Sitecore Supercharges Intelligent Digital Experience Platform and Content Management System for Marketers

Seasonal release, packed with AI-enabled features, propels digital experiences and content to new heights

SAN FRANCISCO, Feb. 19, 2025 /PRNewswire/ -- Sitecore^®, a global leader in digital experience software, today announced more than 250 market-leading innovations for its intelligent digital experience platform (DXP) and content management system (CMS). Highlights include big advances in Sitecore Stream AI capabilities and key solutions – all designed to empower marketers to build and deploy standout digital customer experiences.

Introduced at Sitecore Symposium 2024, Sitecore Stream embeds three powerful capabilities into Sitecore products:

• Brand-aware AI keeps AI-driven actions on-brand and makes them smarter over time, enabling marketers to create more personalized, conversational experiences at scale.
• AI copilots and agents free up marketers to strategize, execute, and scale. Brand, campaign, content, experience, and optimization copilots are now available.
• Agentic workflows harmonize human input and AI automation, balancing automation with authenticity. Levels of agentic automation now include chain of thought prompting, human in the loop, and fully agentic.

"As the marketer's landscape rapidly evolves, Sitecore is ready to enable them to harness the power of AI for enhanced creativity and productivity," stated Roger Connolly, Chief Product Officer at Sitecore. "Our AI-driven solutions offer customers the ability to elevate their content management experience, and the flexibility to integrate their own AI technologies within our adaptable framework. With our latest innovations across all core products, marketers can now create dynamic experiences rapidly and seamlessly scale their digital presence, delivering exceptional customer value."

Luigi Gangitano, Chief of Digital Innovation, POLIMI Graduate School of Management, commented: "As one of the most prestigious business schools in Europe, we're excited to add Stream capabilities to our digital experience platform to drive more efficient and effective content use. We view a substantial opportunity with AI to better serve our community." 

Innovations boost marketers' business impact

Sitecore is releasing more than 250 new innovations for its composable DXP to help marketers create, build, and optimize digital experiences and content that align with their brand identity and drive engagement and conversions. Here are just a few of the highlights:

Brand-aware AI

• Sitecore Stream AI capabilities are now available across Sitecore's DXP, including its CMS, digital asset management solution, and customer data platform.
• Sitecore Stream Brand Kits work even harder to help global marketing teams manage their brand portfolio seamlessly. Brand Kits now organize key guidelines for brand and sub-brands, including global goals, brand context, do's and don'ts, tone of voice, checklists, grammar guidelines, visual guidelines, and image style.
• Brand Chat got smarter, now supporting brainstorming to help marketers ideate within their brand. New features such as canvas view, quick actions, and chat history make it easier to explore ideas, refine messaging, and stay on-brand.

Marketer-first CMS

• A new variant generation feature, a content copilot enabled by Sitecore Stream AI, helps marketers generate variants to more easily tailor messaging, optimize performance, and maintain relevance across platforms and contexts. With it, marketers can quickly create and test on-brand content to boost customer engagement.
• A/B/n testing in XM Cloud lets marketers optimize components, control traffic, and automatically serve the best variant—so they can experiment to boost engagement and conversions. Component variants are stored at the edge to deliver a superfast user experience.
• A new marketer dashboard helps marketers make better decisions by putting information at their fingertips about user behavior, website performance, workflow, and more.
• New site collections functionality delivers effortless multisite management – with no IT required. XM Cloud now empowers marketers to create, duplicate, and manage unlimited websites across brands in one place, with an intuitive visual interface that simplifies control and reduces reliance on technical teams.
• The new publishing visibility feature means marketers control where and when content goes live by giving them a full view of the publishing process.
• XM Cloud expands support beyond Next.js to include Angular and .NET Core frameworks. This enables developers to use their preferred technologies while leveraging XM Cloud's server-side rendering and editing capabilities.

• A new content and variant creation feature, enabled by Sitecore Stream AI, helps marketers tailor messaging for diverse audiences and languages to scale content use – all while staying true to the brand.
• Variant creation, another new capability powered by Sitecore Stream, translates content for marketing teams to use for localized content and digital experiences.
• Sitecore's enhanced visual search unlocks new ways to discovery assets, including visual similarity, semantic search, reverse-image lookup, and color-based search. Marketers can find the right content faster, with no tags required.
• Grounded image tagging, a Sitecore Stream AI-enabled feature, eliminates the time-consuming process of manually tagging images to enable consistent metadata use and improve searchability. This makes it easier to update assets in bulk and ensure consistency across digital assets.
• The new and improved public collections app makes it even easier for marketers to share the latest approved content with partners and agencies, supporting brand consistency – saving time, and streamlining collaboration with advanced search and visualization.

