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SitecoreAI is not a rebrand.
It’s a complete rebuild of the platform. Sitecore has collapsed CMS, DAM, Search, Personalize, CDP, and Stream into one unified, AI-first system with simplified licensing, unlimited AI, a shared data model, and agentic automation baked into every workflow. The result: fewer products to maintain, faster delivery, smarter operations, and a platform that finally matches how modern digital teams work.
If you’re planning your move into SitecoreAI, Fishtank can get you there faster, cleaner, and with a strategy that actually scales. Contact our experts to help you chart the path forward to SitecoreAI.
On November 4th, Sitecore took the main stage at Symposium 2025 and retired the XM Cloud brand entirely. The platform now moves forward as SitecoreAI, representing a unified architecture, a single product package, and an AI-driven operating model for every team in the digital ecosystem.
This isn’t cosmetic. SitecoreAI merges the formerly separate SaaS products—XM Cloud, Content Hub, Search, Personalize, CDP, and Stream—into one cohesive platform designed for speed, governance, and AI-powered execution. The technical foundation and pricing model confirm this shift.
Where XM Cloud focused on headless content and delivery, SitecoreAI becomes the entire digital experience stack. One login. One data model. One contract. One workflow.
AI is not an add-on—it’s the new Sitecore baseline.
For years, Sitecore’s composable story promised freedom, flexibility, and best-of-breed architecture. Organizations got that flexibility, but they also inherited the overhead: multiple contracts, multiple UIs, extra integrations, scattered data, and fragmented workflows.
SitecoreAI answers the central pain point of the composable era: complexity.
SitecoreAI is anchored in five principles: unified packaging, CMS as the anchor, AI included across all tiers, pricing aligned to outcomes, and a tier that supports meaningful experimentation from day one .
The result:
Sitecore didn’t just merge products—they replaced the foundation of the ecosystem.
If you’re already on XM Cloud, you are now—by definition—a SitecoreAI customer.
This means:
| What changed | Why it matters | Key details |
|---|---|---|
| 1. Access to the entire Sitecore suite at the base tier | Full platform access included | Personalization, Search, DAM, Unified Data Layer, and the Agentic layer are available with no additional licenses. |
| 2. AI is unlimited | No usage-based costs | No consumption pricing, no per-token charges, no metering. Unlimited generative and analytical AI across all features. |
| 3. Licensing is dramatically simpler | One anchor, modular add-ons | CMS remains the anchor module. All other capabilities scale by value-based metrics: Visits (CMS), Experience Interactions (Search + Personalize), Users (DAM), Builder Seats (Agentic Studio). |
| 4. Your environment evolves automatically | New features appear seamlessly | Updated navigation, agent interfaces, and unified experiences roll out automatically—no migration work required. |
| 5. Agentic Studio becomes a core workspace | Intelligent automation built into everyday workflows | Includes 5 Builder Seats, unlimited agent execution, prebuilt agents, and the ability to orchestrate multi-step AI-driven tasks across the platform. |
SitecoreAI isn’t a single product—it’s six major layers that now operate as one platform.
Agentic Studio is the biggest conceptual leap in SitecoreAI. It’s the workspace where teams build custom AI agents—task-oriented units that can plan, create, execute, and optimize work across the entire platform.
These agents don’t just generate content; they perform real operational work that previously required multiple tools, manual effort, or developer intervention. Because they can read, modify, publish, structure, and analyze content at scale, they unlock entirely new workflows, such as:
Agentic Studio is where Sitecore’s AI foundation becomes operational—less about prompts, more about orchestrated, repeatable, business-ready automation that accelerates delivery and reduces overhead at scale.
