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Sitecore Article

How to Thrive at 25: As Sitecore Charts an AI Future, Community Remains its Greatest Asset     

matt-garrepy

<hr /> Every Thanksgiving, my father – our family’s resident storyteller and spinner of fish tales – revisits his 2011 trip to Brazil over a zesty slice of key lime pie. My favorite chapter takes place in the Amazon Basin, where he and an intrepid crew of tourists venture through the densely majestic canopy to <a target="_blank" rel="noopener noreferrer" href="https://www.youtube.com/watch?v=NHayUyK-d94">Lago da Piranha</a>. This freshwater lake is a hidden gem, but it's also home to the world’s unfriendliest denizens of the deep. There’s video from the outing, and I think our paternally-carved turkey reminds him of a raw chicken being lowered into the darkly calming waters, where he and his group witness a little carnage. Tethered to some high-test fishing wire, the bird descends just below the surface of the lake. There's a scuffle. The water roils. Minutes later, the chicken is pulled back up – or what’s left of it.This snippet from <a target="_blank" rel="noopener noreferrer" href="https://en.wikipedia.org/wiki/River_Monsters">River Monsters </a>will give you an idea of what went down:  <figure class="media"><div data-oembed-url="https://www.youtube.com/watch?v=21hfQYJ5mfU"><div style="position:relative;padding-bottom:100%;height:0;padding-bottom:56.2493%"><iframe src="https://www.youtube.com/embed/21hfQYJ5mfU" style="position:absolute;width:100%;height:100%;top:0;left:0" frameborder="0" allow="autoplay; encrypted-media" allowfullscreen></iframe></div></div></figure> Right now, AI is eating clicks like the residents of Piranha Lake. It’s been vicious. The rise of <a target="_blank" rel="noopener noreferrer" href="https://search.google/ways-to-search/ai-overviews/">Google’s AI Overviews</a> and the proliferation of <a target="_blank" rel="noopener noreferrer" href="https://thedigitalbloom.com/learn/2025-organic-traffic-crisis-analysis-report/">zero-click searches</a> have decimated website traffic – and publishers have been hit the hardest by this shift.I won’t revisit all the gory details. There's plenty of data about AI answers replacing blue links and rewriting the search experience. Some sites are fighting AI companies in court, others are building partnerships and trying to adapt to the new normal. Either way, swimming in this lake is treacherous, and it feels more like treading water in a red, chum-filled sea.I just read <a target="_blank" rel="noopener noreferrer" href="https://www.linkedin.com/in/miannelli/">Michael Ianelli’s</a> dynamite article about <a target="_blank" rel="noopener noreferrer" href="https://scrunch.com/blog/surviving-the-clickpocalypse-ai-eating-the-news/">surviving this “clickpocalypse,”</a> and it was every bit as harrowing as that chicken being lowered into the darkness. As the principal data scientist at <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/crunch-time-for-ai-visibility-sitecores-acquisition-of-scrunch-gives-brands-an-edge-beyond-aeo">Scrunch (now a Sitecore company),</a> he’s working on the front lines of this existential shift for brands. He and his team did a deep dive into AI’s impact on human visits to news and publishing sites, analyzing millions of events between February and June of this year. This was done via an opt-in panel connecting anonymized AI conversations, Google searches, and publisher visits.What did they find? Well, in a word, weirdness. Yes, AI is devouring traffic – ferociously. But it’s also eating clicks in one place and returning visits in another.I found this revelation compelling, but it also exposed a bigger problem for marketers: conventional analytics can identify the last stop before a visit, but not necessarily the first source of influence. In other words, we’re back to chasing the shadow of attribution.I spent time reviewing this data, and I have a few reflections on what stands out and how we might adapt to it. One thing is clear: marketers are swimming with uncertainty. And it really bites. <h3 id="crunching-the-impact-of-ai-overviews">Crunching the impact of AI Overviews</h3>One of the first revelations in the research is perhaps the most profound: news searches with an AI Overview (AIO) convert to a publisher click roughly 20% of the time, versus 30% without one. As Michael suggests, that 10-point gap is the basis for this whole “clickpocalypse” narrative.But when Scrunch compared the same query appearing with and without an AIO, the difference shrank to around two percentage points. That’s awfully close to zero. In other words, Google isn’t so much reducing the clicks as deploying AIOs in searches where they were already sparse.Some other juicy nuggets surfaced in the research. For example, across news searches, AIOs appear roughly one time in four. But with low-value "almanac" queries – commodities like weather, market prices, definitions, and explainers – it’s much higher.  <figure class="image image_resized" style="width:86.02%"><img src="https://cmscritic.com/ms-content/uploads/2026/08/scrunch-3.png" /></figure>Source: Scrunch But here’s the rub: these all had relatively low CTRs to begin with. Weather, for instance, had a 59% AIO rate, but only a 13% CTR when no generative overlay was present. Interestingly, searches about war and geopolitical topics hold the middle ground. A currently popular topic like elections, for example, gets an AIO 14% of the time, with a 26% CTR. Sports is a bit more anomalous; it's an almanac entry that only gets an AIO about 5% of the time. But it also appreciates 53% of publisher clicks without an AI overlay.This can feel like a lot to process, but the through line is reasonably clear. AI Overviews can reduce clicks on an individual search, but the gap is also influenced by the kinds of queries on which Google chooses to display them. We’re strangers in a strange land. Or… a piranha-infested lake. <h3 id="ai-referral-traffic-tells-only-part-of-the-story">AI referral traffic tells only part of the story</h3>And this is an important point. According to Scrunch, only 1.1% of the news site visits that followed an AI conversation carried a direct AI referral. Meanwhile, roughly three-quarters of the traffic arrived via direct navigation, with the rest coming from traditional search and referrals. So what about that 98.9%? Is it a result of AI?  <figure class="image image_resized" style="width:85.14%"><img src="https://cmscritic.com/ms-content/uploads/2026/08/scrunch-2.png" /></figure>Source: Scrunch Not so fast. Referral analytics record the immediately preceding source, but not everything that shaped the decision. AI influence can disappear when someone later searches for a brand, enters its URL, uses a bookmark, or visits through another platform. As a result, traffic influenced by AI may be incorrectly credited.This is clearly an attribution blind spot. AI referral traffic measures delivery, but it doesn’t necessarily measure influence. It’s a real hardship for publishers, as modern referral dashboards simply can’t tell you if AI shaped a later search or a direct visit. <h3 id="ai-search-may-be-feeding-an-invisible-marketing-funnel">AI search may be feeding an invisible marketing funnel</h3>While it might not be altogether shocking, Scrunch discovered that when readers engage on a news topic with an AI assistant, they visit more news sites the following week. In fact, after comparing each reader against their own behavior (news versus non-news conversations), people are 20.5 percentage points more likely to visit a news site after talking to AI about news. As Michael says, the conversational AI story isn't that AI answers have completely replaced publishers – it's that the answer often becomes one step inside a larger news journey, one that doesn’t necessarily end on the open web. The problem is that conventional analytics can’t fully visualize this. There’s a key “causality caveat” here. Someone discussing news with an AI assistant already has an implied interest in the topic, and the research doesn’t prove that AI generated entirely new demand. What it does show is that AI conversations and subsequent website activity can be connected even when referral analytics can’t see that connection. And herein lies the challenge: AI may be eating the visible click while still feeding parts of the funnel marketers can’t see.<h3 id="brand-strength-matters">Brand strength matters</h3>There are some revealing metrics in the research about which news publishers are capturing readers after an AI conversation. It’s worth perusing the associations that Scrunch uncovered – particularly where a news site is or isn’t mentioned in a prompt and whether a reader was already likely to visit that news site.What stood out for me was this: being named by AI isn’t the same as being chosen by a reader. That plays out in the data. According to Scrunch, major publishers make up 82% of the names that AI assistants deliver. 