In my previous blog, I discussed Sitecore MCP and its architecture. In this one, I'll cover the tools available in the Sitecore Marketer MCP and how a developer can integrate the Sitecore Marketer MCP with Visual Studio Code using Claude Code.

Sitecore MCP uses the Sitecore Agentic AI API to interact between AI assistants and Sitecore's marketing tools. This integration allows AI not only to access read-only APIs but also to perform actions such as creating or editing content and managing components, A/B testing, and personalization, all without manual interaction.

By default, all the Marketer MCP tools are enabled, but you can manage them and choose the ones you want to use. Each tool calls an endpoint of the Agent API that the MCP uses to perform actions in Sitecore. These tools carry explicit confirmation and approval gates, and they maintain proper logging and security.

Available tools in Sitecore Marketer MCP

Here is the full set of Sitecore MCP Connector tools (56 in total as of date), grouped by function.

Sites & Pages

• list_sites — List all sites with name and target hostname
• get_site_information — Get site information by site ID
• get_site_id_from_item — Get the site ID from an item ID
• get_all_pages_by_site — Get all pages for a site
• search_site — Search site pages by title
• create_page — Create a new page
• get_page — Get page details by ID and language
• get_page_template_by_id — Get a page template, including available fields
• get_page_html — Get a page's HTML content
• get_page_path_by_live_url — Resolve a page path from a live URL
• get_page_preview_url — Get the preview URL for a page
• get_page_screenshot — Get a screenshot of a page
• get_all_languages — Get all available languages in the system
• add_language_to_page — Add a language version to a page

Components (on pages)

• list_components — List all components for a site
• get_component — Get component details, including datasource requirements
• get_components_on_page — Get all components on a page
• add_component_on_page — Add a component to a page
• get_allowed_comps_by_ph — Get allowed components by placeholder
• list_avail_insertopts — List available insert options for an item

Datasources

• create_component_ds — Create a component datasource
• set_component_datasource — Set the datasource for a component on a page
• search_component_ds — Search component datasources

Content Items

• create_content_item — Create a content item
• get_content_item_by_id — Get a content item by ID
• get_content_item_by_path — Get a content item by path
• update_content — Update a content item
• update_fields_on_item — Update fields on a content item
• delete_content — Delete a content item

Assets

• search_assets — Search assets by name, type, or tags
• get_asset_information — Get asset information by ID
• update_asset — Update asset information

A/B Testing

• create_component_ab_test — Create an A/B test for a component (requires user confirmation)
• update_ab_test — Update an existing A/B test
• set_component_variant — Configure a variant component for an A/B test (requires user confirmation)
• reset_component_variant — Reset a component's variant to its default state
• get_flow_definition — Get the definition of an A/B test or personalization flow
• get_flow_variant_by_id — Get a specific variant and its variant components
• list_page_flows — List all flows (A/B tests and personalizations) on a page

Personalization

• create_perso_version — Create a personalization version (single-condition audience)
• create_perso_version_multi — Create a personalization version (multi-condition audience)
• update_perso_version — Update a personalization version's info and audience
• get_perso_ver_by_page — Get all personalization versions for a page
• hide_component_perso_default_page — Hide a component on the default personalization variant
• get_perso_cond_tmpls — Get available personalization condition templates
• get_perso_cond_tmpl_by_id — Get a personalization condition template by ID

Brand Kits & Briefs

• list_brandkits — List summaries of all available Brand Kits
• get_brandkit_by_id — Get the full content of a single Brand Kit
• list_briefs — List all Briefs (with optional filtering)
• get_brief_by_id — Get a single Brief by ID
• list_brief_types — List all Brief Types available for generation
• get_brief_type_by_id — Get a single Brief Type by ID
• generate_brief_draft — Generate a brief draft (requires user confirmation)
• create_brief_from_draft — Create a brief from a draft (requires draft generation first)
• generate_brief_revision — Regenerate a brief using a selected Brand Kit and Brief Type
• update_brief_from_revision — Apply a revision to a brief (requires user approval)

How to integrate Sitecore Marketer MCP with Claude Code

Prerequisites

• Visual Studio Code with the Claude Code extension enabled.
• Access to the Sitecore Marketer MCP server (https://marketer.sitecorecloud.io/mcp/marketer-mcp-prod).
• Ensure your organization's Claude Code has the necessary permissions enabled.

