QNTM is a European ecosystem of digital experience (DXP), data, and AI solutions. In this article, Smile explains how these technologies work together to create more seamless and personalized user experiences.
Presentation of the QNTM Ecosystem
Founded in January 2021, QNTM Group is a Nordic ecosystem with European ambitions, specialized in digital technologies. Its goal is to build a network of complementary solutions focused on marketing technologies to support businesses in their digital transformation and customer experience strategies.
This ecosystem is structured around three main pillars:
- Data Collection, with the solution Qualifio, enabling interactive and gamified experiences
- Data Management, with Quable (PIM/DAM) and Raptor (CDP/personalization)
- Data Activation, with solutions like Ibexa (CMS/eCommerce) and Actito (Marketing Automation)
Together, these five solutions form a complete Digital Experience Platform (DXP) with a composable architecture and the promise of a seamless experience for both front-end users and back-office teams.
That’s the real strength of the QNTM ecosystem.
Data: the Core Engine of a DXP
As you can see from the way QNTM Group structures its solutions, data is at the heart of the Digital Experience Platform (DXP) model.
At Smile, we often remind our clients that a DXP project is, above all, a data project. Without a centralized, high-quality and secure data foundation, there can be no personalized customer experience.
The data that fuels a DXP comes from various sources within the company and its digital ecosystem:
- Customer Data (CRM, CDP): Demographics, behavior, transactions, preferences, interaction history, etc.
- Product Data (PIM): Technical specs, marketing descriptions, images, pricing, inventory, etc.
- Web and Mobile Browsing Data: Pages viewed, time spent, actions taken, user journey, etc.
- Marketing Data: Campaign performance, clicks, conversions, ad data, etc.
- Operational Data (ERP): Inventory, logistics, sales, customer support, etc.
- Contextual Data: Geolocation, device, time of day, weather, etc.
All of this data—combined with the QNTM Group’s solutions—is essential to achieving the ultimate goal of any digital strategy: personalization.
That means delivering the right content (via Ibexa) or the right product (managed in Quable) to the right person (segmented by Raptor) at the right time (based on behavioral triggers from Actito).
AI: The Game Changer for DXP
Artificial Intelligence (AI) brings significant advancements to a Digital Experience Platform (DXP), by enhancing its capabilities and unlocking new ways to improve the customer experience.
Here’s how AI strengthens a DXP:
- Advanced Personalization
AI enables the shift from basic personalization to hyper-personalized digital experiences.
Instead of relying on static rules or predefined segments, AI can analyze user behavior, context, and unified customer data in real time. - Content Optimization and Creation
AI supports marketing and editorial teams by helping them produce more effective content, offering SEO suggestions, and even automating content creation and translation. - Improved Data Quality
AI can significantly enhance data quality by enabling automatic classification, enrichment, and quality control.
It can also detect weak signals, such as early signs of user disengagement or high conversion potential within a specific time frame.
AI Within the QNTM Ecosystem
More broadly, the QNTM ecosystem aims to build strong synergies between data and AI by integrating these capabilities across its different solutions. Here’s a quick overview of how each solution leverages AI:
Ibexa DXP
Ibexa integrates AI to enhance various aspects of the digital experience through its AI Actions, including:
- Generating images from text
- Creating, translating, and summarizing textual content
- Automatically generating alt text for accessibility
Ibexa also offers an AI Framework directly within the back office, enabling users to customize existing prompts, create new ones, and select their preferred generative AI application.
Raptor
AI is core to Raptor’s value proposition, as large-scale personalization and customer data analysis rely heavily on machine learning. In Raptor CDP, AI is used for:
- Predictive audience segmentation
- Hyper-targeted personalization
- Intelligent product recommendations
- Anomaly detection and churn prevention
- Optimization of marketing campaigns
Quable
While AI plays a less central role in Quable PIM compared to Raptor, it still delivers valuable enhancements, such as:
- Automatic product classification and categorization
- Automated product data enrichment
- Data quality control
- Semantic search within the PIM
Actito
AI is deeply embedded in Actito’s platform, helping marketers deliver the right message at the right time for maximum impact. Actito’s AI features include:
- AI-assisted content creation, suggesting optimized email topics and condensing SMS copy
- Real-time data exploitation, calculating engagement scores and predicting future customer behaviors
- Automation of repetitive tasks, freeing up time for higher-value work
- Highly granular segmentation, based on behavioral and preference analysis
In addition, Actito includes AIO, a personal AI assistant that guides users in leveraging the platform’s features more effectively.
Conclusion
As you've seen, enterprise data, artificial intelligence (AI), and digital experience platforms (DXP) are deeply interconnected and work together to deliver high-performing, personalized digital experiences.
These relationships can be visualized as a pyramid:
- Data forms the foundation,
- AI is the engine for analysis and optimization,
- and DXP is the orchestration and delivery layer for the user experience.
The QNTM ecosystem fits perfectly within this model, offering solutions at every stage of the data lifecycle — from collection to analysis, orchestration, and activation — all seamlessly integrated with enterprise systems… and powered by AI.
