SitecoreAI aims AI at centre of the new marketing mix

AI-enabled workflows

It is built to help marketers launch faster and improve performance through AI-enabled workflows. 

At its core is the Agentic Studio, a workspace where marketers and AI collaborate to plan, create and personalise experiences. The Agentic Studio debuts with 20 AI-powered agents that automate complex workflows from campaign planning to content migration, production and testing.

It gives marketers and their agency partners the flexibility to design their own agents and flows using simple visual tools with no coding required.

Multi-step personalisation

Within the Agentic Studio, Agentic Flows orchestrate multi-step personalised campaigns from briefing and experimentation through publishing and optimisation, keeping teams aligned with full visibility. Spaces enable real-time collaboration between people and AI, turning disconnected tools into a coordinated system that supports continuous improvement through feedback and insights.

Use cases include

• Berkeley Homes, one of the UK’s leading homebuilders and AFL a provider of network infrastructure solutions – both use Contextually Aware Content Agents to generate content that better targets their key audiences across the right channels.
  

• RegalRexnord, a diversified industrial manufacturer and Hexagon, a digital reality and precision measurement technologies company – both use Migration Tooling Agents to automate content and schema conversion as they consolidate dozens of legacy digital properties onto SitecoreAI..

Running on Microsoft Azure, the company says that SitecoreAI is the evolution of XM Cloud, unifying content management, customer data, personalisation and search in one platform that adapts through configuration and human feedback. For current XM Cloud customers, the upgrade is seamless – no migration required.

The Total Economic Impact Of Sitecore XM Cloud, a study commissioned by Sitecore, suggests that organsations using XM Cloud achieved a 371 percent return on investment and a 50 percent increase in digital conversions, driven by faster content delivery and AI-powered personalisation. 

“We’re excited about the potential of SitecoreAI to help our content teams create faster and smarter digital messages. This will produce content that’s efficient, relevant, and customer-centric across every channel,” said Mary Ellen Grom, executive director, global marketing and corporate communications at AFL. “By combining our online standards with data-driven insights, SitecoreAI empowers us to deliver personalised, high-quality experiences that strengthen engagement and measurable impact.”

Built on Sitecore’s governed AI framework, the company has pledged to confirm that SitecoreAI ensures transparency, security and compliance with emerging enterprise and regulatory standards. 

Analyst views

James McCormick a senior research director for digital experience at IDC has suggested how much movement there is in this marketplace before now. His comments include the following analysis.

“The CMS market is moving away from the large, monolithic platforms that try to do everything and toward composable, component-based architectures. This shift is driven by a need for greater flexibility, faster time to market, and the ability to rapidly integrate new technologies, like AI, across the digital experience.”

With a clear view of a changing marketplace, McCormick may not have predicted the arrival of SitecoreAI, but he certainly left the door open for major step-changes of this kind.

Sitecore Symposium takeaways

There are so many technology conferences, so how did Sitecore Symposium stack up?

Let’s start with timing, this event ran with a three-hour keynote that ran not just on time, but a tight five minutes ahead of schedule. With over twenty speakers, including an inspirational session from Jesse Cole (he runs the Savannah Bananas and is the founder of Fans First Entertainment) that’s quite some undertaking.

But without question, the most impressive part of this event’s keynote was the product, the service, the technology. During the main keynote session, Sitecore chief product officer Roger Connolly asked audience members to scan a QR code shown on the main screen. He then instructed attendees to scan the QR code on their show badge. He then promised to deliver a personalised content agenda using SitecoreAI, live and as good as in real-time, straight to everyone’s smartphone browser. To risk writing in the first person, that included my own… and the result is shown as the bottom image on this story.

Truly impressive stuff.

Sitecore confirms that it won’t always be the company that provides all the substrate data for every element of content (it works with Salesforce for CRM data for example), but the company does insist upon defining itself as the connector and orchestrator of content that must now be aligned and optimised for user interaction in the world of AI discovery… and to personalise a technology event content interaction as a working example right from the keynote stage surely goes some way to validate this company’s technology proposition.

Sitecore CEO Eric Stine

Jesse Cole: He’s a VIB (very important banana)