Hi everyone. Welcome to the webinar for the SUGCON on Europe 2025 recap. Here with me is Lukasz, the man, the MVP and the site core SUGCON on EU organizer and everything and such. So Lukasz, how was this account? For you, intense as always. You know, it's not, not only like a place where we can meet with the with the other community members or learn, for me, it's also a place where I actually do some work, right? As I mentioned one of the organizers. So no time, no time to restaurant. Yeah, I can totally see that. But what about the venue, though? So it was in Antwerp Belgium. It was a great venue. I loved how high the ceilings were. I loved the whale skeleton. The zoo was right there. The weather was perfect. What did you think of the venue this time? Yeah, we, as one of the organizers, I can show some light on it, and we add some doubts, you know, because this is like Museum, right? Yeah, the skeletons under the sailing. And at the same time, we have, you know, C level executives from sidecar speaking about cutting edge technology, everything, where this new AI and so on. So that's but as you said, the feedback was, was really good. People were happy. And when people are happy. We also happy. So can complain, and yeah, personally, I also really liked the place. Yeah, yeah. I loved it. It was really, really good. And then I know they jumped in. So the keynote was done by the three guys, but they jumped in immediately with AI. They've got into it, saying, stream isn't, isn't a product, it's a capability, right? So it's available. It would be available for every single product inside of what Sitecore offers. And he got into that part, what did you or what were your views on AI? Yeah, I mean, I agree with what you said, right? They've mentioned that AI is basically everywhere right now. Think that during the symposium last year, they were saying that they're adding AI right now. AI is there already. And yeah, we later on, during one of the sessions, I think Martin Lundberg was actually presenting AI in all of the sidecar tools, right? So it's not only a promise anymore. Sitecore executed those promises, and right now you can play and see AI capabilities everywhere. Yeah, they were talking about the AI being everywhere, brand aware AI. So now you can add multiple brands. And I think Vignesh presented right after the keynote as well. So you showed a demo of AI in the XP, which is available right now, the free version. So anyone who has XP, you can actually talk to your rep. You would need to get the access to the cloud portal and things like that. But you can add the free version into your XP XM instance at this moment in time. So reach out to you. Reach out to your peeps. And then they talked about brand aware AI. They talked about AI agents, so basically embedded assistance across all of the products where it'll help you create content, do a couple of other things. They talked about workflows where marketers can use those workflows and do a bunch of things. 

So it was a lot of lot of talk of AI, the demo is really, really good by Vignesh. He also shared a whole bunch of like different things, like different phases that they're adding. And this was Vignesh talk. Was very specific to XM XP, which is, you know, all, all of the all in one dxp kind of thing. But he shared about the roadmap, what's coming right now, what's in the future, things like that. So that was really, really nice. So some of the things just to note is they're talking about language translation with AI, being able to audit your content, whether it's SEO, accessibility, brand compliance, being able to create automatic image alt text, being able to generate components in the future and long term. He was talking. About, basically, personalization suggestions, AB testing, even able to generate images, which was really, really cool. And I love XP a lot, so it was nice to see all of those things. Yeah, I agree. But you just mentioned almost everything, what we had to say, you know, what? The XP stuff I didn't talk about all the other Yeah, yeah, just kidding, yeah, but that was a long list, right? Everything was true, what you said, basically. But I think we can move forward to the next slides, and then we just cover some of the topics and bring more details, right? Yeah, so CMS from CMS to intelligent dxp, so that's something that also was mentioned during symposium. So this is a new term that sidecar came up with, and I think that it makes sense, right? Because on a slide. You can even see the mentioned orchestration with AI, which actually helps you to use your dxp platform to make any use of all of the features that are there. So if you have XP or maybe even XM with some compostable other pieces. Then, thanks to that orchestration support with AI, it will be easier for you to use all of that, so you will not end up as the customers years ago with XP, where they were buying XP and part of the features were just laying down there, not used anywhere, everywhere at all, right, basically. So, yeah, that's, I think, a good direction and good change, and it also shows how Sitecore is actually leading the market. And, yeah, building a new value, your quality, yeah. I mean, for sure, they even talked about how they're rolling out automatic updates to XM cloud, lot of technical