Sitecore, a major vendor of digital experience software, has announced the launch of Sitecore Stream, a new platform designed to enhance digital marketing capabilities with artificial intelligence (AI). The announcement took place at Sitecore Symposium, the company’s annual conference for customers and partners, where the company highlighted the platform as a part of its vision for an Intelligent Digital Experience Platform (DXP).
The Sitecore Stream platform aims to tackle common challenges faced by marketing teams, including the increasing pressure to deliver personalized, fast, and scalable digital content across channels, all while managing tighter budgets. Built on Microsoft’s Azure OpenAI Service, Sitecore Stream is designed to streamline marketing workflows by leveraging AI to orchestrate tasks such as content creation and campaign management. The platform integrates with other Sitecore products, including XM Cloud, Content Hub, and Experience Platform (XP).
Sitecore’s Chief Product Officer, Roger Connolly, emphasized that the new product provides brand-aware AI without compromising data privacy, stating, “Sitecore Stream does not use your content to train underlying AI models.” Connolly added that the platform addresses key pain points for marketers by combining AI-driven solutions with Sitecore’s established experience in digital transformation.
One of the first companies to test Sitecore Stream has been Nestlé, a long-time Sitecore partner. Aude Gandon, Global CMO at Nestlé, noted that the company has been using the platform to streamline brand management within its creative processes. Nestlé has collaborated with both Sitecore and Microsoft on the development of the Sitecore Brand Assistant, a tool designed to enhance brand consistency and content creation, which is now available within Sitecore Content Hub.
Microsoft’s Shelley Bransten, Corporate Vice President of Global Industry Solutions, highlighted the strategic collaboration between the two companies. Bransten noted that Microsoft’s Azure AI capabilities play a significant role in enabling Sitecore Stream to process and understand complex brand and content data, helping marketers “do their best work” through smarter automation and personalized recommendations.
The launch of Sitecore Stream marks the company’s push to redefine marketing workflows using generative AI, a trend that is transforming industries worldwide. As brands increasingly look for ways to automate repetitive tasks and accelerate execution, Sitecore’s product is positioned as a solution that integrates seamlessly with existing martech stacks, while ensuring data privacy and brand compliance.
This launch comes at a time when AI is rapidly reshaping the marketing industry. According to Gartner’s 2023 Marketing Technology Survey, AI-powered tools are seeing widespread adoption among large enterprises, driven by their potential to reduce costs and increase efficiency in content creation and management. With Sitecore Stream, the company aims to further its competitive edge in this expanding field, positioning itself among companies that offer AI-driven solutions for content orchestration and customer engagement.
The platform is currently available to Sitecore customers. This launch is part of a broader trend where AI and automation are becoming essential tools in the marketing toolkit, helping brands navigate an increasingly complex digital environment.