Global digital experience software provider, Sitecore, has launched what it claims is the industry's first Intelligent Digital Experience Platform (DXP), with features such as brand-aware AI, AI-enhanced workflows, and generative copilots.

Sitecore Stream was announced at the firm's annual Sitecore Symposium in Nashville. The new platform is built on Microsoft Azure OpenAI Service and helps orchestrate a seamless marketer experience across Sitecore solutions, including XM Cloud, Content Hub, and Experience Platform (XP).

Chief Product Officer at Sitecore, Roger Connolly, said: “With Sitecore Stream, we’re delivering a smarter, more strategic, and more secure way for marketers to create and manage content and deliver seamless customer experiences.”

Sitecore Stream's brand-aware AI aligns marketers' actions, recommendations, and experiences with the organisation's brand identity, values, and guidelines. The AI-enhanced workflows automate repetitive tasks to accelerate execution and boost collaboration. Generative copilots assist with brand, brief, content, and experience creation and optimisation.

Nestlé has partnered with Sitecore and Microsoft innovation teams to pilot and leverage the power of generative AI with Nestlé brand guidelines and toolkits. The collaboration resulted in the creation of the Sitecore Brand Assistant as part of Sitecore Content Hub with Sitecore Stream.

Global CMO at Nestlé, Aude Gandon, said: “We have partnered with Sitecore and Microsoft innovation teams over the last year to pilot and leverage the power of generative AI with Nestlé brand guidelines and toolkits. Together, we’ve created an innovative new offering: the Sitecore Brand Assistant as part of Sitecore Content Hub with Sitecore Stream. This solution is specifically designed to facilitate brand and category knowledge within our organisation and supercharge our creative partners.”

Corporate Vice President, Global Industry Solutions at Microsoft, Shelley Bransten, said: “As part of our long-standing, strategic relationship with Sitecore, we’ve collaborated closely with Nestlé and other enterprise customers to deliver entirely new AI capabilities to marketers.”

CEO of Sitecore, Dave O’Flanagan, said: “Together with leading brands, we reimagined the content lifecycle from the perspective of what the customer wants and the marketer needs.”