Sitecore has launched the martech industry's first AI innovation lab, developed in collaboration with Microsoft. The initiative aims to provide a structured environment for marketing leaders to explore AI-driven solutions, particularly in optimising content operations.

The program is designed to assist marketers in defining their AI journey and developing solutions tailored to their specific use cases. The AI Innovation Lab is powered by Microsoft Azure and Azure OpenAI Services, offering participants the opportunity to work with experts from both Sitecore and Microsoft. This collaboration seeks to address marketers' hesitancy to invest in AI without clear proof of return on investment.

According to Sitecore's Websites 2025 Report, a significant 97% of marketing executives are prioritising AI. However, teams reportedly spend up to 85% of their time on content and operational tasks. The lab aims to reduce this time commitment by providing a platform for prototyping solutions using an agile and low-risk approach.

CEO of Sitecore, Dave O’Flanagan, said: "The Sitecore AI Innovation Lab marks a significant milestone in our commitment to empowering marketers with cutting-edge AI solutions. 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."

The Lab is described as the industry's first customer-centric program focused on AI innovation in marketing, with minimal risk and time commitment. AI innovations developed within the Lab will be integrated into Sitecore's Digital Experience Platform (DXP) to enhance and future-proof the platform.

Microsoft Corporate Vice President, WW ISVs and Digital Natives, Jason Graefe, said: "Microsoft is proud to collaborate with Sitecore on this groundbreaking initiative that empowers marketing leaders to harness the full potential of AI. 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 has recently released over 250 new enhancements for its composable DXP, aimed at helping marketers optimise digital experiences and content. The AI innovation lab is available to current Sitecore customers, offering them a chance to engage with the latest in AI technology and try it for themselves.

Vice President, AI and Innovation at Sitecore, Mo Cherif, said: "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. 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."