Web experience management (WEM) is being disrupted with new architectures, increased cloud adoption, an array of new channels to support, and the growing use of artificial intelligence (AI) and machine learning throughout the portfolio. The Ovum report Fundamentals of Web Experience Management highlights some of the changes that have been made to WEM solutions over the last two years.
One of the key messages of Fundamentals of Web Experience Management is that WEM vendors have made big changes to the architectures of their WEM portfolios. By adopting headless and/or decoupled architectures, they can support new and emerging channels, including virtual reality and augmented reality devices, chatbots, and the Internet of Things (IoT), through which content and experiences must now be delivered. This makes it much easier for enterprises and the digital agencies they work with to share content and assets. An important requirement of headless architectures is integration with a wide range of applications, including ERP, CRM, and human resources (HR), as well as applications that create experiences, including those that are delivered through new channels. To this end, vendors are adding extra connectors to their portfolios, as well as APIs allowing partners and enterprises to build their own integrations. WEM vendors have also rearchitected their solutions for the cloud, allowing them to offer software-as-a-service (SaaS) or platform-as-a-service (PaaS).
WEM vendors are also investing heavily in artificial intelligence and machine learning, which will disrupt WEM over the next few years. Fundamentals of Web Experience Management highlights some of the ways in which AI and machine learning are being used to help enterprises deliver more engaging experiences to their customers. Customers are demanding more self-service in their interactions with enterprises, and again the report shows how, by using the capabilities of the latest WEM solutions, enterprises can provide their customers with the ability to do more for themselves, without having to interact with a human.
Fundamentals of Web Experience Management, INT002-000137 (July 2018)
Sue Clarke, Senior Analyst, Data and Enterprise Intelligence