Ibexa unifies Actito, Qualifio, Quable, Raptor and Cohesivo within a single Marketing Orchestration platform. A European vision that Smile is helping to shape.
This is a landmark announcement in the European digital landscape. At its recent Summit in Lisbon, our partner Ibexa officially unveiled its new strategic vision: the consolidation of its flagship acquisitions under a single banner, that of the "Marketing Orchestration Platform".
No more silos, time for unification. By bringing together Actito, Qualifio, Quable, Raptor and soon Cohesivo, Ibexa is not simply adding tools together; the publisher is offering a coherent and sovereign response to the American giants, promising to finally reconcile data, content and customer engagement.
From DXP to Marketing Orchestration
The stated ambition is clear: to offer marketing teams more autonomy and speed. Where traditional suites often impose technical complexities, Ibexa's new platform relies on a composable approach .
In practical terms, this means that each product retains its best-in-class strength while integrating into a unified interface, boosted by artificial intelligence. For businesses, this promises a flexible technology stack: you build your stack without having to replace everything ("Compose, don't replace").
AI at the heart of Marketing Orchestration
Artificial intelligence is a central pillar of this unification. To strengthen the autonomy of marketing teams and the speed of the platform, significant progress has been made on the AI included in the products, driven by the Ibexa R&D teams and its AI division created last year.
Ibexa also emphasizes its commitment to being provider-agnostic, thus guaranteeing optimal technological flexibility. Among the new features are:
- The implementation of natively integrated MCP servers in each solution guarantees optimized AI performance and increased interoperability, opening the door to innovative customer journeys.
- The integration of an agent functionality (pre-designed and customizable through the back office) with their triggers, allowing for the automation of complex marketing actions and the optimization of customer journeys.
- The deployment of chatbot assistant functionalities (available natively in back-office and front-office), offering real-time assistance for both content creation and customer engagement.
The 5 pillars of the unified suite
This new orchestration platform is based on five complementary solutions covering the entire customer journey:
- Raptor (CDP & personalization): The brains of the suite. A Customer Data Platform dedicated to data-driven insights for designing ultra-personalized experiences.
- Actito (Activation & automation): The relationship engine for customer activation and marketing automation, ensuring real-time engagement on the right channels.
- Qualifio (Interactive Engagement): The solution to capture "Zero-Party Data" and enrich customer knowledge through quizzes, surveys and contests.
- Quable (PIM): The essential tool for e-commerce businesses, allowing them to centralize, secure and distribute product information everywhere.
- Cohesivo (CMS - Summer Horizon) 2026 ): The flexible content manager that represents the evolution of the former Ibexa product (now the name of the Marketing Orchestration suite). It is designed to create and distribute digital assets seamlessly.
Behind the scenes: Smile at the heart of the roadmap
Our presence in Lisbon wasn't limited to discovering these new products. The day before the Summit, Smile participated in the Partner Advisory Board , a valuable opportunity to represent the views of our clients and employees.
With a team boasting over 20 years of combined expertise in these technologies, our role extends beyond that of an integrator. We actively contribute to the product's evolution. It's a source of pride to see the feedback shared last year in Barcelona being incorporated into the roadmap.
This active listening on the part of the Product Managers of Ibexa, Quable, Qualifio, Raptor and Actito confirms the strength of our partnership: together we build the tools that meet the operational realities of our clients.
Why this platform is a game changer
As a long-standing partner, we are observing this evolution towards "Marketing Orchestration" with great enthusiasm. It addresses a dual requirement:
- Operational efficiency: Reducing the fragmentation of tools accelerates "Time-to-market" and unifies the customer view.
- Digital sovereignty: Ibexa confirms here its position as a credible and robust European alternative.
At Smile, we firmly believe that digital performance should not come at the expense of data governance. This new platform offers the best of both worlds: cutting-edge experiences and a guarantee of governance that complies with European standards.
Do you want to know how to integrate these building blocks into your digital ecosystem? Our experts are ready to help you make the most of this new orchestration.