things, like being able to support multiple frameworks, their marketing dashboards, AI personalization, things like that. But this is what they kept on mentioning. It's the intelligent dxp. It's an infinite loop between content and experience, and they're trying to integrate it every single place they can, which is, which is awesome. They talked about, I think, semantic search, AI powered acid discovery in the dam, things like that. So there's a lot of contextual things that they're trying to help marketers and content authors with, which would be really interesting. So I'm hoping to play with all of this. It would be kind of kind of cool. Yeah, cool. Next is the best part, which is a continued commitment to XM and XP, so I'll let you talk so that I don't steal all your all your points. Lukasz. Oh, thank you. Actually, it's okay. I mean, yeah, that's again, something that psycho promised. So they completely change the way they communicate existence of so it is still a platform that will stay with us for really long time. From what I remember at least next 10 years, right? That was the date from this that was presented during the symposium and during the second day, actually proved that it is true, right? So it's these are not just words that Inc will stay. They are proving by their actions that it's something that matters. So we can see that by adding new modules or integrating stream that you mentioned already, right and or even during the Second, we had multiple very interesting discussions with psycho people, with other committee members that all of them were saying that there are some gossips, maybe that Inc Ste will be rewritten with a new technology stack. So it's, yeah, I can't really wait to see that in life at some point, probably, besides that, yeah, 10.5 right? Gonna be really soon. So again, another proof that MXP are selling for longer, for sure, yeah. I mean, I think Roger talked about keeping the promise, like you mentioned, they kept the promise. XM, XP, the stream, 10 five with performance improvements, AI integration and being able to have. 

Developed between hybrid and composable architectures. Again, XM cloud might not be the answer for every single person. There are cases where XM XP are still very useful closed networks, specific geolocation or any regulatory things. So a lot of the customers we currently service still use XP. They're in, like, the medical, pharma, government kind of space. So I totally understand that part. They talked about AI and XM XP. That did mention that they are committed towards XM and XP, which is really, really nice. So, yeah, I don't think it's going anywhere. And with 10 five, that would be, that would be awesome. Cool. We talked. I talked a bit too much about this, but we can, we can talk a little bit. I'll let you go. Lukasz first before I Oh, yeah, you said almost everything, right? No, yeah, cool it's exciting to me. So sorry I got excited. Yeah, I'm not like, I understand you, right? Why? So that was a first session on Friday, if I remember that correctly, and we had, like, a full, full room of people that it doesn't happen too often on Friday morning. So it shows interest of people in the topic. And Vignesh really presented how it already, or how does it work right now? So what you can get, we thanks to recycle stream inside their exam, XP platform. And yeah, he also mentioned that, I will repeat after you actually, that it is right now available for free in premium like model. So it's limited not I think brand awareness is not part of the free sector stream, but some AI campaigns are there, so you need to contact your account manager from sidecar to get details personally. I think that even if you don't use that, or you just decide to play with it on your lower environments like that or whatever, then it might be a good onboarding exercise, because you're gonna have access to new platforms or to the portals that are required to play with a new site performance. So, yeah, it's worth to do that step and see what is there. Yeah. I mean, he showed the demo right, which is really nice. So being able to add multiple brands, being able to choose the brand that you want the content to be generated for multiple variations of the content, talked about how they've over from the last version to this version of the module, how they've streamlined the whole configuration of it. Rather than it being more difficult, it's a lot more easier. Now, he walked through the process because he was getting a lot of questions, and it seemed like they're taking quite a bit of feedback as they're doing it. So it just felt very it was exciting. I'm glad I attended that session. Cool. The next one, another big one that actually wait here. I skipped the wrong one. A big one that they talked about was developer experience. And Danny the Sitecore CTO, as well as pretty much every Sitecore presenter at the conference touched on the developer experience at one point or the other. So this was a the big ticket item, one of them that they talked about quite a bit. Did you have anything on this one? Lukasz, before I steal everything? Feel free to steal what everyone? Yeah, no. So they talked about developer experience, right? How they how things can be easier. So the SDKs, so the marketplace, SDKs, the content, SDKs. 

