The market for digital experience services in Germany
This year, Lünendonk again surveyed 21 leading DXS service providers and 166 user companies in Germany, Austria and Switzerland, analysing forecasts and trends in digital marketing, digital commerce and the development of digital business models.
The result is an 87-page survey that focuses on the following topics
The market for digital experience services in Germany, including portfolio focus areas and analysis of leading DXS providers
Developments and trends in the DXS market from a provider perspective
Focus: The role of AI and MarTech in the customer journey – with a digression on how generative AI and agentic AI are changing the world of marketing
diva-e Conclusion was evaluated as part of the internationally active Conclusion Ecosystem.
Frequently Asked Questions (FAQ)
The Lünendonk Study 2025 analyzes the Digital Experience Services (DXS) market in Germany, Austria, and Switzerland. It provides insights into market developments, portfolio capabilities, and key trends. The study evaluates both leading service providers and large client organizations. Core topics include revenue development, technology trends, and evolving customer requirements in the DXS sector.
The study is based on surveys of 21 leading Digital Experience Services providers and 166 client organizations in the DACH region. The research combines quantitative data with qualitative assessments. It offers structured insights into market dynamics and strategic priorities.
Digital Experience Services include all services and competencies required to design, implement, and operate holistic digital customer experiences. This covers strategy, data and analytics, UX/UI design, media production, system integration, and platform operations. The focus is on delivering consistent and high-quality digital interactions.
The study highlights technology trends through 2027, including agent-based AI solutions (Agentic AI) and multi-agent systems. It also addresses the evolution of MarTech and customer data platforms. Generative AI and marketing technologies are described as key drivers shaping the customer journey.
Generative AI is described as a major driver of innovation and efficiency in the DXS market. Organizations see significant potential in conversational AI, automated content creation, customer data analysis, and voice interfaces. Agentic AI and multi-agent systems are positioned as catalysts for further innovation.
Many organizations face challenges in orchestrating experience touchpoints across multiple systems. Integrating AI solutions into existing processes is also complex. Strategic priorities include building integrated customer journeys and developing cross-channel content strategies.
The study includes a Lünendonk ranking of leading DXS providers. It assesses companies based on market strength and portfolio capabilities. These rankings provide insight into competitive structures within the DACH Digital Experience Services market.
The study is available as a PDF document. It provides a structured, text-based analysis of the Digital Experience Services market. The content is suitable for strategic planning and internal knowledge sharing.