17% are mid-sized, and just 1% are niche.   <figure class="image image_resized" style="width:85.2%"><img src="https://cmscritic.com/ms-content/uploads/2026/08/scrunch-4-1786732542850.png" /></figure>Source: Scrunch But here’s the deal: of the visits that land on a named news site, 97% are major publishers. Mid-sized brands are getting decent exposure, but readers simply aren’t choosing them. A week later, those same big players see a 22.9% lift in site visits. Mid-size, a little less than 9%.Bottom line? Brand strength is the bomb. Readers are choosing news outlets they recognize or have familiarity with. Add existing preferences, perceived authority and trust, or even paywall access they’ve already procured, and major publishers win out.<h3 id="what-should-marketers-and-brands-focus-on?">What should marketers and brands focus on?</h3>Scrunch offers some sage advice for surviving this “clickpocalypse,” and it applies to publishers and non-publishers alike. As Michael observes, the general rule is that AI exposure doesn’t necessarily look like AI traffic. Write that on a Post-it and stick it to your screen. Marketers are in a bind when it comes to AI referrals and attribution. A news site or product can get mentioned or recommended in an answer, but a consumer might show up a week later through direct navigation or traditional search. We can’t count on an attribution dashboard to connect the dots. There’s no back door for controlling the answer engines. The best shot a brand has is through influence – and this is where an <a target="_blank" rel="noopener noreferrer" href="https://www.forbes.com/sites/lutzfinger/2025/06/19/answer-engine-optimization-aeo--what-brands-need-to-know/">AEO (Answer Engine Optimization)</a> platform can provide deeper intelligence. Tools like Scrunch provide detailed recommendations for enhancing answer position, but they also enable marketers to measure brand mentions, track citations, gauge sentiment, and monitor an influence score. Most importantly, they shed light on the “why” and enable marketers to take real action. If this research tells us anything, it’s that being mentioned in AI isn’t the same as being chosen. While it’s increasingly clear that <a target="_blank" rel="noopener noreferrer" href="https://scrunch.com/blog/prompt-to-purchase-pipeline-how-ai-influences-buyer-behavior/">AI recommendations can have a direct impact</a> on how likely someone is to search for your products or visit your site, brand presence is the most important metric. Consumers make decisions based on credibility, reputation, and recognition across channels – so brands need to keep a watchful eye on more than AI.<h3 id="what-you-should-expect-from-your-cms">What you should expect from your CMS</h3>A big part of the AI visibility equation rests with your website’s content posture – and that waterfalls to the CMS. If it's worth its salt, your platform should help you control and maintain optimal structure and performance. In fact, some tools already provide a layer of AEO and GEO (Generative Engine Optimization) readiness out of the box, helping marketers stay on point.First and foremost, audit the content in your CMS to ensure that you’ve addressed any outdated, contradictory, or incomplete information. The trouble with content debt is that it isn’t always visible, but AI has a way of finding it. The new breed of agentic CMS is making these audit sprints more efficient while streamlining the remediation.Along with governing a foundational content model and maintaining a source of truth across websites and channels, a modern CMS should allow specific content to be accessible to LLM crawlers and bots based on your internal policies (for example, gated publisher models might block certain pages). It should also support schema and machine-readable metadata without a lot of heavy lifting. Connecting your content performance with your analytics is going to be key. Some platforms have on-board visualization, but AEO platforms are aligning AI citations with the content assets that help influence them. Having this insight is becoming a non-negotiable.<h3 id="why-it-matters">Why it matters</h3>I wouldn’t recommend swimming in Lago de Piranha, but it’s comforting to know that these fish don’t generally attack humans. So we’re safe. For now.It’s true: AI is consuming traffic clean off the bone. But as Scrunch’s data points out, there’s more to the story than just a feeding frenzy. AI is shifting clicks, redistributing them based on different variables. Despite this phenomenon, AI is also driving demand – and the brands that show up in AI answers are best positioned to win.This whole chapter of AI transformation is frustrating for marketers. Yes, agents are unlocking a world of productivity. But the game has changed. While attribution has always been a challenge, we're in unknown territory, wrestling with new tools and new thinking. <a target="_blank" rel="noopener noreferrer" href="https://medium.com/@jane.fazackarley/heres-google-s-guidance-on-aeo-but-it-s-only-half-of-the-story-2b74275df397">Google might not be sold on AEO</a> as a separate discipline outside of search, but marketers are full speed ahead on adopting it. Whether you’re a news site or an e-commerce shop, AI needs to be able to understand you. That means getting your content house in top shape for the growing audience of agents that are visiting your site. But what people do after your brand is surfaced – whether they visit you next week or next month or via different routes – relies on your overall brand presence. That’s why building credibility, trust, and recognition in other channels is essential to surviving the “clickpocalypse.” So stay vigilant. Embrace the strategies and improve your odds. Gain actionable insight from reputable tools. And don’t get eaten. <hr /><h3 id="upcoming-events">Upcoming Events</h3> <img style="width:36.69%" src="https://cmscritic.com/ms-content/uploads/2026/01/open-source-cms-26.jpg" /><h4 id="open-source-cms-26"><a target="_blank" rel="noopener noreferrer" href="https://www.boye-co.com/conferences/opensourcecms26">Open Source CMS 26</a></h4>October 20–21, 2026 – Utrecht, NetherlandsJoin us for the first annual edition of our prestigious international conference dedicated to making open source CMS better. This event is already being called the “missing gathering place” for the open source CMS community – an international conference with confirmed participants from Europe and North America. Be part of a friendly mix of digital leaders from notable open source CMS projects, agencies, even a few industry analysts who get together to learn, network, and talk about what really matters when it comes to creating better open source CMS projects right now and for the foreseeable future. <a target="_blank" rel="noopener noreferrer" href="https://www.boye-co.com/conferences/opensourcecms26/tickets">Book your tickets today.</a> <a target="_blank" rel="noopener noreferrer" href="https://www.storyblok.com/joyconf"><img style="width:34.57%" src="https://cmscritic.com/ms-content/uploads/2026/07/joyconf-2026-logo.png" /></a><h4 id="storyblok-joyconf-2026"><a target="_blank" rel="noopener noreferrer" href="https://www.storyblok.com/joyconf">Storyblok JoyConf 2026</a></h4>October 28 - 29, Rheingoldhalle, Mainz (Frankfurt)JoyConf 2026 is where developers, marketers, and digital innovators come together from all around the world, united by one powerful idea: great content isn’t built by tools alone – it’s built by people who rely on systems to deliver their best work to the world. In an era where technology is increasingly shaped by AI, Content Confidence becomes your competitive advantage. When you can create, manage, and scale content that performs seamlessly across channels, platforms, and AI, you don’t just keep up – you win. <a target="_blank" rel="noopener noreferrer" href="https://www.storyblok.com/joyconf">Book your seats today.</a> <a target="_blank" rel="noopener noreferrer" href="https://symposium.sitecore.com/"><img style="width:36.36%" src="https://cmscritic.com/ms-content/uploads/2026/07/sitecore-symposium-2026.png" /></a><h4 id="sitecore-symposium-2026"><a target="_blank" rel="noopener noreferrer" href="https://symposium.sitecore.com/">Sitecore Symposium 2026</a></h4>November 10 - 12, Orlando, FloridaWelcome to “Marketing Rewired” at Sitecore Symposium 2026! Sitecore's annual flagship global conference brings together customers, partners, developers, marketers, and digital experience leaders to explore the latest innovations in digital experience, content management, AI, personalization, and customer engagement. This year's event features keynote presentations from Sitecore executives and industry experts, product announcements, hands-on learning, technical sessions, customer success stories, and networking opportunities focused on helping organizations build more intelligent, connected, and AI-powered digital experiences. <a target="_blank" rel="noopener noreferrer" href="https://symposium.sitecore.com/">Book your seats today.</a>

