Digital experience glossary

This glossary defines the platform and architecture terms that come up in digital experience projects — what each system actually does, where it overlaps with its neighbours, and when it is the right choice rather than the obvious one.

We build on every major platform in these categories, so the definitions here compare categories, not vendors. Where a platform is named, it is named as an example of a category, not as a recommendation.

Content and experience platforms

• Digital Experience Platform (DXP) — one suite for content management, personalisation, analytics and marketing automation across every channel.
• Headless CMS — content storage decoupled from presentation, exposed through APIs so one repository can serve web, app and machine interfaces.
• Agentic CMS — a content system where AI agents curate, generate and publish against real-time context, instead of a person acting at every step.
• Content Migration — moving content and assets off a legacy system without losing structure, history or the relationships between them.

Product and asset data

• Product Information Management (PIM) — one governed source of product data, distributed to every sales channel so descriptions and specifications stay consistent.
• Digital Asset Management (DAM) — a central library for images, video and documents, so teams find and reuse approved assets instead of recreating them.

Customer and revenue systems

• CRM Implementation — deploying a customer relationship system as people, process and technology together, not as an installation.
• AI-Powered Dynamic Pricing — prices adjusted automatically from live demand, market and competitor signals rather than from a fixed rate card.

Architecture and operations

• Composable Architecture (MACH) — systems assembled from independent best-of-breed services that talk over APIs, so one part can change without the rest.
• Workflow Automation — business processes executed by software in predefined steps, replacing manual handoffs that drift and get skipped.

How these terms map to what we do

Most of these categories meet in the same project: a DXP needs product data from a PIM and assets from a DAM, and none of it holds together without system integration. Choosing between them is an architecture question, which is where digital strategy and architecture starts.

On the delivery side, that becomes content operations for the editorial workflow, product data (PIM) for the catalogue, customer engagement for personalisation, and AI & data where the automation and pricing models live.

We implement these categories on Sitecore, Kontent.ai, Kentico, Optimizely, Adobe, Inriver, Salesforce and SAP — see the full list of technologies we work with, or the industries where these problems look different.