Progress Software adds AI agents to Sitefinity CMS

Progress has launched agentic AI functions in its Sitefinity Generative CMS, adding AI agents to content workflows for marketing and digital teams.

The new tools are designed to work within the publishing process rather than through separate assistant products. According to Progress, the agents can handle content analysis, optimisation, review and performance assessment within the CMS.

The release is aimed at organisations trying to manage growing volumes of digital content across websites and other online channels. Progress argues that many teams still face delays caused by manual work, disconnected software and limited editorial resources.

The additions include custom AI agents that marketing teams can configure for specific tasks inside Sitefinity. The platform also now includes page-level analysis, allowing agents to assess content, metadata and search engine optimisation settings and return recommendations.

Another feature is adaptive learning, which allows agents to adjust over time based on user feedback. Progress has also introduced controls to manage situations in which multiple agents generate conflicting recommendations.

The update includes a DX Assistant that can respond to users' natural-language questions. Teams can use it to identify underperforming content or gaps in search visibility and receive prioritised suggestions.

Market push

The release comes as software vendors seek to move AI from standalone writing and analysis tools into routine operational processes. In content management, that means embedding automation in planning, editing, optimisation and publishing rather than using AI only for draft generation.

Progress has positioned the latest Sitefinity changes as part of that shift, saying digital experience teams increasingly need content that works across search, AI-driven discovery tools and personalised customer journeys.

John Yang, Vice President, APJ, Progress, said the development reflected a change in how companies in Australia are approaching AI.

"The real opportunity with AI is in creating smarter systems that help organisations continuously improve how digital experiences are delivered. Australian businesses are increasingly looking beyond experimentation and asking how AI can become part of core operations. By embedding AI agents directly into content workflows, we're helping Australian marketers move from manual content management to intelligent digital orchestration, where optimisation, governance and performance become built-in capabilities rather than afterthoughts," Yang said.

He added that the focus for customers was shifting beyond speed alone.

That's a fundamental shift in how teams scale digital experiences and extract value from their content investments. The focus is no longer just on publishing faster but on creating adaptive digital ecosystems that can continuously learn, improve and respond to changing customer needs. That's where we see AI delivering its greatest long-term value: as a strategic capability that helps organisations across Australia compete and grow in an increasingly digital economy. Yang said.

Customer example

Progress also pointed to Abu Dhabi University as an example of an organisation using the Sitefinity platform and its generative AI features.

"Abu Dhabi University is laying the foundation for a digital- and AI-first future, positioning itself as a regional benchmark for AI-driven higher education. With the acquisition of the Sitefinity platform and its generative AI capabilities, the university is setting the stage for intelligent, personalised digital experiences that will redefine content marketing and engagement across its community," said Tarek El Araby, Group Director of IT and Digital Transformation, Abu Dhabi University.

The launch follows another AI-related move by Progress, which recently announced an agreement to acquire Domo, a provider of a governed data platform for AI agents. The deal suggests the company is building a broader position in software that combines data, workflow and AI management.

Progress executives said the latest CMS release is aimed at digital operations rather than one-off assistance for individual users. The company is seeking to differentiate Sitefinity from external AI add-ons by placing the agents inside the content lifecycle itself.

Loren Jarrett, EVP and GM, Digital Experience, Progress, described the shift in operational terms.

"Enterprise AI is entering its next phase, shifting from AI-assisted engagement to AI-powered digital operations. With AI agents, content, personalisation and deployment flexibility in one platform, organisations can move faster, reduce complexity and scale digital delivery with greater control," Jarrett said.