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<hr /> <a target="_blank" rel="noopener noreferrer" href="https://symposium.sitecore.com/">Sitecore Symposium 2025</a> is shaping up to be a home run – and it’s not only because <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/batter-up-sitecore-symposium-2025-brings-jesse-cole-of-savannah-bananas-to-the-plate">Jesse Cole </a>of the Savannah Bananas is taking the field as a keynote speaker.Now, the DXP is bringing another heavy hitter to bat: <a target="_blank" rel="noopener noreferrer" href="https://www.linkedin.com/in/paulroetzer/">Paul Roetzer,</a> founder of <a target="_blank" rel="noopener noreferrer" href="https://smarterx.ai/">SmarterX</a> and the <a target="_blank" rel="noopener noreferrer" href="https://www.marketingaiinstitute.com/">Marketing AI Institute.</a> An acclaimed and respected voice in the AI landscape, Paul’s transformative thinking has helped business and marketing leaders harness the value of AI, apply it responsibly and ethically, and maintain a core focus on people and purpose. Together, the duo promises to deliver a double play of marketing and AI knowledge to Symposium attendees.“Paul is at the forefront of helping marketers understand what this means and how to respond,” said <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/sitecore-taps-veteran-eric-stine-as-ceo-to-lead-next-phase-of-growth-and-innovation">Eric Stine,</a> CEO of Sitecore. “At Symposium, his insights will connect directly to what Sitecore does best: enabling marketers to create personalized experiences that reach the right people, with the right message, even as discovery gets harder.”Sitecore Symposium is taking place November 3-5 at the <a target="_blank" rel="noopener noreferrer" href="https://swandolphin.com/">Walt Disney World Dolphin Resort</a> in Orlando, Florida. One of the industry’s premier annual events, this year’s Symposium promises to bring together more than 1,500 marketing and digital leaders to explore how AI is changing how we discover and connect with brands – and how marketers can stay ahead in the agentic era.“The shape of internet traffic continues to change at lightning pace, transforming discovery and challenging brand experience,” Eric continued. “Agentic intelligence allows marketers to unlock the power and the potential of precision marketing techniques – like programmatic ABM – at scale, and to ensure experiences are context-aware, personal, and relevant across every channel so you can reach every customer where they live today: in the summaries and social feeds that are rapidly replacing search and click.”<h3 id="a-“go-to”-voice-for-ai-">A “go-to” voice for AI </h3>Paul Roetzer is known across industries for his luminary thinking and real-world perspective on AI, but his entrepreneurial journey began well before the current generative and agentic boom. After graduating from Ohio University’s E.W. Scripps School of Journalism, he founded PR 20/20, <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/products/hubspot">HubSpot’s</a> first partner agency. After establishing it as a pioneering force in the digital marketing space, he sold it in 2021.Roetzer’s blended foundation as both an agency innovator and AI educator has given him a practical, story-driven approach. He’s put this to work helping professionals and leaders reimagine business models, reinvent industries, and rethink what's possible as AI continues to transform the market. In addition to his business developments, Roetzer is also the co-author of <a target="_blank" rel="noopener noreferrer" href="https://www.amazon.com/Marketing-Artificial-Intelligence-Future-Business/dp/1637740794">Marketing Artificial Intelligence: AI, Marketing and the Future of Business,</a> and the host of <a target="_blank" rel="noopener noreferrer" href="https://www.marketingaiinstitute.com/podcast-showcase/">The Artificial Intelligence Show podcast</a>. He's a recent episode for your consideration: <figure class="media"><div data-oembed-url="https://www.youtube.com/watch?v=SUAuB5g_oCw"><div style="position:relative;padding-bottom:100%;height:0;padding-bottom:56.2493%"><iframe src="https://www.youtube.com/embed/SUAuB5g_oCw" style="position:absolute;width:100%;height:100%;top:0;left:0" frameborder="0" allow="autoplay; encrypted-media" allowfullscreen></iframe></div></div></figure> In addition to digital content, Roetzer is also behind the renowned <a target="_blank" rel="noopener noreferrer" href="https://www.marketingaiinstitute.com/events/marketing-artificial-intelligence-conference">Marketing AI Conference (MAICON),</a> which will be held in October of this year. His free monthly “Intro to AI” class has also drawn more than 40,000 registrants.As a speaker, Roetzer is focused on making AI approachable and actionable for marketers and business leaders. He has consulted with hundreds of organizations, from startups to Fortune 500 companies, and has become one of the foremost authorities on the shape and direction of AI.<h3 id="loading-the-bases-with-top-tier-industry-speakers">Loading the bases with top-tier industry speakers</h3>As mentioned, Roetzer joins keynote speaker Jesse Cole, founder of the Savannah Bananas, whose fans-first philosophy has redefined loyalty and engagement. Together, they embody Symposium’s theme: bold voices and practical innovation to help marketers thrive in a new era of speed, scale, and human-centered experience.“Marketers are facing a wave of change from the collapse of traditional search to the rise of AI agents and intelligent discovery,” said <a target="_blank" rel="noopener noreferrer" href="https://www.linkedin.com/in/michellebb/">Michelle Boockoff-Bajdek,</a> Chief Marketing Officer at Sitecore. “Paul brings clarity and urgency to this shift. He’ll help marketers move from theory to action and show what it really takes to stay visible and relevant in this new era.”Symposium 2025 is the place where marketing leaders connect, learn, and prepare for the future of digital experience. Register today at <a target="_blank" rel="noopener noreferrer" href="https://symposium.sitecore.com/">symposium.sitecore.com</a> and join the conversation on LinkedIn and X with #SitecoreSYM. <hr /><h4 style="text-align:center" id="looking-for-guidance-on-sitecore?-talk-to-an-expert.">Looking for guidance on Sitecore? <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/contact">Talk to an expert.</a></h4><hr /><h3 id="upcoming-events">Upcoming Events</h3> <img style="width:31.61%" src="https://cmscritic.com/ms-content/uploads/2025/08/storyblok-joyconf-2025-logo.jpg" /><h4 id="storyblok-joyconf-2025"><a target="_blank" rel="noopener noreferrer" href="https://joyconf.storyblok.com/">Storyblok JoyConf 2025</a></h4>October 14-15, 2025 – Amsterdam, Netherlands November 4, 2025 – New York, NY November 6, 2025 – Los Angeles, CAJoin us at JoyConf 2025, where the future of content meets the people shaping it. Built for developers, marketers, and digital innovators, this free conference goes way beyond product updates or yet another strategy playbook. It’s where you’ll get inspired, get real, and get connected – to ideas, to the community, and to what’s possible when you build joyfully. Whether you're building lightning-fast frontends or launching cross-channel campaigns, this is where content becomes connection and collaboration becomes second nature. Come for the talks. Stay for the community. Leave with joy. <a target="_blank" rel="noopener noreferrer" href="https://joyconf.storyblok.com/">Save your spot.</a> <img style="width:28.9%" src="https://cmscritic.com/ms-content/uploads/2025/08/sitecore-symposium-2025.jpg" /><h4 id="sitecore-symposium-2025"><a target="_blank" rel="noopener noreferrer" href="https://symposium.sitecore.com/">Sitecore Symposium 2025</a></h4>November 3-5, 2025 – Orlando, FLAt Sitecore Symposium, you’ll learn how to meet your customers where they are – across channels, moments, and touchpoints that didn’t exist a year ago. You’ll hear how the boldest brands in the world are transforming content into outcomes and creating experiences that are fast, relevant, and human. Join 1,500 marketers, digital leaders, and technologists in Orlando to see what’s possible when personalization scales, AI accelerates creativity, and trust becomes your competitive edge. This is the Third Wave of the Internet. And this is your moment to lead in it. <a target="_blank" rel="noopener noreferrer" href="https://symposium.sitecore.com/">Get your tickets today.</a> <img style="width:31.44%" src="https://cmscritic.com/ms-content/uploads/2025/08/cms-kickoff-2026-logo.png" alt="" /><h4 id="cms-kickoff-2026"><a target="_blank" rel="noopener noreferrer" href="https://www.boye-co.com/conferences/cmskickoff26">CMS Kickoff 2026</a></h4>January 13-14, 2026 – St. Petersburg, FLMeet industry leaders at our fourth annual CMS Kickoff – the industry's premier global CMS event. Similar to a traditional kickoff, we reflect on recent trends and share stories from the frontlines. Additionally, we will delve into the current happenings and shed light on the future. Prepare for an unparalleled in-person CMS conference experience that will equip you to move things forward. This is an exclusive event – space is limited, <a target="_blank" rel="noopener noreferrer" href="https://www.boye-co.com/conferences/cmskickoff26">so secure your tickets today.</a>