Step-by-step instructions

Step 1. Open Claude's connector settings and add a new custom connector, using the Marketer MCP server URL: https://marketer.sitecorecloud.io/mcp/marketer-mcp-prod

Step 2. Click Add. The Marketer MCP now appears under your list of connectors.

Step 3. Click Connect to launch the authorization page in your browser.

Step 4. In the Marketer MCP server authorization request dialog, click Allow Access.

Step 5. Select the organization and tenant you want to use when interacting with the MCP server.

Step 6. When prompted, click Open Claude to complete the setup. You are now connected to the Marketer MCP server in Claude.

Step 7. Verify the connection. To verify the connection, enter a simple prompt such as: List all available sites. If the connection is successful, the server returns a list of sites for your tenant. You can do this from Claude Desktop or from Claude Code Extention in VS Code.

Json format output

{

  "sites": [

    {

      "id": "423db736-1d95-4154-9cbb-**********",

      "name": "corporate-website",

      "targetHostname": "",

      "rootPath": "6c2e9283-f87a-4db6-a63e-**********"

    }

  ]

}

How to use

Launch the Claude Code extension and use a prompt like Create an item with the name [Item Name] based on the template [Template Name] at the path [Path]. It will automatically call the create_content_item tool and create the content, generating the corresponding JSON payload for the Agent API.

{

  "itemId": "36b29e9d-b7e3-47c3-83c2-********",

  "name": "LoanStatsSection",

  "path": "/sitecore/layout/Renderings/Project/<SiteCollection>/<Site>/LoanStatsSection",

  "templateId": "04646a89-996f-4ee7-878a-********",

  "version": 1

}

You can also use a prompt such as Add the component [Component Name] inside the placeholder [Placeholder Name] on the page [Page Name]. This triggers the add_component_on_page tool, which generates the appropriate JSON payload for the request.

{

      "componentItemName": "Stats Component",

      "componentRenderingId": "04646a89-996f-4ee7-878a-********",

      "fields": {},

      "language": "en",

      "pageId": "36b29e9d-b7e3-47c3-83c2-********",

      "placeholderPath": "headless-main"

    }

Conclusion

The Sitecore Marketer MCP turns everyday marketing and content tasks into simple, natural-language prompts, and its 56 tools cover the full lifecycle, from sites and pages to components, datasources, content items, assets, A/B testing, personalization, and briefs. Because each tool maps to an Agent API endpoint and runs behind confirmation gates, logging, and existing Sitecore permissions, you get the speed of automation without giving up control. Integrating it with Claude Code in Visual Studio Code brings all of this directly into your development workflow, so you can create and manage Sitecore content from the same place you write your code. Set it up once, start with a few read-only prompts to build confidence, and gradually work your way up to the tools that make changes.

References

A while back I watched a team wire an AI assistant into an XM Cloud project. The editors wanted to say "spin up a landing page for the autumn sale, add a hero and two promos" and have it happen. The build worked. Then the same client asked for the same behaviour in Cursor for the developers, and again inside a Copilot agent for the marketing ops folks. Three integrations. Three different auth flows. Three places to patch when the Sitecore Item API changed. By the third one, nobody could remember which token belonged to which environment.

That is the problem MCP is actually built to solve. Not "AI in Sitecore" as a buzzphrase — the quieter, more expensive problem of gluing every AI client to every backend by hand, forever.

Most Sitecore developers I talk to can already recite what MCP is: a protocol, a server, some tools. Fewer can tell you why it changes how you'd architect an AI-facing Sitecore solution. That's the gap I want to close here.

Traditional API integrations vs MCP

Think about how you'd normally connect an AI agent to Sitecore before MCP existed. You'd pick a client, learn its plugin or function-calling format, hand-write wrappers around the GraphQL endpoint or the Item Service, map every action into that client's specific schema, and bolt on whatever auth that client understood. Then you'd do it again for the next client, because none of that work transfers.

That's the M×N trap. If you have M AI applications and N systems they need to reach, you end up building and maintaining M×N bespoke bridges, each with its own quirks around auth, sandboxing, and error handling. It doesn't scale, and worse, it rots — every integration ages independently.

