Ecommerce industry trends Inside Gartner’s Market Guide: How AI and data are redefining product configuration Zoovu November 14, 2025 6 mins read In this article Key takeaways from this article What Gartner’s new Market Guide means for configuration buyers The rise of composable, channel-agnostic configurators Why AI is transforming configuration experiences The difference between visualization and intelligence How Zoovu turns configuration into guided discovery Why data is the hidden foundation of every great configuration Where the market is heading next Configuration is quickly changing For years, configuration lived in the background as a technical process built for sellers, not buyers. Legacy CPQ systems helped sales teams build quotes and validate options, but they weren’t designed for the way people buy today. Modern buyers expect speed, self-service, and confidence. They want configuration that feels less like paperwork and more like discovery. And according to Gartner’s Market Guide for Composable Product Configurators (2025), this shift is reshaping how businesses design and deliver configuration experiences. What was once a back-office process is becoming a front-line experience shaped by AI and data. That’s exactly where Zoovu fits in, helping organizations turn complex product setups into intelligent, guided buying journeys that scale across every channel. Let's take a closer look.. Why Gartner’s findings matter At the center of Gartner’s report is a new category: composable product configurators. These tools break configuration free from legacy systems, making it possible to build once and deploy anywhere. This flexibility is now essential as organizations work to deliver consistent, self-service experiences for complex products. Gartner highlights several trends driving this shift: AI-assisted configuration will guide users toward compatible products, bundles, and upgrades. Visual configuration will become a baseline expectation for every complex purchase. Composable architectures will replace one-size-fits-all CPQ models, enabling modular integration with commerce, CRM, and pricing systems. Self-service experiences will drive revenue growth and reduce dependency on assisted sales channels. Together, these trends point to the need for configuration to no longer be trapped in the back office but to become a core part of the buying experience. The Zoovu platform brings that vision to life by turning complex configuration into an intelligent, data-driven experience that guides every buyer to the right outcome. Gartner outlines several key capabilities of composable product configurators. The table below highlights those most relevant to our approach: Category Key feature Zoovu’s capability User experience Flexible, composable UIs for any channel or role Customizable, branded configuration and discovery experiences across ecommerce, chat, and partner portals Guided intelligence Suggests valid options and recommends additions AI-driven guided selling that interprets intent and delivers personalized recommendations Attribute logic Reusable, dynamic attributes filtered in real time Automated data mapping ensures consistency and accurate filtering across large catalogs Rule engine Context-aware rules enforce compatibility and logic Smart rule engine manages fitment, bundling, and dependencies across products Visualization Configured products displayed in 2D or 3D for clarity Combines visualization with guided discovery to build confidence and speed decisions Composability Deployable across quoting, commerce, or partner systems via APIs Build once deploy anywhere model integrating with CRM, PIM, and ERP systems Data connectivity Reuses and enriches product data across channels Synchronizes and enhances product data for AI-driven recommendations and accuracy From configuration to conversation Gartner’s analysis highlights the growing importance of AI, visualization, and data intelligence in how companies design and deploy product configurators. Zoovu delivers on each of these dimensions today through a composable platform built for real-world complexity. 1. Data complexity solved Gartner notes that composable product configurators rely on clear data structures and flexible rule engines to manage thousands of product options and constraints. Most tools struggle when that data becomes too complex. Zoovu was built to handle it. The platform automatically cleans, maps, and enriches product data so every dependency, attribute, and rule stays accurate and connected. The result is a system that scales intelligently to power precise bundling, compatibility checks, and recommendations across even the most intricate product catalogs. 2. A full platform, not a point solution Companies implementing visual and cross-channel configuration see higher win rates, larger deal sizes, and lower production costs. Zoovu’s platform approach builds on that same principle. Rather than treating visualization, search, and configuration as separate tools, Zoovu unites the entire product discovery lifecycle into one connected experience: Search: Help buyers find the right starting point Guided Selling: Narrow choices through contextual Q&A Configuration: Ensure technical and commercial fit Data Enrichment: Continuously improve accuracy and performance 3. AI that understands intent Gartner observes that AI is already being applied to configuration to assist in product selections and power conversations. Zoovu takes this a step further. Our platform uses AI not only to generate visuals but also to understand buyer intent, preferences, constraints, and relationships. Every interaction is informed by data intelligence, creating faster, more intuitive experiences that improve accuracy, reduce friction, and capture more opportunities. Building reliable configuration starts with reliable data Every strong configuration experience starts with strong data. Without connected, reliable systems, even the best logic or interface will eventually break down. Composable architectures only work when product data can flow freely between catalogs, pricing engines, and ERP systems — a point Gartner emphasizes in its Market Guide. The top conversational commerce tools—and how leading brands are using themRead more Zoovu was designed for that level of connectivity. Our platform integrates seamlessly with systems like Salesforce, SAP, Oracle, and leading ecommerce tools, creating a continuous flow of enriched data across search, configuration, and quoting. That foundation delivers measurable impact: Consistent logic and pricing across regions Fewer manual updates and errors Real-time insights into buying behavior and product performance Where the market is heading next The next wave of product configuration will be defined by composability, intelligence, and connection. AI will continue to make configuration experiences more conversational, intuitive, and data-aware. Visualization will become standard, not an enhancement. And organizations that can connect product data, pricing logic, and customer context will be the ones that deliver consistent, scalable buying experiences. For business and technology leaders, this means rethinking how configuration fits into the customer journey. It’s no longer a tool reserved for specialists but a capability that shapes every stage of digital commerce. The companies that succeed will be those who treat configuration as a strategic advantage, powered by accurate data, embedded AI, and seamless integration across systems and teams. Ready to rethink configuration? Zoovu turns configuration from a technical process into a strategic growth driver. Book a demo and see how Zoovu’s composable platform helps you turn complexity into clarity.
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