What an unforgettable experience at #SUGCON2025 in Antwerp! The event kicked off with a powerful keynote from Sitecore CEO Dave O’Flanagan, tracing the company’s journey from CMS to DXP, to Composable DXP—and now to the era of Intelligent DXP. The vision for the future is clear: AI, extensibility, and community-driven innovation are leading the way.
🚀 Intelligent DXP and Sitecore Stream Take Center Stage
AI was the star of the show, with Sitecore Stream emerging as a central theme. As Dave put it, „Sitecore Stream isn’t a product — it’s a capability layer. It’s the brain, the assistant, and the orchestrator behind every AI-infused experience.“
From brand-aware AI that crafts on-brand content to AI agents that generate visuals and automate workflows, the possibilities are truly game-changing. Hybrid workflows — where marketers and AI collaborate seamlessly — and fully automated tasks are not just possible, they’re becoming the norm.
🧠 Intelligent Features for Modern Marketers
Roger Connolly, Sitecore’s Chief Product Officer, introduced standout features of the Intelligent DXP:
- AI-powered personalization: Generate, test, and optimize content in real-time.
- Revamped marketer dashboard: Offers content health checks, localization audits, and publishing insights.
- Multi-framework flexibility: Supports .NET, React, Angular, Next.JS and Vue — developers can use the tools they love.
- Atomic edge caching and global replication: Delivers lightning-fast performance, anywhere in the world.
“XM Cloud isn’t just evolving—it’s disrupting. This is the most powerful CMS we’ve ever built,” said Roger.
📈 Content + Context = Impact
While content remains king, context is queen. In a world flooded with cheap content, relevance and authenticity are what set brands apart.
Sitecore is reimagining the entire content lifecycle — from creation and delivery to performance tracking and continuous optimization. Advanced tools like semantic search, vector embeddings, and AI-powered asset discovery are now embedded in the Digital Asset Management system. Teams can now orchestrate publishing in real-time and reuse content across global regions effortlessly.
🔁 Continued Commitment to XM and XP
Sitecore reiterated its dedication to XM and XP, unveiling Sitecore Stream features available in version 10.2 and above:
- Rapid AI-generated, on-brand content
- Control over tone, grammar, and content length
- Unified brand chat and ideation tools
- Improved support for traditional content creators
The upcoming XP 10.5 release focuses on:
- Performance enhancements
- Optimized AI integrations
- Improved compatibility with hybrid/composable architectures
- Increased stability and enterprise-level support
🛠️ Developer Experience & Marketplace Launch
Developer experience is a top priority, and the momentum continues to build. A major announcement was the launch of the Sitecore Marketplace, which features:
- Public and private app support
- Scoped API access for secure integrations
- Custom widgets for XM Cloud, CDP, Personalize, and Content Hub
- SDK and CLI tools with TypeScript support and IntelliSense
- An expanded BLOK design system with Tailwind support
🤖 GEO App: AI in Action
One of the most exciting demos was the GEO (Generative Experience Optimization) app. Highlights included:
- Page structure and metadata analysis
- AI-driven recommendations for improved LLM crawlability
- Instant content updates based on AI insights
💬 A Thriving Community
We wrapped up by celebrating the incredible Sitecore Community, now over 30,000 strong, with:
- 100+ active user groups
- 300+ annual community events
- A new Community Mentor Program featuring 300+ mentors
- Doubling of Sitecore’s investment in community engagement
- A dedicated Head of Customer Marketing focused on community initiatives
“The community is Sitecore’s secret superpower,” Dave O’Flanagan reminded us.
And of course always a personal highlight, meet all the other passionated community members, MVPs and friends and sure, the possibility to talk to the Sitecore Leadership-Team in Person.
