When was the last time you truly paused to consider how far artificial intelligence has come and where it's heading next? On today's episode of Tech Talks Daily, I dive into this fast-moving frontier with Mo Cherif, Vice President of Generative AI and Innovation at Sitecore. This conversation explores what 2025 holds for agentic AI and why this technology is poised to completely reshape the marketing landscape. Agentic AI isn't just an iteration of automation; it's a rethinking of how AI can operate independently, plan, reason, and collaborate with humans to create experiences that are more tailored and impactful than ever before.

In our chat, Mo shares how Sitecore, in collaboration with Microsoft, has launched the Martech industry's first AI Innovation Lab, an ambitious initiative designed to give marketers a real-world playground to prototype and validate AI-driven solutions without the fear of wasted time or sunk cost. As Mo explains, so many marketing teams are eager to embrace AI but hesitate when it comes to proving ROI and finding the right entry point. The Lab strips away that uncertainty by pairing businesses with experts and offering a safe, agile space to experiment and co-create.

We unpack how agentic AI is transforming traditional customer journeys into instant, hyper-personalized interactions. Picture a world where a single conversation with a chatbot handles discovery, decision-making, and purchase, all while retaining every piece of context for a seamless experience. Mo explains why context and governance are critical pillars that organisations need to master to harness this new era of AI without compromising brand integrity.

Mo also paints a picture of the future where AI co-pilots are not an add-on but an integral part of daily workflows, taking the tedious tasks off human plates and freeing teams to focus on innovation, storytelling, and strategy. It's a future where businesses don't just talk about digital transformation, they live it, powered by AI that works alongside humans, not in their place.

If you've been wondering how to start your own journey with agentic AI, this conversation offers practical insights and a glimpse into Sitecore's vision of brand-aware, goal-driven AI. How ready is your organisation to rethink its content operations and customer engagement for this new reality? Tune in and ask yourself, are you prepared to lead in the age of agentic AI?