Sitecore unveils AI platform to enhance marketing workflows

Sitecore has launched Sitecore Stream, a new AI marketer platform designed to address the complexity and demands faced by modern enterprise marketing teams.

The platform is part of Sitecore's composable digital experience platform (DXP) products, built on Microsoft Azure OpenAI Service. It aims to empower marketers to deliver personalised digital content and experiences globally and efficiently by integrating AI and automation into existing workflows.

Roger Connolly, Chief Product Officer at Sitecore, commented, "With Sitecore Stream, we're delivering a smarter, more strategic, and more secure way for marketers to create and manage content and deliver seamless customer experiences. Sitecore Stream leverages customers' brand architecture to provide brand-aware AI but, critically, does not use your content to train the underlying AI models. With Sitecore Stream and our vision for an Intelligent DXP, we are addressing marketers' pain points head-on, combining the power of AI with our deep experience helping customers with their digital transformations."

Sitecore Stream includes several key features: brand-aware AI that aligns marketing actions with brand identity, AI-enhanced workflows that automate repetitive tasks to increase efficiency, and generative copilots that assist in brand and content creation.

Aude Gandon, Global CMO at Nestlé, shared insights into their collaboration with Sitecore, "We have partnered with Sitecore and Microsoft innovation teams over the last year to pilot and leverage the power of generative AI with Nestlé brand guidelines and toolkits. Together, we've created an innovative new offering: the Sitecore Brand Assistant as part of Sitecore Content Hub with Sitecore Stream. This solution is specifically designed to facilitate brand and category knowledge within our organisation and supercharge our creative partners."

Shelley Bransten, Corporate Vice President, Global Industry Solutions at Microsoft, spoke on the collaboration with Sitecore, stating, "As part of our long-standing, strategic relationship with Sitecore, we've collaborated closely with Nestlé and other enterprise customers to deliver entirely new AI capabilities to marketers. Leveraging the power of Microsoft Azure AI enables Sitecore Stream to understand an organisation's brand, campaigns, content, and data – empowering marketers to do their best work."

According to Dave O'Flanagan, CEO of Sitecore, the development involved reimagining marketing workflows alongside brands like Nestlé and Microsoft. He stated, "Together with leading brands, we reimagined the content lifecycle from the perspective of what the customer wants and the marketer needs. Our work with brands such as Nestlé and Microsoft, in combination with Sitecore's deep understanding of marketing workflows and digital experience best practices, has enabled the development of Sitecore Stream. With it, we're delivering on our vision of the Intelligent DXP."

Sitecore Stream's capabilities aim to simplify marketing workflows, enhance productivity, and maintain brand compliance using built-in AI safeguards. This platform positions Sitecore as a competitive player in the digital experience market, which includes other major competitors like Adobe.