Sitecore Taps AI Strategist Paul Roetzer for Keynote at Symposium 2025

<hr /> If you think it was hard getting tickets to Hamilton, try scoring seats for the <a target="_blank" rel="noopener noreferrer" href="https://thesavannahbananas.com/team/">Savannah Bananas.</a> Oh, you’ve never heard of them? Let me enlighten you.You see, there’s baseball. And then there’s Banana Ball. They grow on the same tree, but the latter is a completely different kind of fruit. One might say it’s more, well… “a-peeling.” Once called <a target="_blank" rel="noopener noreferrer" href="https://www.youtube.com/watch?v=T5RkB7_qNh8">“The Greatest Show in Sports” by ESPN,</a> the Savannah Bananas is easily the most fun you’ll ever have watching America’s favorite pastime. Banana Ball follows its own zany rules, injecting dancing players, acrobatics, and trick plays that challenge the status quo – often bringing fans and spectators into the experience.What made this quirky sport a viral sensation and a big-time brand success? Find out from <a target="_blank" rel="noopener noreferrer" href="https://www.linkedin.com/in/yellowtuxjesse/">Jesse Cole,</a> the owner of Savannah Bananas, at <a target="_blank" rel="noopener noreferrer" href="https://symposium.sitecore.com/">Sitecore Symposium 2025</a>, November 3–5 at the Walt Disney World Dolphin Resort in Orlando, Florida. In his exclusive keynote, you’ll get the whole “brand banana” and then some. This year’s Symposium also promises a backdrop for upleveling your marketing using AI, data, and content to build experiences that are bona fide home runs.   Before you go bananas over this news, Sitecore has a few more things planned for this year’s Symposium. By the way, early bird ticket pricing ends this week (September 12), so register now at <a target="_blank" rel="noopener noreferrer" href="http://symposium.sitecore.com/">symposium.sitecore.com </a> <h3 id="loading-the-bases-with-brand-power">Loading the bases with brand power</h3>For Jesse, Banana Ball is the realization of his dream to make baseball livelier and more fun. The Savannah Bananas are often on the road, playing in front of sold-out stadiums to raucous fans who come for the sport, but stay for the batters on stilts and the shortstop’s cartwheels. Or even the musical interludes from the All-American Rejects.As Jesse said during <a target="_blank" rel="noopener noreferrer" href="https://www.youtube.com/watch?v=Hluf-1XUb2k">an interview</a> on a recent edition of 60 Minutes, it started as baseball. “But now,” he said wryly, “let’s just turn it up a little bit.” Jesse’s story is a remarkable one. When his dream of playing professional baseball was sidetracked by injury, he steered into coaching. Along the way, he realized just how bored he was sitting in the dugout – and that’s where the showman bug bit him. He started incorporating choreographed dances and baseline hijinks into the games. He even donned a whacky yellow hat as an homage to PT Barnum. As the famous circus proprietor once said, “Without promotion, something terrible happens: Nothing!” Jesse embodies that belief – and proudly wears his brand out loud every day.“If your owner is dressed up in a yellow tuxedo,” he said, “I think that gives permission to everyone else to not take themselves too seriously. To have fun.”This is a big part of what makes Banana Ball different. It’s not just the dancing umpires or golden capes. It’s the philosophy that drives it all. You'll get a better sense of it from that 60 Minutes package: <figure class="media"><div data-oembed-url="https://www.youtube.com/watch?v=Hluf-1XUb2k"><div style="position:relative;padding-bottom:100%;height:0;padding-bottom:56.2493%"><iframe src="https://www.youtube.com/embed/Hluf-1XUb2k" style="position:absolute;width:100%;height:100%;top:0;left:0" frameborder="0" allow="autoplay; encrypted-media" allowfullscreen></iframe></div></div></figure> As you can see, Jesse screams authenticity. It’s a rare quality these days, but he’s the real deal – and cares deeply about the fans and community he’s cultivated. Despite the slim odds of actually nailing tickets for a game (there are thousands on the waitlist), the Savannah Bananas are committed to making their family-friendly fun affordable and accessible. And Jesse, a visible brand himself on social media, is always looking for ways to make fans feel like they’re the number one priority.Banana Ball has become a viral sensation, and attendees of this year’s Symposium 2025 will get a taste of it as Jesse Cole delivers the main stage keynote. His disruptive thinking has turned spectators into participants – and in many ways, that reflects Sitecore’s focus on helping brands move beyond transactions to create moments that matter. At Sitecore Symposium 2025, attendees will explore how to apply this ethos to their marketing strategy using AI, data, and content. Like the Savannah Bananas, the right combination of tools and thinking can help build experiences that feel personal, participatory, and even unforgettable. According to <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/sitecore-taps-veteran-eric-stine-as-ceo-to-lead-next-phase-of-growth-and-innovation">Sitecore CEO Eric Stine,</a> Jesse has transformed the fan experience by proving that joy and connection can create lasting loyalty. “That same principle applies to every brand represented at Symposium,” he said. “With the scale and speed of AI-driven personalization, companies have the power to translate complex products, large end-markets, or immense amounts of content into meaningful experiences that are both personal and enduring.”<h3 id="explore-the-future-of-ai,-data,-and-content-in-paradise">Explore the future of AI, data, and content in paradise</h3>Symposium 2025 is the second event that Sitecore has held in Orlando this year, starting with its <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/roi-explosion-sitecore-xm-cloud-delivers-371-return-on-investment-as-it-powers-the-agentic-future">Sales Kick Off back in July.</a> Orlando is a true “experience economy,” one of many reasons why it’s an ideal backdrop for an event that will attract 1,500 marketers, technologists, and digital leaders from around the globe.It’s also in Florida during the thick of autumn – exactly when the word “paradise” gets tossed into the descriptions. The air will be warm, the palm trees swaying, and the amenities are bountiful at the luxurious Dolphin Hotel. It’s also a stone’s throw away from Disney’s Boardwalk and a short hike to the Epcot theme park. While Jesse Cole is a big draw, Sitecore will also showcase its latest innovations at the event, including its <a target="_blank" rel="noopener noreferrer" href="https://www.sitecore.com/partners/marketplace">newly launched App Marketplace,</a> which provides marketers, developers, and agency partners the freedom to build and deploy custom apps on demand using Sitecore’s SDK. When coupled with <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/getting-loud-with-xm-cloud-sitecore-reports-100-growth-of-its-ai-powered-cloud-based-cms">XM Cloud,</a> Sitecore’s AI-ready, SaaS-native CMS, the App Marketplace provides dynamic solutions for brands to scale personalization with speed, flexibility, and precision – turning digital spectators into active participants. And XM Cloud continues to establish itself as a game-changer for organizations, delivering a <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/roi-explosion-sitecore-xm-cloud-delivers-371-return-on-investment-as-it-powers-the-agentic-future">371% return on investment.</a> At Symposium, attendees will be treated to real-world stories from customers like the American Heart Association, DP World, GoTo Technologies, and WellSpan Health, illustrating how Sitecore is helping organizations transform their digital strategies – not just with tools, but with a mindset shift toward experience-led growth. “Partnering with Sitecore allowed us to move fast and deliver results,” said <a target="_blank" rel="noopener noreferrer" href="https://www.linkedin.com/in/pemahoney/">Peter Mahoney,</a> Chief Commercial Officer at GoTo Technologies. “In a matter of weeks, we consolidated fragmented digital experiences, launched scalable personalization, and introduced innovations like a simplified product selector. As a result, we saw a 78% surge in organic trial conversions, a 200% improvement in lead quality and a projected 60–70% reduction in infrastructure costs. This wasn’t just a redesign – it was a transformation of how we engage, convert, and grow.”<a target="_blank" rel="noopener noreferrer" href="https://www.linkedin.com/in/masha-rubashkina-70b9361b/">Masha Rubashkina</a>, Managing Director, Global Head of Marketing and Branding at Kroll, also underscored the transformative impacts of XM Cloud on its Kroll.com website. As she said, it was more than just a platform upgrade – it set a new standard for digital excellence. “We have transformed how we present and deliver the firm to our clients, bringing clarity to our capabilities and strengthening our brand through a unified, global digital experience,” she said. “This new platform enables both our teams and our clients to move with greater speed, precision, and relevance – supporting marketing-led growth and reinforcing our position as a trusted advisor worldwide.”<h3 id="see-you-at-sitecore-symposium-2025">See you at Sitecore Symposium 2025</h3>Or Bananaland. Bottom line: we'll be having fun as we explore the future of digital experiences.Symposium is easily one of my favorite events of the year. It’s a chance to learn, connect, and be inspired by the people and projects being built on Sitecore. I'm also eager to hear about the real-world challenges affecting the content management and digital experience industry inside one of the leading ecosystems.Just like last year, I’ll be on the ground at Symposium 2025, connecting with partners, customers, and builders like you from across the Sitecore community. If you <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/sitecore-rocks-and-rolls-in-music-city-the-top-5-tracks-from-symposium-2024">read my analysis</a> from 2024 in Nashville, XM Cloud was already on a roll – and since then, it has continued to be a home run product for Sitecore. We’ll be tracking more of your stories as you share project outcomes and discuss the impacts of AI with Sitecore Stream and other advancements. If you want to join me, early bird pricing ends September 12, so register today at <a target="_blank" rel="noopener noreferrer" href="https://symposium.sitecore.com/">symposium.sitecore.com</a> <hr /><h4 style="text-align:center" id="looking-for-guidance-on-sitecore?-talk-to-an-expert.">Looking for guidance on Sitecore? <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/contact">Talk to an expert.</a></h4><hr /><h3 id="upcoming-events">Upcoming Events</h3> <img style="width:31.61%" src="https://cmscritic.com/ms-content/uploads/2025/08/storyblok-joyconf-2025-logo.jpg" /><h4 id="storyblok-joyconf-2025"><a target="_blank" rel="noopener noreferrer" href="https://joyconf.storyblok.com/">Storyblok JoyConf 2025</a></h4>October 14-15, 2025 – Amsterdam, Netherlands November 4, 2025 – New York, NY November 6, 2025 – Los Angeles, CAJoin us at JoyConf 2025, where the future of content meets the people shaping it. Built for developers, marketers, and digital innovators, this free conference goes way beyond product updates or yet another strategy playbook. It’s where you’ll get inspired, get real, and get connected – to ideas, to the community, and to what’s possible when you build joyfully. Whether you're building lightning-fast frontends or launching cross-channel campaigns, this is where content becomes connection and collaboration becomes second nature. Come for the talks. Stay for the community. Leave with joy. <a target="_blank" rel="noopener noreferrer" href="https://joyconf.storyblok.com/">Save your spot.</a> <img style="width:28.9%" src="https://cmscritic.com/ms-content/uploads/2025/08/sitecore-symposium-2025.jpg" /><h4 id="sitecore-symposium-2025"><a target="_blank" rel="noopener noreferrer" href="https://symposium.sitecore.com/">Sitecore Symposium 2025</a></h4>November 3-5, 2025 – Orlando, FLAt Sitecore Symposium, you’ll learn how to meet your customers where they are – across channels, moments, and touchpoints that didn’t exist a year ago. You’ll hear how the boldest brands in the world are transforming content into outcomes and creating experiences that are fast, relevant, and human. Join 1,500 marketers, digital leaders, and technologists in Orlando to see what’s possible when personalization scales, AI accelerates creativity, and trust becomes your competitive edge. This is the Third Wave of the Internet. And this is your moment to lead in it. <a target="_blank" rel="noopener noreferrer" href="https://symposium.sitecore.com/">Get your tickets today.</a> <img style="width:31.44%" src="https://cmscritic.com/ms-content/uploads/2025/08/cms-kickoff-2026-logo.png" alt="" /><h4 id="cms-kickoff-2026"><a target="_blank" rel="noopener noreferrer" href="https://www.boye-co.com/conferences/cmskickoff26">CMS Kickoff 2026</a></h4>January 13-14, 2026 – St. Petersburg, FLMeet industry leaders at our fourth annual CMS Kickoff – the industry's premier global CMS event. Similar to a traditional kickoff, we reflect on recent trends and share stories from the frontlines. Additionally, we will delve into the current happenings and shed light on the future. Prepare for an unparalleled in-person CMS conference experience that will equip you to move things forward. This is an exclusive event – space is limited, <a target="_blank" rel="noopener noreferrer" href="https://www.boye-co.com/conferences/cmskickoff26">so secure your tickets today.</a>

