Verified October 19, 2026. Checked against Sitecore's product documentation and legal pages.
It drafts, translates, structures and automates, inside the tools you use
AI in Sitecore is mostly generative help for marketers and authors. On XM and XP 10.2 and later, it arrives through Sitecore Stream and a module that adds content generation, translation and extraction to the Content Editor and Experience Editor.1 On SitecoreAI, assistants and agents are built in.2 Sitecore Search answers visitor questions from your content.3 Sitecore says your data is not used to train the models.45
Sitecore Stream: the AI layer
What Stream is
Sitecore describes Stream as the service that brings AI capabilities to Sitecore products. It is built on Microsoft Azure OpenAI Service and uses large language models to help teams ideate, create and refine on-brand content.4 Think of it as the shared engine behind most AI features across the product line.
Three capabilities
Stream's documentation names three.4 Brand-aware AI learns your brand from documents you upload. Copilots and agents are assistants embedded across Sitecore products for drafting, ideas and tailoring content. Agentic workflows orchestrate campaign tasks across teams and products, combining human input with AI actions.
How it stays on brand
Stream uses retrieval-augmented generation. It pulls brand-specific information from the documents you upload during brand ingestion and uses that to ground each answer, without retraining the model.4 Brand kits are the structured result. SitecoreAI's docs describe a brand manager uploading brand books and style guides, which the platform turns into brand knowledge and sections such as Brand Context and Tone of Voice.
Where you use it
Stream shows up in two places.4 Inside supported Sitecore products, its features appear in the tools authors already use. In the Sitecore Cloud Portal, the Stream app links to Campaigns, Brand kits and the Brand Assistant, which Sitecore describes as giving brand guidance.
Tiers
Customers with Cloud Portal access can provision the Stream FREE tier themselves; some capabilities need Stream Premium.4 Sitecore's download page for the XM and XP module marks brand kits, page translation and tree translation as Premium features. Check your tier before you promise a feature to the content team.
AI in XM and XP 10.x
What the Stream module adds
Sitecore's XP documentation lists the features the Stream for Platform DXP module brings.1 The content copilot generates and optimizes text in single-line, multi-line and rich-text fields, with prompts, multiple variants and brand kit selection. Translation works per item, per page or per content tree. Content extraction turns text, documents or images into a new structured item. Media metadata extraction suggests image metadata.
What you need
Three things: a Sitecore Stream subscription, the Stream for Platform DXP module installed, and Sitecore XM or XP 10.2 or later.1 Per its download page, the module is software you install on your existing deployment, and it works with Sitecore's Stream AI service rather than running the models on your servers.
Which versions, exactly
The module's download page says it is compatible with XP 10.2, 10.3 and 10.4. Sitecore's modules compatibility table, updated 11 September 2026, lists the same three versions and marks 10.5 support as "will be provided soon". So on 10.0 or 10.1 there is no Stream, and on 10.5 you should confirm support before you depend on it.
Older AI in XP
XP also had a separate AI personalization module. The modules table lists Sitecore AI Automated Personalization Standard for XP 10.0 and 10.1 only. If a past project used it, do not assume it continues on 10.2 or later; the table shows no listing there.
AI in SitecoreAI
Built in, not a module
Sitecore's FAQ is direct: Stream remains part of XP and XM only, and SitecoreAI (formerly XM Cloud) is AI-native, with agents and assistants built in throughout.2 The same FAQ says SitecoreAI includes entry-level access to CDP and Personalize, Search and Content Hub.2
Assistants
SitecoreAI's user documentation lists what the assistants do: improve content in real time, personalize pages, support A/B testing, create deliverables and tasks, write smart briefs, give brand guidance through the Brand Assistant, and translate a page or a whole site. You can assign a brand kit to a site, and it is used when generating, optimizing or translating content.
Agentic studio
Agentic studio is the workspace where marketers use, customize and manage AI agents.2 It offers a chat interface called Actions, prebuilt agents for common workflows, and a no-code builder for your own agents.2 Sitecore's docs list prebuilt agents for content generation, research, competitive analysis and account enrichment, and say building or configuring agents needs a Builder license.
