Optimizely Debuts Agent Orchestration Platform at Annual Opticon Event

Company future-proofs Optimizely One with major innovations to Optimizely Opal, including specialized AI agents, customizable workflows, and third-party integrations

NEW YORK, Sept. 10, 2025 /PRNewswire/ -- Optimizely, the leading digital experience platform (DXP) provider, announced powerful agentic capabilities that further enhance its market-leading AI offering, Optimizely Opal. Introduced at Opticon, the company's annual event in New York City, Opal now gives marketing and digital teams access to a robust library of specialized agents, the ability to build their own agents, and an intuitive drag-and-drop interface to orchestrate workflows that connect seamlessly with existing data and tools. As the agent orchestration layer of Optimizely One, Opal helps companies put AI to work to achieve greater scale.

After announcing the redesign of the Opal user experience in May, Optimizely also recently introduced the industry's first GEO-ready CMS, giving brands a visibility engine made for the era of AI-powered search. With new capabilities for both page and site-wide optimization, as well as GEO analytics, the CMS helps ensure content gets found and stays seen as tools like ChatGPT, Perplexity, and Gemini are increasingly used as search engines. These advancements build on Optimizely's vision to accelerate the content supply chain and help marketers thrive in a fast-changing digital landscape.

"We know the world of AI is overwhelming, so we've taken on the responsibility to truly understand our customers' challenges and embed AI across our entire platform to move from hype to business benefit," said Alex Atzberger, CEO of Optimizely. "What makes Opal uniquely powerful is the combination of industry-leading context, purpose-built tools, and agentic workflows. Opal might very well be the best piece of engineering from Optimizely ever. The combination of Optimizely One, the best DXP in the market, and Opal, empowers marketing and digital teams to execute at an exponential scale."

New capabilities introduced at Opticon include:

Specialized Agents

The platform includes a library of dozens of ready-to-use, specialized AI agents that customers can deploy immediately into their operations. These agents cover a wide range of tasks—from drafting and scheduling content to checking copy for legal or compliance issues, and from conducting competitive research to analyzing web performance with Google Analytics. They are also built to work seamlessly across Optimizely products, including CMS, CMP, and Experimentation. Together, these customizable agents help marketers stay on brand, move faster, and improve performance across content, campaigns, and customer experiences.

Users can also build their own agents, connect data from their existing tools, and layer in custom instructions and tools, powering agents with real-time, contextual information.

Extensible Integrations

Opal makes it simple to extend agent orchestration beyond the platform itself. Marketers can connect Opal to their existing data sources or plug in third-party tools, ensuring agents work with the most relevant, real-time context. Users can also access Opal directly through Slack, bringing AI into the conversations where work already happens. Overall, Opal means faster AI deployment at a lower cost. 

Workflow Agents

Users can now take advantage of an intuitive, no-code, drag-and-drop visual interface embedded in Opal, making it simple to orchestrate workflows. Many companies struggle to add value from AI, but Optimizely makes it easier to deploy, coordinate, and sequence agents across diverse use cases. That means faster, more effective processes designed for modern marketing challenges.

Optimizely also provides pre-built workflows that teams can launch right away and customize to their business needs and brand requirements. These capabilities make it easy to tap into advanced automation without starting from scratch.

To learn more about the latest Opal enhancements and see agent orchestration in action, visit: https://www.optimizely.com/ai

About Opticon

Opticon is Optimizely's annual event that brings together marketing leaders across industries and reveals how companies can autonomously run experiments on Optimizely Opal. Opticon is supported by its Dimond partner Huge, Platinum partners commercetools, Siteimprove, Valtech, and Velir, and its Gold partners Google Cloud, Horizontal Digital, Icreon, Perficient, and Verndale.

About Optimizely

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.

SOURCE Optimizely