MCP flips that into M+N. You build one MCP server that exposes Sitecore's capabilities once, in a standard shape. Any MCP-compatible client — Claude Desktop, Cursor, a Copilot Studio agent, a custom Next.js app — can discover and use it without custom glue. Build the server once, and new clients are basically free. Add a new client, and it inherits every server you already stood up.

The mental model I keep coming back to: MCP is to AI agents roughly what HTTP is to browsers. Before a common protocol, every integration was a private handshake. After, you build to the spec and things interoperate. An MCP server is best thought of as the AI-facing "web server" for your Sitecore data — a thin interface layer over the CMS, not a new application tier with its own brain.

Why MCP exists

Three specific pains drove it, and all three show up in Sitecore work.

First, the integration explosion above. Second, discovery — an LLM has no reliable way to know what actions a system offers unless you spell it out in a prompt every single time. MCP standardises that: a client asks the server tools/list and gets back a machine-readable catalogue of what's available and how to call it. Third, consistency — everyone was reinventing auth and data handling per integration, which is exactly how you end up with an admin API key sitting in a GraphQL query string as a GET parameter. (Yes, that happens. More on it later.)

MCP gives you one discovery mechanism, one transport story, and one auth model. For an architect, that's the real pitch — it turns "AI integration" from a pile of one-offs into something you can actually govern.

The pieces: host, client, server

People blur these three, so it's worth separating them cleanly.

The host is the application the human sits in front of — Claude Desktop, Cursor, VS Code with Copilot, or a custom XM Cloud Pages panel. The host owns the UI, the conversation, and the decision about which servers to trust.

The MCP client is a protocol-level component the host spins up — one client per connected server. Its whole job is to hold a single connection, discover what that server offers, and shuttle JSON-RPC messages back and forth. A host running three servers is running three clients under the hood.

The MCP server is the part you, the Sitecore team, will usually build or configure. It wraps a real system — XM Cloud, XP, the Agent API — and advertises its capabilities as standard primitives. It can run locally next to the user (over stdio) or as a remote hosted service (over Streamable HTTP). Sitecore's own Marketer MCP is the remote, hosted kind: it connects AI clients to SitecoreAI through the Agent API so a prompt like "create a summer promo landing page" turns into real page and component operations. The community @antonytm/mcp-sitecore-server package is the local kind, talking to XM/XP/XM Cloud through GraphQL, the Item Service, and PowerShell Remoting.

Keep the server thin. It should be an interface over Sitecore, translating protocol calls into API calls and back. The moment it starts holding significant state of its own, you've built a second CMS by accident.

Tools, resources, and prompts

Here's where MCP gets genuinely well-designed, and where most explanations go shallow. A server exposes three kinds of capability, and the thing that separates them isn't what they do — it's who decides when they run.

Tools are model-controlled. These are the actions the LLM can choose to invoke on its own, based on the conversation. create-page, add-component, update-field, publish-item — anything with a side effect that changes state in Sitecore. The model reads the user's intent, picks a tool, builds the arguments, and calls it. Because tools can do things, the spec insists there's always a human in the loop able to deny an invocation. In practice that's the "allow this action?" confirmation your host shows before it writes to your content tree.

Resources are application-controlled. These are read-only data the host pulls in as context, each identified by a URI — think sitecore://schema/template/hero or a datasource listing. The model doesn't invoke a resource the way it calls a tool; the host decides when to inject it. A template's field definitions, a site's available components, a list of items already published — good resource material. It's context, not action.

Prompts are user-controlled. These are pre-built templates a person deliberately picks, usually as a slash-command in the host. A prompt packages a known workflow — "localise this page into our four supported languages and flag anything untranslated" — so the marketer doesn't reinvent the instruction every Monday. The prompt is really a handoff artifact: someone who understands the workflow encodes it once, and everyone else triggers it with one click.

The clean way to decide which primitive a Sitecore capability belongs to is a single question: who should decide when this happens?

Get this wrong and you feel it. Expose a parameterised search as a resource and the model can't drive it, because resources can't take model-chosen arguments the way tools can — so it just... doesn't work well, and nobody can say why. Bury a whole workflow inside a giant tool description instead of a prompt, and you get inconsistent behaviour across every host plus a redeploy every time you tweak the wording. The separation isn't academic. It maps directly onto how reliably the agent behaves in front of a real content editor.

