Expert Voices: RYZE Digital on How to Assess Your Data Readiness for the Agentic Era
Part 4 of our partner series ahead of DMEXCO 2026.
Read part 3 with schöne neue kinder here.
This September, Ibexa is heading to DMEXCO in Cologne, and we're bringing our partner network with us. This year, we're especially looking forward to the conversations around agentic marketing: how AI agents are starting to work directly within the marketing stack, and what that means for the teams running it.
To get a feel for how that shift looks from the front line, we asked our partners for their take. From building the foundation to thinking about the future of agentic marketing, this interview series takes us every step of the way.
In the fourth part of this series, we spoke to Salvatore Accaputo at RYZE Digital about why product data quality now decides visibility, what actually predicts whether a project succeeds, and why they see a DXP as an orchestration layer rather than a CMS. Here's what he told us.
Where do you see the greatest potential for AI and agentic technology in business?
"The biggest potential we see is in time-to-market. With AI and Agentic AI, companies can enrich, prepare, and publish content across different channels much faster. Descriptions and content can be tailored to specific audiences without a corresponding increase in effort."
What first steps should companies take today to prepare for Agentic?
"Companies should take a closer look at their current data foundation now. AI will increasingly influence how well products get found. The better and more complete the product data, the greater the visibility. Information needs to be prepared to the same standard for AI as it is for people, with one difference: AI is far less tolerant of gaps or inaccuracies. Companies that optimise their data today gain a real head start before the competition catches up."
How can you tell a project has good chances of success?
"A project has particularly good chances of success when the customer has recognised the concrete benefit and necessity of the initiative themselves, and stands fully behind the defined goals. Successful projects don't come from the right technology alone. They come from close, committed collaboration between everyone involved."
"When customers actively contribute to the project, respond promptly to questions, bring their own ideas and requirements, and aren't afraid to challenge things, the results are usually significantly better. That shared responsibility doesn't just make the project run more smoothly. It also tends to produce more durable solutions that get accepted and used successfully in the long run."
What mistakes most often delay digitalisation projects?
"One of the most common causes of delay is setting unrealistic expectations for how fast implementation should go, combined with the wrong prioritisation of project goals. Focus often shifts to technical implementation too early, while not enough time gets invested upfront in analysing the company's actual requirements, challenges, and strategic goals."
"That analysis phase is exactly what builds a shared understanding of the project's purpose and value. When the real business goals aren't clearly defined or agreed on, misunderstandings, additional requirements, and costly adjustments tend to follow, putting pressure on timelines and budgets."
"Successful digitalisation projects start with careful planning and a clear definition of the concrete value the new solution is meant to create for the business."
What advice do you give customers almost every time, at the start of a project?
"Talk to everyone involved early, and create clarity from the outset about roles, responsibilities, and decision-making paths. A shared understanding of who owns which topics helps avoid misunderstandings and keeps processes efficient. Transparent expectation management matters just as much: agree on realistic goals, priorities, and timelines together, so everyone involved shares the same expectations for the project and its outcomes.
Take enough time to bring relevant departments and stakeholders on board early. In digitalisation and transformation projects especially, long-term success often comes down to how well the changes are understood and accepted across the business. Open communication, regular exchange, and actively involving different teams build collaboration, increase acceptance of new solutions, and lay the groundwork for a project that runs smoothly."
What makes a Digital Experience Platform modern for you?
"For us, a modern Digital Experience Platform is no longer primarily a CMS or a content platform. It's the intelligent orchestration layer between data, AI, business processes, and every digital touchpoint.
Content is only one building block today. The real value comes from a DXP bringing together information from a wide range of systems, understanding the context, and automatically generating the right experience for customers, employees, or partners.
Three qualities matter most here:
- Openness: API-first, modular, and flexible to integrate into existing system landscapes.
- Intelligence: AI doesn't just support content creation. It supports analysis, decision-making, automation, and optimisation across entire business processes.
- Orchestration: The platform connects PIM, DAM, ERP, CRM, commerce, marketing automation, and external AI services into one continuous digital ecosystem.
In our view, a DXP will increasingly be judged on how well it lets people and AI agents work together. The platform is moving from being a tool to being an intelligent coordinator."
What values shape your work the most?
"We don't see ourselves as a typical service provider to our clients. We see ourselves as a long-term partner. A successful partnership isn't defined only by shared wins, in our view, but by how both sides handle challenges and difficult phases. Like any good partnership, there are ups and downs."
"What matters is staying aligned through demanding situations, communicating openly, and working together to find solutions. It's precisely in those moments that trust, mutual understanding, and a genuinely equal collaboration take shape. That solidarity, and working through challenges together, is what a strong, lasting partnership is built on for us."
