---
title: "AI capabilities in SitecoreAI"
slug: "ai-capabilities-in-sitecoreai"
abstract: "Use the Sitecore AI capabilities to optimize your content and increase engagement on your digital properties."
---
# AI capabilities in SitecoreAI

In addition to the features available in [Agentic studio](https://doc.sitecore.com/sai/en/users/sitecoreai/working-with-agentic-studio.html), SitecoreAI provides AI-powered assistants that help marketers create, improve, personalize, and translate content.

Powered by generative AI, assistants are built directly into SitecoreAI to support everyday marketing tasks. They can suggest ideas, generate content, refine existing content, and complete actions in real time.

You can use assistants to:

- [Improve content in real-time](https://doc.sitecore.com/sai/en/users/sitecoreai/ai-capabilities-in-sitecoreai/optimize-content-with-ai.html "Optimize content with AI")
- [Personalize pages](https://doc.sitecore.com/sai/en/users/sitecoreai/ai-capabilities-in-sitecoreai/personalize-pages-with-ai.html "Personalize pages with AI")
- [Support A/B testing and optimization](https://doc.sitecore.com/sai/en/users/sitecoreai/ai-capabilities-in-sitecoreai/run-an-a-b-n-test-with-an-ai-optimized-variant.html "Run an A/B/n test with an AI-optimized variant")
- Create [deliverables](https://doc.sitecore.com/sai/en/users/sitecoreai/plan-campaign-strategy/managing-campaigns/add-a-deliverable-to-a-campaign.html#add-a-deliverable-using-ai "Add a deliverable using AI") and [tasks](https://doc.sitecore.com/sai/en/users/sitecoreai/plan-campaign-strategy/managing-campaigns/add-a-task-to-a-deliverable.html#add-a-task-using-ai "Add a task using AI")
- [Create smart briefs](https://doc.sitecore.com/sai/en/users/sitecoreai/plan-campaign-strategy/managing-briefs/create-a-smart-brief.html "Create a smart brief") using the AI Assistant to generate content and timeline suggestions
- Provide brand guidance through the [Brand Assistant](https://doc.sitecore.com/sai/en/users/sitecoreai/plan-campaign-strategy/using-the-brand-assistant.html "Using the Brand Assistant")
- Translate an [entire site](https://doc.sitecore.com/sai/en/users/sitecoreai/ai-capabilities-in-sitecoreai/translation-in-sitecoreai/translate-an-entire-site-with-ai.html "Translate an entire site with AI") or a [page](https://doc.sitecore.com/sai/en/users/sitecoreai/ai-capabilities-in-sitecoreai/translation-in-sitecoreai/translate-a-page-with-ai.html "Translate a page with AI") with AI.

> [!note]
> You can [assign a brand kit to a site](https://doc.sitecore.com/sai/en/users/sitecoreai/ai-capabilities-in-sitecoreai/assign-a-brand-kit-to-a-site.html) and use it when generating, optimizing, or translating content.

## Assistants and Agentic studio agents

Assistants and Agentic studio agents support different types of marketing work:

| Capability | Best for | How it helps |
| --- | --- | --- |
| Assistants | Quick, interactive tasks such as drafting, editing, personalizing, or summarizing | Speeds up everyday work and helps keep content consistent |
| Agents | Multi-step processes that require automation and coordination | Coordinates tasks and workflows across tools |

In summary: 

- Use assistants for quick creative support.
- Use agents to automate complex marketing processes.

## Best practices for working with SitecoreAI

To get the most from the AI capabilities built into SitecoreAI, follow these best practices:

- **Start with a goal** - know what you want to achieve before using AI.
- **Be specific** - when required for inputs, give clear prompts and include important context.
- **Stay involved** - treat AI as a helper, not a replacement.
- **Check results** - always review outputs for tone, accuracy, brand, and intent.
- **Refine as needed** - don’t settle for the first result; iterate.
- **Use data** - apply real-time insights to keep content relevant.
- **Keep oversight** - humans should always approve key decisions.
- **Start small** - begin with simple AI tasks, then grow over time.
- **Track progress** - review how AI is performing and adjust if needed.
- **Stay ethical** - protect sensitive data and respect content ownership.

[^UUID-047340c1-aea9-f89f-7381-15c571a5bb4b_ai]: Technology that simulates human cognitive abilities such as learning, reasoning, and problem-solving to perform tasks or generate insights automatically.

[^UUID-047340c1-aea9-f89f-7381-15c571a5bb4b_gen_AI]: A branch of AI that produces new content such as text, imagery, or design by learning from patterns in existing data.

[^UUID-047340c1-aea9-f89f-7381-15c571a5bb4b_agentic_ai]: An advanced form of AI that goes beyond reactive prompting. It can understand goals, make decisions, and take actions autonomously while remaining guided by human input and oversight.
    
    Agentic AI goes beyond traditional automation or chatbots. It's a framework for AI systems that can understand goals, make decisions, and take action while remaining guided by human input and oversight.
    
    In Agentic studio, agentic AI connects every stage of the digital experience lifecycle through [agents](https://doc.sitecore.com/sai/en/users/sitecoreai/glossary.html#UUID-047340c1-aea9-f89f-7381-15c571a5bb4b_ai_agents) that plan tasks, coordinate actions, and keep work moving while marketers remain in control.
    
    While [generative AI](https://doc.sitecore.com/sai/en/users/sitecoreai/glossary.html#UUID-047340c1-aea9-f89f-7381-15c571a5bb4b_gen_AI) [assistants](https://doc.sitecore.com/sai/en/users/sitecoreai/work-with-ai.html#UUID-8f94402f-f4fc-211a-2b47-5788daf4d6f6_section-idm1703519641847068 "Assistants") help create and refine content, agentic AI extends that capability to execution. It automates workflows end to end, helping teams offload repetitive work and focus their time on strategic and creative decisions that drive business results.