Sitecore Unveils Martech Industry’s First AI Innovation Lab in Strategic Collaboration with Microsoft

Sitecore®, a global leader in digital experience software, announced the launch of the Sitecore AI Innovation Lab—the marketing technology industry’s first customer-centric AI lab designed to help brands confidently explore and adopt artificial intelligence. Created in collaboration with Microsoft, the initiative offers a guided, collaborative environment where marketing leaders can prototype and validate AI-driven solutions tailored to their unique challenges.

As the demand for AI continues to rise, many marketing teams remain hesitant to commit resources without clear ROI or proven outcomes. Sitecore’s Websites 2025 Report reveals that while 97% of marketing executives are prioritizing AI, teams still spend up to 85% of their time on manual content and operational tasks. This leaves little room to experiment with emerging technologies or develop scalable AI strategies.

The Sitecore AI Innovation Lab directly addresses these barriers. Leveraging the power of Microsoft Azure and Azure OpenAI Services, participants work side-by-side with experts from both Sitecore and Microsoft. This collaborative environment enables teams to quickly explore practical applications of AI using an agile, low-risk approach—either validating AI solutions or gaining valuable insights to inform future strategies.

Core Benefits of the Sitecore AI Innovation Lab:

• First-of-its-kind marketing innovation lab focused on AI, with minimal risk and time investment required.
• Hands-on collaboration with Sitecore and Microsoft experts to co-create prototypes based on real business needs.
• Accelerated AI integration that empowers brands to lead in digital experience innovation.
• Customer-driven innovations will be integrated into Sitecore’s composable DXP, enhancing the platform’s capabilities and long-term value.

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“The Sitecore AI Innovation Lab marks a significant milestone in our commitment to empowering marketers with cutting-edge AI solutions,” said Dave O’Flanagan, CEO of Sitecore. “By collaborating closely with Microsoft, we are providing a best-in-class, unique opportunity for marketers to innovate and transform their content operations and the experiences they can deliver to their customers. The Lab underscores our dedication to driving digital experience innovation and helping our customers achieve their objectives. We are excited to see the groundbreaking solutions and best practices that will emerge from this effort.”

“Microsoft is proud to collaborate with Sitecore on this groundbreaking initiative that empowers marketing leaders to harness the full potential of AI,” said Jason Graefe, Microsoft Corporate Vice President, WW ISVs and Digital Natives. “By providing access to expert guidance, we are enabling marketers to innovate rapidly and transform their content operations. The Sitecore AI Innovation Lab offers a collaborative environment that makes it easier for marketing leaders to explore and prototype AI-driven solutions with minimal risk. This partnership highlights our unwavering dedication to driving digital transformation and helping businesses thrive in a digital-first world.”

“Sitecore is at the forefront of digital experience, and launching the first AI Innovation Lab for marketers is exciting and underscores our commitment to marketer-first AI,” said Mo Cherif, Vice President, AI and Innovation at Sitecore. “For those eager to leverage AI but unsure where to start, our lab offers a fail-fast, goal-oriented experience. Successful AI solutions mean significant time and effort savings – a direct boost to productivity and the bottom line for customers.”

The AI Innovation Lab builds on Sitecore’s broader momentum in AI innovation. Recently, the company rolled out more than 250 new enhancements across its composable DXP—enabling marketers to deliver rich, personalized digital experiences that align with brand identity and drive deeper customer engagement. Additionally, Sitecore Stream, the company’s embedded brand-aware AI, helps teams meet rising customer expectations by accelerating the creation and delivery of personalized experiences across all digital touchpoints.