CMSWire: What Sits at the Center of the Digital Experience Stack?
Melissa Copeland contributed to this article by Scott Clark in CMSWire about the shifting hubs, paths, and layers that form the digital experience with a business.
In many businesses, the CRM remains the default center of record, particularly in omnichannel environments. Melissa Copeland, founder of consulting firm Blue Orbit Consulting, told CMSWire that "The CRM has tended to maintain the most information for an ‘almost 360-degree’ view of the customer." Copeland explained that while AI is influencing how these systems are used, CRMs are still a core anchor for customer-specific information.
The article also touches on something we think about all the time — personalization.
AI has moved from a peripheral enhancement to a core element of digital experience architecture. No longer limited to optimizing back-end operations, it now plays a leading role in shaping what each user sees, when they see it, and why. Real-time personalization—driven by behavioral signals, intent models, and predictive analytics—has become a baseline expectation for modern customer experiences.
