VIRTUAL EVENT
Back-to-school bootcamp: AI, content, and customer experience
Sharpen your strategy, expand your perspective, and prepare for the year ahead.
AI is reshaping how organizations create content, manage digital assets, engage customers, and deliver digital experiences. But with so much change, how do you prioritize where to focus your attention next?
This exclusive, three-hour virtual learning experience is designed for Sitecore customers and prospects looking to stay ahead in a fast-moving digital world.
Through expert insights and customer stories, you'll learn how leading organizations are using AI to drive real results, modernize content operations, strengthen digital asset management, and create more connected digital experiences.
Join us to discover how to:
- Turn AI into impact: See how leading organizations are using AI to improve marketing performance, content operations, DAM, and customer engagement.
- Create connected experiences: Learn practical strategies for bringing together content, digital assets, data, and AI to deliver more relevant, personalized customer journeys.
- Stay ahead of what's next: Hear real-world customer stories and explore the trends shaping the future of digital marketing, digital asset management, and customer experience.
Agenda
| Speaker | Session |
|---|---|
| Michelle Boockoff Bajdek | CMO, Sitecore |
The Revolution Hear from CMO Michelle BB as she shares her perspective on the forces driving change and the opportunities ahead for Sitecore. Discover how we're evolving, innovating, and positioning ourselves to lead in a rapidly changing landscape. |
| Caridad Bojorquez | Manager, Global DAM Solution Engineering, Sitecore |
The Revenue Impact of AI Visibility: Why Content Foundations Matter AI is reshaping how customers discover, evaluate and buy. Learn why content visibility has become a competitive advantage and how a modern DAM strategy helps organizations increase reach, accelerate growth and stay relevant in an AI-first world. |
| Kelly Masters | Director, Product Marketing, Sitecore |
Why most AI marketing is going to fail (and what winners are doing differently) Every marketing team is using AI. Very few are actually winning with it. The brands seeing real results aren't the ones with the most tools or the biggest prompt libraries. They are the ones that understand a critical truth: AI is only as good as the context it has. Without a strong foundation across content, assets, and customer data, outputs drift off-brand, lose relevance, and slowly erode the trust marketers have worked so hard to build. In this session, you will see how real marketing teams are using SitecoreAI to ground AI in real brand and customer context, where it is already delivering impact, and where context-driven marketing is headed next. |
|
Chris Andrew | CEO, Scrunch Chris Purcell | Senior Product Manager, Content, Sitecore |
Surviving the clickpocalypse: Your guide to winning AI search Everyone is somewhere on the journey from “What the hell is AEO?” to “We know exactly why ChatGPT recommends our competitor instead of us.” The goal of the next 30 minutes is to figure out where you are and what you should do Monday morning. Welcome to the Clickpocalypse. As AI reshapes discovery, ranking isn't the same as winning. See where your brand sits on the AEO maturity curve, what the leaders are doing differently, and how to move from simply showing up in AI answers to becoming the brand AI recommends. |
| Sara Hill | Senior Director of Marketing Operations and Digital Marketing, IFS | AEO-first by design, building for AI discovery: Shift from rankings/clicks to being part of the answer in AI search |
| Scott Liewehr | Global Vice President, Market Strategy & Growth, Sitecore |
Growing your brand while competitors play defense Most marketers are responding to AI disruption defensively, scrambling to reclaim visibility they've lost. Scott Liewehr makes the case for offense: using a closed-loop, AI-backed platform to identify where your brand has a right to win, mobilize enterprise knowledge, and measure the ground gained. |
Bootcamp Instructors
Michelle Boockoff-Bajdek
Chief Marketing Officer, Sitecore
Scott Liewehr
Global Vice President, Market Strategy & Growth, Sitecore
Chris Andrew
CEO & Co-Founder, Scrunch, a Sitecore Company
Caridad Bojorquez
Manager, Global DAM Solution Engineering, Sitecore
Chris Purcell
Sr. Product Marketer, Sitecore
Kelly Masters
Director, Product Marketing, Sitecore
Sara Hill
Senior Director of Marketing Operations and Digital Marketing, IFS
Michelle Boockoff-Bajdek (BB) is the Chief Marketing Officer at Sitecore, where she leads a global team of marketers who are redefining what’s possible in modern marketing. Together, they’re putting the power of generative and agentic AI to work – creating digital experiences that connect people and possibilities across the globe.
Michelle is a trailblazer in bringing AI into marketing. At IBM, she served first as Global Head of B2B Marketing at the Weather Company, and then as CMO of IBM Watson, the company’s pioneering AI platform. There, she served as the steward of the Watson brand, helping the world understand how AI can transform both work and life.
Since then, she’s become a Fellow at the Marketing Academy, a founding member of CMO Huddles, and has held CMO roles at both Skillsoft and IDC. At IDC, Michelle reimagined marketing as a strategic growth engine, launching a bold new brand identity, spearheading the company’s first GenAI initiatives, and aligning brand, demand, and strategy to drive global impact.
Michelle is a frequent speaker on marketing leadership, AI, and purpose-led growth. A lifelong learner, she’s also a runner, rescue dog mom, and dark roast devotee. Her best ideas rarely arrive in a meeting, but often hit mid-stride or mid-walk.
Scott Liewehr
Scott Liewehr is Global Vice President of Market Strategy and Growth at Sitecore, where he works at the intersection of product, marketing, and go-to-market strategy to ensure the company's direction stays grounded in real market signals during one of the marketing's most transformative eras. He is also the founder and president of Digital Clarity Group (DCG), a research and advisory firm he created to improve the success rates of digital initiatives, and the creator of VOCalis, the industry's only dedicated voice-of-customer benchmarking program for digital agencies and consultancies.
Over more than two decades, Scott has advised global brands, partners, and technology vendors on digital strategy, customer experience, and partner selection, with a through-line of helping organizations turn digital disruption into meaningful digital advantage.
When he's not writing or working, he's on Long Island coaching soccer, refereeing soccer, or enduring the highs and lows of being a lifelong Chicago Bears, Bulls, and Cubs fan.
Chris Andrew is the CEO and Co-founder of Scrunch, the leading platform helping brands secure visibility in AI-powered search. With deep expertise in marketing technology and a passion for innovation, Chris partners with more than 500 brands to influence how they are discovered and interpreted by AI agents such as ChatGPT and Gemini. His work bridges brand strategy, AI infrastructure, and digital transformation, positioning him as a trusted advisor for marketers navigating the evolving search landscape. At the forefront of the AI search revolution, Chris is dedicated to equipping brands with the tools and insights to thrive in this new era.
In his spare time, Chris is a Neapolitan-certified pizza chef who is passionate about trails, jazz, food, and building community.