In a world that’s moving at lightning speed, customers expect brands to keep up — to understand them instantly, respond to their behavior in real-time, and offer relevant, helpful experiences wherever they are. This is where Artificial Intelligence (AI) has become not just useful, but absolutely essential.
The Growing Power of AI in Today’s World
AI is revolutionizing how businesses operate and how brands engage with customers. What started as automation is now intelligent orchestration:
- Recommending the right product at the right time
- Automatically generating content in your brand voice
- Detecting patterns in real-time behavior
- Personalizing experiences across every channel
From e-commerce to healthcare, entertainment to education, AI is making every industry smarter, faster, and more responsive. And customer expectations are rising accordingly.
Why Sitecore Has Embraced AI
As a leader in digital experience platforms, Sitecore understands that personalization, content delivery, and customer journey orchestration can’t rely on manual processes.
That’s why Sitecore has integrated AI deeply into its product ecosystem — not just to enhance content workflows, but to transform how real-time experiences are built and delivered.
At the heart of this transformation is Sitecore Stream.
Introducing Sitecore Stream
Sitecore Stream brings AI capabilities to Sitecore products, tailored specifically for marketers, it empowers smarter, faster end-to-end content creation and distribution at scale—unlocking remarkable efficiency gains. Featuring brand-aware AI, intelligent copilots, autonomous agents, and streamlined agentic workflows, Sitecore Stream transforms marketing effectiveness by helping you speed up time-to-market, lower costs, and deliver compelling, consistent digital experiences across all channels.
But Sitecore Stream doesn’t just work fast — it works intelligently and brand-safely.
Sitecore Stream takes all the tasks and deliverables in a marketing workflow and uses AI to make it faster, easier and more consistent. Through copilots, agents, content ideation and creation, and then optimizing the customer experience.
Stream is built on Microsoft Azure OpenAI Service, it uses advanced large language model (LLM) technology to help teams of all sizes ideate, create, and refine on-brand content more strategically and securely.
What is LLM
A large language model (LLM) is a type of machine learning model designed for natural language processing tasks such as language generation. LLMs are language models with many parameters, and are trained with self-supervised learning on a vast amount of text.
Large Language Models (LLMs) are a cornerstone of generative AI, powering a wide array of natural language processing tasks, including:
- Searching, translating, and summarizing text
- Answering questions with contextual understanding
- Creating new content—ranging from written text and images to music and software code
What truly sets LLMs apart is their ability to synthesize information, analyze complex data, and identify patterns and trends. This enables them to go beyond simple text generation and adapt seamlessly to diverse, specialized use cases across industries
Core Concepts & Capabilities of Sitecore Stream
Sitecore Stream transforms your marketing stack by combining:
- Brand intelligence
- AI automation
- Real-time decisioning
It’s designed to help marketers do more, faster, with less manual effort—while maintaining creative control and brand integrity. Let’s look at how Sitecore stream makes it possible with below capabilities:
- Brand-Aware AI
Unlike generic AI tools, Stream uses RAG to anchor every response in Organization’s brand knowledge.
Retrieval-augmented generation (RAG) grounds AI outputs by pulling brand-specific information directly from documents uploaded by the organization. This ensures that content generation is informed by accurate, contextual brand knowledge.
Brand-aware AI is an advanced capability designed to maintain brand consistency across all Sitecore products. It leverages large language models (LLMs) and retrieves relevant information from brand resources to ensure alignment with the brand’s identity.
When brand documents are uploaded—detailing brand values, messaging, tone, visual identity, and the intended customer experience—brand knowledge is created through a process known as brand ingestion. This process organizes and optimizes the uploaded information, making it readily accessible to AI copilots across the platform.
As a result, AI-powered tools within Sitecore Stream consistently generate or suggest content that reflects the brand’s voice, tone, and guidelines. This enables marketers to scale content creation confidently, knowing all output remains true to the brand.
- Copilots and Agents
Stream introduces AI copilots that assist marketers in real-time – offering intelligent suggestions for content, layout, targeting, and workflows. Agents go further, autonomously executing tasks like campaign personalization, journey orchestration, or data segmentation.
Copilots provide intelligent guidance to support strategic decisions, while agents handle routine actions autonomously—freeing marketers to focus on high-value strategy and creative execution.
Both copilots and agents understand natural language and predefined prompts, seamlessly assisting throughout the content creation process and minimizing repetitive work. Marketers can effortlessly request content drafts, campaign ideas, or personalized experiences, all with simple, intuitive commands.
Fully integrated into Sitecore products, these tools deliver chat-based interactions, one-click workflows, and autonomous operations, making marketing smarter, faster, and more efficient.
Sitecore stream currently offer 3 copilots:
- Brand Copilot – Helps marketers create content that matches the brand using tools for brand-aware chat, idea generation, and content briefs.
- Content Copilot – Supports content tasks like writing, refining, translating, generating content with AI in Experience Platform, and optimizing/personalizing content in Sitecore.
- Experience Copilot – Improves search with features like visual search in Content Hub and Q&A generation in Sitecore Search.
- Agentic Workflows
What is Agentic AI – Agentic AI refers to artificial intelligence systems that can act autonomously, pursue goals, and make decisions proactively—almost like an “agent” with a mission.
In simple terms:
Agentic AI is AI that doesn’t just respond to commands—it plans, decides, and takes initiative to achieve a goal on its own. AI that doesn’t just assist—it acts.
Stream enables agentic workflows, where AI agents execute actions (e.g., publish content, trigger campaigns) based on real-time customer behavior or campaign goals.
Successful project management starts with a clear, organized plan that prioritizes tasks and involves the right team members at the right time. By setting defined goals, monitoring progress, and fostering collaboration, teams can ensure projects stay aligned and deliver desired outcomes.
Sitecore Stream’s orchestration capability takes project management to the next level by integrating AI-driven automation tailored for marketing teams. Whether managing campaigns, product launches, or digital advertising strategies, this feature helps coordinate efforts seamlessly across teams and Sitecore products.
By introducing early-stage AI agents, orchestration supports smarter task execution and informed decision-making. This paves the way for advanced agentic workflows within Sitecore—where AI systems can autonomously drive actions, make decisions, and dynamically respond to evolving project demands.
Conclusion
AI is no longer a future investment — it’s a present necessity. Customers demand relevance, speed, and brand coherence. Sitecore Stream is Sitecore’s answer to that demand: A real-time, AI-powered platform that combines behavioral insight, brand knowledge, and automation to help brands engage customers intelligently and instantly.
This is the future of digital experience. And with Sitecore Stream, it’s already here.
Source: Read MoreÂ