All-in-one DXP

• The Sitecore Stream content copilot is now available in Sitecore's experience platform (XP). With it, marketers can generate content in seconds while modifying content length, tone of voice, and grammar.
• Marketers using XP 10.2 and above now have access to the brand-aware AI, copilots, and orchestration capabilities of Sitecore Stream. 

AI-powered CDP and personalization

• Sitecore CDP now delivers generative insights, offering AI-driven recommendations to optimize campaigns.
• Sitecore Personalize automates post-experiment actions for faster, smarter personalization decisions.

Expert support for AI-enabled DXP and CMS

"Sitecore Stream changes the game for marketers by making AI-driven content creation both fast and brand-consistent. The brand-aware AI and generative copilots take the heavy lifting out of content production, helping teams move faster while staying on message. We're already seeing how this helps our customers scale personalized content without sacrificing quality. Big thanks to the team for their support — it's been great working with them on this."
– David San Filippo, Senior Vice President, Digital Experience, Altudo

"We've had the privilege to be one of the first agency partners to work with Sitecore Stream, and so far we've seen firsthand the power it possesses in helping marketing teams make incredible strides in brand governance and time to market for asset creation. Sitecore Stream delivers real-time content delivery, enhanced personalization, and unmatched agility, empowering brands to connect with their audiences like never before. We have several early-adoption Sitecore Stream projects in progress, and now more than ever, we're excited to see how this innovative solution will transform the way marketers engage, convert, and grow in today's fast-moving digital landscape."
– Jon Price, Vice President, Sitecore Practice at Americaneagle.com

"The Horizontal Digital marketing team has only begun to tap the full potential of Sitecore Stream to both accelerate and optimize our planning and execution. But it has already proven to be the ultimate in 'work smarter, not harder.' Imagine having an extra collaborator on your team who's both wicked smart and lightning fast, and who never gets tired of cranking out briefs or validating copy against brand and SEO best practices. That's the power of Stream alongside the Content Hub digital asset management platform, and the payoff in both efficiency and effectiveness has been immediate."
– Dave Michela, Senior Vice President, Global Growth Strategy, Horizontal Digital

"Sitecore Stream is a game-changer for marketers looking to maximize efficiency without sacrificing creativity. The brand-aware AI and generative copilots streamline content production, helping to optimize engagement and give brands a competitive edge in delivering truly personalized experiences."
– Jill Roberson, Senior Vice President, Marketing, Velir

"Our collaboration with the Sitecore team on Stream, applying real use cases and putting it to the test has been inspiring. As a marketer, Stream will further accelerate our ability to execute on and optimize effective content creation—especially when it comes to personalization. I can't wait to share more of our hands-on learnings with our customers and the community. I'm most excited about the speed with which we can show its value."
- Samantha Goble, Vice President, Digital, XCentium

Discover more

Sitecore makes exploring solutions simple:

• Register for a February 26 webinar detailing Sitecore's product enhancements. Times are available for the Americas, EMEA, and Asia-Pacific and Japan.
• More information about these and other enhancements to Sitecore Stream is also available at https://developers.sitecore.com/changelog.
• Save the date for Sitecore Symposium 2025 – the flagship event for customers, partners, Sitecore MVPs, and others across the global Sitecore community. It will be held this year from November 3-5 in Orlando, Florida.

About Sitecore 

Sitecore is a global leader in digital experience software, trusted by visionary brands like?L'Oréal, Microsoft, and United Airlines to power their content lifecycle from content strategy to digital experience delivery. Our composable platform gives marketers and technologists the power to build together at global scale – harnessing content, data, personalization, and AI – to manage digital assets, create engaging content, understand customer intent, and deliver standout experiences across all touchpoints. Discover more at?sitecore.com. 

Sitecore is a registered trademark of Sitecore Corporation A/S in the USA and other countries. All other brand names, product names or trademarks belong to their respective holders. 

Media Contact 
Jessica Rampen
[email protected] 

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