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Overview

CXF — the Composable Experience Framework — is a platform for building customer experiences. It unifies Content, Customer Data, and Commerce into clean, structured, orchestrated containers, then lets you design your own Endpoints to expose them as a custom RESTful API catalog, unique to your environment. The result is a single, API-first foundation where your data, your business logic, and your customer-facing experiences operate as one adaptive system — not a stack of separate tools wired together through fragile integrations. Most of it is configured with little to no code, yet there’s enough depth underneath that it’s hard to reach the limits of what you can build.

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Why it matters

Most teams choose between two kinds of tooling, and both eventually get in the way:
  • Enterprise experience suites are powerful but complex, expensive, and rigid. They demand significant technical and financial resources, and they lock you into decisions that are slow and costly to undo.
  • All-in-one tools are simple and fast to start with, but their simplicity caps customization and scale. Growing organizations hit the ceiling.
As digital maturity grows, operational complexity tends to grow faster than the customer experience itself. Capabilities end up in isolated systems — a CMS here, a CRM there, a commerce engine, an automation tool — stitched together through integrations. Customer context gets duplicated, business logic gets scattered, operations drift away from the actual customer journey, and AI never gets the clean, connected context it needs. CXF is the bridge between these two extremes. It offers enterprise-grade capabilities with the composability and simplicity that growing businesses need to adapt, experiment, and scale. You start small — a single customer Profile, an engagement app, a content experience — see results fast, and expand by adding features, custom APIs, or integrations as you go, without rebuilding your stack.

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How CXF is organized

CXF is composable: experiences are assembled from reusable building blocks rather than developed as isolated applications. Those blocks are organized into a few conceptual layers, and value flows between them:
1

Core Primitives — your foundational business objects

Customer Data, Content, and Commerce are the persistent value stores of the system. They’re not isolated, app-specific silos: they share a common set of constructs — Relationships, Profiles, Templates, Taxonomies, Tags, Workflows, and governance — so they behave as interoperable primitives.
2

Orchestration — the operational nervous system

Events, Engagement Funnels, Automations, Conversations, AI Agents, and Endpoints activate and coordinate those primitives — maintaining context, evaluating conditions, and turning stored value into real-time outcomes.
3

Experience Composition — what your customers and teams use

Websites, apps, portals, customer journeys, and Journey Manager Apps are composed at runtime from the primitives and orchestration beneath them — so experiences can be created, changed, or replaced without re-architecting the system.
Because behavior and outcomes feed back down into the primitives, the whole thing works as a continuously adaptive, closed-loop system rather than a collection of disconnected products.
AI-ready by design. AI thrives on clean, structured, context-rich data. By unifying and governing your first-party data behind secure Endpoints, CXF becomes the operational backbone for AI — supporting RAG pipelines, tool-enabled AI Agents that can securely query and act, and alignment with the Model Context Protocol (MCP) for delivering structured context to external AI ecosystems.
Built for cross-functional teams, not just developers. With Journey Manager Apps, marketers, CX managers, and operations teams manage customer journeys without writing code — while developers keep full control through the CXF UI and its composable API architecture.

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The platform modules

CXF is organized into modules. Each one groups a set of objects you’ll meet in detail in its own section:

Core

The foundational objects and shared patterns — Properties, Workflows, Activities, Templates, and more — that every module builds on.

Content

Structured content as a primitive: Content Templates, DAM, and Publishing Windows.

Customer Data

Your first-party data: Contacts, Organizations, and Segments.

Commerce

Transactional objects: Orders, Inventory, and Price Lists.

Orchestration

Coordination and automation: Engagement Funnels, Events & Automation, and AI Agents.

Docs explorer

Design and inspect your API surface: Sitemaps, Endpoints, Schemas, and Seeds.

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Next steps

Core concepts

How the modules and objects relate to each other.

Quickstart

Get to a first result fast.

Glossary

Every product term in one place.