Will AI take Sitecore Jobs?

Hey there! I’m currently seeing a lot of buzz and videos on the internet about AI automating everything, and for sure, this makes Sitecore developers worried about their future. I guess it’s the first time we’re seeing such advancements in technology—not just in code generation, but also in many fields where AI touches, for example : music. I even created a few songs with beautiful vocals and played them in my car, so it’s customized music for my ears!, But before digging into AI, let’s go back a few years in time …

Where Did It All Start?

Well, let’s go back in time to when I got my first real technology job in São Paulo, Brazil. If you’ve never heard of this city, let me introduce it to you: it’s the Brazilian version of New York City — full of restaurants, hotels, and banks. It’s not the place your travel agency will usually recommend; they’ll probably sell you a ticket to Rio instead, so you can see the beautiful beaches and experience Carnival. However, São Paulo has its own charm. The Greater São Paulo area has around 22 million people and concentrates a lot of IT talent. It’s a city where you go to work — a city that never sleeps, where most of the country’s capital is concentrated. It’s the city of opportunity, attracting people from all over Brazil who move there in search of a better future.

At that time, most of our clients were banks, beer factories, and other businesses that relied on IT—using technology to improve their operations, generate reports, and consolidate nationwide sales data to help decision-makers enhance their companies and increase revenue.

Developers were already using the internet to find solutions to coding issues (yes, I’m from the time when we had to rely on books—but that’s a conversation for another day).

Only a few code generation tools existed back then, and they were very limited—mainly used for version migrations. online forums, friends, and your seated colleague next to you were an immense help for daily issues with software

We provided IT services to companies, most of which were based around São Paulo. Sometimes, you could even visit the client on-site to work and wrap things up directly.

The crises of 2009

Global events are also felt everywhere!, One thing I clearly remember was when a lot of people suddenly started getting fired. It was the crisis of 2009! Yes, it spread around the world and hit Brazil for a while. For quite some time, I saw many friends out of work, but luckily, after a few months, the crisis reversed, and people were back at their old jobs!

On the island of magic

A few years went by, and I ended up moving to a beautiful island in Brazil called Florianópolis. That’s when things started to change. Brazilian companies began outsourcing internally within the country. Instead of maintaining large IT teams in São Paulo, the work started to spread to other regions — including the countryside and other states. Many IT companies kept a small office in São Paulo, but most of the operations were now based elsewhere.

Our clients were still national, and we continued working with the same colleagues. But now, instead of everyone relocating to São Paulo, improved connectivity made it possible to have distributed teams and cells operating from different cities across Brazil.

It was around this time that companies in the United States also began heavily outsourcing. Brazil was in a great position for this — with competitive costs and favorable time zone alignment — which attracted North American companies to set up and build IT teams in Brazil. These teams weren’t just concentrated in one place; they were spread across the country. As a result, many Brazilian companies also began gaining international clients. And once again, this brought a new wave of change to the industry.

My Sitecore Journey

Due to those changes, I began my career working with Sitecore. After years of exploring various programming languages and chasing buzzwords, it was this technology that I truly fell in love with—and I’ve continued to work with it ever since!

When I first started with Sitecore, there was already a thriving community around it, full of passionate professionals and a growing ecosystem of opportunities. In the Sitecore world, the wave of innovation never stops. With each new version, there’s always a chance to learn, relearn, and refine your skills to keep up with the ever-evolving IT landscape.

One of the most memorable moments for me happened during a Sitecore Symposium. After many years working as a back-end developer, I distinctly remember the moment they announced the shift toward front-end development. Suddenly, silence filled the room—it felt like the fate of back-end developers was about to change. Front-end teams were cheering, celebrating the rise of full-stack development, while some back-end developers quietly left the conference hall with a sense of uncertainty.

However, developers know that re-skilling is part of their DNA. Every two years, a new buzzword emerges—one they must embrace, adapt to, and learn. Being resilient has become the norm. Developers must adapt quickly; in fact, I can’t think of any other profession that evolves and changes as rapidly as this one.

Every new tool incorporated into the Sitecore has been widely embraced by the community. Take “Sitecore Content Hub,” for example—a tool that was quite different from what developers were used to. Yet again, resilience proved to be the norm!

The “AI Buzz word”

Suddenly, everything changed. Words like “Full Stack Developer,” “Headless,” and “Containers”—once mere buzzwords confined to the IT world—began to evolve. A new major buzzword started engulfing the entire globe: “Artificial Intelligence.” And this time, it wasn’t just the IT crowd paying attention. Every industry, every person, everywhere started to hear about it.

And once again, at each annual Sitecore Hackathon, we embraced the shift. In 2024, we dove into Artificial Intelligence, creating our first AI-powered module. Check it out here: 2024-Go-Horse. Then, in 2025, we continued our journey by developing another module using AI: 2025-Go-Horse.

We must acknowledge the augmented potential of large language model (LLM) technologies. The ability to help us build better, more efficient code is nothing short of marvelous.

Will LLM be the future? maybe yes maybe not, so I invite you to watch this video about the future of AI .

What About the future of DXP ?

Predicting the future of Digital Experience Platforms (DXPs) is always a challenge, but one thing is clear: we are heading into a new era where intelligence will define the core of every platform.

In the near future, DXPs will likely be categorized based on their level of built-in intelligence and autonomy. We may start seeing classifications such as:

• Level 1 – Intelligent: Platforms that can analyze data and provide insights, but still rely heavily on human input for decision-making.
• Level 2 – Smart: Systems that can take limited actions based on real-time data, with guided automation and user collaboration.
• Level 3 – Autonomous: Fully adaptive platforms capable of self-optimization, predictive behavior, and dynamic decision-making with minimal human intervention.

This evolution means DXPs won’t just manage content or personalize experiences—they’ll actively shape digital journeys in real-time, learning and adapting to users at a depth we’ve never seen before.

What about our jobs?

Well, the anxiety surrounding this topic is real, and it won’t go away easily. The truth is, life is full of unpredictable variables, and we can’t control all of them. However, what we can control is our ability to learn and adapt quickly.

We’re bombarded every day with messages claiming that AI is automating everything—and that soon it will automate everyone. But to ease your anxiety, I recommend reading an insightful piece by our colleague from the Sitecore Community, Rodrigo Peplau: They Said AI Can Run a Business—But It Failed to Beat This Old 8-Bit Game.

I’d like to close this article with a great quote from Top Gun: Maverick (2022)

Rear Admiral Cain: “The end is inevitable, Maverick. Your kind is headed for extinction.”
Maverick: “Maybe so, sir. But not today.”