If you build on Sitecore or make content in Sitecore, you’ve probably heard a lot about AI, but what does that really mean when you’re looking at a blank component at 4:57pm, and the short answer is that generative AI is doing the boring things faster, the creative things smarter, and the personalized things at scale without your brain melting. Generative AI is about using deep learning to create stuff, such as words, images, code, or even video, which is not just a super-fancy template engine, but a machine that learns patterns, adapts to context, and refines output.
Think of it as a creative partner who’s always caffeinated and never takes PTO. Using tools like GPT and Gemini allows you to write copy that’s fun to read, summarize, localize, or rephrase content on the fly, and brainstorm ideas so you don’t end up with 12 hero banners all named “Summer Campaign 3 Final FINAL v7”, which results in less grunt work and more strategy work, enabling you to get on-brand, contextual, and personalized content at scale, with no five rounds of email approvals for a CTA.
Sitecore has been building generative AI into the actual places you work, so you’re not switching between 14 tools to get one job done, which means faster first drafts in the editor, instant summaries for long-form pages, variations for personalization, and localization that doesn’t read like a tourist, while for devs, it means smarter scaffolding, quicker prototyping, and content models that don’t take a week.
Because speed and relevance are the game, generative AI inside Sitecore means you can ship more, test more, personalize more without scaling headcount every time your roadmap sneezes, which moves you from “we’ll get to it next sprint” to “it’s live.” Therefore, use AI to draft, tailor, and localize your content, and use your human judgment to shape tone, enforce brand, and approve what matters, letting the machine do the heavy lifting, while you do the interesting parts, which is the win.
Here’s are some examples:
AI-Driven Authoring in Content Hub and XM Cloud
The AI-powered authoring capabilities in Sitecore Content Hub and XM Cloud include Auto-suggest headline and meta description, which suggests headline and meta descriptions that are right for your audience and channel, eliminating the need to stare at a blank page. The system can also generate a draft and abstract, allowing you to ask it to generate a section or summarize a draft, which is ideal for those campaigns that are on the clock. Furthermore, the system enables Rapid first draft localization, which generates consistent translations and localized drafts in minutes for multiple regions, while retaining full editorial control.
Smart Digital Asset Management (DAM)
Sitecore’s DAM uses AI to tag, categorize, and even generate descriptions for images and other media. Upload a batch of assets, and metadata is instantly generated—cutting hours of manual effort.
Personalization at Scale
Generative AI is a chameleon for your content, changing the tone, the CTA, or the value proposition based on the viewer, because it knows the audience and doesn’t guess. That’s why you receive emails that don’t say “template”, get product recommendations that feel suspiciously right, and land on landing pages that swap to the version most likely to convert with no one noticing, while it checks the behavior, checks the profile, and generates the right variation on the fly, therefore you don’t have to manually A/B test 12 variations like it’s 2015.
Chatbots & Conversational Interfaces
Sitecore’s CDP and personalizer can be paired with generative AI to drive intelligent chat experiences. Instead of scripted bots, you get dynamic, human-like conversations—powered by your content and customer data.
Sitecore Stream: The AI Powerhouse
Sitecore Stream, launched in 2024-2025, is Sitecore’s flagship AI-powered platform that’s changing how we think about content management. This isn’t just another feature – it’s a complete reimagining of how marketing team’s work.
Key capabilities of Sitecore Stream:
- Brand-aware AI copilots that understand your brand guidelines and style
- Automated workflows that can handle multi-step campaign orchestration
- Secure content management with enterprise-grade security via Azure OpenAI
- Grounded AI using Retrieval-Augmented Generation (RAG) for accurate, contextual responses
Sitecore Personalize Gets Smarter
The AI integration in Sitecore Personalize is evolving to help streamline content creation. Here are some of the features:
AI assists in experimentation and it goes beyond A/B. It can do multiple things simultaneously, because it becomes smarter about personalization. It learns from actual behavior, therefore it makes decisions in the moment. It makes decisions in the moment, thus it modifies elements within a session. Code Assistant arrives in 2025, and this allows everyone to easily create JavaScript and SQL code.
The Future is Bright. Get Started with Generative AI in Sitecore
Generative AI isn’t just another feature in Sitecore – it’s a fundamental shift in how we create, manage, and deliver digital experiences. Whether you’re a marketer struggling with content velocity, a developer looking to boost productivity, or a business leader focused on ROI, AI integration in Sitecore offers tangible benefits that can transform your digital strategy.
The question is not “should we use AI with Sitecore?” but rather “how fast can we spin this up?” because, while you are still whiteboarding, your competitors are already shipping AI powered experiences and warming up your future customers.
Here are actionable steps you can try no matter what your current Sitecore skillset:
- Enable & Experiment: If you use Content Hub or XM Cloud, turn on AI authoring features for select projects. Try generating a draft or summary and compare AI output to your typical process.
- All AI-generated content should be reviewed and have someone review the output. Do not blindly trust the AI because it is important to follow your regular review process.
- Optimize for SEO and use Sitecore AI tools to generate titles and metadata, thus experiment with AI keywords and phrases to see if they are effective.
Use links and tags, and link AI-generated content to other content, therefore use links and tags.
It’s worth doing twice: Search engines love clean, organized sites, and you can get a sneak peek at hard-won experience from people who have already done a face-plant into the things you’re about to royally screw up. You can find out what the Sitecore community is up to, ask questions, share your experiences, and get help from the user and developer forums, and when you’re feeling stuck, you can get a quick fix by queuing up webinars, digging into product documentation, and flipping through case studies, which is like a cheat code.
Ready to dive in and embrace AI driven content authoring? Share your thoughts on generative AI and its impact on your content authoring experience.
