• Sitecore used its Symposium 2025 event to unveil SitecoreAI and Agentic Studio unifying content, data, personalisation and AI-driven workflows into a single platform.
• Enterprise marketers can automate and optimise digital campaigns with ready-made AI agents: enabling faster, multichannel, personalised customer journeys.
• UNRVLD will help enterprise Sitecore users to implement, optimise and fully leverage SitecoreAI, including XM Cloud customers who are automatically being upgraded to SitecoreAI.

Sitecore’s recent Symposium global partner and customer event offered our team the chance to be part of perhaps the biggest strategic announcement the vendor has ever made. The rebrand from XM Cloud to SitecoreAI – pitched as a unified, AI-native SaaS platform designed for the next era of digital experience – sat at the heart of much of what we saw and heard over three days in Florida in early November 2025.

For Sitecore customers, what was announced was far more than just a new product name – it represents a significant change to how digital experiences can be planned, personalised and delivered using the vendor’s software.

As long-standing Sitecore partners, the UNRVLD team – including Solution Architect and Sitecore MVP Jeremy Davis – were at Symposium 2025 to hear the announcements as they happened and provide an expert lens on what they really mean. Below, we break down what the platform announcement and agentic upgrades really mean for enterprise Sitecore users: and share our MVP’s thoughts on the opportunities available as SitecoreAI continues to develop.

A unified platform for the next wave of digital experiences

With the launch of SitecoreAI, Sitecore has consolidated its content management, data, personalisation and search capabilities into a single SaaS platform. Everything from how a marketer uses the technology, from creation to activation, can now sit within a single platform rather than as part of a wider ecosystem, ensuring that marketing teams within organisations maintain control while benefiting from AI-powered automation.

This change can be critical to organisations looking to operate at scale, particularly to deliver hyper personalisation. SitecoreAI is positioned as wanting to eliminate the friction that kills customer loyalty.

But what does Sitecore’s “One Platform. Unlimited Possibilities” promise for SitecoreAI really mean? UNRVLD’s Jeremy Davis explains: “The key thing that has happened (other than the change of name) is that buying one of Sitecore’s core products (CMS, CDP, Personalisation, Search or DAM) will give you access to limited editions of the other products too. The ones you don't buy will be scaled at ‘good enough to play with, but not fit for production’ size which is an interesting move.”

This will make it much easier for clients who were XM Cloud users to test other parts of the Sitecore product stack to demonstrate use cases and value.

Other changes will also be of interest to users of Sitecore’s older digital experience platforms, XM and XP: particularly those who were already keen to move to a cloud version of Sitecore but saw customisation issues as a barrier.

Jeremy Davis explains that one of the challenges of the move from a Sitecore on-premise digital experience platform (DXP) to the XM Cloud SaaS version is that cloud software is more difficult to customise. “The move to XM Cloud took away most of the mechanisms for us to modify the editing experience or integrations that we could do before. But SitecoreAI is bringing back ways to enable these customisations.”

Work smarter with Sitecore Studio at your fingertips

One of the standout announcements of the event was the introduction of Sitecore Studio, an agentic workspace for operational AI agents that take on meaningful marketing and content work.

As part of the announcement, Sitecore unveiled 20 ready-made, pre-written agents designed to streamline campaign planning, content migration, experimentation and more was revealed. Sitecore Studio provides a collaborative workspace where marketers and AI can work together in real time, supported by an open, composable architecture that allows third-party tools and AI models to seamlessly integrate.

The agents offer a fundamental change to what marketers already using XM Cloud can achieve in their day-to-day moving forward. This includes the ability to:

• Automate campaign planning and scheduling across multiple channels, reducing operational overheads;
• Migrate content from legacy systems with minimal manual intervention;
• Run A/B or multivariate experiments faster, feeding insights back into campaigns in real time;
• Personalise content at scale across focused campaigns for different customer segments, buyer personas or accounts;
• Integrate AI-generated recommendations directly into workflow tools like CRM, email, or marketing automation platforms.

These agents can be browsed in a dedicated marketplace, making it easy to discover and deploy trusted applications and agents. Marketers can accelerate workflows, while maintaining control and human oversight, ensuring AI augments rather than replaces key decision making and human influence.

As our Sitecore MVP Jeremy Davis explains: “In the past, if you needed to extend the behaviour of your CMS and automate marketing activity you were constrained by needing technical resources to implement your vision. But by bringing its platform tools together more seamlessly and integrating AI-driven automation, Sitecore is giving marketers a powerful way to share and optimise their message without waiting for developers. They have new freedom to innovate, while maintaining control of their messaging.”

Preparing your enterprise for AI-driven experiences

At UNRVLD, we work closely with our clients to help them get the most out of the platforms that we implement. For SitecoreAI, maximising the capability involves a fairly fundamental shift in how digital teams plan, personalise and orchestrate the customer journeys that marketing activity is designed to take their target audiences on.

Symposium provided an overview of some of the first actions and changes that XM Cloud users with immediate access to SitecoreAI would want to consider to began leveraging what’s now available to them:

• Identify workflows suitable for automation - Agentic Studio is most effective when applied to repeatable, operational tasks. Map processes such as campaign planning, tagging, content migration and experimentation to determine where AI agents can help you to reduce manual effort in workflows. By automating these tasks, your team can focus on strategy, creativity and optimisation while AI handles all the heavy lifting.
• Map your personalisation maturity – Understand how your current personalisation capabilities align with the new AI-native platform. Evaluate which segments, accounts or journeys are already personalised, and identify gaps where AI-driven recommendations and personalisation could have the most impact.
• Plan for multichannel customer journeys – The future of engagement is non-linear, with customer journeys shifting from static search to AI-driven discovery. SitecoreAI provides the capability to design and delivers strategies that are personalised across multiple channels – reaching and interacting with end customers through voice, AI assistants, search summaries, social and other emerging touchpoints.

How to make SitecoreAI work for you

For existing XM Cloud users who are being automatically migrated to SitecoreAI, artificial intelligence is now at the heart of digital experience creation, personalisation and optimisation. SitecoreAI, together with Agentic Studio, embeds AI as a core part of the workflows marketing and digital teams are already using on a daily basis.

For more information on how to make SitecoreAI work for your business, utilising the ready-made agents to transform your marketing and digital operations, speak to UNRVLD. As the winner of the EMEA Customer Success Award at Sitecore Symposium 2025, going above and beyond for our clients, we are perfectly positioned to support your transformation journey, overcoming the technical and business obstacles.

For those still to make the move, our Cloud Pathways Assessment can help you understand whether the SaaS platform is right for your requirements, and develop a plan to get you there which mitigates migration risks and ensures you maximise value from the new AI-native capability.