Optimizely Transforms Opal Platform With AI Agents for Marketing Automation

Optimizely has unveiled a major update to its Opal platform, integrating agentic AI capabilities to streamline marketing workflows. The redesign focuses on scalable automation for tasks like content creation, SEO research, and experimentation analysis—all within a SOC 2-compliant environment.

Key Enhancements

• Redesigned Interface: A more intuitive UI with persistent chat and an "Instructions" section for managing AI agents.
• Pre-Built Tool Library: Ready-to-use agents for tasks such as webpage analysis, deck generation, and keyword research.
• Specialized Workflows: Marketers can chain multiple AI agents to execute multi-step campaigns.

Executive Insights

Rupali Jain, Chief Product Officer at Optimizely, emphasized the platform's ability to help marketers "do more with less." CEO Alex Atzberger described the upgrade as an "infinite AI workforce" that eliminates routine tasks.

Why It Matters

• Faster Execution: Automates high-impact marketing tasks.
• Unified AI Support: Bridges content, experimentation, and personalization.
• Reduced Time-to-Value: Embedded tools require no developer intervention.

Industry Recognition

Optimizely was recently named a Leader in:

• Gartner Magic Quadrant for Content Marketing Platforms (2025)
• Forrester Wave for CMS (2025)
• Gartner Magic Quadrant for Digital Experience Platforms (2025)

About Optimizely

Originally founded as Episerver in 1994, Optimizely now serves enterprises like eBay, IBM, and Pizza Hut. Its composable suite includes CMS, CDP, DAM, and personalization tools.

Learn More

• Explore Optimizely Opal
• Read about Optimizely’s DXP and AI Strategy
• Watch sessions from Opticon New York 2025