Sitecore Studio
The FAQ places Agentic studio inside Sitecore Studio, alongside App studio for building apps and agents on Sitecore's APIs and SDKs, a Marketplace for apps and agents marked "coming soon", and Sitecore Connect for third-party integrations.2 This is the extension model for SitecoreAI.
Agents need setup
Sitecore's own documentation warns that, by default, agents do not understand your tone of voice, brand guidelines or business context. They depend on configuration: tools, skills, schemas, templates and signals, which only admins can set up. In our view, this configuration is where most of the real work sits, and it is ongoing.
AI-assisted migration
SitecoreAI Pathway, Sitecore's AI-assisted migration app, maps templates, renderings, components and content from an XM or XP site into SitecoreAI. We cover it in how to migrate from XP or XM to SitecoreAI.
AI in Sitecore Search
Ranking and recommendations
Sitecore's Search documentation describes it as an AI-driven, headless discovery platform. Its AI and machine learning algorithms use visitor and document data to personalize results and recommendations, and Sitecore describes it as usable standalone or on a DXP. This is predictive ranking, not text generation.
Questions and Answers
Questions and Answers is a Stream capability in Search: visitors ask natural-language questions and get AI-generated answers sourced from your content.3 Q&A items can be generated from your catalog, generated from visitor input, or written by you, and you can edit any generated question, answer or keyword.3 Sitecore notes it currently supports English only.3
AI in Sitecore Personalize
Code Assistant
Sitecore's Personalize documentation describes AI features powered by Stream. The main one is a Code Assistant that turns natural-language prompts into JavaScript for features such as conditions, programmables and session traits. Sitecore says it is only available if Stream is enabled, can make mistakes, and its output should be tested before production. It speeds up developers; it does not decide who sees what.
Governance and data handling
Training on your data
Stream's documentation says your data is never used to train the LLM, and that its AI features include built-in guardrails.4 The SitecoreAI FAQ says it does not share customer data with external providers or use it to train external models.2 Sitecore's Gen AI FAQs add that neither Sitecore nor its third-party model providers use prompts or results to train models.5
Ownership and contracts
Per the Gen AI FAQs, you own your prompts and results as between you and Sitecore.5 They count as Customer Data under the Master Terms and the data processing addendum, and third-party AI model providers act as subprocessors.5 AI use is governed by a Gen AI Addendum and a Gen AI Policy.5 Send these to your legal team before rollout.
Optional, and beta means beta
Sitecore says its generative AI features are optional, and the SitecoreAI FAQ says you can opt out through the SitecoreAI portal.52 Features marked beta are provided as is, with no warranty, and may be changed or removed.5 Do not build a business process on a beta feature without a fallback.
Governance inside Sitecore
The Gen AI FAQs describe AI impact assessments for products that integrate AI and a cross-functional AI Governance Board.5 Sitecore's Trust Center lists an ISO/IEC 42001:2023 certification, the standard for AI management systems. SitecoreAI's docs also tell users to review every output and keep humans approving key decisions.
What it changes for upgrade or migrate
On 10.0 or 10.1
The compatibility table gives you no Stream module, and these versions leave extended support on 31 December 2026, as our support dates guide shows. If AI-assisted authoring matters to you, it is one more reason to move.
On 10.2 to 10.4
You can add Stream today: content generation, translation, extraction and media metadata in the editors you already use.1 Agents in Agentic studio are documented as part of SitecoreAI. Whether XM or XP customers can use them without SitecoreAI is not clear from Sitecore's documentation, so ask your Sitecore account team.
Upgrading to 10.5
Sitecore's 10.5 XP documentation says 10.2 or later, while the compatibility table still marks 10.5 support as pending.1 If Stream is part of your plan, confirm module support before you commit to 10.5 over 10.4.
Our view
AI alone is a weak reason to migrate. If you want help writing and translating content in the editor, 10.4 with Stream covers it. If you want agents working across content, audiences and testing in one place, that is what SitecoreAI is built for. Our Sitecore services cover both roads; if you want a second opinion, talk to a senior Sitecore consultant.