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...