Batter Up! Sitecore Symposium 2025 Brings Jesse Cole of Savannah Bananas to the Plate 

Agentic AI Is Coming. Is Your DXP Ready?

dsfaltudo

<a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/critics/andycohen">Andy Cohen</a><a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/critics/deane"> </a>is the founding architect of Sitecore XM Cloud. He is VP/Chief Architect at <a target="_blank" rel="noopener noreferrer" href="https://www.altudo.co/">Altudo</a>, and a CMS Critic contributor. <hr /> When people talk about personalization, they often mean “the right content to the right person at the right time.” That idea is now past tense.I have watched this shift play out up close, from <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/products/sitecore">Sitecore’s</a> early rules-based personalization, through <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/products/contentstack">Contentstack’s</a> use of edge-based personalization in a composable architecture, to <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/products/optimizely">Optimizely’s</a> launch of Opal, a system of marketing AI agents. Personalization no longer stops at swapping content on a page. It now reaches into the interaction itself, and soon, into the relationships agents form with one another.<h3 id="when-agents-adapt-to-us">When Agents Adapt to Us</h3>That shift, from “what” to “how,” is where the major CMS players are already moving, and you can see it in the different bets they're making:<ul><li>Contentstack has put its weight behind <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/livin-on-the-edge-contentstacks-new-adaptive-dxp-might-just-rock-your-world">EDGE</a>, which they call a hyper-personalization platform. It blends their headless CMS with a real-time CDP, AI, and automation. The goal is simple but ambitious: deliver one-to-one experiences in the moment and at scale. Because it is composable, brands can adapt interactions without locking themselves into rigid patterns. What strikes me about EDGE is that it reframes personalization as something continuous, not a campaign you set and forget.</li><li>Optimizely has taken another route with <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/optimizely-opal-gets-supercharged-for-agentic-ai-powering-infinite-use-cases-for-marketers">Opal</a>. Instead of a single assistant, Opal is built as a collection of agents that act like members of a marketing team. There is a campaign manager agent, a personalization advisor, a market researcher, and more. With the 2.0 release, Optimizely put the emphasis on letting these agents collaborate and run multi-step workflows across content, data, and experimentation. I have seen teams spend weeks coordinating those same steps manually. Opal hints at a world where marketing execution is handled by an ensemble of digital teammates who can plan, act, and adjust together.</li><li>Sitecore has focused on bringing assistance directly into daily work. Through <a target="_blank" rel="noopener noreferrer" href="https://www.sitecore.com/products/sitecore-stream">Stream</a>, they have introduced AI copilots that support authors and marketers in real time as they draft and optimize campaigns. On top of that, Sitecore’s partnership with <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/sitecore-sharpens-ai-focus-with-strategic-partnership-and-new-leadership-appointments">Gradial</a> shows how agentic workflows can extend into campaign execution. It is not just about smarter editors or quicker drafts. It is about agents that can carry intent through to delivery and adapt along the way. For a company that has lived for years in the world of static content publishing, that is a meaningful step forward.</li></ul>None of these approaches feels like a gimmick.They are different answers to the same problem: personalization is no longer about what content you are shown, it is about how the interaction unfolds. Whether that happens through hyper-personalization at the edge, through orchestrated marketing agents, or via copilots and execution partners, the shift is real and already in motion.<h3 id="what-nondeterminism-really-means">What Nondeterminism Really Means</h3>Most software behaves like math: 2 + 2 always equals 4. Generative AI does not. Ask it to draft a thank-you note and you will get three different answers, all plausible, none identical. That variability is what we call nondeterminism.It is the very thing that makes AI feel creative, but also the reason it needs personalization to stay useful. As <a target="_blank" rel="noopener noreferrer" href="https://parivedasolutions.com/perspectives/managing-the-non-deterministic-nature-of-generative-ai/">Pariveda Solutions points out</a>, nondeterminism is what makes AI flexible and creative, but it also introduces governance challenges that remain unresolved. In my own work with <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/getting-loud-with-xm-cloud-sitecore-reports-100-growth-of-its-ai-powered-cloud-based-cms">XM Cloud,</a> I have seen how unpredictable outcomes can be a feature if the system adapts well – and a liability if it does not.<h3 id="when-agents-adapt-to-each-other">When Agents Adapt to Each Other</h3>The next frontier is agents adapting not just to us but to each other. Nondeterminism multiplies when two autonomous systems interact. They need ways to converge on workable outcomes.Sometimes that looks like adjusting communication style, where one agent is structured and terse, another free-form and verbose. Sometimes, it means learning to accept differences in task style, such as fast approximation versus cautious step-by-step reasoning. Other times it's about role negotiation: who leads, who validates, who escalates.And sometimes it is memory. Agents do not just adapt in the moment; they remember. That memory can look like a grudge. A search agent that hallucinated last time will get fact-checked the next. A procurement agent that botched a deal may face stricter oversight. Even first impressions stick. If an agent’s very first hand-off is sloppy, the other agent may never fully trust it, no matter how good the later work becomes.Humans behave the same way. In corporate life, one bad kickoff meeting can color a partnership for months. Agents will carry those patterns too.<a target="_blank" rel="noopener noreferrer" href="https://www.deepset.ai/blog/ai-agents-and-deterministic-workflows-a-spectrum"> Deepset calls this the “spectrum of determinism to nondeterminism</a>.” I call it relationship management.<h3 id="everyday-illustrations">Everyday Illustrations</h3>Picture a grocery agent told to buy apples if they are $0.99 a pound. A deterministic system comes back empty because they are $1.09. An adaptive one checks with you, “They are a little higher today. Should I buy anyway?” That is useful, until the store’s own agent learns to nudge yours into paying even more.Or ride-hailing. You set a $20 target. The price surges to $23. Do you want your agent to decline, wait, or decide on its own? What happens when the ride-share’s agent starts upselling yours into priority pickup at $28?Or travel. You say, “Book me a flight under $500.” The system finds none. A flexible agent returns with, “There is one at $525 with better times. Should I grab it?” Helpful, but it shows how quickly rules can bend.In the enterprise, this gets thornier. Procurement policies might cap software licenses at $50 per seat. A deterministic agent halts the deal. A personalized one negotiates to $55 and closes it. That looks like a win until you realize the vendor’s agent deliberately anchored higher, knowing yours would flex upward.Healthcare raises the stakes even more. You ask for an appointment with your doctor next week. A rigid agent says none available. A personalized one offers a nurse practitioner tomorrow or a specialist in two weeks. That looks like a better experience, but it could also push you toward higher-margin services instead of the care you really wanted.