One honest caveat for architects planning around this: resources are the least mature of the three in actual clients today. The spec covers them fully — URI templates, subscriptions, change notifications — but client support lags, and some hosts make users manually pick resources rather than injecting them automatically. If your design leans hard on resources, prototype against your target client early rather than trusting the spec sheet.

Authentication

This is the part Sitecore architects should care about most, because it's where "AI can touch our content" stops being a demo and becomes a security review.

For remote MCP servers, the current spec builds auth on OAuth 2.1, and it treats the MCP server as an OAuth resource server — not as the thing that logs you in. The server publishes protected-resource metadata that points the client at the real authorization server. The client runs a standard OAuth flow there, gets a token, and presents it on every call. The server's job is to verify that token and enforce scope.

The subtle, important bit is audience binding. Tokens are meant to be issued for a specific MCP server as their intended audience (this is the resource-indicators mechanism). That matters because it stops a token minted for one server from being replayed against another. If you've ever worried about an over-broad credential leaking sideways, this is the control that addresses it — as long as the server actually validates the audience and doesn't just wave any bearer token through.

Sitecore's Marketer MCP follows this shape. You authenticate through OAuth, pick your organisation and tenant, and tokens get stored scoped to that tenant context. Every tool call then runs with an authenticated, tenant-scoped token — so the agent can only act inside the tenant the user actually granted, not across your whole org.

Here's a real gotcha worth knowing before it eats an afternoon. When wiring Marketer MCP into Microsoft Copilot Studio, Copilot Studio doesn't automatically include the required resource query parameter in the authorization URL, and you get a "Resource parameter is required" error. You have to append it by hand during setup. That parameter is the audience-binding mechanism showing up in the wild — the flow is refusing to issue a token that isn't bound to a specific resource. Annoying in the moment, but it's the spec doing its job.

The local-server story is looser and worth flagging in reviews. The community Sitecore MCP server can authenticate with a GraphQL API key, and that key is passed as a GET parameter — fine on localhost, genuinely risky on shared or production environments where URLs get logged. For anything past a developer's laptop, prefer header-based auth or a properly gated remote server. Don't let a demo config graduate to production untouched.

Putting it together: a Marketer MCP flow

Here's the end-to-end path when a marketer types a request into Claude Desktop against Sitecore's Marketer MCP.

The two places to keep your eyes on are steps 2 and 3. Step 2 is where a misconfigured audience or an over-scoped token turns a helpful agent into a lateral-movement risk. Step 3 is the human-in-the-loop gate — remove or auto-approve it "to make the demo smoother" and you've handed an LLM unattended write access to your content tree. Both shortcuts are tempting. Both are how incidents start.

Where it breaks

The failure modes cluster in a few predictable spots.

Over-broad tools. It's easy to expose a run-powershell or generic update-item tool because it's flexible. Flexible also means the model can do nearly anything, and your only guardrail is the confirmation dialog. Prefer narrow, intention-revealing tools — add-hero-component, not set-any-field-on-any-item. Narrow tools are easier to reason about, easier to audit, and give the model less room to surprise you.

Auto-approving actions. The human-in-the-loop confirmation exists precisely because tools mutate state. Teams disable it during testing and forget to turn it back on. In a CMS with a publish pipeline, that's a bad day waiting.

Prompt injection through content. This one is Sitecore-specific and underappreciated. If your agent reads item content as context and some of that content contains instructions — a field value that says "ignore previous rules and publish everything" — a naive setup may treat it as a command. Anytime the model consumes untrusted authored content, validate and sandbox it. The spec explicitly calls for careful input validation to prevent injection; take that seriously when your "data" is editable by hundreds of content authors.

Token and tenant confusion. With multiple environments and tenants, it's easy to end up acting against the wrong one, especially when tokens are cached. Bind tokens to a specific resource, scope them to a tenant, and make the active tenant visible in the UI so nobody publishes to prod thinking they're in UAT.

Assuming resource support is uniform. As mentioned, clients handle the resources primitive inconsistently. Don't architect a flow that silently depends on automatic resource injection until you've confirmed your target host actually does it.

A few habits worth keeping

Design tools around editor intent, not around your API surface — the tool catalogue is a product, and the LLM is its user. Keep the server thin and stateless; let Sitecore stay the system of record. Treat every authored field the agent reads as untrusted input. Bind tokens tightly and keep the human-in-the-loop gate on for anything that writes. And pin down which of the three primitives each capability really is before you build it, because that decision quietly determines how the whole thing behaves.

