Sitecore Symposium 2025: The Dawn of the Agentic Era

Orlando has seen its fair share of magic, but this week at Disney’s Dolphin Resort, the real enchantment came from Sitecore where Sitecore’s executive team made it clear that this is the most ambitious chapter in the company’s history.

The Moment OneSitecore was Born

On stage, CEO Eric Stine described it as “the world beyond the website” as Sitecore unified its entire suite from XM Cloud, Content Hub, CDP, Personalise, Search and now AI into one composable SaaS platform: SitecoreAI. This isn’t AI as a feature, it’s AI as the foundation, and every part of the stack now runs on a shared data and security layer, powering what Eric called “a world where discovery is no longer driven by search, but by attention.”

At the centre sits Agentic Studio, a workspace where human creativity and machine intelligence collaborate through pre-built and custom agents. These intelligent teammates can brief, create, localise, optimise and govern. This will help to amplify human judgment with AI precision. Marketers stay in control of creativity, strategy and accountability while AI handles the heavy lifting. It’s not automation for efficiency’s sake, it’s collaborative intelligence designed to scale safely and meaningfully.

Unified Platform, Simplified Business

It’s clear that Sitecore’s new model is also designed to replace the fragmented licensing of the past with a single-metric approach so that one license delivers all capabilities, AI included. This is critical to the delivery of value and customer success, which has always been at the heart of our DNA at Switch. Customers will be enabled with the entire suite of tools that allow them to be successful, wherever their strategy takes them or evolves to.

“For us at Switch, the Agentic Era isn’t about replacing people with AI,” said Steve Nelson, CEO of Switch. “It’s about amplifying their impact, empowering our customers to move faster, stay creative and deliver measurable business results.”

For existing XM Cloud customers, the upgrade happens automatically, no migration, no downtime and no new contracts. The AI Pathway tool, which reduces rebuild time by 70%, signals what Sitecore calls the composed era as unified, intelligent and agentic, where content isn’t just what drives traffic anymore; it is the traffic.

The product vision extends across the stack:

• CMS built for speed, scalability and personalisation.
• DAM that turns assets into creative momentum through AI tagging and smart governance.
• Content Operations that unify planning, production and performance.
• Audiences and Intelligence that transform customer data into predictive engagement.
• Conversion Optimisation that personalises in real time and continuously learns.
• Commerce that delivers composable agility without replatforming.

Each module connects seamlessly inside SitecoreAI’s marketer-first UX, a single workspace with intuitive navigation, unified data and real-time insight.

“For the teams at Switch who deliver enterprise-grade Sitecore projects, this represents a step-change in velocity and maintainability,” said Nelson. “We’ve already seen the benefits across projects like Dairy Australia, where XM Cloud and Content Hub have allowed marketing and development to work in true synchronicity.” 

Built for Builders

Developers weren’t left out of the revolution by any stretch. Sitecore unveiled the Blok Design System, an open framework based on ShadCN that lets partners build marketplace-ready applications with a native look and feel. The new MCP Server integrates directly into IDEs, supercharging AI-assisted development workflows.

The AgentAPI introduces higher-level business commands that replace complex endpoint stitching with single-call simplicity, while the latest ContentSDK adds AppRouter support for Next.js. Together, these updates redefine how developers extend Sitecore - open, upgrade-safe and composable by default.

From Hype to Reality

As Symposium sessions unfolded, one theme resonated clearly - AI that works with you, not instead of you. Sitecore’s Agentic Studio demonstrates that principle in action, blending governance with generative power so teams move faster without sacrificing trust or brand control. “AI will empower better understanding of what works, delivering the right thing at the right time for customers,” is what Eric emphasised.

Leading brands that have already moved to XM Cloud will be best positioned to take advantage of these announcements for their customers. It is extremely exciting for customers of Switch, many of whom have already migrated to XM Cloud - including Tony’s Tyres & Auto Care, Lube Mobile and Dairy Australia - to now see these advancements accelerating what’s possible.

“Each one of our customers wants to move faster without losing quality,” added Nelson. “The combination of XM Cloud, Content Hub and OrderCloud gives them the ability to scale with confidence, bringing together experience, data and commerce in a way that’s finally unified and intuitive.”

Powered by People & Partnerships

Beyond the technology, Symposium was a reminder that Sitecore’s strength lies in its community. The MVP Summit brought together practitioners and partners who’ve spent years shaping the platform. Between NDA-limited previews and thoughtful Q&A sessions with Sitecore leadership, there was a sense that something foundational had shifted. We had one attendee say, “It truly felt special to be part of it all and to be treated like a VIP as an MVP.”

Switch has long been part of that journey, with deep involvement across the Sitecore partner ecosystem and a delivery history that spans enterprise and sub-enterprise projects alike. “Our partnership with Sitecore is built on shared ambition,” said Nelson. “We both believe in enabling marketers and developers to do their best work, and Symposium proved that vision is alive and accelerating.”

The night concluded at SeaWorld with live music, great food, and a collective sense of excitement about what’s next. For many, this wasn’t just another conference; it was the start of a movement where marketers, partners and AI finally operate as one ecosystem.

The Road Ahead

As the spotlight turned to the keynotes, one thing became clear: that SitecoreAI isn’t just an evolution of XM Cloud, it’s a redefinition of digital experience itself. Built on Microsoft Azure, governed for enterprise-grade security and proven by a 371% ROI in Forrester’s Total Economic Impact study, SitecoreAI turns content, data, and personalisation into a single adaptive system.

In Orlando, that vision came to life, not as a future promise, but as a product that’s here, available today and already transforming how brands can earn attention in the AI era. And for Switch and our customers across XM Cloud, Content Hub and OrderCloud, it signals an era where speed, creativity and intelligence finally converge - setting the new standard for what’s next in digital experience.