Progress adds AI search & personalisation to Sitefinity
Progress Software has released a new version of its Sitefinity Generative CMS, adding tools for AI-driven search, personalisation and conversational experiences.
The update is aimed at organisations seeking to use generative AI across websites, portals and other digital services while keeping tighter control over compliance, brand standards and content governance.
Sitefinity Generative CMS first launched in late 2025. The latest release adds features intended to help companies move from limited AI testing to broader use in customer-facing digital channels.
Personalisation, observability and support
Among the additions is a personalisation feature called Dynamically Generated Experiences, or DGE, which uses behavioural and contextual signals from the Sitefinity Insight customer data platform to tailor content to individual users in real time.
Progress has also introduced what it calls an Observability Intent Grid, designed to let teams see and review how AI-driven decisions are made, making automated content decisions easier to understand and audit.
Content production and search visibility are another focus. The updated system includes embedded AI agents, including a Brand Agent for guidance on tone, style and brand standards, and an SEO Agent that reviews content and metadata for visibility in both conventional search and AI-driven discovery tools.
It also adds support for Schema.org JSON-LD structured data across pages and content types, intended to make content easier for crawlers, generative search tools and AI engines to discover without separate schema plug-ins.
A further addition is integrated agentic RAG technology for AI-driven search, knowledge discovery and conversational experiences across content held in the CMS. Retrieval-augmented generation, or RAG, is increasingly used by software suppliers to connect large language models to internal company data and published digital content.
Loren Jarrett, EVP and GM, Digital Experience at Progress Software, said many companies had yet to move generative AI into large-scale digital use because of concerns about maturity and governance.
"Many enterprises are experimenting with generative AI but haven't made the transition to large-scale use in their digital presence for reasons of maturity and governability," Jarrett said. "With this release, the technology is available to make that shift. Sitefinity Generative CMS provides a governed foundation to deliver AI-powered digital experiences-enabling organisations to build discoverable content, deliver hyper-personalised experiences and power conversational interfaces across their digital properties, while maintaining control and brand consistency."
The launch comes as software vendors try to show clearer commercial uses for generative AI in content management, digital marketing and online customer experience. For many business users, the debate has shifted from trial projects to questions of oversight, brand risk, transparency and measurable returns.
This is particularly relevant for larger organisations managing high volumes of web content across multiple brands, markets and compliance regimes. In those settings, AI tools are judged not only on what they can automate, but on whether editorial, legal and marketing teams can review and control what they produce.
Partner View
Progress also included support from partner Siili, which said the product direction reflects broader changes in how large language models are affecting digital platforms.
"Progress' vision for AI-driven experiences and agents in Sitefinity Generative CMS is well aligned with the market shifts driven by LLMs," said Kiril Jovchev, Principal Architect at Siili. "Dynamically adapting content based on user intent, while maintaining governance, brand consistency and control, offers a practical path forward for modern digital platforms. As a Sitefinity AI Innovator Partner of the Year, we see this as a strong foundation for building more relevant and responsive digital experiences where personalisation and control work hand in hand in practice."
The new AI features, including dynamically generated experiences, AI agents, structured content definition and native RAG integration, are available in Sitefinity Cloud and in self-hosted deployments running version 15.4 and above.