The Evolution from PIM to PXM

The panel discussion on the further development of Product Information Management (PIM) into Product Experience Management (PXM) brought together different perspectives and experiences. Moderated by Horst Huber (priint Group), the experts included Axel Helbig (foryouandyourcustomers), Michael Fieg (Parsionate - part of Accenture), Oliver Frömmer (SDZeCOM) and Michael Kugler (Contentserv) who discussed the challenges and changes in handling product data and the integration of artificial intelligence (AI) to improve the customer experience.

The evolution of PIM: From data centralization to strategic control

Originally, the focus of PIM systems was on the centralized management and consolidation of product information to create a single source of truth or “golden record”. This enabled companies to provide consistent product data across different channels. While this foundation remains essential, the strategic requirements for PIM systems have expanded: Today, it is no longer just about data collection, but also about data-driven optimization, cross-channel personalization and increased efficiency across the entire value chain. PIM is increasingly becoming an integral part of a digital transformation strategy, enabling automation, AI-powered analytics and agile adjustments to market demands.

Today’s challenge: Holistic data integration and customer experience

While PIM systems used to be primarily focused on the consolidation of product information, the focus today is on the seamless integration of different data sources. Companies need to link not only product data, but also customer, market and media content in order to develop a unified and adaptive data strategy. The increasing variety of products, variants, languages and media formats requires highly networked systems that make data available in real time and control it across channels.

It is crucial that PIM is no longer viewed in isolation, but as part of a comprehensive product experience management (PXM) that not only consolidates data but also actively shapes the entire customer experience.

PXM: The future of customer experience

A key aspect of PXM, as highlighted by Michael Fieg, is that companies increasingly need to provide a consistent and personalized experience across all channels. The focus is no longer only on the products, but also on the way these products are presented to the customer. Not only structured product data, but also application data, such as customer feedback and interaction data, plays a crucial role here. Fieg pointed out that connecting this data across different systems is a challenge because companies today work with a variety of systems, each with their own data. These systems include not only PIM, but also marketing, logistics, and ERP systems, as well as other systems that each have their own data structure and requirements.

AI as a game changer? Automation and personalization

The role of AI in this context was discussed by Oliver Frömmer and Axel Helbig. Frömmer explained that AI is increasingly seen as a key technology that helps companies manage data efficiently and optimize the customer experience. AI will help to automate processes such as data maintenance and product information mapping. Helbig went even further, stating that AI will make it possible to create context-sensitive, personalized experiences based on the individual needs of customers. This development will not only enable companies to make their processes faster and more efficient, but also to react more flexibly to the constantly changing demands of the market.

The challenge of system integration: APIs and the future of PXM

Another important point raised in the discussion was the need to integrate different systems. Horst Huber asked about the challenge of putting PIM systems into a larger context, and Axel Helbig agreed that this was the key to further developing PIM into PXM. “We only talk about APIs these days”, Helbig said, emphasizing that systems will need to communicate with each other even more in the future to enable consistent and personalized customer experiences. The panelists agreed that the future of PIM and PXM lies in the ability to seamlessly connect disparate data sources and systems.

A look into the future: AI, PXM and the customer experience

Frömmer pointed out that companies today not only have to collect and manage data, but should also use this data in such a way that it offers customers real added value. AI will play a central role in processing this data and using it to provide a personalized customer experience. Michael Kugler added that companies that use their data efficiently and implement the right technologies will be able to shorten their time to market and increase their competitiveness.

Conclusion: The journey from PIM to PXM

In summary, the discussion demonstrated that PIM systems need to evolve to meet new requirements. The integration of product, customer and other data, as well as the use of AI, are crucial to creating an outstanding customer experience. Companies must not only enable their systems to collect and manage data, but also to use that data in a way that adds real value for customers. The path from PIM to PXM is a step towards more comprehensive and personalized product communication that puts the
customer at the center.