The evolution of DXP
DXPs have become a key driver of success in how organizations build and scale their digital presence. The future of DXPs in 2025 and beyond will be shaped by two major forces:
AI & Automation
The pillars of a modern DXP
Today’s markets demand agility. Brimit builds DXPs that are smart, connected, and built to work with your data.
Composability to build and adapt at scale
A modern DXP built on MACH architecture (microservices, API-first, cloud-native, headless) provides businesses with:
- The freedom to choose best-of-breed tools
Swap, upgrade, and integrate seamlessly. - Faster time to market
Launch new features without major overhauls. - No vendor lock-in
Stay in control, reduce tech debt, and future-proof your business.
AI-driven personalization and automation
AI is transforming the way businesses interact with customers. With an AI-powered DXP, you can:
- Deliver hyper-relevant content
Move beyond persona-based targeting with AI models that adapt to each user’s behavior, intent, and journey stage. - Enable cognitive search for smarter discovery
Deliver more relevant, intent-based search results to help users find what they need faster. - Use generative AI to scale content
Generate, repurpose, and personalize content at scale, shifting from traditional page-based models to modular, reusable content blocks. - Automate routines
Streamline repetitive tasks and enable efficient customer interaction.
Seamless integration and data orchestration
An effective DXP connects systems and turns fragmented data into actionable insights. With robust integration capabilities and smart orchestration, businesses can:
- Unify customer data across platforms
Consolidate CRM, CMS, commerce, analytics, and marketing automation to provide a 360-degree customer view. - Enable omnichannel consistency
Through shared data and content, deliver a cohesive experience, whether on web, mobile, or social, or in store. - Automate and streamline workflows
Reduce complexity in content delivery and campaign execution.
THE TECHNOLOGY FOR YOUR COMPOSABLE DXP
Brimit’s approach to building a next-gen DXP
Brimit builds future-ready DXPs with best-in-class solutions to enhance business agility and digital experience capabilities.
Scalable architecture for integrity and agility
At Brimit, we design DXPs using modular, API-first principles, ensuring every component—CMS, commerce, marketing automation, search, and analytics—can be integrated, replaced, or scaled independently.
- Creating atomic content and services that work across all channels
- Integrating with legacy or best-in-class tools using secure, loosely coupled APIs
- Scaling functionality without disrupting existing experiences or infrastructure
- Enabling smooth upgrades through clean separation of concerns and service boundaries
Data strategy as a foundation for orchestration
Orchestration starts with clean, structured data. We help businesses establish a single source of truth across their ecosystem, ensuring content, customer, and product data can flow freely and meaningfully across departments and platforms.
- Implementing data hygiene and governance practices from day 1
- Breaking down departmental silos by connecting CRM, CMS, DAM, and analytics systems
- Enabling consistent, real-time personalization through unified data access
- Setting up for cross-channel orchestration with scalable identity and context management
Intelligent automation for smarter customer engagement
We embed AI and automation where they add the most value, increasing speed, relevance, and scale. From real-time insights to content generation, our approach helps brands respond instantly to customer needs.
- Combining natural language processing, machine learning, behavioral modeling, and predictive analytics to anticipate user intent and personalize experiences in real time
- Deploying low-code/no-code solutions and headless content delivery for automated multichannel content planning and trigger-based customer interactions
- Embedding cognitive search to help users discover content more naturally and intuitively
- Implementing conversational AI and sentiment analysis to automate customer support
- Replacing static, rule-based workflows with AI that automatically selects content, offers, or next-best actions based on real-time user behavior
Our customers
You are in good company
Brimit will create a DXP with a next-gen content management tool
Tell us about your project
1. Gartner, Predicts 2024: Machine Customers, GenAI for CX, Composable DXP, Irina Guseva, Don Scheibenreif, Michael Chiu, John Field, 23 November 2023
2. Salesforce, State of Commerce, Third Edition, 2024
3. Nielsen, A ‘natural’ rise in sustainability around the world, 10 January 2019