Marketing has always been a collection of operational systems. AI changes who, or more accurately what, participates in those systems. As organizations redesign their workflows around human-agent collaboration, connect them through shared operational processes, and provide the contextual intelligence needed for AI to make informed decisions, something much more powerful begins to emerge.

A growth engine.

For too long, migration projects have been measured by technical milestones: Was the content moved? Were the integrations rebuilt? Did every page make it to the new platform?

Those questions still matter, but they shouldn't be the primary measure of success.

The real question should be:

How much better is the experience on the day you launch?

One of the biggest changes over the last few years is how Sitecore approaches healthcare.

Rather than thinking about HIPAA as something a software platform either supports or doesn't support, Sitecore now approaches healthcare through a shared responsibility model.

That's exactly how organizations should think about it.