They talked about how they're trying to make it simpler and easier for the developers. They talked about the developer CLI they talked about splitting the front and back end deployment to XM cloud, including the like the new SDKs, with the new JSs version. How they are focusing on, how do we make the developers life easier, whether it was for JSs, whether it was for marketplace, SDK, or the content SDK, they're trying to do their job make it much, much easier. So that was kind of nice that they wove all of that into it. One of the other big pieces was the Sitecore marketplace. And this was interesting because I was personally waiting, and I'll stop speaking, because I don't want to stay Lukasz points. I was waiting because I. I've been working with Justin, just to kind of figure out what the steps are. And he's like, Okay, we got everything, and we'll be presenting at SUGCON. So that was nice for me. It was I'm trying to take site con from like an XP XM module to like an XM Cloud Module, which is a huge difference in architecture, because it's more composable. So for me, this was a huge thing attending Liz and Spiros, I think is a session I attended which kind of gave an overview. And then there was a deeper dive later on, on Friday from Justin. So I'll stop talking, because if I talk, I'll cover the whole thing. Yeah, so I'll just add a few points and then let you finish it. So yeah, from the important notes, probably something like, I mean, we should mention about the fact that it is available for some partners already. So cyber is moving forward really quickly with that site, market, marketplace, they see that there is need for it. I can remember it now, if they mentioned any dates about making that publicly available, probably not, but the fact that there are partners that building some extensions give us gives us a hope that it's gonna be probably sooner than later, so that that's great news from my perspective. And I think that circular committee also looks at it in the same way, because that was one of the, one of the topics when we had the biggest number of questions from the audience, right? So it shows a huge interest in the topic, and I think that it may connect committee or bring back committee to work together. The only challenge that I see is the fact that it is designed for accent cloud, which means it's SaaS, basically, right, and you need to host your extensions on your own server or your own environment. So if we go back to the times of MXP, you could have a extension that is in marketplace. You can download, install it for free. Right now, I'm not entirely sure if, if there, if community will find a way to support others with SaaS extensions available for free. I don't know. Maybe it's gonna happen. Maybe someone will find a way, or maybe cycle will provide some resources for to let people grow with it. I don't know, just or maybe I'm just curious, credit card and we can all spin up app services in Azure. Who knows? Yeah, who knows? Probably not, not anytime soon, but yeah, yeah, no, that was that was interesting, because the whole architecture shift, right? So what cash is talking about is they'll provide a marketplace, SDK. What the SDK will do is help you write the app which conforms to more of the XM cloud architecture. It'll give you the UI guidance. Because you need some UI inside of XM cloud, either whether it's iframed or embedded in and then how the UI looks has to be similar to how XM cloud looks. So it'll give you guidance on that, being able to communicate back and forth with the Management API, things like that, but the major part of your app will live in a third party hosted environment, which is actually going to run all of it, because side core is technically not responsible for it. So you could have a public app, which is what gosh is talking about. 