Here are screenshots of what the new Agentic Studio looks like:
The Essentials tier includes:
Agents can:
| Agent Name | What it can do |
|---|---|
| Researcher | Gathers information, analyzes topics, compiles insights, and produces research summaries for campaigns, content, or competitive analysis. |
| Content Generator | Creates long-form or structured marketing content—pages, paragraphs, narratives—based on prompts or existing assets. |
| Translator | Translates content across supported languages while preserving tone, formatting, and brand voice. Useful for global content ops. |
| Blog Writer | Generates full blog posts, outlines, introductions, or expansions based on topics, keywords, or existing materials. |
| Bulk Content Generator | Produces large volumes of content at once (e.g., product descriptions, persona pages, metadata, summaries) from structured inputs. |
| Account Data Enricher | Enhances or augments customer or account data with additional attributes, segmentation signals, or inferred insights. |
| Brief Generator | Creates creative briefs, campaign briefs, content briefs, and structured project kickoffs using goals, audience details, and context. |
| Snackable Content Generator | Generates short-form assets—social posts, email snippets, taglines, pull quotes, teasers—for quick campaign activation. |
| Email Writer | Writes emails, nurture flows, announcements, invitations, and transactional copy aligned with brand tone and purpose. |
| Summarizer | Condenses long content (pages, transcripts, research, articles) into concise, structured summaries or key bullet points. |
| Competitor Analyzer | Evaluates competitor content, websites, messaging, and positioning; extracts differences, opportunities, and strategic insights. |
| AEO / SEO Researcher | Performs SEO-focused research including queries, search intent, keywords, AEO (Answer Engine Optimization), opportunities, and recommendations. |
| Persona Content Auditor | Reviews content through the lens of target personas—evaluates fit, tone, relevance, and personalization opportunities. |
| Structured Content Extractor | Pulls structured fields out of unstructured text (e.g., headings, metadata, taxonomy, CTAs) for use in CMS items or content models. |
| Quote Extractor | Identifies and extracts quotable lines, sound bites, testimonials, or key statements for reuse in marketing materials. |
| Audience Summary | Generates audience overviews, segmentation insights, behavioral patterns, or snapshot profiles based on available data or prompts. |
Everything CMS-related—from content modeling to multi-site structures to Page Builder—remains but is enhanced by:
The CMS is still headless, still Next.js-friendly, and still built for global delivery—but now sits on top of a unified intelligence layer.
Here are some screenshots of the Design Studio:
This is one of the most important changes: the data foundation is now bundled directly into the Essentials package and includes:
Data is no longer a separate product. It’s now baked into the core.
Here are screenshots of how Stream and the Performance tabs are integrated into SitecoreAI:
This module merges two products that previously required separate licenses:
It’s now priced using a single metric: Experience Interactions, which represent any meaningful personalized or AI-modified experience (search results, variants, recommendations, etc.) .
The DAM module gets a cleaner user model (included in Essentials):
It inherits deep Stream integration, Brand Assistant, metadata automation, asset analytics, and governance workflows.
DAM is now tied directly into authoring, AI generation, and design components—making it a first-class citizen of the CMS experience.
Studio becomes the extensibility layer for marketers, developers, and partners:
Together, Studio forms the new ecosystem strategy and partner surface for SitecoreAI.
SitecoreAI reorganizes the platform around how modern teams operate:
This replaces the fragmented navigation across XM Cloud, CDP, Personalize, Search, and Content Hub.
For the first time, strategic planning, creation, optimization, and automation exist in one linear workspace.
AI is not layered on top of SitecoreAI. AI is the platform architecture.
Three pillars drive the system:
Auto-tagging, semantic search, AI insights, content generation, code suggestions, component generation, translation, and more.
In-flow support that understands context from the knowledge graph, signals, user actions, and recent assets.
This builds on Sitecore’s AI foundation layer of services, knowledge graph, MCP, and Agent API.
Outcome-driven agents capable of multi-step planning and execution.
This aligns with industry trends showing rapid improvement in models’ ability to complete long, complex tasks reliably over time.
SitecoreAI isn’t betting on isolated prompts or point-AI.
They’re betting on orchestrated, contextual, agent-driven automation.
It’s the right bet.
SitecoreAI simplifies everything into four clear modules: CMS, Conversion Optimization, DAM, and Agentic Studio. CMS is the anchor, and everything else scales based on real usage: traffic, interactions, users, and builder seats. AI is included. Data is included. No surprise fees. No fragmented contracts.
If you want the full deep dive—including real numbers, example scenarios, and cost modeling—read Dan’s comprehensive SitecoreAI pricing breakdown.
SitecoreAI marks the moment the platform stops being a collection of products and becomes a unified system built for real velocity. It strips out the operational drag, consolidates the entire stack, and gives teams intelligence, automation, and governance in a single workflow. If you reached the bottom of this post, you’ve already done the hard part—wrapping your head around a seismic shift in how Sitecore works and what it can enable. The takeaway is simple: SitecoreAI isn’t an upgrade to XM Cloud; it’s the architecture that will define the next decade of digital experience. And for organizations ready to move faster, reduce complexity, and build with intelligence at the core, SitecoreAI is the platform that finally makes that possible.
If you want a clear, candid evaluation of your current setup—and exactly what it will take to move to SitecoreAI with confidence—reach out to us.
Until next time, happy migrating!
