Current State of Digital Experience Platform AI: How Optimizely is Making Intelligence Actionable
May 28, 2025 • 10 Minute Read • Elizabeth Spranzani, Chief Technology Officer
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How Optimizely's Opal AI Is Transforming Marketing with Agentic Automation
Jun 03, 2025 • 2 Minute Read • Andrea Goldstein, Senior Director, Digital Marketing
This article was co-authored by Nahomi Lopez
Earlier this month, Optimizely released a standalone version of its AI assistant, Opal. This move is set to transform its digital experience platform (DXP). With the introduction of agentic AI capabilities, Optimizely Opal goes beyond basic tasks to orchestrate complex marketing tasks, sequences, and workflows.
But how much of a difference can it really make in practice? In beta testing, Opal boosted overall marketing output by an impressive 40-50%, empowering teams to use AI in more meaningful, results-driven ways.
What is Agentic AI, and How Does it Power Opal?
Simply put, agentic AI is a system that operates with a degree of autonomy, similar to human behavior. These agents are designed not just to respond passively to prompts, but to proactively plan, evaluate, and execute tasks toward specific goals—often through multiple steps and tools. Right now, it’s the overachiever of the AI world.
3 Key Takeaways that Highlight Opal's Potential Benefits to Optimizely Customers
1. Specialized AI Agents for Marketing Automation
As we mentioned, Optimizely Opal is introducing a suite of specialized AI agents designed to handle specific functions across the DXP. Some agents will be available directly from Optimizely, via the marketplace—or, if you're ambitious, you can create your own.
These agents can automate tasks like content creation, SEO research, and experimentation analysis across tools such as the Optimizely Content Marketing Platform (CMP), Content Management System (CMS), Web Experimentation, and Personalization. That frees marketers to focus on strategic initiatives instead.
The agents are embedded within the Optimizely One platform, the same way the pre-existing Opal features were, providing a seamless experience across different marketing workflows.
Check out this demo from Optimizely on how to set up your own agent today: https://academy.optimizely.com/student/path/2617280/activity/3956504
2. Workflow Automation and Immediate Efficiency
Opal also enables the orchestration of multiple agents to work together, either sequentially or in parallel, to complete complex marketing tasks even more efficiently.
This advancement reduces manual effort and allows marketing teams to concentrate on higher-level strategy. Based on what we’ve seen so far, there's a world where the right Opal agents could significantly reduce time to market.
In beta, Opal helped CMP's users create 30% more content, accelerated experimentation efforts by 5-10%, and improved content performance by 10-25%.
Even without workflows, Opal accelerates standard tasks like brainstorming, content translation, industry research, and SEO or code updates, all of which drive velocity.
3. Quick Generation of Branded Content and Personalization
Opal's AI capabilities can be enriched with brand-specific inputs, ensuring generated content aligns with company voice, tone, and messaging.
Plus, it helps identify language or topics to avoid. Opal can create content for various channels, suggest timely campaigns based on past performance, and assist with localization, making it a valuable tool across marketing efforts.
As with all new AI tools, we highly recommend checking for hallucinations. Still, the jump-start from Opal provides increases overall efficiency.
Opal is truly a game changer. By leveraging its advanced AI features, marketing teams can achieve greater velocity, consistency, and personalization in their campaigns, positioning themselves at the forefront of digital marketing innovation.
Getting started with Optimizely Opal AI
Optimizely has provided all existing Optimizely customers with a generous supply of credits to start exploring. And that’s exactly what it's designed for, so you can encourage your team to experiment with Opal within features and workflows in a safe environment without fear of “breaking” anything.
If you know you want to maximize your credits, reach out to learn more about our kickstart program.
Gaining Over 40% More Productivity with AI Automation
The future is now, and Optimizely's marketing team is already seeing results. Learn how they're using Optimizely Opal AI in real-world scenarios by reading their blog "AI = over 40% more productivity: How we use AI at Optimizely."
For a comprehensive overview of Opal's capabilities and the official product announcement, check out the Opal AI release page.
Ready for AI-Driven Marketing? Start Exploring Optimizely DXP With Us
We would be happy to show you a demo. As an Optimizely Premier Platinum Partner, we can walk you through the ecosystem and show how all the tools work together in the Optimizely One system.