How Assurex moved The AA from Sitecore XP 9.3 to SitecoreAI, without missing a beat.
A large-scale enterprise modernisation programme for The AA, implemented by Assurex's digital engineering expertise and powered by Sitecore AI. Delivered progressively across multiple releases.
The transformation extended far beyond content migration, covering customer-facing journeys, mobile applications, APIs, personalization and cloud-native infrastructure across multiple AA business units.
theaa.com
01
Customer Journeys
Core TheAA.com experiences
02
Mobile
App content delivery & push notifications
03
Personalization
Rules and targeted experiences
04
APIs & Integrations
Connected services across the estate
05
Journey Services
Route planners & promo automation
06
Cross-functional Delivery
Engineering, platform, content, SEO, analytics, QA & release teams
One transformation across a complex digital estate
3 channels · 1 programme
TheAA.com
Core customer journeys and digital services
Beam
Digital experience within the wider migration estate
Mobile
Content delivery and customer-facing experiences
Scale & complexity
More than content. An interconnected digital ecosystem.
The migration spanned TheAA.com and Beam, including mobile content delivery, APIs, personalization rules, route planners, promo automation, push notifications and key customer-facing journeys.
Delivery required close coordination across engineering, platform, content, SEO, analytics, testing, release management and business teams.
Progressive migration & release strategy
Not side projects. Core customer channels.
A phased migration and deployment strategy minimised operational risk while accelerating the move to Sitecore AI. Four releases. Five gates each. No shortcuts.
From Sitecore XP 9.3To SitecoreAI →
01
RELEASE 01
Beam
Digital experience within the wider migration estate
QA
UAT
Security validation
Rollback readiness
Controlled go-live
02
RELEASE 02
Mobile
App content delivery & push notifications
QA
UAT
Security validation
Rollback readiness
Controlled go-live
03
RELEASE 03
Promo Automation
Route planners & promo automation
QA
UAT
Security validation
Rollback readiness
Controlled go-live
04
RELEASE 04
Core TheAA.com journeys
Core customer journeys and digital services
QA
UAT
Security validation
Rollback readiness
Controlled go-live
XP and SitecoreAI ran in parallel throughout the programme
Zero downtime
Zero production incidents
Delivery at enterprise scale
Multiple teams. One coordinated programme.
More than 100 people worked across the transformation, bringing together engineering, architecture, platform, content, SEO, analytics, QA, release management and business teams.
Enterprise releases
15+
Business-critical workstreams
Multiple
Beyond migration
Building a smarter digital experience platform.
The transformation went beyond moving content to the cloud, introducing personalization capabilities and migrating personalization rules alongside the wider digital experience estate.
Personalization
Targeted customer experiences
Custom Rules Engine
Flexible experience logic
Forms & Workflows
Content and customer journeys
SSO & Platform Integration
Connected enterprise experiences
Measurable outcomes
A simpler platform. Faster delivery. Better performance.
Components rationalised
150down from 300
Half the components to build, test and maintain
Deployment time
<2hrsdown from 6 hrs
Faster, safer releases
Performance improvement
90%+
A faster experience for AA customers
Migration assurance
Controlled migration. Zero disruption.
The AA's customers never saw the switch. This is what the cut-over looked like from the inside.
Cut-over scorecard
All clear
DowntimeAcross every releaseZero
Production incidentsFrom first release to final cut-overZero
First go-liveFrom programme start<5 wks
Parallel coexistenceBoth platforms live during the moveXP 9.3⇄SitecoreAI
What the AA team says
In their words.
This was much more than a CMS migration, involving multiple business-critical journeys, integrations, personalization, forms and content workflows. Assurex worked closely with our architecture and engineering teams to navigate the technical complexity while progressively modernising the platform. The collaboration across teams, continuous improvement and engineering focus were key to delivering the transformation successfully.
Raghava KrishnaTechnology Director – Group Architecture & Engineering, The AA
The migration from Sitecore XP to Sitecore AI Cloud was a significant transformation across a complex digital estate. Assurex worked closely with our teams throughout the programme, managing the transition across multiple releases while maintaining business continuity. Their collaborative approach, structured delivery and focus on platform performance helped us successfully move to Sitecore AI without disruption to our customers.
Nikhil ThakareHead of Technology, Cloud & Security, The AA
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Case study · Assurex × The AA
