand the client's experience transformation needs and priorities, and to articulate their desired experience and business outcomes. Some of the core capabilities include expertise in: design; brand, product and services strategy; technology roadmap creation; and platform/product selection (if able to be technology-independent).
- Technology platform implementation: The provider's ability to compose a digital experience solution using best-of-breed platforms and products, and/or build integrations or custom solutions.
- Experience evolution: The provider's ability to deliver evolution and support services that not only keep the overall digital experience solution (technology and creative and marketing services) current, but also keep pace with changing business demand. In digital experience, the implementation never ends.
- Content creation and management expertise: The provider's ability to support clients with creation and management of digital content.
- Marketing execution expertise: The provider's ability to run marketing operations and execute marketing campaigns.
What are the common features of top products in the Digital Experience Services space?
- Ecosystem orchestration: The service provider's ability to engage an ecosystem of software/platform vendors and other service providers. This enables the provider to prioritize their clients' use cases with software and platform vendors, drive co-investments and co-create solutions with other service providers.
- AI & generative AI (GenAI) capabilities: The provider's ability to embed AI technologies (including GenAI) as part of a digital experience service. For example, digital experience services could involve realizing AI capabilities offered by the platform, building AI-based extensions and customizations, or leveraging GenAI for content generation and campaign automation.
- Business outcome commitment: The service provider's ability to offer business-outcome-based engagement models. In such models, a percentage of the deal revenue is contingent upon achieving the client's business objectives.
- Customer insight analytics: The ability of the service provider to adopt a data-driven approach for advisory, design, creative and content, and digital marketing services.
- Industry expertise: The provider's ability to understand the client's business issues and operations specific to the client's industry, and to articulate desired business outcomes. An understanding of the client's particular industry is important in ensuring that the content and creative services, as well as the marketing services, are contextual and incorporate industry best practices.
- Functional expertise: The ability of the service provider to give advice and guidance related to the marketing, sales and digital commerce functions. It will require deep knowledge of digital experience practices across functional areas in a wide range of industries.
Scope Exclusions
- Revenue from software is excluded
- DX software maintenance/support (licensing) is excluded
- Contact center infrastructure integration is excluded
- Traditional, above-the-line advertising campaigns may be excluded by some providers
- Media planning and buying services may be excluded by some providers
- Public relations may be excluded by some providers
- Trade marketing may be excluded by some providers
Inclusion Criteria
Vendors must, among other requirements:
- Minimum revenue of USD $750 million for calendar year 2024 in digital experience (DX) services consulting, implementation and ongoing support service revenue
- At least 15% of the provider's total revenue must have been realized through DX services during the measurement period (5% for large vendors if deemed of interest to clients)
- No more than 75% of revenue generated from within a single region
- Clients headquartered in at least three of the five major regions (North America, Latin America, EMEA, Asia/Pacific)
- Capability across at least three of the five segments (experience design, experience solution implementation, experience solution operations, creative services, and marketing services)
- One of these segments must be either creative and/or marketing services, amounting to at least 10% of the provider's reported 2024 DX revenue
- Provide design and delivery services within at least three of the following seven platforms: Adobe, Optimizely, Oracle, Salesforce, SAP, Shopify, Sitecore
Ability to Execute — Relative Weighting
- Product or Service - High
- Overall Viability - Low
- Sales Execution/Pricing - Medium
- Market Responsiveness/Record - Medium
- Marketing Execution - Medium
- Customer Experience - High
- Operations - High
Completeness of Vision — Relative Weighting
- Market Understanding - High
- Marketing Strategy - Low
- Sales Strategy - Low
- Offering (Product) Strategy - High
- Business Model - Medium
- Vertical/Industry Strategy - Medium
- Innovation - High
- Geographic Strategy - Medium
FAQs
Q: What does this research cover?
A: This research covers digital experience (DX) services that design, deliver and optimize digital experiences across customer, employee and citizen journeys using technology solutions. It evaluates 17 providers across five key service areas: experience design, experience solution implementation, experience solution operation and evolution, content and creative services, and marketing services. The assessment includes providers' capabilities across major DX platforms (Adobe, Optimizely, Oracle, Salesforce, SAP, Shopify, Sitecore) and their ability to deliver end-to-end services globally.
Q: Who should use this research?
A: This research should be used by organizations seeking to engage service providers for digital experience initiatives including: advisory on experience strategy, implementation of DX technology platforms, ongoing optimization and evolution of digital experiences, content creation and management, and digital marketing operations. It is particularly valuable for buyers evaluating providers for large-scale digital transformation projects, marketing technology implementations, or comprehensive DX service partnerships. The research helps organizations identify suitable providers based on their specific needs across use cases, industries, geographies, and organizational size.
Q: What are the mandatory features of vendors included in this market?
A: To be included in this Magic Quadrant, vendors must demonstrate capabilities in: (1) Digital transformation consulting - understanding client transformation needs and articulating desired business outcomes; (2) Technology platform implementation - composing DX solutions using best-of-breed platforms and building integrations; (3) Experience evolution - delivering ongoing support to keep solutions current with changing business demands; (4) Content creation and management expertise - supporting clients with digital content; and (5) Marketing execution expertise - running marketing operations and executing campaigns. Additionally, providers must have capability across at least three of five service segments, with one being creative and/or marketing services representing at least 10% of DX revenue.
Q: What are some reasons for not being included in this report?
A:
- DX services revenue below $750 million for calendar year 2024
- Less than 15% of total revenue realized through DX services (or 5% for large vendors)
- More than 75% of revenue generated from a single region
- Clients present in fewer than three of the five major regions
- Lack of capability across at least three of the five service segments
- Creative and/or marketing services representing less than 10% of reported 2024 DX revenue
- Providing services for fewer than three of the seven specified platforms (Adobe, Optimizely, Oracle, Salesforce, SAP, Shopify, Sitecore)
- Focus primarily on software sales rather than services
- Specialization in contact center infrastructure integration rather than DX services
Q: What differentiates Ability to Execute vs. Completeness of Vision?
A: Ability to Execute focuses on the provider's current capabilities, delivery excellence, and operational effectiveness - measuring how well they execute today across products/services, customer experience, and operations. Completeness of Vision assesses the provider's forward-looking strategy and market understanding - evaluating their ability to anticipate market changes, innovate, and strategically position their offerings for future requirements. In essence, Ability to Execute measures present performance while Completeness of Vision measures strategic direction and future readiness.
Reference
- Gartner, Magic Quadrant for Digital Experience Services, 29 October 2025, ID G00827852
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