Sitecore Symposium 2025 Highlights XM Cloud Evolves Into SitecoreAI

As long-time Sitecore partners, we headed to Orlando this year with high expectations and left feeling invigorated by what we saw. After years of helping clients navigate the DXP landscape, it’s clear that while every platform is racing toward AI-powered experiences, Sitecore's latest announcements put them in a leading position.

Whether you're a current Sitecore customer looking to maximize your investment, evaluating which platform can genuinely deliver on an agentic future, or simply trying to understand where the digital experience industry is headed, the announcements at Symposium should be on your radar. Here's what the Oshyn team saw as the game-changers worth paying attention to.

Key Takeaways

• SitecoreAI is another signal that DXP vendors are embracing AI and the promise it holds for customers.

• Current XM Cloud customers will be immediately upgraded to SitecoreAI, where they can test additional features and products more quickly with streamlined licensing and pricing.

• Current Sitecore XP/XM customers can migrate more easily to SitecoreAI using automated migration tools from Sitecore and partners like Oshyn.

XM Cloud Becomes SitecoreAI And Embraces AI-First

The major announcement from Sitecore centered around Sitecore AI. Built on the foundation of Sitecore XM Cloud, the composable SaaS platform is a DXP built for the AI era.

SitecoreAI aims to deliver personalized content across multiple channels and prepare enterprises for a world where the website is no longer their only consideration.

As the name suggests, artificial intelligence is at the forefront of everything Sitecore is doing with Sitecore AI. Nothing exemplifies this more than the Agentic Studio, where marketers can use AI as a co-pilot to accelerate content creation, personalization planning, and campaign execution.

What was previously the XM Cloud product will remain the primary platform for SitecoreAI. However, as part of the SitecoreAI evolution, it will be classified as the content management system (CMS), while customers will also gain entry-level access to CDP & Personalize, Search, and Content Hub.

Additionally, current XM Cloud customers will be automatically upgraded to SitecoreAI by November 10, 2025, and will gain immediate access to enhanced personalization, AI functionality, and agents. These customers can then choose to expand later to other products within the suite as needed.

With the launch of SitecoreAI, Sitecore is returning to its original platform roots by merging multiple SaaS products into a single solution. Juggling multiple products, licenses, and interfaces has been one of the drawbacks of the composable revolution for some customers, and Sitecore aims to solve this problem.

This announcement offers a welcome change for Sitecore customers with a single license and more transparent pricing to reduce friction. Additionally, all products will be replatformed to Azure, leveraging a single data platform.

Sitecore Studio Adds Agents & Customizability

Another key announcement at Symposium was the launch of Sitecore Studio. The innovation layer of Sitecore, the Agentic Studio workspace, enables marketers to collaborate with AI through agents and workflows that assist with tasks ranging from campaign planning to content migration, testing, and production.

Launching with 20 pre-built agents, Studio empowers customers and partners to build and customize AI-powered agents and workflows that automate marketing tasks within secure, governed environments.

From the demo use cases we saw at the Symposium, it looks very promising and allows partners, such as Oshyn, to recreate those key customizations that customers moving from XP to XM Cloud might have lost.

The Impact on XP Customers

For Sitecore XP customers, Sitecore has introduced the SitecoreAI Pathway service, which utilizes AI to automate content migration from Sitecore XP to SitecoreAI. While the content migration has traditionally been the most straightforward part of the migration process, this should help to reduce migration timelines.

Additionally, Oshyn can help expedite this process even faster using our patented Siteport tool, which utilizes deep APIs to identify regular content structures, such as pages, components, templates, and fields, and accurately migrate them to SitecoreAI.

What This Means for Your Roadmap

Sitecore Symposium 2025 delivered precisely what the DXP industry needed to see. The announcements around SitecoreAI, Agentic Studio, and the broader platform evolution position current and prospective customers to compete in an increasingly AI-driven market.

But while some updates will roll out automatically, extracting real business value from these AI-powered tools won't happen on its own. It requires proper strategy, implementation expertise, and ongoing optimization.

As a Sitecore Partner for over a decade with deep expertise across the digital experience ecosystem, Oshyn helps brands at every stage of their journey:

• For XP customers: We can help you optimize your current implementation with continued support and maintenance and then plan a future migration to a solution that works for your needs, at a pace that suits your business.

• For XM Cloud customers: We'll help you maximize your investment and strategically expand your composable stack with the right complementary solutions that can deliver ROI.

• Evaluating Sitecore vs. Other DXPs: We'll cut through the vendor noise and help you determine whether Sitecore's AI direction aligns with your specific business requirements and technical realities.

No matter where you are in your digital experience journey, having a partner who knows the platform deeply and the market broadly makes all the difference.

Contact us to explore how these announcements impact your roadmap.