Sitecore Agentic Studio What It Brings to the New Era of Marketing

Marketing teams still spend significant time on research, data gathering, and operational tasks when they could be focused on strategy and the decisions that actually move the needle. Sitecore Agentic Studio, part of the broader SitecoreAI platform, is built to change that.

Using Agentic Studio, humans provide intent, judgment, and direction, while AI agents execute data-driven and operational activities within defined goals and context. This leads to less time spent on execution and more on the decisions that actually matter.

This post walks through how Agentic Studio works, covers some of Sitecore's pre-built agents, and shows what building a simple agent looks like in practice.

Sitecore Cloud Portal

To access Agentic Studio, log in to the Sitecore Portal and then open a SitecoreAI instance. You will find it in the right-side menu.

Or, once inside the SitecoreAI app, in the toolbar.

Agentic Studio

Agentic Studio includes the following features:

• Actions: This section displays all chat history generated by agents, as well as conversations initiated from the main chat interface. You can review past conversations or continue adding context until you reach the desired outcome.

  

• Agents: This is where everything comes together. It lists all available agents that can be run, and you can also create new agents from here.

   

  IMPORTANT: By default, users with access to Agentic Studio can run agents but cannot edit or create them. To do so, users must be assigned a Builder license and have their role changed from User to Editor.

  

• Flows: In Agentic Studio, flows enable marketing teams to automate complex, multi-step processes by coordinating multiple agents and human interactions toward a common goal. Each flow organizes work into stages, maintains context across steps, supports agent handoffs, and allows optional human review, all of which are managed from the Flows page, where users can browse, run, and monitor multiple flows in parallel.

  

• Signals: This is a very interesting tool that gives Marketing teams a way to find insights and relevant information by providing AI-driven research based on selected topics, industries, and prompts. It continuously surfaces relevant trends, news, and market shifts from trusted sources, enabling users to review insights, adjust preferences, and generate signals on demand to support informed, timely marketing decisions.

  

  

• Spaces: This feature is like a history or log of everything handled by agents, giving teams a clear, centralized view of their AI-driven work. Each agent run or flow creates a space that tracks progress, outputs, and past activity, making it easy to review results, resume tasks, and collaborate efficiently from a single place. Overall, Spaces helps marketing teams stay organized and maintain visibility across all AI activities. It turns agentic work into a structured, traceable process that supports better collaboration and more confident decision-making.

  

Running Agents

On the Agents page, there are pre-built Sitecore Agents that can accomplish various tasks. For example, the Competitor Analyzer agent researches and analyzes competitors to understand their positioning and messaging, and to uncover potential market opportunities.

Learn More in this Video: Sitecore Agentic Studio - Competitor Analyzer

Marketing teams can provide agents with all the information needed to add proper context and obtain better results. With this approach, they can delegate operational tasks to agents and invest more time in developing strategies that enhance the bottom line.

Create Agents: The Core of Agentic Studio

A User with a Builder license can create or edit agents. Just go to the Agents page and click on the Create Agent button in the right corner.

A new page with all the information needed for the Agent appears.

The official documentation offers more detail.

However, we can create an example agent that explores which CMS companies in a specific industry use.

Let’s set this information:

Name

Companies CMS Researcher

Description

This agent researches companies within a specific industry and identifies which CMS platforms they use, based on publicly available evidence.

Title

What is the Companies CMS Researcher?

What Is It For?

This agent is designed to analyze a specific industry and identify which Content Management Systems (CMS) leading companies use. It helps users understand CMS adoption trends, map companies to their CMS platforms, and gain insights for market research, competitive analysis, and technology decision-making.

How It Works

The user provides an industry name as input. The workflow identifies relevant companies within that industry and researches publicly available information—such as case studies, press releases, partner announcements, and job postings—to determine which CMS each company uses.

The results are returned as a structured list of companies grouped by CMS, including usage indicators or percentages where applicable.

Inputs

Type: Prompt

Description: Enter the industry you want to research

Placeholder: e.g., Cosmetics

The Workflow

The key part of creating agents is designing the workflow so they can understand the logic we want to apply and deliver the results we need.

Just pick the required actions, provide the context, and connect them to define the logic. Sitecore has designed an intuitive approach that helps builders understand what each action does, offering quick, detailed guidance to clearly explain each action's purpose.

Here are all the actions available:

Each action with its documentation contributes to a better understanding:

In our flow, we pass the input parameter info to the Generate Content action, then click Save Document to store the result.

Each action includes complete, well-detailed information; in this case, we provided a System Prompt as a base to be combined with our agent's input.

We can also work with external Agent Builders and import/export JSON structure to generate agents; this will be part of a future post.

The Result

After setting up the agent, it’s time to run it. The prompt used is: “Give me the CMS used by companies in the cosmetics industry.”

The full result is:

Below is a report highlighting companies in the cosmetics industry, listing their names, URLs, and their associated CMS platforms. The CMS platforms specifically include Sitecore, Adobe, and Optimizely, but other CMS platforms found are also described.

CMS Used in the Cosmetics Industry

1. Sitecore

2. Adobe Experience Manager (AEM)

3. Optimizely

Other CMS Platforms Found

Magento (Adobe Commerce)

Used by cosmetics companies for e-commerce-related needs:

Shopify

A popular CMS choice for smaller and direct-to-consumer cosmetics brands:

WordPress

Used by some cosmetics companies for content-driven websites:

BigCommerce

Opted for by mid-size cosmetic brands with e-commerce needs:

Summary of Findings

• Sitecore, Adobe Experience Manager (AEM), and Optimizely are predominantly utilized by large multinational cosmetics companies for their advanced content management and personalization needs.

• In addition, Magento, Shopify, WordPress, and BigCommerce are other common CMS platforms used in the cosmetics industry, particularly for ecommerce and smaller brand solutions.

Wrapping Up

Sitecore Agentic Studio represents a meaningful step forward in how marketing teams can offload research, insight gathering, and repetitive workflows to AI without losing control over the output.

Rather than positioning AI as a simple generative tool, Sitecore has built something closer to a collaborator that can act on context, execute tasks, and surface what your team needs, when they need it.

As a certified Sitecore partner, Oshyn has worked hands-on with Agentic Studio and can help you identify the right use cases, configure agents that reflect your actual marketing workflows, and integrate the capability into your existing Sitecore setup.

Contact us to explore how Agentic Studio can work for your team.