How Berkeley Homes is building the future of homebuying with AI

Berkeley Homes has long been recognized for creating places that stand the test of time. The company’s legacy is built on developing vibrant neighborhoods that blend design, sustainability, and social impact. At Sitecore Symposium 2025, Chris Gilbert, Managing Director and Global Head of IT at Berkeley Group took to the main stage to explain how the company is applying a new approach to digital experiences, using artificial intelligence to personalize every interaction for a diverse range of buyers at the start of their AI journey.

The homebuying process is complex and deeply personal, often spanning two to three years. For Berkeley Homes, the challenge is clear. How do you keep buyers ranging from first-time homeowners to institutional investors engaged and informed throughout such a long journey? According to Gilbert, the answer lies in moving from intuition and experience to data-driven insight.

In the past, much of Berkeley’s approach relied on belief and understanding of what worked. Today, AI is empowering the team to go beyond gut feeling. By leveraging signal-driven insights, Berkeley can tailor communications to each customer segment, ensuring that every message resonates and every interaction adds value. AI takes the guesswork out of engagement, providing actionable data that helps the team respond appropriately and deliver the right content at the right time.

Berkeley Homes’ digital transformation is not happening in isolation. The company recently renewed its partnership with Sitecore, a decision that wasn’t a foregone conclusion. As Gilbert explained, the renewal was driven by Sitecore’s clear vision, integrated platform, and commitment to partnership. Berkeley didn’t want a patchwork of disconnected tools. They wanted a unified solution that could evolve with their needs.

The announcement that Sitecore’s platform would become fully integrated was a game-changer. It meant that Berkeley could avoid the headaches of managing disparate systems and instead focus on delivering seamless experiences.

A collaborative effort

The partnership is a collaborative effort involving Sitecore, Berkeley, and their partner Remarkable, all working together through the Innovation Lab to drive progress.

The Innovation Lab was key to Berkeley’s successful AI journey. The space enabled teams from Berkeley, Sitecore, and Remarkable to come together to explore the possibilities. The process was hands-on and iterative, with everyone learning, experimenting, and pushing the boundaries of what AI could do for the business.

Gilbert described the experience as exciting and dynamic, with the lab sessions focused on building the foundations for long-term success. The goal is to create a platform that can evolve over time, avoiding the need for radical change down the line. By investing in a strong base now, Berkeley is setting itself up for sustainable growth and innovation.

For Berkeley Homes, success in the first year of this five-year journey is not just about generating more leads. It’s about generating the right leads. The properties Berkeley sells are high-value, and the company doesn’t need a flood of prospects. Instead, the focus is on laser-targeted engagement, ensuring that every lead is qualified, engaged, and ready to move forward.

Personalization is at the heart of this strategy. Whether it’s a marathon runner dreaming of a penthouse or an investor seeking a new opportunity, Berkeley wants to deliver relevant, timely content that speaks directly to each buyer’s aspirations and needs. The aim is to nurture relationships over the long term, keeping customers “warm” and engaged throughout the lengthy homebuying process.

Berkeley Homes’ commitment to digital transformation is clear. With a renewed five-year partnership with Sitecore and a thriving Innovation Lab, the company is poised to redefine what it means to buy a home in the digital age, including more personalized, data-driven, and customer-centric experiences for every buyer.

As Gilbert put it, the future is about evolution, not revolution. By building strong foundations now, Berkeley can adapt and grow without the need for disruptive change. It’s a long road ahead, but with the right partners and the right technology, Berkeley Homes is ready to lead the way.