2024 Digital Customer Experience Trends: AI’s Rising Impact


The Gist

  • Generative AI impact. Generative AI will significantly influence digital customer experience trends, integrating into DXP and CMS platforms for enhanced productivity.
  • Marketing autonomy. AI-driven low-code/no-code solutions will empower marketers, offering greater autonomy and sophisticated digital strategies.
  • Headless innovation. Emphasis on headless CMS and composable architecture will continue, driving flexible, agile digital customer experiences.

In 2024, digital customer experience continues to be a key area for brands, offering opportunities for market differentiation and competitive advantage through immersive and creative customer interactions.

A person wearing a brown top is shopping online on a smart phone with a blurred background in piece about digital customer experience trends in 2024.
2024 is going to be another significant year for digital customer experience. oatawa on Adobe Stock Photos

In this post, I’m going to look at five digital customer experience trends that we will see in 2024 that will impact digital marketing and web teams responsible for websites, apps and other customer-facing experiences.

Let’s dive right in.

Trend No. 1: DCX Teams Will Start to Feel the Influence of Generative AI

During 2023, it was hard to get away from generative AI. It has provoked huge amounts of debate, stolen the headlines, and millions of us have used ChatGPT. If you’re already weary of generative AI, prepare for it to become even more pervasive in 2024.

It seems highly likely that DCX teams will feel the influence of generative AI. It’s going to start being increasingly assimilated into DXP and CMS platforms like Sitecore. It will be integrated more and more into digital customer experiences in everything from chatbots to search to intelligent suggestions for products. Sometimes we probably won’t even know it’s being used; for example, for smarter marketing automation. And of course, content contributors will use it to help generate their articles and images and boost productivity.

While the incorporation of generative AI into many of our DCX processes and actual experiences will be positive and ensure we are more productive, there are certainly risks to manage. The potential disruption that generative AI causes won’t be to everyone’s taste. What I think we can safely predict is that we will all start to see and feel generative AI making its way into our day-to-day work.

Related Article: Real Talk With AI and Digital Customer Experience Management

Trend No. 2: AI Will Accelerate Low-Code/No-Code Solutions to Give More Autonomy to Marketers

Low-code/no-code has been one of those digital customer experience mega-trends that’s been happening happily in the background for a number of years. However, more recently, there has been more deliberateness from vendors to bring additional power and autonomy to business users and digital marketers so they are less reliant on their IT colleagues. Marketers are now able to configure more designs, make connectors work to integrate solutions and enable personalization and automation; all without development resources, which would have not been possible before.

AI has the potential to accelerate more low-code/no-code solutions with even more sophisticated outcomes, meaning marketing teams will be able to achieve even more without the help of developers. They will often just use natural language prompts. It might take some time to build momentum, but eventually generative AI could mean we start to see features that resemble low-code/no-code on steroids.

Related Article: How Does the Physical Customer Experience Impact the Digital CX?

Trend No. 3: Composability and Headless Are on the Menu Again

In the past two years, DXP and CMS providers have focused on their ability to support both headless publishing and composable architecture. Why? Digital customer experience, they say, is shifting away from using traditional monolithic platforms toward a more iterative, flexible and agile approach. This trend has been happening across different parts of the industry, from leading players like Sitecore and Optimizely to open-source platforms like Umbraco.


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