Inspired by the Forrester Report “Dynamic Product Experiences Are The Lifeblood of Your Commerce Strategy”
If one sentence sums up the status quo in digital commerce, then this June 2025 Forrester report title is it. Just having product information isn’t enough anymore. Customer expectations are rising: they want content that’s not just accurate, but also contextually relevant, engaging, and tailored to their situation – delivered in real time, wherever they choose to shop. To stand out in e-commerce today, brands need to offer more product content than just dimensions, colours, and product descriptions. Product information needs to be dynamic, and adapt to the channel, device and target persona. But what does this mean in practice? What is it that makes product information truly dynamic?
From static to dynamic: new expectations in commerce
For a long time, the product detail page was the focal point of the online shopping experience. Everything was listed in one place – thorough, yes, but often lacking that personal touch. However, user behaviour has changed since then. AI-supported interfaces and new touchpoints are changing how product information is accessed – and making it more contextual and conversational.
This means that customers expect to read content that feels like it was curated for them. Static product data alone won’t cut it anymore. Meeting today’s demands requires flexible data models that can adapt to the context – be it a marketplace, an app, social media, or a voice assistant.
Dynamic product experiences: a new strategic foundation
Based on insights from Forrester
According to the Forrester report, “Dynamic Product Experiences Are The Lifeblood of Your Commerce Strategy”, brands today must evolve from static product records to dynamic, contextualised experiences. In Forrester’s 2025 Consumer Pulse Survey, 31% of US adults reported using ChatGPT to search for content, and 18% specifically used it to search for products. Forrester outlines six core principles – including automation, enrichment, and contextualisation – that help brands scale content delivery and ensure compliance with new data regulations. Their key takeaway: product content must adapt in real time to the user, channel, and context, not the other way around.
novomind’s PIM Delivers Dynamic Product Experiences Today
Forrester’s six principles are not a vision of the future – we believe they can be implemented today. With novomind iPIM, we offer a solution that is designed to meet these requirements precisely.
Automation
At novomind, we place great emphasis on automation – covering everything from product data onboarding and enrichment, to export and the analysis of return KPIs. This enables a closed-loop feedback process. Examples of AI-powered data management include the automatic structuring of product information, attribute matching, and variant creation – complete with validation through image analysis and semantic checks. This accelerates time-to-market and reduces manual effort, while the continuous feedback loops offer the opportunity to stay two steps ahead of the competition.
Enrichment
Our generative functions create personalised and/or contextual copy, localised product descriptions and channel-optimised assets. What’s more, all of this is scalable – whether it’s for thousands or millions of products.
Contextualisation
With the help of configurable templates, variant control, flexible export mechanisms and automated channel management, content can be tailored to channels, devices and markets. This creates consistent but contextualised product experiences.
Quality Management
novomind iPIM provides clear workflows and validation steps to ensure long-term data quality. These are complemented by role-based approvals and reporting functions. AI is also indispensable here, as it not only supports the verification and validation of data, but also handles the quality control of its own results.
Advanced Analytics
Our solutions offer insights into content readiness, data completeness and performance. This allows you to make data-based decisions and optimise content on an ongoing basis.
Governance
We support you with preconfigured data models, rule-based channel management and audit trails – including compliance with new requirements such as the digital product passport.
Summary: The Evolution to Dynamic Commerce
Our insight is clear: product information can no longer be static. It needs to adapt – to target audiences, channels and devices. Mastering this evolution in PIM will lead to a better user experience and help brands gain measurable competitive advantages.
“Dynamic product experiences” are therefore not just nice to have, they’re a strategic necessity. They take shape where technology, data expertise and organisational processes work together – and AI is seen as an enabler, not an end in itself.
Companies that take this development seriously are better positioned to meet the challenges of the coming years. This is because they build frameworks in which content is not only managed, but actively shaped, distributed, and continuously improved.
A modern PIM system like novomind iPIM is not just a tool – it is a platform for innovation and a new way of thinking about commerce: data-driven, user-centred and dynamic.