Optimizely has released new data highlighting the growing adoption of AI agent orchestration across marketing and digital teams. The company said nearly 1,700 organizations are now using Optimizely Opal to automate workflows across experimentation, campaign execution, content production, and reporting.
According to Optimizely, customers have collectively built more than 4,000 custom AI agents on the platform and executed them over 172,000 times. The findings indicate that organizations are increasingly moving beyond isolated AI use cases and adopting AI agents to automate repeatable business workflows at scale.
Optimizely said marketing teams are increasingly using AI agents to automate complete workflows rather than simply accelerating individual tasks. The company noted that AI adoption is evolving from idea generation and content assistance toward operational execution across campaigns, experimentation, analytics, and reporting.
More than 32% of customer activity on Optimizely Opal now involves AI agents completing multi-step tasks, reflecting broader adoption of agentic workflows designed to carry work through to completion.
"The marketers we talk to aren't asking whether AI belongs in their workflow anymore. They're asking how to scale it," said Shafqat Islam, President at Optimizely. "The data we're sharing today reflects that shift. Customers building agents that run repeatedly across campaigns, content and experimentation, and seeing measurable gains across the department, not just individually, as a result."
The company also reported strong commercial growth for the platform, with Optimizely Opal annual recurring revenue increasing 42% quarter over quarter as enterprises expand AI usage across departments.
Optimizely’s data suggests that AI orchestration is helping organizations improve both workflow speed and operational outcomes.
The company reported that concluded experimentation campaigns increased by 38% over the past year, indicating that organizations are not only generating more ideas but also executing and completing more tests. Experiment win rates also improved to 26.4%, while concluded personalization campaigns rose by 42.4%.
Optimizely said AI-driven content operations are also accelerating production timelines. Organizations using Optimizely Opal alongside the company’s Content Marketing Platform increased campaign production by 85%, while Digital Asset Management customers saw a 57% increase in content reuse through improved asset discovery and adaptation.
"Adoption across our teams happened faster than we expected because the value was clear right away," said Mark Fagiano, Associate Vice President, eCommerce at Road Scholar. "Using Optimizely Opal, we've moved beyond generating ideas to actually getting work done through agents built into our workflows. That's where the impact shows up. We're saving hours, and in some cases weeks, across the team."
Optimizely highlighted several enterprise use cases demonstrating how AI agents are being integrated into day-to-day operations.
According to the company, a real estate organization is now running experimentation across more than 200 websites with a single marketer, reducing variation development timelines from days to approximately 30 minutes. A global hospitality company reportedly generated more than €4 million in revenue through experimentation initiatives supported by Optimizely Opal.
The company also said distributed content teams are significantly reducing content brief creation times, enabling faster execution across multiple business units.
Optimizely continues expanding its AI capabilities as adoption grows. The company said the platform now includes more than 40 purpose-built AI agents, with new features being released on a near-weekly basis.
Recent additions include the GEO Auditor Agent and GEO Schema Optimization Agent, designed to help organizations optimize content for AI-driven search and discovery. Other new capabilities include the Variation Development Agent and the GA4 Traffic Report Agent, which converts analytics data into actionable performance insights.
The platform also integrates with enterprise systems including Salesforce, Google Analytics, Figma, and Atlassian, allowing AI agents to operate across existing workflows and datasets.
To support AI adoption and workforce enablement, Optimizely launched Opal University, a certification program focused on helping marketers build AI-native workflows. More than 1,800 organizations have joined the program, with participants collectively building nearly 1,500 agents and saving over 4,000 hours of work.
As enterprises continue embedding AI into marketing operations, Optimizely said the long-term opportunity lies not only in faster execution, but also in enabling teams to focus more on strategic, creative, and decision-making responsibilities.
Optimizely is on a mission to make the lives of marketers better with Optimizely One, powered by Optimizely Opal, the world's first AI orchestration platform for marketing and digital teams. Optimizely One combines industry-leading solutions across content management, content marketing, experimentation, commerce, personalization, and analytics—powering the entire marketing lifecycle through a single agentic workflow designed to support and scale work across marketers' most critical tasks. With the flexibility of a fully composable platform, Optimizely is proudly helping global brands like Salesforce, Zoom, New Era and Mazda deliver experiences of the highest quality. Learn more at optimizely.com.
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