My First View Towards Sitecore Stream

Introduction

When we think about the future of artificial intelligence and how Sitecore products are going to utilize this technology and how they survive in this current market trends. Those who are asking this question, Sitecore’s response is Sitecore Stream feature which aware AI capabilities for Marketers, enabling smarter, quicker, end to end content creation and delivery at scale with huge productivity gains.

It boosts your marketing effectiveness with AI-driven workflows, generative copilots, and consistent branding, enabling quicker time to market, cost reduction, and the delivery of impactful digital experiences across various channels.

When considering generative AI in our solution, we're focused on introducing greater efficiencies in marketers' workflows and enhancing customer interactions. Our goal is to make processes easier, more relevant, and more streamlined.

Sitecore Mission through Sitecore Stream

Sitecore's mission is straightforward, centered on both its product development and its customer focus. Alongside ongoing investments in its offerings and an emphasis on composability, a key element of Sitecore's future success will be its innovation in AI, according to O'Flanagan (Sitecore Chief Product Officer). This is why Sitecore has launched Sitecore Stream, an enterprise-ready AI solution powered by Microsoft Azure OpenAI service.

O'Flanagan added that Sitecore stream will help to orchestrate a seamless marketer across all the Sitecore Solutions including XM Cloud, Content Hub and Experience Platform.

What we Think about this Product ?

We think that "It was the right moment to reassess how marketers interact with our platform and the value they derive from it. Instead of merely adding AI to the platform, we are focused on reimagining marketers' workflows and enhancing their productivity with our tools and capabilities."

Sitecore wants to provide marketers with “unrivaled parallel productivity and growth gains.” What does that mean exactly?

Well, to start, Sitecore announced three new AI capabilities.

1. Brand Aware AI :

Brand-aware AI in Sitecore refers to the integration of artificial intelligence technologies that not only enhance user experiences but also maintain and promote brand identity.

O’Flanagan said companies will ask themselves why they should buy generative AI capabilities from Sitecore when they could just use ChatGPT. The answer is simple: domain-specific language models.

Sitecore advocates for domain-specific language models, particularly for enterprise clients. By incorporating all brand elements—such as look and feel, tone of voice, copy, content, and imagery—into the training of the model, it becomes fundamental to every marketing effort within the Sitecore DXP.

2. Generative AI Co-Pilots:

Each Product in the Sitecore DXP is now focusing with Enriched AI capabilities.

Take an example of Sitecore Content Hub :

It generates content, manipulate images, work through a campaign feature and generate the brief report of the respective campaign.

O'Flanagan explains that the AI technology and the content generated by the co-pilot are intended to enhance and support marketers as they navigate specific tasks.

How Co-Pilots helps to the brand and the briefs ?

• The Brief Co-pilot allows marketers to swiftly create briefs by breaking them into specific tasks that can be shared with marketing teams and agents.
• These briefs are also distributed to agencies, campaign teams, web operations, and others. O'Flanagan notes that briefs are often poorly written, leading to wasted time and effort.
• By reducing the time required to create a brief from days or weeks to just minutes, the Brief Co-pilot utilizes the Brand Co-pilot to ensure alignment with the company’s brand, enabling everyone to work efficiently to deliver the campaign.

There are also co-pilots for DAM, XM Cloud, CDP, and personalization.

How can AI help marketers better manage their work?

Imagine a scenario where marketers collaborate seamlessly with agents, utilizing hybrid workflows that combine human and AI efforts to achieve their goals. Sitecore has introduced a layer within its DXP that facilitates this collaboration. While we may not yet be at the point where generative AI can fully automate certain tasks, this new capability from Sitecore allows for a confident human-in-the-loop approach, enabling marketers to effectively tackle these tasks.

Sitecore now includes workflows that automate repetitive tasks to help accelerate execution. Some examples include creating content, building a web page, or AB testing a call to action.

3. Agents or Co-Pilots ?

An agent acts on a marketer's behalf, emphasizing augmentation rather than full automation. As a result, we are witnessing a swift shift toward agentic workflows that involve humans in the process.

Conclusion on My take :

As per O'Flanagan, "technology is part of the solution, but it’s also about Sitecore’s services and support proposition. How do you set expectations in the sales process so that customers are comfortable they will get the ROI they need from a partner/vendor like Sitecore?".

Sitecore is clearly deliberate in its approach to integrating generative AI capabilities into the platform. Instead of introducing multiple standalone agents for each product in the portfolio, we are seeing brand-aware co-pilots designed to help marketers work more efficiently. This thoughtful integration enhances the overall user experience while maintaining a focus on brand consistency.

This approach will be the right way to move forward for many because it allows marketers to slowly learn how to adapt AI capabilities in their processes.

However, in the near future, marketers will likely need to pay closer attention to automation and agents or co-pilots that can handle much of the work for them. This will enable marketers to focus on tasks that only humans can perform, and there will be plenty of those to engage with.

Thanks for the read.

Happy Sitecoring !

References :

https://diginomica.com/sitecore-introduces-new-ai-capabilities-stream-creating-intelligent-dxp

https://www.sitecore.com/products/sitecore-stream

https://www.youtube.com/watch?v=7tks0Mah0Os