MCP to Marketplace: Building Custom AI Experiences with .NET & Next.js

With Nelson Joel Raj J

This session explores how to build custom clients for the Sitecore Marketer MCP server in .NET and Next.js, following the official Model Context Protocol client development guidelines. Unlike traditional developer-focused clients such as VS Code or Cursor, these custom clients enable seamless web application integration, allowing both marketers and developers to execute LLM-driven actions in real time.

We will demonstrate how to integrate the Next.js custom client into a Sitecore Marketplace app using the Marketplace SDK to deliver a fully interactive chatbot experience. Attendees will also gain insight into the Agent API, the core mechanism that powers MCP request handling and action execution.

Key takeaways include:

• Building custom MCP clients in .NET and Next.js to follow MCP standards
• Creating real-time chatbots that interact with the MCP server to execute meaningful actions
• Integrating Next.js clients into Sitecore Marketplace apps using the Marketplace SDK and Vercel AI SDK with Marketer MCP Server
• Understanding authentication, common challenges, and tools for MCP integration
• Evaluating why custom clients are critical for web and Marketplace scenarios compared to traditional developer clients

By attending this session, participants will gain hands-on knowledge on designing, implementing, and deploying custom MCP clients, enabling advanced workflows, real-time interactions, and Marketplace-based solutions that empower both developers and marketers.

Date: Friday, November 06, 2026

Time: 5:00 PM IST