Sitecore has announced over 250 enhancements to its digital experience platform (DXP) and content management system (CMS), focusing on AI capabilities to assist marketers in creating more personalised digital experiences.
The improvements affect Sitecore Stream, which integrates brand-aware AI features to ensure AI-driven actions remain on-brand. The company is also developing copilots and agentic workflows to boost marketer productivity.
Roger Connolly, Chief Product Officer at Sitecore, commented on the advances: "As the marketer's landscape rapidly evolves, Sitecore is ready to enable them to harness the power of AI for enhanced creativity and productivity. Our AI-driven solutions offer customers the ability to elevate their content management experience, and the flexibility to integrate their own AI technologies within our adaptable framework. With our latest innovations across all core products, marketers can now create dynamic experiences rapidly and seamlessly scale their digital presence, delivering exceptional customer value."
Enhancements to Sitecore's stream platform include brand-aware AI agents that support marketers by making AI-driven actions smarter over time. Sitecore Stream Brand Kits have been developed to assist global marketing teams in managing brand portfolios easily by organising key guidelines and ensuring alignment with brand voice and visuals.
According to Luigi Gangitano, Chief of Digital Innovation at POLIMI Graduate School of Management, "As one of the most prestigious business schools in Europe, we're excited to add Stream capabilities to our digital experience platform to drive more efficient and effective content use. We view a substantial opportunity with AI to better serve our community."
The platform's new features include a variant generation capability, allowing marketers to efficiently generate tailored messaging. Furthermore, Sitecore now allows A/B/n testing in XM Cloud to optimise engagement and conversions, and a new dashboard provides insights on user behaviour and performance.
Sitecore's updates also extend to digital asset management, with new functionalities like content and variant creation, enriched visual search capabilities, and grounded image tagging to aid marketers in creating and discovering branded content effectively.
David San Filippo, Senior Vice President of Digital Experience at Altudo, stated, "Sitecore Stream changes the game for marketers by making AI-driven content creation fast and brand-consistent. The brand-aware AI and generative copilots take the heavy lifting out of content production, helping teams move faster while staying on message. We're already seeing how this helps our customers scale personalised content without sacrificing quality. Big thanks to the team for their support — it's been great working with them on this."
Jon Price, Vice President of Sitecore Practice at Americaneagle.com, expressed his satisfaction with the developments: "We've had the privilege to be one of the first agency partners to work with Sitecore Stream, and so far, we've seen firsthand the power it possesses in helping marketing teams make incredible strides in brand governance and time to market for asset creation."
"Sitecore Stream delivers real-time content delivery, enhanced personalisation, and unmatched agility, empowering brands to connect with their audiences like never before. We have several early-adoption Sitecore Stream projects in progress. Now more than ever, we're excited to see how this innovative solution will transform marketers' engagement, conversion, and growth in today's fast-moving digital landscape."
Sitecore's all-in-one DXP now includes the Sitecore Stream content copilot, which enables rapid content generation with customisable attributes like tone and length. Additionally, the Sitecore CDP delivers AI-driven insights to personalise user experiences and optimise campaigns.
Jill Roberson, Senior Vice President of Marketing at Velir, said, "Sitecore Stream is a game-changer for marketers looking to maximise efficiency without sacrificing creativity. The brand-aware AI and generative copilots streamline content production, helping to optimise engagement and give brands a competitive edge in delivering truly personalised experiences."