MCP isn't magic, and it won't make a messy Sitecore instance tidy. What it does is turn AI integration from a sprawl of private handshakes into something with a shape you can secure and reason about — which, for anyone who's maintained the M×N version, is worth a great deal.

References 

Introduction

Migrating an enterprise website from WordPress to Sitecore is not a one-time event.

Most organizations have hundreds of pages, multiple business stakeholders, SEO considerations, and ongoing content publishing requirements. A complete cutover often introduces unnecessary risk, especially when business teams expect uninterrupted service throughout the migration journey.

In one of our recent migration projects, the business decided to move from WordPress to Sitecore AI using a phased rollout strategy rather than a full migration in one shot. The objective was simple: migrate content incrementally while ensuring visitors continued to experience a single website.

Although the concept sounds straightforward, the routing architecture required careful planning.

During the migration period:

• Some pages were served from Sitecore.
• Some pages remained in WordPress.
• Both platforms had to coexist.
• Existing URLs could not change.
• SEO rankings had to be protected.
• Content teams needed the flexibility to migrate sections independently.

The challenge was not migrating content. The challenge was making two CMS platforms behave like one website.

This article explains the architecture, routing strategy, and Netlify Edge Function implementation we used to achieve that goal.

The Migration Challenge

The original website was fully managed in WordPress. The target platform was Sitecore AI running on a modern composable architecture. 

Migrating every page at once was not realistic. Different business units owned different sections of the website. Some content areas were ready for migration while others required redesign, content review, or approval cycles.

As a result, both platforms needed to remain active for several months. The business had one non-negotiable requirement:

Users must continue accessing content through the same URLs regardless of which CMS serves the page.

For example:

/products/business-banking

/resources/industry-report

/about-us

/contact

Those URLs already had search engine rankings, backlinks, marketing campaign references, and bookmarks.

Changing them was not an option.

High-Level Architecture

The website was hosted on Netlify, which provided an ideal place to introduce a routing layer.

The architecture looked like this:

Every request entered through Netlify. The Edge Function acted as a traffic controller. Instead of maintaining a large routing table, the architecture relied on Sitecore being the primary source of truth. If Sitecore could resolve a route, the request remained in Sitecore. If Sitecore could not resolve the route, the request automatically fell back to WordPress. This approach simplified migration management considerably.

Why We Chose a 404 Fallback Model

One of the first design decisions involved determining how route ownership would be managed.

Several approaches were considered:

Central Route Registry

Maintain a database containing all migrated routes. While technically possible, it introduced additional maintenance overhead. Every migration release would require route updates. Every rollback would require route updates. Operational complexity grows quickly.

Migration Mapping File

Store route ownership inside configuration files. This works for smaller websites but becomes difficult to maintain as the number of migrated pages increases.

Sitecore-First Routing

Allow Sitecore to handle every request first. If Sitecore returns content, serve it. If Sitecore returns 404, fall back to WordPress. This was the simplest and most maintainable option.

The implementation follows exactly this pattern. The Edge Function calls the Sitecore application first through context.next(). If Sitecore returns anything other than a 404, the response is immediately returned to the visitor. Only when Sitecore responds with a 404 does the WordPress proxy logic execute.

GitHub Link- router.ts

Request Flow

The request lifecycle is straightforward.

This design creates a natural migration path. The moment a page is published in Sitecore, Sitecore becomes the owner of that URL. No routing table updates are required. No deployment changes are required. The ownership transition happens automatically.

URL Normalization Challenges

One challenge we encountered involved differences between Sitecore and WordPress URL structures.

During development and content migration, requests sometimes included:

/staging/5474/about-us

or

/old-site/en/banking

These routes made sense in Sitecore but did not exist in WordPress.

To handle this, the Edge Function performs URL normalization before forwarding requests to WordPress.

The router removes:

• Staging prefixes
• Sitecore site identifiers
• Locale prefixes

Examples:

/staging/5474/about-us

becomes

/about-us/

and

/old-site/en/banking

becomes

/banking/

The router also automatically adds trailing slashes to WordPress page URLs while avoiding modifications to static assets and files. This ensures WordPress receives URLs in the format it expects.

