SitecoreAI puts AI at the center of the new marketing mix
Sitecore has introduced SitecoreAI, a composable SaaS platform built to meet how people actually discover brands now: through AI-first experiences, not just static search. Running on Microsoft Azure and built on Sitecore XM Cloud, it unifies content, data, personalisation and search so teams can ship faster and optimise as they go.
The pitch is simple: make planning, production and experimentation happen in one governed workspace where marketers and AI work side by side. The company frames this as the natural next step as customer journeys shift to AI-driven discovery across tools like ChatGPT, Gemini, Claude and others.
Agentic Studio: 20 ready-made agents and no-code orchestration
At the core is Agentic Studio, a workspace with 20 AI-powered agents on day one. These agents automate heavy workflows across campaign planning, content migration, production and testing. Marketers and agencies can also design their own agents and flows using visual tools-no coding required.
Agentic Flows coordinate multi-step personalisation from brief to experiment to publish and optimise. Spaces bring real-time collaboration between people and AI, turning disconnected tools into a single system that improves with feedback and shared insights.
Where it's already working
Berkeley Homes and AFL use Contextually Aware Content Agents to generate content that targets key audiences across the right channels. RegalRexnord and Hexagon use Migration Tooling Agents to automate content and schema conversion as they consolidate dozens of legacy properties into SitecoreAI.
"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 for enterprise scale and ROI
Sitecore positions SitecoreAI as the evolution of XM Cloud. For current XM Cloud customers, the upgrade is seamless-no migration required. A Total Economic Impact study commissioned by Sitecore reports 371% ROI and a 50% lift in digital conversions driven by faster content delivery and AI-powered personalisation.
It's also built on a governed AI framework focused on transparency, security and compliance with emerging enterprise and regulatory standards. For teams asking about stack fit, Sitecore notes it will connect to external systems (for example, Salesforce for CRM data) while acting as the orchestrator for content and personalisation.
Analyst perspective: composable beats monoliths
James McCormick, senior research director for digital experience at IDC, underscored the market shift from monolithic suites to composable, component-based architectures. His take: marketers need flexibility, faster time to market, and the ability to plug in new technologies like AI across the experience layer.
Symposium moments that mattered
At Sitecore Symposium 2025 in Orlando, the keynote ran on time-with over twenty speakers, including an energetic session from Jesse Cole of the Savannah Bananas. The standout was a live product moment: chief product officer Roger Connolly asked attendees to scan two QR codes and then delivered a personalised content agenda to their phones, effectively in real time, powered by SitecoreAI.
It's a small but telling demo. If you can personalise a large event's content interaction live on stage, you're signaling confidence in the stack. Sitecore CEO Eric Stine and team made a clear point: AI-driven discovery needs a connector and orchestrator across content, data and channels. And yes-Jesse Cole is apparently a VIB (very important banana).
What smart marketing teams do next
- Map your workflow bottlenecks: Briefing, approvals, content migration, experimentation. Pick one to automate with an agent first.
- Pilot an Agentic Flow: Start with a single campaign. Define inputs, guardrails, and approval checkpoints. Measure speed-to-launch and lift in engagement.
- Get your data house in order: Clean content models, tags and taxonomies. Clarify CRM/CDP connections so personalisation signals actually land.
- Set governance upfront: Content standards, AI usage policies, QA gates and human-in-the-loop rules. Keep audit trails.
- Instrument everything: Tie experiments to conversion metrics and content velocity. Report weekly on what to scale, pause or refine.
- Think composable: Keep your CRM and analytics stack, but use SitecoreAI as the coordinator for content and personalisation across channels.
Resources
- Microsoft Azure overview for teams evaluating infrastructure fit and security posture.
- AI Certification for Marketing Specialists if you're upskilling your team on AI workflows, prompt design and experiment design.
The takeaway: AI-driven discovery is now the default path for many buyers. SitecoreAI's bet is that marketers will win by orchestrating content, data and experiments through agents and governed flows-without ripping out the rest of their stack.
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