The recent Sitecore Symposium, held in November 2025, made one thing abundantly clear: AI is no longer a peripheral tool but the core operating system for future customer interactions. The centerpiece of the event was the launch of SitecoreAI, a unified, composable SaaS platform built on the foundation of XM Cloud that deeply embeds agentic AI into every marketing workflow.
SitecoreAI is designed to help marketers move faster, experiment more confidently, and maintain brand governance. It is not about replacing human creativity but amplifying it through intelligent assistance and automation.
Key features and offerings of the SitecoreAI platform include:
Agentic Studio: A central workspace where marketers can build, customize, and manage AI agents for a variety of tasks, from campaign planning to content migration.
Brand-Aware AI: This ensures that all AI-generated content adheres to specific brand guidelines, tone of voice, and compliance standards, an essential feature for enterprises in regulated industries like healthcare.
AI-Enhanced Workflows/Agentic Flows: AI agents automate complex, multi-step processes, such as transforming a campaign brief into a draft, assigning tasks, and publishing content, all within a governed framework.
Generative Copilots: These assistants help with content ideation, creation, summarization, and campaign setup, working alongside marketers within the Content Hub and Experience Hub interfaces.
Predictive Analytics Layer: Continuous learning models provide data-driven insights into audience behavior and engagement, helping marketers make smarter decisions and measure ROI more effectively.
These features collectively create an "Intelligent Experience OS" that unifies content, data, and personalization in a single interface, eliminating the need to switch between disconnected applications.
Sitecore has made the transition to its AI-first platform a core part of its strategy, focusing on simplicity and speed for existing customers.
For XM Cloud Customers: The transition to the full SitecoreAI suite is automatic. Existing XM Cloud customers receive baseline entitlements to the unified features (CDP, Personalize, Search, DAM) with no migration or new contract required. Features are rolled out in phases.
For XP and other CMS Customers: Sitecore introduced SitecoreAI Pathway, an AI-powered migration tool designed to accelerate content and design migration from legacy systems or competitor platforms (like Adobe or Optimizely). This tool uses generative AI to map content structures, port existing content, and convert designs (e.g., Figma files into usable page structures), potentially reducing migration time by up to 70%.
The emphasis is on AI assistance combined with human validation, ensuring a smoother transition while maintaining brand integrity and compliance.
The Symposium featured several client success stories and practical applications for SitecoreAI:
Accelerated Content Creation and Localization: Brands like L'Oréal are already leveraging Sitecore's AI for global translation, significantly reducing the time it takes to bring content to market across different regions.
Hyper-Personalization at Scale: Marketers can use AI agents to personalize content across websites, social feeds, and various channels, tailoring experiences based on data-driven insights.
Developer Acceleration: AI is being used for code generation, converting design files (like Figma) or older MVC code to modern Next.js components, which can cut development time significantly.
Automated Compliance and Governance: The "Accessibility Owl" tool, created at the Symposium AI hackathon, demonstrated how AI can scan pages for accessibility issues and suggest fixes automatically, ensuring compliance with standards like HIPAA for healthcare organizations.
Optimizing Campaign Planning and Execution: Sitecore demonstrated how AI can analyze data, enrich it, and generate tailored campaign recommendations for individual attendees, showcasing the power of agentic marketing.
By putting AI at the heart of its platform, Sitecore is empowering marketers to deliver faster, smarter, and more connected digital experiences.
For more information on the specific offerings and technical details discussed at the event, explore the official resources on the Sitecore website.