Optimizely, a leading digital experience platform (DXP) provider, announced a significant transformation of its AI platform, Optimizely Opal, on May 7, 2025. The revamped platform introduces specialized AI agents and advanced workflows, enabling marketing and digital teams to achieve unprecedented scalability and efficiency. Embedded across the Optimizely One suite, Opal leverages comprehensive data and brand context to deliver automation, content creation, and experimentation analysis, solidifying Optimizely’s leadership in AI-driven marketing solutions.
Optimizely Opal introduces agentic AI for scalable marketing workflows.
Features new UI, specialized agents, and pre-built tool library.
Embedded across Optimizely One for seamless integration.
Leverages brand data, campaign performance, and experimentation insights.
Named Leader in 2025 Gartner® Magic Quadrant™ for DXP, Personalization, and Content Marketing.
Supports secure, SOC 2-compliant operations for enterprise trust.
Optimizely Opal’s transformation centers on its agentic AI, which combines a decade of expertise in experimentation, content, and personalization with advanced context-aware agents. These agents build industry-leading context windows by integrating diverse data sources, such as corporate knowledge, campaign performance, and experimentation results. Opal’s rich memory, enhanced by Optimizely’s best practices, ensures precise, brand-aligned outputs. With 78% of organizations using AI in at least one business function, Opal meets growing demand by enabling teams to adapt to market dynamics efficiently.
The updated Opal platform offers a suite of tools designed to streamline marketing tasks:
Redesigned User Interface: Features like “Instructions” for managing agents and persistent “Chat” across Optimizely products ensure a consistent, intuitive experience.
Pre-Built Tool Library: Marketers can access tools for webpage analysis, presentation deck creation, keyword research, and more, simplifying complex tasks.
Specialized Agents: Purpose-built for marketing, these agents execute tasks like content generation and experimentation analysis with precision.
Agent Workflows: Admins can orchestrate multiple agents to collaborate on multi-step campaigns, delivering coordinated outcomes quickly.
External Integrations: Opal seamlessly connects with external systems, enhancing its capabilities with dozens of marketing-focused tools.
“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. “It’s not just about automation; it’s about bringing a decade of expertise into AI agents that understand your brand, your data, and your goals.”
Optimizely’s leadership in AI and marketing was reaffirmed in 2025 with multiple accolades:
Named a Leader in the 2025 Gartner® Magic Quadrant™ for Digital Experience Platforms.
Recognized as a Leader in the 2025 Gartner® Magic Quadrant™ for Personalization Engines.
Awarded Leader status in the 2025 Gartner® Magic Quadrant™ for Content Marketing Platforms for the eighth consecutive year (including prior recognition for Welcome, acquired in 2021).
Positioned as a Leader in The Forrester Wave™: Content Management Systems, Q1 2025.
These recognitions highlight Optimizely’s ability to deliver innovative, high-impact solutions for global brands like Salesforce, Zoom, and Toyota.
Opal’s capabilities are powered by Google’s Gemini models, a state-of-the-art large language model (LLM), ensuring robust performance. Strategic partnerships with Google and Microsoft provide access to cutting-edge R&D, enabling Opal to push AI boundaries responsibly. Additionally, Optimizely’s collaboration with Writer delivers a full-stack generative AI solution, addressing enterprise needs for private, brand-consistent content creation.
Opal’s agentic workflows enable “infinite scale” by automating tedious tasks and delivering actionable insights. For example, Opal can generate on-brand content, suggest campaign segments, and provide real-time customer snapshots with visual timelines of brand interactions. Its context-aware design ensures content adheres to brand guidelines, while customizable agents allow teams to tailor AI to specific needs. Since its introduction, Opal’s adoption among Optimizely customers has surged by 500%, reflecting its value in modern marketing.
The platform operates within Optimizely One’s SOC 2-compliant environment, ensuring data security and enterprise trust. By integrating with tools like Snowflake, BigQuery, and Microsoft ecosystems, Opal enhances its versatility, supporting brands like eBay, IBM, and Pizza Hut in delivering personalized, high-quality digital experiences.
Optimizely’s mission to streamline the content supply chain is evident in Opal’s evolution. Future developments will likely focus on deeper personalization and faster content creation, building on Opal’s current capabilities. “We’re turning the idea of infinitely scalable, AI-powered workforces into something real and immediately valuable,” Jain added.
Optimizely is on a mission to make the lives of marketers better with Optimizely One, the world's first operating system for marketing teams. Optimizely One combines industry-leading solutions across content management, content marketing, experimentation, commerce and personalization, powering every stage of the marketing lifecycle through a single, AI-accelerated workflow. With the flexibility of a fully composable platform, Optimizely is proudly helping global brands like Salesforce, Zoom and Toyota create content with speed, launch experiments with confidence, and deliver experiences of the highest quality. Learn more at optimizely.com.
Optimizely, Optimizely One, and NetSpring are the trademarks of Optimizely North America Inc., and are registered (or registrations are pending) in the US, EU, UK and other countries. All third-party trademarks cited are the property of their respective owners and are used only for reference purposes.
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