Context

As generative AI continues to evolve and become more deeply embedded in our digital landscape, its applications have expanded well beyond simple chat interfaces. Today, these models are powering intelligent agents capable of autonomously executing complex tasks and streamlining operations.

Forward-thinking organizations are now harnessing this potential to build AI-driven agents that orchestrate business processes and manage workloads in ways that were once out of reach.

In this post, we’ll take a closer look at how Sitecore is embracing this shift—leveraging Brand-Aware AI to transform the way enterprise marketing teams operate. There is also an accompanying video series on my YouTube channel.

Some of pain points that marketers face today

Before we look at how Sitecore are leveraging AI with Sitecore Stream, let me set  the context around some of the pain points that marketers face today:

1. Keeping brand consistency – challenges around keeping their brands aligned with latest trends, efficiently improving previous campaigns & briefs, assets to keep a consistent brand tonal voice
2. Taking longer time to make decisions – challenges around decision making turnaround time due to manual processes and large volumes of content and material that needs reviewing as part of the creative process
3. Availability of robust Self-Serve tools –  challenges around lack of tools for efficient task planning, content supply chains, moving faster removing blockers and having more control
4. Generic AI/ChatGPT has gaps – ChatGPT or similar generic AI products are not specific to marketers

What is Sitecore Stream

To address these challenges, Sitecore has taken steps to introduce AI-Driven marketing by creating Sitecore Stream. Sitecore Stream is the way Sitecore are infusing AI capabilities across their products.

Sitecore Stream consists of three components: Brand-aware AI, Copilots & agents and Agentic workflows, as discussed below.

Brand-aware AI

This is what powers Sitecore AI tools to generate content that reflects your brand’s identity. This is made possible by a foundational understanding of your brand called brand knowledge. In the next slide, I will show in detail how this brand knowledge is created in Sitecore Stream.

Brand-aware AI enables marketers to create high-quality content faster, by combining deep brand knowledge with real-time Web insights to generate outlines and long-form drafts in seconds.

Copilots and agents

These are the AI assistants designed to increase marketers’ productivity by speeding up decision-making and task execution. Copilots are for humans, Agents are for processes. Copilot is the UI for AI – the chat based interface is where you can ask specific questions about your brand. Better still, you can actually brainstorm with AI, e.g. you want to create new content for blog post or a campaign brief.

Agentic workflows

These are advanced tooling to orchestrate tasks and streamline marketing project management across teams. This capability enables you to discover gaps in your campaigns and reduce planning time with help of AI that understands  your brand and project context.

You can essentially ideate & plan entire campaign with help of AI. AI will recommend key top deliverables to bring your campaigns to life and recommend tasks to get them completed within seconds. Providing full agentic experiences to marketing campaigns, which human-in-the-loop too keep or discard suggestions

How to create your brand knowledge in Stream

This involves a 6-step process as outlined in the infographic shown below. If you are managing a multi-brand enterprise, you can repeat this process for each of your separate brands. Essentially creating multiple brand kits within Sitecore Stream.

Next steps

Have you started using Sitecore Stream with your Sitecore products yet? You can reach out to Sitecore directly by filling in the ‘Sitecore Steam: Get Your Demo’ form on their website.

I have also created a YouTube video series accompanying the blog posts, which is available to watch on demand.

Stay tuned for future posts, feel free to leave us comments and feedback as well.