<a target="_blank" rel="noopener noreferrer" href="https://www.salesforce.com/blog/deterministic-ai/">Salesforce has written about this exact problem</a> of when to script agents tightly and when to let them roam. I see it every day in delivery projects. Too rigid and you frustrate users. Too loose and you open the door to manipulation.<h3 id="agents-that-carry-“you”-with-them">Agents That Carry “You” With Them</h3>Now push it further. Imagine your agent not only executes tasks but carries your personality footprint into every interaction. If you are cost-sensitive, it pushes harder. If you are time-poor, it pays more for speed. If you are detail-driven, it double-checks everything.What if you could swap personas entirely?<ul><li>"Frugal Andy" does the grocery shopping</li><li>"Executive Andy" books the flights</li><li>"Playful Andy" explores games and hobbies.</li></ul>Your agent would not only personalize to you. It would personalize as you.But there is risk in this. If the other agent knows who you are or which persona you are using, it can adapt back. That can be powerful when aligned with your goals, but it can also be exploited. Imagine a vendor agent that recognizes executive mode and steers you toward premium packages.This is not hypothetical. Optimizely’s Opal agents already act like different team members depending on context. Contentstack’s Brand Kit lets you define voice profiles and store guidelines so that every AI-generated artifact reflects your identity. Sitecore’s Stream copilots are designed to guide content creators in real time, aligning their work with brand and role expectations.These are early signals of a future where agents carry pieces of us, including quirks, preferences, and even biases, into every exchange.<h3 id="why-this-matters">Why This Matters</h3>This is why nondeterminism is not a flaw but the feature. Deterministic systems did not need personalization. There was only one output. Nondeterministic systems can go in many directions, and personalization is what prevents chaos.The best metaphor I know is jazz. Musicians improvising do not know exactly where the others will go. They adapt, they respond, they personalize their playing to the group. The music works not because it is scripted but because the players trust each other enough to bend and flex.<a target="_blank" rel="noopener noreferrer" href="https://www.mckinsey.com/capabilities/quantumblack/our-insights/seizing-the-agentic-ai-advantage">McKinsey has argued</a> that this adaptability is the defining advantage of agentic AI. From what I have seen in publishing systems, SaaS cost optimization, and large-scale CMS migrations, I agree. The resilience comes not from rigid plans but from the ability to adapt in context.<h3 id="what-leaders-should-prepare-for">What Leaders Should Prepare For</h3>Leaders should focus on their readiness in key areas. For example, trust frameworks must extend beyond human-agent interactions into agent-to-agent ecosystems. Standards cannot stay as fixed APIs; they need flexibility built in. Identity management has to protect personality profiles and alter egos from misuse. And agents must be able to remember not just what they did for us, but how they worked with others.<h3 id="the-future-of-personalization">The Future of Personalization</h3>Personalization started with content. It evolved into experiences. Now, it is moving into interactions – first with humans and then with other agents.If we get this right, nondeterminism will not be something to suppress. It will be the source of resilience, adaptability, and creativity. The companies that thrive will not just personalize their websites. They will personalize their agents. Those agents will adapt to us, and to each other, in ways that reflect who we are or even who we choose to be.And like humans, they will remember. First impressions will matter. Grudges may form. And relationships between agents will start to look a lot like relationships between people. <hr /><h3 id="upcoming-events">Upcoming Events</h3> <img style="width:31.61%" src="https://cmscritic.com/ms-content/uploads/2025/08/storyblok-joyconf-2025-logo.jpg" /><h4 id="storyblok-joyconf-2025"><a target="_blank" rel="noopener noreferrer" href="https://joyconf.storyblok.com/">Storyblok JoyConf 2025</a></h4>October 14-15, 2025 – Amsterdam, Netherlands November 4, 2025 – New York, NY November 6, 2025 – Los Angeles, CAJoin us at JoyConf 2025, where the future of content meets the people shaping it. Built for developers, marketers, and digital innovators, this free conference goes way beyond product updates or yet another strategy playbook. It’s where you’ll get inspired, get real, and get connected – to ideas, to the community, and to what’s possible when you build joyfully. Whether you're building lightning-fast frontends or launching cross-channel campaigns, this is where content becomes connection and collaboration becomes second nature. Come for the talks. Stay for the community. Leave with joy. <a target="_blank" rel="noopener noreferrer" href="https://joyconf.storyblok.com/">Save your spot.</a> <img style="width:28.9%" src="https://cmscritic.com/ms-content/uploads/2025/08/sitecore-symposium-2025.jpg" /><h4 id="sitecore-symposium-2025"><a target="_blank" rel="noopener noreferrer" href="https://symposium.sitecore.com/">Sitecore Symposium 2025</a></h4>November 3-5, 2025 – Orlando, FLAt Sitecore Symposium, you’ll learn how to meet your customers where they are – across channels, moments, and touchpoints that didn’t exist a year ago. You’ll hear how the boldest brands in the world are transforming content into outcomes and creating experiences that are fast, relevant, and human. Join 1,500 marketers, digital leaders, and technologists in Orlando to see what’s possible when personalization scales, AI accelerates creativity, and trust becomes your competitive edge. This is the Third Wave of the Internet. And this is your moment to lead in it. <a target="_blank" rel="noopener noreferrer" href="https://symposium.sitecore.com/">Get your tickets today.</a> <img style="width:31.44%" src="https://cmscritic.com/ms-content/uploads/2025/08/cms-kickoff-2026-logo.png" alt="" /><h4 id="cms-kickoff-2026"><a target="_blank" rel="noopener noreferrer" href="https://www.boye-co.com/conferences/cmskickoff26">CMS Kickoff 2026</a></h4>January 13-14, 2026 – St. Petersburg, FLMeet industry leaders at our fourth annual CMS Kickoff – the industry's premier global CMS event. Similar to a traditional kickoff, we reflect on recent trends and share stories from the frontlines. Additionally, we will delve into the current happenings and shed light on the future. Prepare for an unparalleled in-person CMS conference experience that will equip you to move things forward. This is an exclusive event – space is limited, <a target="_blank" rel="noopener noreferrer" href="https://www.boye-co.com/conferences/cmskickoff26">so secure your tickets today.</a>

