The Gist
- Optimizely evolves Opal into an agentic AI command center. The redesigned interface and embedded AI workflows aim to transform marketing operations with intelligent, purpose-built agents.
- Specialized agents and workflows unlock scalable automation. Marketers can deploy tools for everything from deck creation to SEO research and experimentation analysis—without needing a developer.
- Agentic AI takes center stage in the enterprise DXP race. With this update, Optimizely tosses out another answer in the growing AI arms race in the digital experience space.
Table of Contents
Optimizely Enhances Opal With Agentic AI to Scale Marketing Workflows
Announcement Details
Optimizely announced a significant update to its Opal agentic AI platform, introducing a redesigned interface and deep embed across its Optimizely One suite. The goal is to provide marketing and digital teams with scalable automation for high-impact tasks, from content creation to experimentation analysis—all within an enterprise-grade, SOC 2-compliant environment, according to company officials.
Context and Background
This launch reinforces Optimizely’s positioning at the intersection of AI, experimentation and content management, according to company officials. With industry-wide demand for practical AI applications in the digital experience platforms space continuing to rise, Optimizely’s latest advancements reflect a move from experimentation toward operational maturity with agentic capabilities.
We know about this demand personally: practitioners told us about their AI ambitions at Optimizely’s conference in San Antonio in November.
Key Platform Enhancements
- Redesigned interface: A more intuitive UI featuring persistent chat across Optimizely products and a new “Instructions” section for managing and deploying agents.
- Pre-built tool library: Out-of-the-box agents can now handle tasks like webpage analysis, deck generation, and keyword research.
- Specialized agents + agent workflows: Marketers can combine multiple AI agents to execute coordinated, multi-step campaigns or processes.
Executive Commentary
“Marketers are being asked to do more with less—and that’s exactly where Opal comes in,” said Rupali Jain, chief product officer at Optimizely. “We’re turning the idea of infinitely scalable, AI-powered workforces into something real and immediately valuable. It’s not just about automation; it’s about bringing a decade of expertise in experimentation, content, and personalization into AI agents that understand your brand, your data, and your goals. And to top it all off, we offer configurations that allow customers to tailor agents to their specific needs.”
“At Optimizely, we’re always dreaming bigger, and the upgraded Opal platform is proof of that,” Optimizely CEO Alex Atzberger said. “Imagine an infinite AI workforce that never tires—that’s what we’ve built. Every action, insight and creative spark can be automated with a level of intelligence our customers have never seen before thanks to agentic capabilities that free teams from routine tasks. The result is a vastly superior user experience that feels almost magical, with tools so intuitive and powerful you wonder how you ever got by without them before.”
Optimizely’s Approach to Agentic AI
| Capability | Opal’s Actions |
|---|---|
| Context-Rich Agent Memory | Combines internal assets, performance data and experimentation outcomes to guide AI decision-making. |
| Embedded Agent Access | Agents are embedded natively across Optimizely One products, including CMS, CMP and experimentation tools. |
| Specialized Workflows | Admin-level workflows enable orchestration across multiple agents for coordinated outcomes. |
Why This Matters to Marketing and Digital Teams
According to Optimizely officials, this product update helps digital customer experience practitioners:
- Boost execution speed on routine and strategic marketing tasks
- Bridge content, experimentation and personalization with unified AI support
- Reduce time-to-value with embedded, purpose-built tools for marketers
In Other Optimizely News …
Industry Recognition
Earlier this year, Optimizely was recognized as a Leader in the 2025 Gartner® Magic Quadrant™ for Content Marketing Platforms, the 2025 Forrester Wave™ for CMS and the 2025 Gartner® Magic Quadrant™ for Digital Experience Platforms.
Who Is Optimizely?
Optimizely is a digital experience platform provider, originally founded as Episerver in 1994, according to the 2025 CMSWire DXP Market Guide. After acquiring the original Optimizely in 2020, the company rebranded and now operates under the Optimizely name with its flagship platform, Optimizely One, positioned as an “operating system” for modern marketers.
With approximately 1,500 employees across 21 global offices, Optimizely serves mid- to large-sized enterprises across B2C and B2B. Its client base includes brands such as eBay, IBM, Microsoft and Pizza Hut. The company offers a composable suite of tools including CMS, experimentation, personalization, DAM, CDP and a content marketing platform—with multiple components available as SaaS or PaaS.
Recent acquisitions, such as Welcome (content marketing), Zaius (CDP), and NetSpring (data warehouse-native analytics), continue to shape its vision for a unified data and experience layer that powers real-time, AI-assisted marketing and content operations.
Optimizely’s strengths lie in personalization, experimentation and data unification. Its growing partner ecosystem—featuring agencies like Rightpoint and DEPT, and technology integrations with Microsoft, Fullstory, and Quantum Metric—supports its customers across digital transformation initiatives.
Where to Learn More About Optimizely’s DXP and AI Strategy
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