Then if I'm the app developer, the cost goes to me, unless I have a friend like Lukasz, you could also do like private app or apps which are specific to customers. So technically, it can be hosted in the customer environment, not available publicly. So they talked about that. They like Lukasz mentioned a couple of partners, I believe, or part of the initial rollout, are part of developing some of these apps. And when they do launch it, it's not going to be empty, it's going to have a few apps in it. So they showed a demo of, I think it was called something optimization, where they it looks at like the page structure and gives you a score, and then you can click on it and it'll give you like the things that it was for AI llms to crawl your site, basically something like that, and it gave you a score, and then you can check it what, what you can do to improve the score. So they showed a demo of that, but overall, it was kind of very interesting. And then there was that later on in the session, they talked quite a bit about marketplace, from everything from what kind of apps to how do you register, how do the apps look? I was able to look at that like the how it looks in the cloud portal, it is page based, things like that. So they went into a lot more technical part of it. What the current SDK provides authentication? What would it provide in the future, things like that? So that was kind of interesting that they were rolling out this whole marketplace, and Lukasz touched on it, but I want to kind of mention it. So before we used to have kind of a marketplace that you could have your open source app right, either on GitHub or whatever it is, and basically you downloaded it or installed it using a NuGet package, and then you would use it, and you would own that because it would run on your instance. So it'll be interesting. I'm kind of curious to see which ones are going to be free and how they can sustain, or you can depend on it, or maybe it's free, but you have to host yourself and maybe configure it, I'm not sure, but that'll be kind of interesting, I think. Agree, yeah, yeah. Next one is pricing. There was a session on pricing, but what we wanted to cover is basically Sitecore seemed very competitive in terms of how they price their products. So I mean, couple of the things that we are working with them right now, they're extremely competitive compared to other hybrid CMSs out there, and that was kind of interesting for us to be able to pitch Sitecore and for them to be ultra competitive. So we do wanted to mention that part. Lukasz, do you have anything on this one? Yeah. I mean, from my perspective, it's like showing a change in Sitecore attitude. Because I think that that was the first time when Sitecore address topic of pricing publicly. So before that, if you were MVP or partner, you could have some discussions here and there, right? But that was a public event. So if you had a second ticket, you could hear about it. You can ask, you could ask questions. So that's it shows the change. And as you mentioned, the pricing itself, it's much more flexible right now. Site for is more keen to find a way to make it happen, right? So that's, that's really nice outcome of that, of the presentation that we saw there, for sure. And then they teased about a major announcement coming on June 4. I don't know what it include personally. 

I mean, they mentioned it'll include like marketing and AI innovations, but they did say, wait for June 4. There's going to be a huge announcement. So I'm, I'm not sure what it is, but June 4, thankfully, isn't that far away, so I don't mind waiting for it. Did you get an inside scoop from your end? I have no idea what it's going to be, right? And, yeah, I would, I know, maybe expect something to be present in the red symposium or SUGCON in Australia, right? But, yeah, no, it's gonna be before that. So I can wait to see what they cooking there. Yeah, no, for sure. And then we had the hackathon awards on Thursday evening. So again, congratulations to Gabriel for the site Corp on 27 seven. It was a really good module. So if anyone will, will post some socials on what the module is, hopefully get Gabe on and he can probably give a demo. But what it was is something that you can use right now. It was a natural language way of talking to SPE and generating reports, and it was something that can be used at this moment. Was done really, really well, super useful. Unfortunately, Gabe wasn't there at con, but I did mail him the award a couple of days ago, so hopefully he'll get it. I think he's based near the Chicago area, so hopefully he'll get it and do some social posts. But it was, it was a really good competition. We had 52 teams who participated in it. And again, Hackathon is something that we run every year, runs for 24 hours, usually in the in March, and teams of two to three people compete on an idea that we give this time, since we there are so many products, and it was kind of hard to figure out. We kind of came to with the judges and figured we'll just have one category of shows, what you got, like shows, what you can make in 24 hours, and we just let everyone lose. So as you can imagine, there were a lot of ai entries. So it was kind of interesting to weed through all of those, all the API keys keep them alive, and test it out. But I thought it was a really good hackathon this year. I. Cool and in closing, thank you so much for attending. If you have any questions, please post them in the chat so we can see them and answer them for you. We pushed out a few blogs, a few videos on the Konabos website so you can take a look at those. They should also be on YouTube as well. So it'll be interesting. If you want to catch up on that SUGCON on they will release the videos, I think, imagine processing all of that video for that many hours of session. So they'll release the video on the official SUGCON on YouTube channel when they're available. So they'll be kind of nice for you to take a look at it. If you have any questions about anything we talked about again, don't feel you know, feel free to reach out to us and then again, Yeah, glad to be of help and be sharing this information. Lukasz, thank you for your time today. Thank you. Applause.