A year ago, Sitecore looked like a company stuck between leadership churn and reinvention theater. Today, it looks more stable, at least from the outside. Eric Stine replaced Dave O’Flanagan as CEO in May 2025, and the company’s story seems more coherent: AI-first marketing, the “agentic web,” and SitecoreAI as the new umbrella platform. It’s the expected AI pivot we’re seeing across the industry. Your mileage may vary.

Web CMS platforms have been around for more than three decades now, and remain a central part of many enterprise stacks. However, this technology has become ripe for disruption as traditional channels slowly transition to more algorithmic and agentic means of experience creation and assembly.

Last week’s Claude “Mythos” leak was not caused by some exotic AI failure. It was a simple CMS configuration mistake that exposed draft content.

OpenText is reintroducing itself under new leadership, new structure, and a louder AI narrative. But for marketing and content leaders, the core question isn’t whether the re-org signals a bold new future.

Personally, I don't understand what Sitecore is doing here