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Back in June, I wrote that Salesforce didn’t buy Contentful. They bought Agentforce’s brain. My thinking was simple. Websites need content. AI agents need knowledge.…
For years, DXP was the destination. Every major digital experience vendor seemed to be heading there. Start with a CMS, add DAM, personalisation, experimentation, analytics,…
Since Sitecore announced it was acquiring Scrunch in June, I’ve been wondering about something. Could Sitecore Content Hub eventually become part of the way brands…
Here’s something worth understanding conceptually before you get lost in feature lists. SitecoreAI will very soon have native DAM capability (we all know it). I’m…
Back in June, I wrote that Salesforce didn’t buy Contentful. They bought Agentforce’s brain. My thinking was simple. Websites need content. AI agents need knowledge. Contentful gives Salesforce a structured, governed content layer that Agentforce can work with. Then Salesforce and Anthropic announced Claudeforce, and it made me ask: Do we really think everyone is…
For years, DXP was the destination. Every major digital experience vendor seemed to be heading there. Start with a CMS, add DAM, personalisation, experimentation, analytics, customer data, commerce and whatever else you could acquire, put a box around it all and call it a Digital Experience Platform. Now something slightly strange is happening. The companies…
Since Sitecore announced it was acquiring Scrunch in June, I’ve been wondering about something. Could Sitecore Content Hub eventually become part of the way brands optimise how they appear in ChatGPT, Perplexity, Gemini and whatever comes next? When I first started writing this post, my answer was going to be: conceptually yes, officially no. But…
Here’s something worth understanding conceptually before you get lost in feature lists. SitecoreAI will very soon have native DAM capability (we all know it). I’m not talking about the media library, which we all know and hate/find useless. If I’m right it wont be a bolt-on integration, not an iFrame to Content Hub like the…
Most Content Hub conversations stop at “we’ve got DAM sorted.” Fair enough, that’s usually the hardest problem solved. But the platform has so much more headroom than most implementations ever touch, and some of the most useful expansions are either sitting there unused or a very manageable custom build away. Here are three potential expansion…
If Post 1 was “what is it,” this one is “why does it matter right now.” Because a lot has actually shifted this year, and it’s easy to miss unless you’re the sort of person reading Sitecore news or release notes for fun (like I do). Three things are true about Content Hub in 2026…
Ask five people what Sitecore Content Hub is and you’ll get different answers. A DAM. A CMS add-on. A PIM. A marketing platform. All of them are half right, which is exactly the problem. So let’s start properly. What is it, actually. The short version Content Hub is Sitecore’s content operations platform. Not a content…
Scott Liewehr from Sitecore recently wrote another excellent article on CMS Wire titled The Mirror Problem: Why Generic Content Can’t Win in AI Search. His central argument is difficult to disagree with. As AI systems become increasingly capable of answering questions directly, much of the content brands produce is becoming invisible. If an AI model…
The last few weeks have seen two acquisitions that, on the surface, appear unrelated. Salesforce acquired Contentful. Sitecore acquired Scrunch. One strengthens Salesforce’s content capabilities. The other expands Sitecore’s position in AI-driven discovery. Yet what struck me most about both deals wasn’t what was bought. It was what wasn’t. Neither company acquired another CMS. For…
It’s a new week so you know what that means a new acquisition. Last week Salesforce acquired Contentful. This week they acquired m3ter. Most of the industry is still talking about it buying a CMS, because it was big news. I think we’re all looking at the wrong acquisition. Or perhaps more accurately, they’re looking…
When Sitecore announced the acquisition of Scrunch this week, most commentary focused on AI search visibility. I think that’s missing the bigger story. Sitecore didn’t buy an SEO platform. They bought a way to help brands understand how AI systems see, interpret, and represent their content. For over twenty years, digital strategy followed a simple…
Disclaimer: I’m watching the Star Wars films with the kids and thought the theme was fun The composable revolution was supposed to be permanent. Best-of-breed vendors. Open APIs. No more monolithic empires telling you which tools to use. The Rebel Alliance was winning. Then Salesforce bought Contentful. The Empire struck back. And it brought a…
In the previous post, delivery was moved closer to customers. EU CD serving EU users. US CD serving US users. Publishing keeping both regions aligned.Autoscale and health checks protecting each footprint independently. Structurally, that’s a big improvement. But the moment you introduce multiple regions, something else happens. The platform becomes harder to manage and operate.…
My first blog made the case for block-level content governance as the infrastructure underneath Scott Liewehr’s argument about AI and authenticity. If you haven’t read it, start there. This post is about governance specifically – what it means for AI-generated content, why it’s no longer optional, and what it could look like inside Sitecore Content…
Scott Liewehr, Global VP of Market Strategy and Growth at Sitecore, wrote a piece for CMSWire in April that’s really worth reading. His argument is solid: AI doesn’t kill brand authenticity – lazy use of AI does. Brand voice was already broken before AI arrived. He’s right. A properly governed AI is a consistency engine,…
Sitecore has two products that come up in almost every enterprise conversation right now. SitecoreAI and Content Hub. Both are impressive. Both are growing. And without a clear mental model for how they relate, it’s easy to think you are buying the wrong one or underestimate what the right combination could do. This is my…
It’s a question that comes up more than you’d think. An organisation evaluates Content Hub for its DAM or CMP capability. Someone in the room asks whether it could also replace their Product Information Management tool. The honest answer is it depends on what you actually need from a PIM. Most organisations haven’t thought that…
In 1957, the Soviet Union launched Sputnik and the space race began. Two superpowers. One goal. Get there first. But the moment Neil Armstrong stepped onto the moon in 1969, something interesting happened. The finish line disappeared. The race didn’t end – it just became a different race. Bigger. Less defined. Harder to win. The…
Digital Asset Management has been around long enough that most people think they know what it is. A repository. A place to store approved assets. A way to stop the marketing team emailing each other JPEGs. That definition is out of date. And Sitecore Content Hub is a good example of why. Where Sitecore sits…
When Gartner published its Magic Quadrant for Content Marketing Platforms in March 2022, Sitecore sat in the Visionaries quadrant. Strong on vision, still building execution credibility. A platform with clear potential but not yet the full package. By April 2024, that had changed. Sitecore was in the Leaders quadrant. I remember Roger Connolly telling me…
