Marketing teams don’t need more prompts. Marketers need engaging brand content that drives dependable outcomes.
AI is beginning to reshape how a marketing team works, and Sitecore is rolling out powerful new generative AI capabilities in rapid succession. In Sitecore’s June 2025 product launch, Sitecore’s Chief Product Officer Roger Connelly described an “open agentic web where intelligent agents aren’t just assisting, they’re completing complex tasks on behalf of your customers and your organization.“
These new capabilities are delivered through Sitecore Stream. As this space is evolving quickly, I set out to take a quick inventory of what Stream capabilities are available today (August 2025), how Sitecore users can access Stream, and which features digital experience strategists can leverage to create more engaging, personalized content.
What is Sitecore Stream?
Built with marketers in mind, Sitecore Stream is a suite of new AI capabilities in Sitecore that accelerate content velocity by orchestrating end-to-end content creation and delivery processes. Stream goes beyond generating content by addressing the supporting tasks and activities slowing down an enterprise marketing team. When it does generate content, it’s grounded in your brand’s voice and tone.
Through brand-aware AI, generative copilots, and AI-enhanced workflows, Stream helps you achieve faster time to market, lower costs, and consistent brand experiences across every channel. I’ll explore each category of capabilities in detail below.
How do I access Sitecore Stream capabilities?
Sitecore customers can provision the Stream free tier directly through the Cloud Portal. Some advanced capabilities, like Brand Kits, are only available in the Premium tier, which adds additional AI features for complex marketing needs.
Once provisioned, Stream is available in two ways:
- Stream capabilities are seamlessly embedded in supported Sitecore products, where AI features appear directly in your workflow
- Access the Stream app in Sitecore’s Cloud Portal to get started with Projects, Brand kits, and the Brand Assistant.
If you have any questions you can reach out to your account manager and they can help you provision Stream.
What are the capabilities of Sitecore Stream?
Let’s break down the capabilities of Sitecore Stream, and explore features available today in Sitecore.
Brand Aware AI
Brand-aware AI ensures your brand identity is consistently applied across Sitecore products. It draws from a foundational understanding of your brand built from your own brand documents.
Once your brand documents (tone of voice guides, visual identity manuals, style guides, etc.) are uploaded and ingested in Stream, the information is analyzed, vectorized and stored as brand knowledge. This enables Sitecore AI tools to understand your unique tone, style, and messaging instead of producing generic content.
- Brand kit – Your brand kit organizes company knowledge into a central library to shape AI responses with the right tone, style, or messaging. You can manage information like goals, guidelines, and tonality in designated brand kit sections.
- Multiple brand kits – Brands can maintain multiple brand kits within their Sitecore instance. Enterprise admins can manage who has access to different brand kits, ensuring the right people work with the right information while maintaining granular security permissions.
- Extendable brand kit (APIs) – APIs easily connect brand kits with external systems like digital asset managers or third-party AI platforms
Copilots and Agents
Generative copilots are AI helpers designed to boost marketing productivity. They respond to natural language prompts or one-click actions, helping marketers brainstorm, draft, translate, code, and search more efficiently. By drawing on both brand knowledge and external sources, copilots produce outputs that are smarter, faster, and more consistent with marketing strategy, leaving teams free to focus on creativity and high-value work.
- Brainstorming –The new Brand Assistant uses chain-of-thought reasoning to guide creative ideation and content generation. The system helps users create expansive content like articles or blog posts by building an outline, posing guiding questions, and drafting sections with input from both web knowledge and brand knowledge.
- Brand assistant (XM Cloud) AI-driven brand guidance directly in XM Cloud’s design and content workflows, helping creators keep new experiences consistent with brand knowledge and voice. Requires “Early Adopter” preview.
- Component level content translation (XM Cloud) – AI-assisted content translation at the component level of a webpage enables you to localize a content item by translating the language content to a new locale variant without re-authoring entire pages.
- Code Assistant (CDP/Personalize) – You can prompt the Code Assistant to modify or generate JavaScript code that powers custom personalization conditions or programmables in decision models using natural language, making it easier to filter data or configure experiences quickly without deep technical expertise.
- Grounded AI image tagging (Content Hub) – AI analyzes your images and automatically tags assets with metadata, improving organization and searchability while saving time across large asset libraries.
- Content structure (XP) – Breaks down documents into structured content items automatically, saving developers time by providing a draft structure they can refine instead of starting from scratch.
- Question & Answers (Search) –With Q&A enabled in Search, visitors can ask your site questions in plain English and answers are generated using your existing content catalog. Responses are clear, direct answers, creating a more intuitive way to find information.
Agentic Workflows
Agentic workflows bring AI into project management and orchestration, helping teams plan, prioritize, and execute marketing campaigns more effectively. They automate repetitive steps, surface intelligent suggestions, and make it easier to collaborate across teams. By combining traditional project tools with AI-driven assistance, teams can coordinate deliverables, stay aligned, and adapt quickly to changing needs.
- Suggested deliverables – Streamlines project setup by suggesting context-aware deliverables directly in a project list view. Users can accept or discard suggestions instantly, making the planning process more efficient while keeping workflows flexible.
- Projects, Tasks and Timeline view – Simplifies scheduling by allowing related project tasks to be opened, adjusted, and moved directly on the visual timeline. Users can drag and drop start and end dates, shift task blocks, and manage dependencies in real time for more intuitive planning.
- Interactions dashboard – Track user interactions with AI features in this dashboard for insights into usage, peak activity periods, and AI interaction consumption. This view helps teams understand adoption and refine how they structure and orchestrate work.