The days of the simple buyer’s journey are gone: the buying process is more complex, customers demand individualized information instantly, and they depend upon many channels/devices to make purchases. The smartest (and most successful) companies are using this new reality as an opportunity, turning customers into lifelong fans. Join this session to see how three companies are using digital experience technology to: 1) Deliver content-driven commerce experiences (B2C); 2) Use AI-driven personalization for greater impact of their on-line presence (B2B); and 3) Drive increased customer and reseller engagement with fewer resources.(B2B)