Missed Sitecore Symposium 2025 and now you’re wondering what on earth SitecoreAI means for you? Same — the FOMO was intense 😢. I’ve been chasing down everyone I can to give you a clear, practical view of what’s changing, and what it means for you as a digital leader.
November brought real change for customers, prospects and partners – and December brings even more (once your legal, procurement, and security teams finish reviewing that addendum!). After that, we should expect several rounds of updates because that’s what SaaS platforms do. Sitecore is clearly in innovation mode, and honestly, I love to see it.
But Sitecore has never been famous for over-communicating exactly how their products work. So if you’re leading digital in an enterprise organisation using — or considering — SitecoreAI, the real question is simple:
What do these changes actually mean for your roadmap, your team, and your ability to deliver next year?
Dear reader, I shall endeavour to enlighten you.
This is not a monolith.
This is composed, not “composable”.
A reinvention, not a return to XP.
Over the coming months, Sitecore will consolidate multiple products into features of this single SaaS platform. This is not a return to the XP monolith. Sitecore is calling it “composed” — unified, but pay-for-what-you-use.
As it matures, SitecoreAI will include:
This consolidation will take time, and Sitecore is rolling it out incrementally. But the direction is clear: simplify the experience, simplify the platform, simplify how teams work.
If you’re thinking “that sounds like six different products they once separated”, you’re right, and wrong. Sitecore is bringing things back together, but they’ve also added some very cool things, and they’re restructuring some of these capabilities as well.
It would be great if Sitecore were a bit more explicit with what the new pricing and packaging mean for what you can actually do, but as far as I can tell, existing XM Cloud customers are getting full access to the capabilities I dig into below, as well as limited access to Search and Personalize functionality; but if you’ve already bought those products separately, presumably you get the whole box and dice.
Sitecore has also said that the XM Cloud Media Library is being retired in favour of DAM/Content Hub functionality. So we can reasonably expect Essentials to include DAM longer term (which is really exciting because the Media Library should have disappeared a long, long time ago, and Content Hub/DAM is a truly excellent piece of software if set up and used properly).
TL/DR: It’s good progress, although not everything is clearly defined yet. Reach out to your partner or Sitecore account executive for more details (and let me know if I’ve got anything wrong, please!)
This part didn’t get enough attention, but it deserves it.
Sitecore Studio brings four powerful capabilities into one workspace:
For the first time, Sitecore customers can personalise the platform around how they work, not the other way around.
Studio is also how Sitecore is finally solving the long-standing integration pain. Marketplace apps mean fewer custom builds and faster access to common integrations — from Salesforce to Adobe Analytics to Bynder.
Once they have signed the AI addendum, customers gain access to Sitecore’s new agentic features. They're saying about 20 agents pre-built, and you can create your own in the Studio. These are workflow-driven AI agents that can follow instructions, apply do/don’t rules, use uploaded knowledge, and participate in multi-step flows alongside humans.
They’re not magic, but they’re genuinely intriguing and will be really useful to anyone who's ready to use them.
In fact, they’re already being used:
This isn’t future-looking hype. It works today — if your foundation is ready.
Sitecore is introducing a Unified Data Layer (UDL) that brings analytics, personalisation signals, and optimisation insights closer to the CMS. It underpins the new Conversion Optimisation capability, which blends Search, Personalize, and historical CDP strengths into a single, more intelligent feature.
Sitecore hasn’t released full technical details yet, so for now this remains a “watch closely” area. But it’s directionally positive and aligns with where the DXP market is heading.
You had to know I was going to reference my beautiful 4Ps of DX, right? Conveniently, they give us a really clear way of looking at this change:
Here's the key takeaway, the most important statement here: AI scales what already exists.
Which leads me neatly to...
Here’s why:
You cannot switch these capabilities on in a hurry.
If you want to be AI-ready — genuinely AI-ready — you need to start now. This is not about “futureproofing”. It’s about being in a position to use the things Sitecore is about to hand you for free.
Sitecore is innovating quickly and moving in a strong direction. The platform will become simpler, more unified, and far more intelligent. But the organisations who benefit most won’t be the ones who wait. They’ll be the ones who:
You don’t need to rebuild everything but you do need to organise what you already have, and see where the opportunities are for improvement. When the next wave of SitecoreAI features arrives, you want to be ready — not scrambling, still with a backlog of fixes and siloes…
I help digital and marketing leaders get maximum ROI from their martech and improve their AI-readiness by transferring skills, building repeatable processes, and setting teams up to deliver confidently.
Book a meeting and we’ll figure out what you need, what comes first, and how to get moving.
(Note for my overseas friends - if there isn't a time that suits, get in touch and I'll work out something just for you!)
A quick, practical view of what's changing and it means for your team and digital experience:
| Area | What’s Changing | What It Means for You |
| Platform | XM Cloud is evolving into SitecoreAI: a unified, AI-native, Azure-backed platform built to simplify navigation, features, and delivery. | A clearer, more connected foundation with less fragmentation and fewer competing tools. |
| Core Capabilities | SitecoreAI will include content management, digital asset management, content operations, audiences & intelligence, search and conversion optimisation. | More capability available in one place, with less need for custom integrations or extra platforms. |
| Sitecore Studio | New workspace with Agentic Studio, App Studio, Marketplace, and Sitecore Connect. | You can shape the platform around your ways of working and access integrations without heavy lifting. |
| Agentic Features | Agents and Flows that follow instructions, apply rules, use uploaded knowledge, and automate some multi-step work. Already used for ABM pages, migration, and content generation by customers. Also available are Pulse, a listening tool, and Spaces, for collaboration. | Useful automation is possible right now if your content, metadata, and governance are in good shape. |
| Unified Data Layer (UDL) | Early stages of a unified data model bringing analytics, personalisation signals, and optimisation closer to the CMS. | Smarter insights and personalisation coming, but details are still emerging. Keep an eye on this. |
| Your Next Steps | Get your content, assets, taxonomy, analytics, and processes organised. AI works best with structured inputs. | The cleaner your foundations, the faster you’ll benefit from SitecoreAI as new features land. |
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