Sugcon 2026 - London - day 2

After an interesting first day at Sugcon in London we started early for a fully packed second day. People who have attented Sugcon before know that the first session on day 2 seems like a very interesting spot as you get the honor of opening the full day but it also is a very challenging spot as a lot of people are not fully awake yet. 

Friday

At 8h30 Morten Ljungberg had the pleasure of kicking it off with his Corgi branded explanation of MCP's.

It was a very nice session, especially at this hour. I recall Morten being a worried about the level but I assured him this was definitely ok. Most people might already know quite a bit of what he told but I found it still very interesting and presented in an entertaining way. As "the guy who's presentation are always stuffed with cats" I might not really be a dog person but it's fun to see him brand his presentation this way. The day started well, and still have so much to come.

I did miss a few parts of sessions on Friday. For a big part because I got into some interesting conversations with all kind of people during breaks - going from community members, mvp's to fellow Epam folks that I do not see that much in real life. As a 2026 (long-time) Sitecore MVP I was also asked to participate in creating promotional material for Sitecore's 25th birthday which they are celebrating this year. I assume you might have seen some of the #SitecoreSilver posts...

Of course, this is still a conference and even though talking to people is important and very interesting, grabbing some of the sessions surely is also. I will not list all the ones I attended, as that would be a boring list of AI, AI and more AI - sometimes working, sometimes not and usually a great idea but needs to be proven and nobody knows how.  But I'm still writing a post on Sugcon we I will talk about some sessions of course. 

I attended a session by Harald Greve, engineering manager at Macmillan Cancer Support and Sitecore Technology MVP now.  His session on "Post Quantum Cryptography" was pretty interesting and well presented. It's surely something to look into and he posted the main takeaways so you can/should read those. It was a clear explanations about encryption and why this should matter to us, not only somewhere in the future but surely also now already. 

A few years ago Sugcon started planning some "lightning talks" around lunch time on day two. It was a success and they keep on doing that. A lightning talk is a fast-paced presentation restricted to 15 minutes, typically focusing on smaller or even niche technical tips, customer showcases, or just smaller topics related to Sitecore rather than deep-dive sessions. I like them a lot and usually some of them are very good. 

This year I decided for one of them to go crazy and join the marketing track ☺.  I know Jacqueline is a good speaker and I was not disappointed. Her session on intelligent content was surely lightning, full of spirit and interesting even for non-marketers. The marketing track adventure felt good and might be repeated.

One of the AI sessions I would like to mention was from Volodymyr Nikitin and his hare and tortoise. A well presented fairy tail that gets you thinking about using AI as your developer friend. Not in a sense of I need this fully blown now right away, but it's also not something to ignore. It's about finding the right balance and the right tasks for AI and the human. And it was brought in a fun way keeping us all awake - which is an achievement right after lunch. 

Andrei Pop also had a session on AI and Sitecore's vision to Agentic Workflows.  At a certain point (in the future) the marketer using Sitecore will/should be talking to any LLM and asking that to do his work. Listening to Jacqueline we know there should be some human interference as well if you really want to stay in touch with other humans - it's all interesting and we'll see what the future brings. 

Sponsor sessions are something many conference attendees usually try to skip, but Piers Matthews from Dataweavers has proven it can be different. It does not need to be a sales pitch but can also be an informative session. I already attended his session last year in Antwerp which was ok-ish, but this year it was really interesting to hear what I was actually expecting. New security issues are popping in the (new) mach architectures, and they can be fixed but you do need to pay attention to them of course.

But all good things come to an end, and so does Sugcon. Not without a thank you to the organizers of course (sorry Anders - the picture with you on screen included was not good at all).  So once more thanks for organizing this. And good luck to Sebastian Winter who will take over Tamas' role.

And then it is time to go home. Coming from Belgium I travelled to London by train which was a nice experience to be honest. Would be nicer without those Brexit-border-controls, but still... As I do have a son who still likes Harry Potter a bit and I was in the right station, I couldn't leave without a last picture. And the relief I did not have to go through platform 9 3/4 as the line there was longer than the security line at Eurostar ☺

That was Sugcon Europe 2026. Maybe we'll meet again at the 2027 European conference. 

