Modernize MarTech and Customer Experience Platforms Faster with AI-Assisted Engineering

Customer experience leaders know the challenge: the platform may be powerful, but the path to modernization is often slow, manual and full of delivery friction. AEM estates grow complex. Custom components and configurations accumulate over time. Testing becomes a bottleneck. Personalization ambitions outpace operational reality. And every migration or replatforming effort carries risk across content, code, integrations and launch timelines.

Publicis Sapient helps organizations modernize MarTech and customer experience platforms with a different model—one that combines deep Adobe expertise, enterprise platform services and AI-assisted software engineering to accelerate delivery from strategy through implementation. The result is not just better platform choices, but faster modernization, less manual effort and a more resilient path to launching personalized experiences at scale.

Where platform modernization gets stuck

Many experience ecosystems were not designed for the pace of change businesses now require. Teams are often managing a mix of legacy AEM implementations, custom integrations, fragmented content workflows, siloed customer data and release processes that depend too heavily on specialized manual work. Even when the target architecture is clear, the actual migration can become the obstacle.

That is especially true when organizations need to:
Modernization demands more than implementation capacity. It requires an engineering approach that reduces friction across the software development lifecycle while preserving business logic, platform integrity and customer experience continuity.

Adobe expertise, built for business outcomes

Publicis Sapient brings more than 15 years of experience delivering personalized experiences with Adobe, seven Adobe Digital Experience Partner of the Year recognitions and more than 1,000 certified Adobe specialists globally. That depth matters when organizations are modernizing systems that sit at the center of digital experience.

Our Adobe capabilities are designed around real business outcomes, including customer experience modernization, journey orchestration and agentic activation, customer journey intelligence and decisioning, customer data and experience orchestration, and AI-enabled content supply chain transformation. Across Adobe Experience Manager Sites, Adobe Analytics, Adobe Real-Time CDP, Adobe Target and Adobe Commerce, we help clients connect the platform estate to the customer outcome it is meant to drive.

For platform owners, that means modernization is not treated as a technical refresh in isolation. It becomes a way to improve launch velocity, increase relevance, strengthen governance and create a stronger foundation for personalization.

AI-assisted engineering that accelerates modernization

What differentiates Publicis Sapient is the ability to pair experience-platform expertise with AI-assisted software development.

Sapient Slingshot supports the software development lifecycle end to end, helping teams modernize and build software faster with greater traceability and lower manual overhead. It turns existing code into verified specifications and generates modern software with full traceability. In practice, that means organizations can reduce the effort required to understand legacy implementations, document functionality, generate tests and move more quickly toward production-ready releases.

For MarTech and CX platform modernization, this is especially valuable. AEM migrations and adjacent experience-stack transformations often involve undocumented logic, inconsistent configurations and testing demands that slow progress. AI-assisted engineering helps teams accelerate code transition, documentation and test automation while keeping humans in the loop for quality, judgment and compliance.

This model can help organizations:
Instead of relying on human-heavy delivery models alone, organizations can modernize with more speed, control and confidence.

Reduce manual effort. Improve launch readiness.

The promise of AI-assisted engineering is not just faster coding. It is smoother delivery across the entire modernization journey.

Publicis Sapient applies AI where it creates measurable value: extracting hidden logic, mapping dependencies, generating verified specifications, accelerating code conversion, automating test creation and improving quality engineering. This reduces the burden on teams that would otherwise spend months deciphering legacy implementations or manually recreating business rules.

The impact can be significant. Across enterprise AI platform engagements, Publicis Sapient has delivered faster modernization, cost savings and efficiency gains by combining platform technology with engineering transformation. In modernization scenarios, Slingshot has helped organizations accelerate migration speed, reduce manual code-to-spec effort, improve testing efficiency and move from legacy gridlock to production delivery faster.

For customer experience organizations, that translates into a simpler path to launch. Fewer handoffs. Less duplicated work. Better visibility into what is being migrated and why. And stronger confidence that the platform being modernized will support the experiences the business actually wants to deliver.

A stronger backbone for personalization

Modernizing the experience stack is not only about infrastructure. It is about making personalization more achievable.

When AEM, analytics, CDP, targeting and campaign platforms are fragmented or difficult to change, personalization efforts tend to stall. Publicis Sapient helps organizations create a stronger backbone across content, data and activation so teams can move from disconnected tooling to orchestrated customer experiences.

That includes enterprise platform services across customer data platforms, omnichannel experience platforms, omnichannel campaign platforms, personalization, marketing operations and marketing resource management. With the right architecture and operating model in place, organizations can turn audience insight into relevant experiences with less friction between strategy and execution.

AI also extends beyond engineering into content and activation. With Sapient Bodhi, Publicis Sapient helps enterprises build and run agentic workflows with the orchestration, context and governance required for real business use. In marketing environments, that supports AI-enabled content supply chains, increased asset production, greater reuse and more scalable personalization across brands and markets.

Together, Slingshot and Bodhi create a practical modernization advantage: one platform helps transform how software and experience systems are built, while the other helps operationalize AI across content and workflow-driven customer engagement.

More than platform selection

Choosing the right platform matters. But for many organizations, the bigger question is how to modernize and implement without creating new complexity, cost and delay.

That is where Publicis Sapient brings a distinct advantage. We connect partnership strength with engineering transformation. We help clients shape the right experience architecture, then accelerate implementation through AI-assisted development, enterprise platform expertise and deep understanding of the systems that power customer experience behind the scenes.

The outcome is a modernization approach built for speed and durability:
In a market where customer expectations move faster than most platform roadmaps, modernization cannot remain a long, manual exercise. It has to become a smarter delivery engine.

Publicis Sapient helps make that possible—modernizing AEM and related experience platforms faster, reducing risk and creating the technical foundation for more relevant, personalized customer experiences at scale.