Podcast Summary: The Agile Brand™ with Greg Kihlström
Episode #609: AI-powered DXPs and Brand-Aware Personalized CX with Kathie Johnson, CMO at Sitecore
Release Date: December 2, 2024

Introduction

In episode #609 of The Agile Brand™, host Greg Kihlström engages in a deep conversation with Kathie Johnson, Chief Marketing Officer at Sitecore. The discussion centers around the evolution of Digital Experience Platforms (DXPs), the integration of Artificial Intelligence (AI) into these platforms, and how these advancements empower marketers to deliver personalized customer experiences while maintaining brand consistency.

Kathie Johnson: Background and Role at Sitecore

Kathie Johnson shares her extensive experience in the marketing domain, highlighting her roles at Talkdesk and Salesforce before joining Sitecore as CMO a year ago. She emphasizes Sitecore's 24-year legacy in the digital experience space, focusing on content management systems (CMS) and their pioneering role in delivering composable and intelligent DXPs.

Kathie Johnson [02:50]:
"I believe we're first in delivering intelligent DXP or intelligent digital experience platforms to the market as well."

Challenges Facing Marketers Today

Greg and Kathie delve into three primary pain points confronting modern marketers:

1. Doing More with Less:
   Marketers are expected to achieve greater impact and business growth while adhering to tighter budgets. Demonstrating Return on Investment (ROI) is increasingly critical.

2. Managing Through Complexity:
   The multifaceted nature of marketing operations, involving diverse roles and multiple agencies, complicates brand consistency and campaign execution.

3. Balancing Strategic and Tactical Efforts:
   The day-to-day complexities often detract from long-term strategic planning, hindering marketers from focusing on broader business goals.

Kathie references a survey revealing that 80% of marketers believe creating excellent digital experiences requires a blend of strategy, technology, content intelligence, and optimization, yet only 27% feel equipped to achieve this.

Kathie Johnson [04:18]:
"Every marketing team is asked to make a bigger impact right with their customers with the growth of the business while lowering costs."

Defining AI-Powered/Intelligent DXPs

Kathie defines a DXP as an integrated suite of technologies that support the creation, management, delivery, and optimization of digital experiences across various channels. She introduces the concept of an Intelligent DXP, which seamlessly incorporates Generative AI (GenAI) to enhance marketing processes without being an add-on.

Sitecore's recent launch of Sitecore Stream exemplifies this intelligent DXP, developed in collaboration with industry leaders like Microsoft and Nestlé. Kathie highlights how Sitecore Stream is designed by marketers for marketers, focusing on simplifying workflows and ensuring brand consistency.

Kathie Johnson [08:00]:
"Intelligent DXP is really taking your DXP, putting GenAI embedded in it so you're not just tacking it on."

AI-Enhanced Workflows: Boosting Productivity and Collaboration

AI-enhanced workflows within Sitecore Stream aim to automate repetitive tasks, allowing marketing teams to concentrate on strategic initiatives. Kathie underscores the complexity marketers face with numerous Martech tools, stating that 86% of companies using AI do not employ a standardized AI toolset.

Sitecore Stream addresses this by integrating core content and experience functionalities with AI-driven workflow automation. This integration minimizes time lost in handoffs and review cycles, fostering seamless collaboration among internal teams and external agencies.

Kathie Johnson [13:07]:
"The Sitecore Stream has three main pieces that is brand aware AI, it has AI enhanced workflows and it has co-pilots to make it easier."

Brand Consistency and Data Privacy

Maintaining brand consistency across diverse teams and agencies is paramount for trust and engagement. Sitecore Stream's Brand Aware AI leverages brand kits—comprehensive collections of brand assets and guidelines—to ensure that all AI-generated content aligns with the brand's identity and tone.

Additionally, Kathie addresses data privacy concerns, emphasizing that Sitecore does not use customer data to train AI models. This commitment safeguards confidential information and ensures compliance, particularly crucial for regulated industries like healthcare and financial services.

Kathie Johnson [19:52]:
"We do not use our customer data to train the underlying AI models. ... your data will never be used to train our models."

Generative AI and Co-Pilots: Enhancing Marketing Efforts

Sitecore Stream introduces Co-Pilots—AI-driven assistants tailored to specific marketing functions:

• Content Co-Pilot: Generates brand-aligned social media posts, blog snippets, and email drafts.
• Campaign Co-Pilot: Recommends personalized elements for campaigns, such as tailored visuals and messages for different audience segments.
• Experience Co-Pilot: Suggests optimal web page layouts that adhere to brand standards.

Kathie illustrates these functionalities with an example of a product launch campaign, where the Co-Pilots facilitate the creation of consistent, personalized content and layouts, ensuring a seamless and effective multi-channel launch.

Kathie Johnson [24:18]:
"The campaign copilot suggests personalizing the hero, right, to show different visuals or messages for specific audience segments."

The Future of AI in DXPs and Advice for Marketers

Looking ahead, Kathie envisions AI becoming increasingly integral to DXPs, driving productivity and strategic focus. She urges marketers to embrace AI proactively, emphasizing that those who leverage AI effectively will outperform competitors.

Kathie draws parallels to the early days of the Internet, stressing that resistance to adopting new technologies can lead to obsolescence. She advocates for continuous learning and integration of AI into daily marketing practices to stay ahead.

Kathie Johnson [26:52]:
"If we're doing the same marketing today that we did yesterday, then we're already behind and Gen AI makes this more true than ever before."

Staying Agile: Kathie Johnson’s Personal Strategies

In closing, Kathie shares her personal approach to maintaining agility in her role:

• Curiosity: Staying informed about the latest trends and technologies.
• Continuous Learning: Engaging with podcasts, reading, and participating in CMO networks.
• Time Management: Carving out dedicated time for learning amidst a busy schedule.

Kathie Johnson [31:36]:
"Being curious, asking questions, listening to podcasts. I read every night before going to sleep..."

Conclusion

Episode #609 of The Agile Brand™ offers valuable insights into the transformative role of AI-powered DXPs in modern marketing. Kathie Johnson's expertise sheds light on how intelligent platforms like Sitecore Stream can alleviate common marketing challenges, enhance productivity, and ensure brand consistency. As AI continues to evolve, embracing these technologies will be crucial for marketers aiming to deliver personalized and impactful customer experiences.

Notable Quotes:

• Kathie Johnson [02:50]:
  "I believe we're first in delivering intelligent DXP or intelligent digital experience platforms to the market as well."

• Kathie Johnson [04:18]:
  "Every marketing team is asked to make a bigger impact right with their customers with the growth of the business while lowering costs."

• Kathie Johnson [08:00]:
  "Intelligent DXP is really taking your DXP, putting GenAI embedded in it so you're not just tacking it on."

• Kathie Johnson [19:52]:
  "We do not use our customer data to train the underlying AI models. ... your data will never be used to train our models."

• Kathie Johnson [26:52]:
  "If we're doing the same marketing today that we did yesterday, then we're already behind and Gen AI makes this more true than ever before."

• Kathie Johnson [31:36]:
  "Being curious, asking questions, listening to podcasts. I read every night before going to sleep..."

For more insights and episodes of The Agile Brand™, visit www.greghilstrom.com.