 

 

Sugcon 2026 - London

I was able to attend the Sitecore Usergroup Conference - better known as Sugcon - in London this year and that needs a blog post afterwards. Way overdue - but never too late I assume. 

This was my 7th Sugcon so I am starting to know my way around such conferences. Which is nice as you also get to see many familiar faces again. More on that later... let's start in London. 

Due to circumstances (budget reasons) I was not able to stay in the conference hotel. It's always nicer to stay there as you automatically bump into community members all the time, but this fact also pushed me to pay a visit to a part of London that I had never been before and is definitely
worth visiting. 

I might assume everyone knows the sights of Big Ben, Westminster Abbey or the Palace of Westminster. 

I'm not sure if people would recognize the King of England, nor his palace. But his guards, yes..  everyone knows the King's Guard. And if you're in walking distance it would be silly not to pay a visit, stroll through St James Park and accidently bump into The King's Life Guard on the Mall.

Thursday morning, before the start of the conference I went for a walk. As this still is England, we couldn't spend our days here without any rain. We were still very lucky and didn't get much at all, but on Thursday a few drops brought me into the National Gallery.  A Japanese-tourist-style quick visit through a (free) museum with almost no people at that time was actually fun. And a little bit of relaxed culture before we would probably be overwhelmed with AI surely didn't hurt. 

But enough tourism, we (you) are here for Sugcon. 

Thursday

Keynotes

The keynote for the 2026 Sugcon was presented by Scott Liewehr, Global Vice President of Market Strategy & Growth at Sitecore.  It was short, to the point and well presented. Everything a keynote should be. And with a shoutout to the amazing MVP community. As a member of the MVP class of 2026 it's always nice to see and hear some recognition from Sitecore for our efforts. Thank you Scott, well done.

As a final highlight, Tamas Varga was called on the stage. Most people in the Sitecore community know already that he will be leaving us soon to realize his (sailing) dream. And although we all feel there is no-one who deserves this more than Tamas, we will of course miss him. The announcement to make him a Sitecore Honorary MVP got a well deserved standing ovation from the entire room. Tamas is joining a select group of Sitecore folks who really made a lot of impact.  I do hope to bump into him in the future somewhere - wishing you all the best Tamas!

After this first highlight, we were thrown back into the past by Richard Potter (son of Harry) from Microsoft to remind us that AI is not the end of the world but an opportunity and/or a challenge to be part of this evolution. 

It was an inspiring session and I am glad I was not the only one in the audience that had to raise his/her hand when he asked who was already working (in our digital sector) in 1993...

Breakout sessions

Time for the breakout sessions. I started with Sebastian Winslow's session on "Agentic AEO/SEO optimization". I was rather disappointed with the session as it did not deliver what I hoped for. Too vague, no concrete examples. I talked to Sebastian afterwards - because having open conversations is what we in the Sitecore community (should) do - and he knew and also explained the reasons behind it. Anyway, this happens at conferences and it did give me a good chat with Sebastian which was probably more valuable than any session content could have been.

 

I continued with a session by Simon Hauck on SitecoreAI publishing. I can't say it was not interesting because it was and it certainly is a topic that people should think about. But I also left the session with the idea that I did not learn that much - maybe because this is not (yet) really a part of my job and as such was missing a connection. I will remember thinking about it when it crosses my path though and that is all I expect from a session to be honest. 

Christian Hahn is not only a familiar face in the Sitecore community - even outside Germany - but the last few years also a recurring speaker at Sugcon. This year he brought along Romina Metnik to bring us up-to-date with the latest developments around Sitecore Studio and especially the Sitecore Marketplace. 

The final "session" on Thursday is rather traditionally the Sitecore hackathon awards ceremony. And it's always nice to see two major Sitecore dinosaurs again - Akshay and Jason, you rock!  

It was apparently rather clear that most or all participants learned how to use AI. But also amazing what has been created again by a motivated community. 

Time for the "community diner" - or just more time to mingle and have some great conversations. I managed to catch up with some (very) familiar faces and meet some new ones as well. Going from small-talk to Sitecore (obviously) to world class problems... anything van be discussed on such a community evening. I know quite a few discovered one or more London bars afterwards - to be honest I kept it rather quite, although I couldn't resist a nighttime visit to London

It was an interesting first day. Let's continue on Sugcon day two...