GitHub Link- router.ts

Proxying Requests to WordPress

Once a route is determined to be unavailable in Sitecore, the request is forwarded to WordPress.

The Edge Function constructs a WordPress URL using the normalized path and original query string.

For example:

https://www.company.com/resources/report?id=123

might become:

https://wordpress-site.com/resources/report/?id=123

The visitor never sees this internal URL. Everything continues to appear under the primary website domain. From a user perspective, nothing changes.

Header Management

Forwarding requests sounds simple until authentication, language selection, and browser context enter the picture.

The router selectively forwards important request headers including:

• Accept
• Accept-Language
• User-Agent
• Content-Type
• Authorization

At the same time, cookies are intentionally excluded. This was an important decision. Forwarding all cookies from Sitecore requests into WordPress often creates unnecessary coupling between systems and can introduce unexpected behaviour. The router only forwards the information WordPress genuinely needs to generate the response.

GitHub Link- router.ts

Handling Redirects Correctly

Redirects become particularly interesting when multiple systems are involved.

Imagine WordPress returns:

Location:

https://old-site.com/about-us/

Without additional handling, visitors could suddenly be redirected to the WordPress origin. That would expose implementation details and break the unified website experience. To prevent this, the Edge Function rewrites redirect locations before returning responses. Internally generated WordPress redirects are transformed so they continue pointing to the public website domain. Visitors remain on the same website while WordPress remains hidden behind the routing layer.

GitHub Link- router.ts

Managing Redirect Chains

WordPress plugins, SEO tools, and legacy URL rules often generate multiple redirects. The router therefore follows redirects manually. Instead of blindly accepting redirect responses, the implementation performs controlled redirect handling with a maximum redirect threshold. This prevents infinite loops while ensuring legitimate redirects continue to function. Operationally, this proved valuable because migration projects frequently expose old redirect rules that nobody remembers creating. The logging built into the Edge Function helped identify several redirect chains during testing that would otherwise have gone unnoticed.

GitHub Link- router.ts

What This Means for Content Teams

One of the biggest advantages of this architecture is that migration ownership shifts from technical teams to content teams.

A typical migration process looks like this:

Before Migration

/about-us

exists only in WordPress. WordPress serves the page.

During Migration

Content authors rebuild the page in Sitecore. The page is tested and approved.

After Publication

Sitecore now resolves:

/about-us

The Edge Function receives a successful Sitecore response. The WordPress fallback is never triggered. Traffic automatically moves to Sitecore. No routing updates are required. No deployment is required. The URL remains unchanged.

Operational Lessons Learned

A few observations became clear during implementation. 

First, simplicity wins.It is tempting to create sophisticated route ownership databases and synchronization processes. In practice, allowing Sitecore to become the route authority dramatically reduced operational overhead.

Second, URL normalization requires more attention than most teams expect. Site structures, locale handling, and legacy URL patterns often contain years of accumulated complexity.

Third, logging is critical.

When a page unexpectedly appears from WordPress instead of Sitecore, the first question is always:

"Why did the fallback happen?"

Detailed routing logs significantly reduce troubleshooting time.

Finally, treat redirects as a first-class migration concern. Redirect behaviour that worked perfectly in a standalone WordPress environment may behave differently once a proxy layer is introduced.

Testing redirect scenarios early saves a lot of production support effort later.

Final Thoughts 

Running two CMS platforms behind a single website sounds complicated, but the routing strategy does not need to be. By placing Netlify Edge Functions in front of both systems and adopting a Sitecore-first, WordPress-fallback approach, we created a migration model that was easy to operate, easy to scale, and easy for content teams to understand.

• Pages could move from WordPress to Sitecore independently.
• URLs remained unchanged.
• SEO value was preserved.
• Users continued to interact with a single website.

Most importantly, the migration could progress at the pace the business needed without introducing unnecessary technical complexity.

Sometimes the best migration architecture is not the one with the most moving parts. It is the one that quietly stays out of the way and lets the business migrate content with confidence.

GitHub Link- router.ts

References

• Netlify Edge Functions Overview
• Netlify Edge Functions API Reference
• Netlify Routing and Redirects Documentation
• Sitecore XM Cloud Documentation
• WordPress Permalinks Documentation