Sitecore Scores with Hundreds of AI-Powered Innovations for its Intelligent DXP and CMS for Marketers

In the icy doldrums of winter in the Northern Hemisphere, February might not seem like a haven for holidays. 

But look a little closer, and you’ll realize it’s jam-packed with reasons to celebrate. Like… Groundhog’s Day. Mardi Gras. Valentine’s Day. National “Ice Cream for Breakfast” Day (for real). 

Forget those. This is the month when the NFL's Super Bowl tackles our attention with its gridiron action, over-the-top commercials, and epic seven-layer dips. 

Isn't that a holiday?

The Big Game might be behind us, but February was also touchdown-worthy for Sitecore. After scoring a Visionary position in Gartner’s 2025 Magic Quadrant for DXPs, the company just announced more than 250 innovations for its intelligent digital experience platform and content management system.

250. That’s a lot of yards to rush. But this already felt like the status quo for Sitecore even before it kicked off 2025, steamrolling ahead under CEO Dave O’Flanagan. 

I recently connected with Sitecore's Chief Product Officer, Roger Connolly, about the remarkable growth of the company’s XM Cloud platform. Global revenue for the SaaS CMS exploded by 100% in 2024, scaling 130% in the U.S. alone. The company also surpassed $500 million in ARR last October, putting even more power behind its passing game.

Now, with the advent of these new innovations – including big advances in its Sitecore Stream AI capabilities – the company is giving marketers 250 more reasons to build and deploy their digital customer experiences on its platform.

Is Stream is a dream come true?

According to Sitecore, it is. Originally Introduced at the company's Symposium 2024 conference, Sitecore Stream embeds three powerful capabilities across its products, blending control and more progressive agentic AI features into the mix. 

Previously the domain of edge applications, the use of AI agents has become mainstream, and Sitecore has been innovating heavily in its development to help automate a wide range of tasks and functions.

The first embedded feature is Sitecore’s powerful brand-aware AI, which keeps AI-driven actions on target and renders them smarter over time – enabling more personalized and conversational experiences at scale.

Second, Sitecore’s AI copilots and agents – now available for brand, campaign, content, experience, and optimization – give marketers more freedom to strategize, execute, and scale. 

Finally, agentic workflows help to “harmonize” human input with AI automation, achieving what Sitecore calls a “balance of automation with authenticity.” Sitecore provides degrees of tolerance with these agentic capabilities; users can select automation levels that include “chain of thought” prompting, “human in the loop”, and fully agentic.

Together, these features are delivering new levels of AI performance for Sitecore users. 

250 business-boosting innovations for marketers

So what’s on the scoreboard in this seasonal release? 

As stated, the company has released hundreds of new innovations targeted at marketers. They encompass specific tools and capabilities designed for creating, building, and optimizing digital experiences. With these features, users and brands will be better equipped to boost engagement and conversions and drive their business objectives across channels. 

There are too many to list them all, but here’s the highlight reel:

Brand-centric AI enhancements

Staying on-brand for large enterprises is challenging – especially with components and objects spread far and wide. Sitecore Stream is bringing order to the brand chaos with some dynamite enhancements, many of which were gleaned from customer feedback. Stream can digest and comprehend schemas in XM Cloud or XP, learn from previous campaigns, and even recommend actions that align with a customer’s brand and marketing strategy.

Along with the brand-centric benefits, Stream’s content copilot is along for the ride to back things up. The tool is available in Sitecore XP, allowing customers to leverage brand-aware AI. Stream orchestration capabilities are also available in XP, enabling users to manage projects, deliverables, and tasks. 

CMS tools focused on marketers and content creators

Content management is still the foundation of the experience hub, and Sitecore is doubling down on enriching its CMS capabilities. Like its brand-savvy AI, a content copilot powered by Stream helps creators and editors generate on-brand content and personalized variants to tailor messaging, optimize performance, and maintain relevance across platforms and contexts. 

From an observability perspective, Site Collections gives marketers a visually intuitive way to view, manage, and maintain multiple sites with ease. Meanwhile, a new marketer dashboard provides a comprehensive view of website performance, workflow, and language version support.

On the personalization front, A/B/n testing is now fully integrated into the XM Cloud authoring experience, empowering marketers to create and analyze up to six component variants to determine the most effective version. An A/B test insights feature also gives marketers access to critical performance data – and their winning variants – so they can optimize with confidence.

