From Unified Content to Intelligent Automation: What's New in SitecoreAI Now

Sitecore finished 2025 with its announcement of a major shift from XM Cloud to SitecoreAI. What does that evolution mean for Sitecore users in 2026? The new composed SaaS platform gives marketing teams a newly unified space to plan, create, automate, and optimize digital experiences. It also gives teams the freedom to customize their SitecoreAI experience and to experiment with advanced features before committing to an upgrade.

In this post, we’ll cover four elements of SitecoreAI that we believe will deliver unique value to marketing teams in the year ahead.

A composed foundation for fast time-to-value

Although the trend among martech providers has been moving toward composable platforms, SitecoreAI has strategically shifted to a composed offering. This gives customers the immediate benefit of having a best-of-Sitecore SaaS stack right out of the box, without the need to spend time and effort to evaluate, purchase, and integrate multiple stack components.

With unified CMS, CDP, DAM, Personalization, and Search marketers are free to focus on creating personalized content and optimizing it for relevance and engagement. This allows marketing teams to create campaigns faster and even to mature faster, because there’s no need for them to wait on procurement or engineering to get the stack they need to move forward.

Agentic AI enables human-AI collaboration across workflows

SitecoreAI’s Agentic studio and suite of agents gives marketing teams AI collaborators at each stage of their workflows. AI agents can be embedded across the platform to help teams automate tasks and orchestrate processes. For XM Cloud users, getting started is as simple as clicking a button to accept SitecoreAI’s terms of use for its agents. At that point, their agentic environment is ready to use.

It’s possible to train agents to create content briefs, draft the content, optimize it, and send it for review. Agents can also be trained to assess agent-created content for compliance with brand guidelines and any applicable regulatory requirements. While agents handle these routine and often high-volume tasks with human oversight, teams have more time to innovate and develop new digital experience strategies.

Because there is so much agentic capacity in SitecoreAI, the biggest challenge for marketers may be identifying and prioritizing agentic use cases to get quick wins and long-term value.

Marketplace apps for SaaS customization

Sitecore is also rolling out a new Marketplace within Sitecore Studio. Sitecore Marketplace is where users can share and access certified apps and AI agents to extend SitecoreAI’s capabilities. This curated space lets marketing teams find no-code customization solutions for SitecoreAI, to easily connect third-party services and optimize workflows. Public apps will be approved by Sitecore and available to all users, while custom apps require publisher permission to access.

Sitecore Marketplace provides a much larger array of approved customization options for the SaaS platform than XM Cloud did. These new options help teams structure their Sitecore platform for the processes and workflows they need to deliver experiences that drive results. The Marketplace also creates opportunities for teams to build and share apps specific to their needs. The result is a powerful, unified platform that’s also highly customizable.

The ability to experiment with SitecoreAI

Another way that SitecoreAI provides value is by allowing your team to try new SaaS offerings before you invest in them. For example, SitecoreAI customers get access to the SaaS personalization product, because it’s integrated into the CMS solution. Your team can run small-scale personalization tests and see if they deliver the kind of results you’re looking for. If so, then you can opt into a higher tier that includes personalization so you have full, ongoing access.

This try-before-you-buy approach sets SitecoreAI apart from most other vendors. That’s because just as digital experiences matter for the end customer, the martech user experience matters. By allowing marketing teams to experience key features without having to go through a complicated negotiation first, Sitecore is giving marketers a way to make more confident spending decisions. This strategy can also simplify upgrade negotiations because teams will start the conversation with a clearer than usual estimate of their future consumption.

Experienced guidance for more value from your Sitecore investment

Automating processes and orchestrating workflows across the Sitecore ecosystem can free marketing teams to focus on strategic work and experimentation. Setting up those processes and workflows is easier when you work with a partner that has deep experience with Sitecore and its capabilities.

Rightpoint is one of a handful of global Sitecore Platinum Partners. For more than 15 years, we’ve applied our experience-based strategies to help create hundreds of engaging digital experiences for brands using the Sitecore platform. If you’re ready to learn more about what your marketing team can do with Sitecore and how we can help you achieve it, contact us.