Empowering Marketers with AI: SitecoreAI x Optimizely x commercetools
Our reflection in the light of new partnerships and announcements by Optimizely and Sitecore
Introduction
As we've been saying at ClerksWell, the digital landscape is evolving fast As AI reshapes how consumers search, discover, and decide, businesses are racing to adapt. At ClerksWell, we’ve been tracking these behavioural changes closely with our blog series on the impact of AI on SEO, consumer behaviour, and search in general. But there’s another side to this story: how companies are building AI-powered tools to help marketers not just survive, but thrive in this new environment.
This isn’t just about keeping up. It’s about unlocking new capabilities, streamlining workflows, and creating more intelligent, responsive digital experiences. And the pace of innovation in this area is accelerating.
AI Partnerships Are Reshaping the Martech Stack
One of the most significant recent developments is the partnership between Optimizely and commercetools. This collaboration brings together Optimizely’s content management strengths with commercetools’ composable commerce platform. The goal? To give marketers and merchandisers AI-powered tools that enable faster testing, smarter and broader personalisation, and more agile digital experiences - all without relying heavily on developer resources.
This kind of integration signals a broader trend: AI is no longer a mere supplement. It is becoming the integral part of modern marketing platforms.
Enter SitecoreAI: A Vision for Agentic Marketing
Another major player making a move is Sitecore, with the launch of SitecoreAI (a suite of tools designed to help marketers harness the full potential of generative and agentic AI). SitecoreAI isn’t just about automation; it’s about augmentation. It will empower marketers to act more like strategists and less like operators.
From AI-generated content to predictive analytics and journey orchestration, SitecoreAI will offer a vision for what the future of marketing could look like: faster, more personalised, and deeply data-driven.
As Sitecore puts it, this is about “accelerating the agentic future”, where AI doesn’t just assist, but actively collaborates with marketers to drive outcomes.
Why This Matters Now
These innovations aren’t happening in a vacuum. They’re a direct response to the behavioural shifts we explored in our last blog:
- Consumers are making decisions faster, often without visiting a brand’s website.
- Trust is shifting toward user-generated content and community platforms.
- Traditional SEO is no longer enough to guarantee visibility.
In this context, AI tools become essential. They help brands:
- Adapt content strategies in real time based on behavioural signals.
- Optimise experiences across channels with minimal manual effort.
- Predict intent and personalise journeys before a user even clicks.
In general, these changes show that content editors are demanding a more efficient and intelligent platform to work with. Tools that will meet these demands effectively will stand out in the market. Marketers don't want 10 different tools to do 1 thing - they want all the solutions integrated within one ecosystem.
What About Google?
While companies like Optimizely and Sitecore are building AI into their platforms, Google is doing the same, but at a different scale. Tools like Performance Max, GA4’s predictive metrics, and AI-powered ad creatives are all part of Google’s push to make marketing more automated and insight-driven.
The difference? Google’s tools are often black-boxed and focused on ad performance. In contrast, platforms like Sitecore and Optimizely are giving marketers more transparency and control - a crucial distinction in an era where trust and authenticity matter more than ever.
Conclusion
We’re in a moment of profound change. AI is not just disrupting how consumers behave – it is also transforming how businesses respond. The companies that succeed won’t be the ones who resist this change, but those who embrace it, experiment with it, and build smarter systems around it.
At ClerksWell, we believe this is a time of great opportunity. The tools are here. The partnerships are forming. And we will see much more soon.