Agent-to-Agent Personalization: Trust, First Impressions, and the 'Grudge' Factor

andycohen

<hr /> 14 years. It’s a long time by any measure, but vastly more for humans living in a war-torn country under an oppressive dictator. Such were the struggles of the Syrian people under the brutal Assad regime, a tyranny that dates back over half a century. It was all horrific, but the last decade and a half were among the worst years as the country became an unforgiving battlefield.For <a target="_blank" rel="noopener noreferrer" href="https://www.linkedin.com/in/nabeez/">Nabil Orfali</a>, those struggles hold a deeply personal meaning, like a wound in his heart. Syria is his homeland, the place where his journey as a technologist – and a digital dreamer – began.After graduating from Damascus University with a degree in computer science, Nabil spent the first three years of his career working in Syria. The dotcom boom was blossoming, and it was a time of great change as the internet connected the world. It was an exciting moment, and Nabil was at the center of it.“I helped bring web development to the whole country at that time,” he said, reflecting how Syrian businesses and agencies were investing in a new horizon of possibilities. In addition to other novel projects, Nabil built the first online payment system for the country’s first ISP, pioneering digital transactions and nurturing an entirely new industry flush with transformational opportunities. In 2001, Nabil left Syria, watching the chaos spread as then-president Bashar al-Assad grew more bellicose – monopolizing resources, violating human rights, and committing atrocities against his own people. This, among other illegal actions, led to crushing international sanctions that quelled any prospects of growth.In the years that followed, the people of Syria rose up in revolution, fighting a civil war to oust the divisive leader. As Nabil shared, the ensuing battle was replete with tragedy. Thousands died or were imprisoned. Families were broken and displaced. Millions sought safety across borders. It was nothing short of a humanitarian crisis. “Over the last 14 years, the Syrian people have been asking for freedom,” Nabil said. And while he was removed from the warfare and living in Canada, he did what he could to muster assistance from abroad. “My Syrian friends here and in the US were actively trying to help refugees with aid and supporting projects to help during that hard period.”One of the early projects that Nabil spearheaded was the creation of a workshop in Turkey, explicitly designed for Syrian women. The neighboring country had become a host for refugees, and this charitable vestibule provided a lifeline of self-sufficiency that taught practical crafts like crocheting, woodworking, and other trades. Equipped with these skills, Syrian women were able to build toys and produce children’s clothing to enrich their communities during the bitter winters. Local non-governmental organizations (NGOs) also purchased the wares, providing opportunities for families to earn a living. The workshop ended up employing around 190 families and became a shining beacon of hope. <hr /><h4 style="text-align:center" id="-"> </h4><h4 style="text-align:center" id="“i’ve-been-in-technology-for-my-whole-career,-and-my-friends-as-well.-so-we-got-together,-around-ten-or-eleven-of-us,-from-across-the-globe.-places-like-the-uk,-germany,-the-us,-and-canada.-we-wanted-to-help-in-a-bigger-way.”">“I’ve been in technology for my whole career, and my friends as well. So we got together, around ten or eleven of us, from across the globe. Places like the UK, Germany, the US, and Canada. We wanted to help in a bigger way.”</h4> <hr /> In 2024, Syrian rebels launched a lightning offensive across the country, recapturing occupied cities like Aleppo – where some of the most violent fighting had happened. In the wake of liberation, the door opened to hope and jubilation. Some of the sanctions were lifted, and a fledgling new government went to work rebuilding the country.Many communities were in ruins after 14 years of conflict. As you can imagine, rebuilding will be a decades-long venture, with a core focus on repairing essential infrastructure like access to stable power and clean water. But the technology and communications infrastructure also require serious mending – and that’s where Nabil and his colleagues have been chiefly focused. “I’ve been in technology for my whole career, and my friends as well,” he said. “So we got together, around ten or eleven of us, from across the globe. Places like the UK, Germany, the US, and Canada. We wanted to help in a bigger way.”That led to the creation of <a target="_blank" rel="noopener noreferrer" href="https://14.digital/about-us/">14.Digital, </a>an NGO dedicated to revitalizing Syria's digital infrastructure through innovative and agile solutions. The members are uniquely skilled and qualified technology practitioners who are committed to rebuilding a nation that has endured decades of turmoil. The organization’s name is both an optimistic prompt and a stark tribute to Syria’s 14 years of revolution. It’s also a reminder of its deep sacrifices in the long journey to freedom – and, perhaps, the struggle that lies ahead.<h3 id="pairing-advanced-technology-with-global-values">Pairing advanced technology with global values</h3>I didn’t know the full extent of Nabil’s origin story. We see each other regularly at <a target="_blank" rel="noopener noreferrer" href="https://www.boye-co.com/conferences/cmskickoff26">Boye &amp; Company CMS Experts events,</a> where he’s a constant beam of knowledge for our community. He has a deeply proven pedigree as a content management and DXP practitioner, with multiple Sitecore MVPs under his belt. What I did know about him was his successful track record as a builder and his penchant for restless creation. His company, Toronto-based <a target="_blank" rel="noopener noreferrer" href="https://www.techguilds.com/">TechGuilds,</a> has been his sandbox for innovation, evolving to deliver quality solutions that encompass CRM, commerce, and other facets of digital experience. He's also the father of <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/products/kajoo">Kajoo</a>, an AI-powered DX builder that accelerates front-end development for composable platforms, including <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/products/sitecore">Sitecore’s XM Cloud,</a> <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/products/optimizely">Optimizely,</a> and <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/products/kontentai">Kontent.ai.</a> Like its name, Kajoo conjures a sense of wonder and whimsy, and watching it ingest a <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/products/figma">Figma</a> prototype and convert it to clean, efficient code is nothing short of inspiring.Given Nabil’s flair for innovation – coupled with his innate drive and determination – it’s not surprising that he’s confronted the Syrian crisis with a bold sense of compassion. 14.Digital crystallizes that heart-led mission, and it’s already making an impact with projects on multiple fronts. There’s a big vision guiding everything, but as Nabil said, the post-war conditions are still being felt in the lack of general stability. As such, they have their work cut out for them.“The goal is to advance the digital maturity of the whole country,” he said. “They have very, very rudimentary resources. There are frequent electrical outages, with power coming only a few times a day. It’s improving, and people are getting creative with solar panels and batteries.”That resourcefulness is a credit to the Syrian people, who have lived under austerity for decades. This is why a key part of 14.Digital’s charter is to reinforce human rights and democratic values as it implements national and community-based projects. The organization is acting responsibly and transparently in its practices, and committing to generosity, collaboration, and respect across its operations. 14.Digital also champions equality, equity, and freedom of expression, striving for the open exchange of ideas and opinions. This is a stark contrast to decades of oppression. It's also a covenant of hope as Syrians look to build a resilient and thriving nation.  <h3 id="pioneering-a-sustainable-digital-infrastructure-to-power-the-future">Pioneering a sustainable digital infrastructure to power the future</h3>To enable local residents and communities to achieve greater independence, 14.Digital is working to address the challenges stemming from limited or underdeveloped infrastructure and, where possible, enhancing the technological footprint. Registered in both Syria and Canada, the organization’s team is comprised of skilled professionals from diverse backgrounds who are keenly focused on digital infrastructure development and community support.In terms of discrete services, 14.Digital provides a range of software design and development resources for creating and deploying custom solutions. This includes the architecting of secure, scalable digital and cloud infrastructure solutions to meet a variety of business goals. The team also provides physical and cybersecurity measures, network design, and even artificial intelligence services to deliver enhanced automation and efficiency. Training is another component of 14.Digital's mission. The civil war created a significant knowledge gap for Syria’s youth, with academic facilities shuttered and students left in limbo. Creating opportunities for Syrian-based technology and workers is a key area of focus, and one of the projects Nabil described was a partnership with Syrian university faculty to mentor students in computer science and conduct workshops on modern topics. “We're training in different digital areas, from web development to AI,” he explained. And it hasn’t stopped there. Nabil said that 14.Digital is also assisting with a host of cybersecurity initiatives, providing audits to government agency websites. After the fall of the previous regime, there's been a precipitous rise in hacking, leading to deeper audits and remediations. This has all proven difficult given that the country is working without solid data centers as part of its digital infrastructure.There’s also been a big push surrounding modernization across public agencies. One of the biggest projects Nabil and 14.Digital have proposed is to implement a secure core solution to power e-government services. “Civil records were largely paper-based, and a lot of them were damaged during the war,” he said. “If you don't have those records, you can’t provide healthcare properly, or conduct elections, or even confirm the identity of the citizen. So from that perspective, we proposed a project to provide digital identity to all government agencies for issuing IDs, driver's licenses, even passports down the road. But we’re going to build that core of digital identity in a very secure way.”Nabil said the project went through a period of deep study and research, which ultimately provided the budget to build multiple data centers with high redundancy in two different locations. It will be a massive undertaking, and likely take two or three years to complete, but they’ve already received millions in funding from outside donors. Nabil is optimistic that an approval will happen in the coming months, and they can break ground in the near term.<h3 id="healing-the-scars-with-hope">Healing the scars with hope</h3>In many ways, Syria is a diamond waiting to be polished. It has seen unspeakable horrors over the last 14 years, but its people have persevered. Now, they’re eager to restore its beauty – so it can shine brilliantly once more.Despite the regime's fall, the future of Syria remains uncertain. There are still fears of new conflicts between various non-state-affiliated groups, including ideologically driven factions. Millions are still in need of basic humanitarian assistance, and many remain outside the country as victims of displacement. But the enthusiasm for the future is palpable. And while there are many critical issues to solve, improving processes with digital technology could significantly accelerate the overall recovery. As Nabil shared, one of the biggest tragedies has been the loss of a generation of talent, and having access to stable power and internet services could enable students to gain ground through remote learning and improve their future prospects.“The thing they need most right now, in my opinion, is almost a rehabilitation of skill sets,” he explained. “Not just hard skills or technical skills, but also soft skills like language. A lot of these kids, they've been out of school for five years, ten years in some cases. It’s so sad. NGOs have created schools and there’s some tutoring available, but I would love to see us coming in from the digital and technology perspective to up level their skills to make their lives better. And in turn, they can make their country better.”As someone who has personally volunteered time, money, and technology resources to support the Special Olympics and other NPOs, I am moved and motivated by Nabil’s efforts. While many of us endeavor to give back in our own way, he is facing down a mammoth crisis. Most of us can’t even imagine what his country has been through or the trauma the war has left behind.In light of this, he remains incurably optimistic. This is a testament to his belief in technology's ability to make an impact, and illustrates the propensity for digital not to divide us – but connect us. “With all the difficulties that the Syrian people are still facing, you can see this amazing energy,” he said glowingly. “People are going to the streets, cleaning and repairing things, making the country look better. Doing anything they can within their means to help. All of a sudden, they feel that the country belongs to them. So you see all these little projects with groups of people just taking action. When I see that, I feel like I have a duty to help make their lives easier.”Wounds heal, but scars remain. They remind us of what's been lost. But they also tell a story about survival – and perhaps, with the help of others, they can symbolize a moment when everything changed. For the better. Bravo, 14.Digital. I hope the next 14 years will bring the peace and prosperity Syrians deserve. <hr /><h3 id="upcoming-events">Upcoming Events</h3> <img style="width:31.61%" src="https://cmscritic.com/ms-content/uploads/2025/08/storyblok-joyconf-2025-logo.jpg" /><h4 id="storyblok-joyconf-2025"><a target="_blank" rel="noopener noreferrer" href="https://joyconf.storyblok.com/">Storyblok JoyConf 2025</a></h4>October 14-15, 2025 – Amsterdam, Netherlands November 4, 2025 – New York, NY November 6, 2025 – Los Angeles, CAJoin us at JoyConf 2025, where the future of content meets the people shaping it. Built for developers, marketers, and digital innovators, this free conference goes way beyond product updates or yet another strategy playbook. It’s where you’ll get inspired, get real, and get connected – to ideas, to the community, and to what’s possible when you build joyfully. Whether you're building lightning-fast frontends or launching cross-channel campaigns, this is where content becomes connection and collaboration becomes second nature. Come for the talks. Stay for the community. Leave with joy. <a target="_blank" rel="noopener noreferrer" href="https://joyconf.storyblok.com/">Save your spot.</a> <img style="width:28.9%" src="https://cmscritic.com/ms-content/uploads/2025/08/sitecore-symposium-2025.jpg" /><h4 id="sitecore-symposium-2025"><a target="_blank" rel="noopener noreferrer" href="https://symposium.sitecore.com/">Sitecore Symposium 2025</a></h4>November 3-5, 2025 – Orlando, FLAt Sitecore Symposium, you’ll learn how to meet your customers where they are – across channels, moments, and touchpoints that didn’t exist a year ago. You’ll hear how the boldest brands in the world are transforming content into outcomes and creating experiences that are fast, relevant, and human. Join 1,500 marketers, digital leaders, and technologists in Orlando to see what’s possible when personalization scales, AI accelerates creativity, and trust becomes your competitive edge. This is the Third Wave of the Internet. And this is your moment to lead in it. <a target="_blank" rel="noopener noreferrer" href="https://symposium.sitecore.com/">Get your tickets today.</a> <img style="width:31.44%" src="https://cmscritic.com/ms-content/uploads/2025/08/cms-kickoff-2026-logo.png" alt="" /><h4 id="cms-kickoff-2026"><a target="_blank" rel="noopener noreferrer" href="https://www.boye-co.com/conferences/cmskickoff26">CMS Kickoff 2026</a></h4>January 13-14, 2026 – St. Petersburg, FLMeet industry leaders at our fourth annual CMS Kickoff – the industry's premier global CMS event. Similar to a traditional kickoff, we reflect on recent trends and share stories from the frontlines. Additionally, we will delve into the current happenings and shed light on the future. Prepare for an unparalleled in-person CMS conference experience that will equip you to move things forward. This is an exclusive event – space is limited, <a target="_blank" rel="noopener noreferrer" href="https://www.boye-co.com/conferences/cmskickoff26">so secure your tickets today.</a>

In the Scars of Syria, 14.Digital is Revitalizing Digital Infrastructure and Healing the Future

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