From a composability standpoint, XM Cloud is becoming more flexible and providing greater choice. In addition to Next.js, it now supports Angular and .NET Core frameworks. This means developers can use their preferred technologies while leveraging XM Cloud’s server-side rendering and editing capabilities.

Game-changing DAM features

DAM has been an active category over the last year, with many pure-play stand-alone products investing in AI-powered capabilities. As part of its DXP ecosystem, Sitecore has introduced more generative features to its DAM, helping users create and refine content and grammar with greater speed and efficacy.

Search is still a key part of the experience, and an area with AI is having a profound impact. Sitecore’s DAM now includes enhanced visual search, helping users surface content assets even without exact keyword and taxonomy matches. New options include visual similarity, semantic, reverse-image, and search by color. 

Additionally, AI is being harnessed to enhance a new grounded image tagging feature, helping users find images faster, improve metadata accuracy, and perform bulk updates and easier reviews. Content and variant creation also help users tailor messaging for diverse audiences and languages to scale their content use.

If you’re interested in the granular breakdown – specifically for Stream – you can check out Sitecore’s official changelog. You can also learn more about these advancements (and some yet to be released) at Sitecore’s annual Symposium conference, which will be held November 3 – 5 in Orlando, Florida.

Why it matters

The Super Bowl is, among other things, a spectacle. It brings the biggest players in American football to the field, hunting for glory, bragging rights, and a big payday. 

Sometimes, the battle is epic. This year, it was a blowout.

In the DXP leagues, there isn’t a single game that decides the seasonal outcome for a team. Instead, we have analyst grids and reports that attempt to crystallize the state of the market. As such, we have to dig deeper and probe the broader optics before throwing our weight behind a franchise.

This year’s Gartner MQ for DXPs revealed some surprising shifts, but Sitecore continues to drive its visionary status with key innovation. This includes its XM Cloud product, visual builder, Stream AI, and enhanced workflow capabilities. It has also made significant strides in developing a more composable posture, enabling more of its components to function in a stand-alone fashion. 

One big advantage has been Sitecore’s investment in governance. At last year’s Sitecore Symposium, the company announced that its core products – XM Cloud, Content Hub, CDP, and Personalize – were now HIPAA compliant. This gives the company a strategic edge with large enterprises focused on regulatory challenges.

While XM Cloud has certainly led Sitecore’s explosive growth over the last year, there are still headwinds relative to adoption. Customers and agencies felt a deep concern that legacy products would not be supported as the company looked ahead. 

But as I heard from many attendees at Symposium 2024, CEO Dave O’Flanagan’s presence at the company’s MVP and community sessions quelled some of the concern and provided a roadmap of confidence – particularly for marketers who rely on the stability of their tools. 

“We wanted to make sure that customers don't feel that they have to go to SaaS to deliver for their business,” O’Flanagan said. “That’s an important piece. The SaaS solution has great capabilities, and it will deliver in a more intuitive, innovative way. I think customers can do more with XM Cloud. However, with XM and XP, customers can achieve almost everything they need with that product if properly configured and understood.”

There’s also the persistent challenge of navigating Sitecore’s complex ecosystem of products, which continues to grow with each acquisition. This often requires certified practitioners (vis-a-vis Sitecore partner agencies) to help implement and support the tools and customizations. But greater automation is entering the equation, and that’s where Sitecore’s continued investment in new innovations – and a keen focus on leveraging AI – is making an impact. 

“We've always thought about our DXP’s capabilities as being able to serve the full content life cycle, and that there's only a handful of vendors that truly deliver on that promise,” O’Flanagan shared. “That's everything from the ideation of a campaign right through to the creation of the assets and the content into the CMS to distribute and publish to the consumer.”

One of Sitecore’s key strengths is its legacy of innovation, which is reinforced by its vast community of builders. While the company is at a point of transformation with XM Cloud, it seems to be telegraphing the right messages to its customers and the market – and bolstering its Visionary spirit. That said, this change is not without its bumps in the road, and continued engagement with users will be key to shaping the next wave of products. 

As evidenced by the Gartner MQ, enterprise DXPs face a challenging landscape. However, the pace of these new innovations is yet another demonstration of Sitecore’s resolve to win, underscored by its investment in AI and its grasp of the business considerations. 

Ultimately, it’s all about understanding what matters to customers. And if they can keep driving in that direction, they could be spiking the ball in the end zone next February.

Looking for guidance on Sitecore? Talk to an expert.

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