5 Things Every Marketer Needs to Know About SitecoreAI

With the launch of SitecoreAI at Sitecore Symposium in November, Sitecore is reshaping how marketers create, manage, and optimise digital experiences.

Whether you were already using Sitecore XM Cloud, or considering migrating from XP or even another DXP, understanding what SitecoreAI brings to the table is essential.

From built-in experimentation tools to the new Agentic Studio, SitecoreAI empowers teams to work smarter, faster, and more creatively.

Below are the five things that every marketer should know about SitecoreAI, and why they matter.

1. Free upgraded personalisation and A/B testing out-of-the-box

One of the biggest hurdles for brands adopting personalisation and experimentation has traditionally been cost and complexity. SitecoreAI eliminates both.

SitecoreAI includes upgraded personalisation and A/B testing tools compared to the basic features offered out-of-the-box in XM Cloud with a free basic tier of what was previously Sitecore Personalize embedded in the platform and available immediately. This means that:

• You can spin up your first personalisation rules without additional licensing. 

• A/B tests can be launched directly within your content workflow. 

• Teams can start optimising from day one. Now there are no excuses not to get started.

For marketers, this lowers the barrier to data-driven decision-making and encourages a culture of continual improvement.

2. Agents and Flows automate content, SEO, and much more

SitecoreAI introduces Agents and Agent Flows, AI-driven helpers designed to automate common marketing and content tasks. 

With over twenty pre-built Agents available to use in the Agentic Studio library from Day One, teams can start automating immediately. These Agents can support tasks such as: 

• Producing structured content 

• Optimising SEO metadata 

• Translation 

• Competitor analysis 

• Brief generation 

Flows allow you to combine Agents into automated multitasking workflows using drag-and-drop tools. The result is faster production, less manual effort, and more time for strategic thinking.

3. Build a Brand Kit so the AI knows your brand inside out

To ensure consistent, on-brand output, SitecoreAI includes a Brand Kit which acts as your central hub for defining brand rules that the AI will follow. Within your Brand Kit, you can define: 

• Tone of voice 

• Brand vocabulary and messaging 

• Visual guidelines including logos, colours, imagery preferences 

• Product information 

• Example content for reference 

• Previous campaigns 

This means that every piece of content that the AI features help generate, from headlines to hero copy, feels aligned with your brand identity. It dramatically reduces revision time and protects brand integrity at scale.

4. All tools are tightly integrated under one roof

One of the standout advantages of SitecoreAI is that the disparate tools aren’t bolted on, everything is deeply integrated into a single ecosystem. This tighter integration delivers: 

• Unified workflows across content creation, personalisation, analytics, and optimisation 

• Consistent interfaces that are easier for teams to adopt 

• Fewer integrations, configuration, and set-up 

• Smarter AI outputs because the system understands context across your tools 

In short, features work seamlessly within the SitecoreAI platform because it’s designed to be a single integrated platform, rather than a set of individual tools connected together. As Sitecore says, it is “composed, not composable”.

5. There’s no extra charge for AI features

Perhaps the most surprising thing about SitecoreAI is that the AI features come at no extra cost to XM Cloud customers. 

This removes a major barrier to entry. You don’t need separate AI licenses, credits, or subscriptions. Every customer can immediately: 

• Generate content with AI 

• Automate tasks with Agents & Flows 

• Run personalisation and A/B tests 

• Apply Brand Kit rules 

• Use AI-assisted enhancements across the platform 

For marketers, this means you can leverage AI to its fullest without worrying about hidden costs. 

Final thoughts

SitecoreAI is more than a collection of features: it’s a strategic shift that helps marketers work more efficiently, elevate customer experiences, and scale personalisation without the heavy lifting. 

By lowering barriers to testing, automating repetitive tasks, and providing deeply integrated AI support, Sitecore is making enterprise-grade experience optimisation more accessible than ever.