IN-PERSON EVENT
Sitecore City Tour 2026 Boston
Next is Now: Leading the AI-first era
Date: Thursday, May 14, 2026
Time: 12pm–5:30pm
Location: Hotel Commonwealth
500 Commonwealth Ave, Boston, MA 02215
In partnership with
Join us at the Hotel Commonwealth for Sitecore's City Tour in Boston!
The way your buyers discover, evaluate, and choose brands has fundamentally changed, and the smartest marketing teams are already adapting. At Sitecore City Tour Boston, you'll spend a day with peers and practitioners exploring how SitecoreAI helps marketers deliver content across every channel, show up confidently in AI-driven discovery, and move faster without sacrificing brand control. You'll leave with practical strategies you can put to work immediately and a sharper edge in how your team competes for attention, trust, and revenue.
What you can expect:
- AI in action: Live demos and case studies from leading brands
- Demo stations and executive meetings
- Industry insight from Microsoft and analysts
- Hear about the age of GenAI from partners
Peer-to-peer networking
What you'll experience at Sitecore City Tour Boston:
A forward-looking keynote perspective on AI and digital experience
Hear how Sitecore is responding decisively to AI's impact on digital experience today, and what comes next as AI reshapes discovery, engagement and the role of the website-covering product direction, intelligent experiences, and how brands must orchestrate humans, AI and systems to stay relevant.
Real-world customer stories
Hear how Sitecore customers, like Suncoast Credit Union, and partners are putting strategy into action. Learn what's working, what they've learned along the way, and the outcomes they're achieving today.
Product innovation and platform capabilities
See the latest Sitecore innovations and must-have capabilities in action. Learn how teams are simplifying operations, moving faster, and delivering more relevant experiences at scale.
Practical use cases and best practices
Explore real-world use cases across content, personalization, commerce, and data. Take away ideas you can apply directly to your own digital roadmap.
Peer discussion and networking
Engage with peers facing similar challenges. City Tour is designed to be interactive, giving you space to ask questions, share insights, and make meaningful connections.
Agenda
| Time | Session | Speakers |
| 12:00 – 1:00 PM | Registration, lunch & networking | |
| 1:00 - 1:15 PM | Welcome address | Dave Tilbury, Chief Operating Officer, Sitecore Agata Nowakowska, President North America, Sitecore |
| 1:15 - 1:40 PM | A story about a lighthouse How are brands to navigate a safe and productive path through today's furiously churning AI waters? For a quarter century and counting, Sitecore's product strategy has led the way. Find out where we're heading together next. | Dave Michela, Growth Engineering Executive, Sitecore |
| 1:40 – 2:00 PM | Making AI pay off: A Candid conversation on adoption, ROI, and governance Every organization is investing in AI, but the winners are those turning experiments into impact. In this panel, Sitecore's Industry Advisory team, Microsoft, and Icreon offer straight talk about navigating the realities of AI adoption. The discussion will surface how enterprises are choosing their AI pathway, which use cases get funded (or cut), how to move beyond hype to ROI, and how integrated governance and compliance become essential when AI touches customer experience, content, and operations. | Prasant Varghese, COO, Icreon Scott Burnell, Global Industry Head, Sitecore Nora Staebler, Head of Industry Advisory, Sitecore Jesse McMullin, Industry Advisor, Microsoft |
| 2:00 – 2:30 PM | After the website: how AI changes everything brands think they know about digital experience AI is transforming how customers discover and engage with brands. As search gives way to synthesis and large language models (LLMs) become the experience layer, brands must rethink the role of the website and digital experience itself. Scott Liewehr, Global VP, Marketing Strategy and Growth at Sitecore, explores what comes next and how brands must orchestrate humans, AI agents, and systems to stay relevant. | Scott Liewehr, Global VP, Marketing Strategy and Growth, Sitecore |
| 2:30 – 3:15 PM | Networking break | |
| 3:15 – 3:40 PM | Earning trust in a world shaped by AI Marketing leaders in higher education are being pulled in a lot of directions—move faster, show results, keep up with new channels, and now figure out where AI fits into all of it. In this conversation, Sitecore’s CMO Michelle Boockoff-Bajdek sits down with a Alana Burns, CMO of Southern New Hampshire University, to talk honestly about how they’re handling that pressure. They’ll share how they’re using AI to speed up content and campaigns, while making sure their brand still feels real, consistent, and human. Because as much as discovery is changing, trust still comes down to whether your experience feels authentic. The conversation will also dig into how the role of the website is evolving, how teams are showing up in new AI-driven moments, and how to connect people, content, and systems without losing what makes your institution distinct. | Alana Burns, CMO, SNHU Michelle Boockoff-Bajdek, CMO, Sitecore |
| 3:40 – 4:00 PM | All bets on digital: PENN Entertainment’s journey to SitecoreAI In the always-on world of gaming and entertainment, every moment matters—and so does every interaction. Join PENN Entertainment and their agency partner, Americaneagle.com, to explore how PENN transformed its digital ecosystem by moving from Sitecore XM to a unified, AI-powered platform designed for speed, scale, and seamless personalization. Learn how PENN launched multiple brand experiences on a single foundation, accelerated site delivery, and streamlined operations—all while creating real-time, data-driven journeys that keep pace with evolving customer expectations. This session will break down the strategy, architecture, and lessons learned behind PENN’s move to Sitecore AI, offering practical insights for teams looking to modernize their own digital platforms without slowing the business. | Edmund Hardy, Manager, Software Engineering, PENN Entertainment Maggie Burke, Director, Sitecore Operations, Americaneagle.com Jared Arnofsky, Senior Solutions Architect, Americaneagle.com |
| 4:00 – 4:20 PM | From insight to impact: Reimagining the digital funnel for financial services Financial services organizations face growing pressure to improve digital conversion performance while managing increasingly complex customer journeys. Many teams lack clear visibility into funnel performance, making it difficult to prioritize optimization efforts and drive measurable impact. In this session, Suncoast Credit Union and Velir share how they approached modernizing the digital funnel by connecting behavioral insight, experience data, and optimization strategy into a unified framework. The result is a simpler way for teams to identify friction, prioritize improvements, and continuously enhance customer outcomes. We will introduce a practical model for aligning teams around shared funnel intelligence, creating a scalable foundation for personalization, experimentation, and AI-driven decisioning. | Harrison Aquino, VP of Marketing at Suncoast Credit Union Corey Caplette Chief Technology Officer, Velir |
| 4:20 – 4:30 PM | Closing remarks | Agata Nowakowska, President North America, Sitecore |
| 4:30 – 5:30 PM | Happy hour and networking |
About Sitecore
Sitecore is a global leader in digital experience software, trusted by visionary brands like Nestlé, L’Oréal, and Microsoft to power their content lifecycle from content strategy to digital experience delivery. Our composable platform gives marketers and technologists the power to build together at global scale – harnessing content, data, personalization, and AI – to manage digital assets, create engaging content, understand customer intent, and deliver standout experiences across all touchpoints.