SUGCON's coming! Have you booked yet?

Have you thought about attending SUGCON EU this year? We're getting close to the community's big annual get-together which is being held in London this year. And as ever it has a very interesting looking agenda. Still thinking whether you should attend? Here's a few of the reasons why I'll be there...

Park Plaza, Victoria, London, UK

April 16th, 17th 2026

Website and booking

You'll be unsurprised to hear that given it's 2026 there's a lot of AI-focused content on the agenda. Both because of Sitecore's recent renaming & integration of XM Cloud and Stream to get Sitecore AI, but also because it's the big topic of the moment in our industry more generally. We have talks about the specific features in tools like Agentic Studio (Rich Seal) alongside integration topics like combining AI with marketplace (Igor Zharikov) and MCP servers (Morten Ljungberg). There's discussion of the impact of AEO (Sebastian Winslow) on your site and its visibility. And there are live AI-enhanced coding demos (Andreas Kölle) - And we should all offer up a sacrifice to the demo gods for that, as they always seem like the riskiest sorts of demos to do live...

The strategy and content production sides of the community are well represented too, as well as some more project-organisation content. We have talks on why projects succeed and fail (Alison Sainsbury), what content works for AI (Vasiliy Fomichev) and how analytics is changing in the modern Sitecore Landscape (Boris Brodsky). Plus writing your content for AI (Jaqueline Baxter), and how team shapes are changing as projects evolve with it (Rick Bauer). And there's also a talk on how modern publishing technology is improving editorial experience (Simon Hauck).

The traditional developer content is here too for nerds like me: How the core development experience is changing as the platform evolves (Christian Hahn), handling migrations and upgrades (Peter Procházka). Plus content on how security practices need to evolve for headless sites (Piers Matthews) and feature comparisons between platforms (Rodrigo Peplau & Jose Neto).

Three things particularly caught my eye however:

• A talk on "new search tech" (Rob Earlam & Paul Trundle). With the rate of change on the internals of Sitecore's platform any talk about what new stuff they're doing is interesting to me. There's bound to be some change I need to be aware of here.
• Relatedly a roadmap deep-dive (Romina Metnik & Christian Hahn) for insight into what changes will be coming in the "now / next / later" timescales for the platform and Sitecore's stack generally. Even if we should never "buy the roadmap", keeping on top of what future change is coming is pretty important for me.
• And interestingly a talk on how the world of post-quantum-cryptography will affect Sitecore (Harald Greve). That must be the first time this topic has been discussed at a SUGCON session - so I'm fascinated to see what comes up here.

This content (and more I've not mentioned!) is split between short "lightning talks" and longer ones. All of them are going to be interesting to some sections of our community, so check out the session detail posted on the SUGCON EU website now, and take a look at what fits in with your work now an in the near future.

Surely you're persuaded? Book now!

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SUGCON's coming! Have you booked yet?

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