By Roel Kuik, 04-02-2026

A recap of our visit at the Sitecore Partner event

If there was one clear message running through the latest Sitecore Partner Event, it was this: AI is no longer an add-on, it's the operating system for modern digital experience.

Across strategy, product, R&D, and value-focused sessions, Sitecore painted a picture of an AI-powered future that is both ambitious and surprisingly practical. This wasn't about abstract promises or futuristic demos. It was about governance, ROI, composable architecture, and most importantly, real customer value.

The AI market is maturing

The opening conversations framed AI within a broader market cycle. We're moving past the initial hype phase into a period where machine learning, AI, and business outcomes are inseparable. The winners won't be the companies experimenting with isolated tools, but those who integrated AI deeply into their platforms, partnerships, and processes.

A recurring theme was that AI must be treated as long-term capability, not a short-term innovation project. this requires strong partnerships (Microsoft and Azure were frequently referenced), local market understanding, and a clear view of haw AI influences both technology stacks and business models.

Sitecore's AI-adoption strategy

Sitecore's product direction made one thing very clear: the shift to composable architecture is complete, and AI is now the foundation.

Key highlights:

• Unified solutions on Azure, simplifying deployment and governance.

• Simplified pricing, giving customers access to the full Sitecore portfolio.

• Agentic AI embedded across the platform to drive better, more autonomous customer experiences.

New capabilities such as Sitecore AI, Sitecore Studio, and Sitecore Pathway demonstrates how this strategy translates into action. Partners can now build custom agents, accelerate content migration by up to 70%, and focus less on technical plumbing, and more on AI adoption and value realisation.

Crucially, Sitecore emphasised that partners, customers, and Sitecore must collaborate closely to make AI work at scale.

AI-driven content: From CMS to Experience Engine

One of the most compelling sessions focused on AI's role in content and marketing. 

The challenge is familiar: audiences are overwhelmed, attention is scarce, and content teams are under pressure to do more with less. The answer, according to Sitecore, is not just more content, but smarter, AI-driven content operations.

Key highlights:

• Making content channel-agnostic and reusable everywhere.

• Using AI to support multilingual, large-scale content creation.

• Leveraging tools like the Bulk Content Generator, Marketplace SDK, and MCP to integrate AI service seamlessly.

The evolution from a traditional CMS to a composable, AI-first platform allows marketers to move away from manual execution and refocus on strategy, creativity, and customer insight.

Inside Sitecore R&D: AI with Governance Built In

From Sitecore's R&D team, we got a deeper look at how AI is being embedded responsibly.

A standout message was the importance of centralising content and AI capabilities within Sitecore to ensure proper governance, security, and consistency. Rather than letting AI sprawl across disconnected tools, Sitecore is positioning itself as the system of record for AI-powered experiences.

Innovations like the Marketer MCP enables partners to build marketplace apps and custom agents, while real-world use cases (chatbots, content workflows, and experience optimisation) show that this isn't theoretical. It's already happening.

The Q&A underscored what many partners are grappling with: AI adoption is as much about trust and governance as it is about features.

Making the business case: AI that CFOs care about

One of the most pragmatic sessions came from Sitecore's value practice, led by Sultan, who focussed squarely on ROI.

The numbers tell a sobering story:

• Around 20 stakeholders are involved in major tech purchases.

• Only 20% of CFOs feel satisfied with their technology investments.

This is where AI initiatives often fail... not technically, but financially.

Sitecore's approach is to arm partners with tools and frameworks that translate AI capabilities into clear business outcomes.

Key highlights:

• Agentic experience assessments and roadmap workshops.

• A Forrester study showing 371% ROI and a 50% increase in web conversion.

• A business case tool that quantifies impact across revenue growth, operational efficiency, and cost savings.

The message was clear: if you can't explain the value, you won't get the buy-in.

AI transformation is a journey, not a switch

The closing transformation-focused session used a simple but effective analogy: moving to a new house.

You don't move everything. You assess what matters. You plan. You involve the whole family.

AI-driven transformation works the same way. Succes depends on:

• Understanding real customer needs.

• Auditing current systems and processes.

• Strong governance and executive sponsorship.

• Iterative improvement, not big-bang change.

AI isn't just a technology upgrade, it's an organisational shift.

Final thoughts: partners as the catalyst

What stood out most across the day was the role of the partner ecosystem. Sitecore isn't positioning AI as something it delivers to customers, but something it builds with partners.

The opportunity ahead isn't just to implement new tools, but to guide customers from experimentation to impact, from hype to measurable value.

AI is ready. The platforms are ready. Now the real work begins.