In this episode I sit down with Mo Cherif, Vice President of AI Innovation at Sitecore, to explore one of the biggest shifts in business today: the rise of agentic AI. Unlike traditional AI models that focus on narrow tasks, agentic AI brings autonomy, reasoning, and collaboration between specialized agents. It is changing the conversation from automation to transformation.

Mo explains how agentic AI is reshaping marketing, customer engagement, and creativity. From hyper-personalized chat-driven discovery to removing repetitive project management tasks, we look at how AI can free marketers to focus on strategy, storytelling, and innovation. He also shares why success depends on three foundations: context, mindset, and governance.

We dig into Sitecore’s three pillars of brand-aware AI, co-pilots, and agentic orchestration, and how the company’s AI Innovation Lab, launched with Microsoft, helps brands experiment, co-innovate, and apply these ideas in practice. Mo also reflects on lessons from real projects such as Nestlé’s brand assistant and looks ahead to a future where personal AI agents interact directly with others on our behalf.

If you want to understand how agentic AI is moving from hype to real business impact, this episode will give you practical insight into what is already happening and what comes next.

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