Optimizely Opal Undergoes Massive Transformation to Help Marketers Scale with Agentic AI

Optimizely enhances its AI offering with specialized agents and agentic workflows, making 'infinite scale' a reality for marketing and digital teams

NEW YORK, May 7, 2025 /PRNewswire/ -- Optimizely, the leading digital experience platform (DXP) provider, today introduced the next evolution of Optimizely Opal. With the launch of an all-new user interface and a direct embed across the Optimizely One product suite, Opal unlocks infinite use cases for marketing and digital teams—from task automation, to brand-perfect content creation, to end-to-end experimentation analysis and more.

Recognizing that the more relevant information an AI agent possesses, the more effective and accurate it becomes, Opal excels by leveraging comprehensive context. To do this, Opal builds industry-leading context windows by intelligently combining diverse data sources from an organization's unique corporate knowledge, including existing assets, campaign performance, and experimentation results. Opal has rich memory, further enhanced by Optimizely's domain expertise incorporating proven content and experimentation best practices. Additionally, Opal agents leverage dozens of tools that are purpose built for marketing and seamlessly integrate with external systems to augment its capabilities. Finally, Opal empowers users to fine-tune the AI with custom instructions and orchestrate these agents within advanced workflows. All of this unlocks unparalleled agentic capabilities and ensures a superior user experience.

This latest release for Optimizely Opal builds on the company's commitment to making AI accessible, practical, and valuable—further supporting Optimizely's mission to accelerate the entire content supply chain and make the lives of marketers better through safe and secure tooling.

Key enhancements include:

• A redesigned, intuitive platform experience that puts marketers in control thanks to features like Instructions, which is a dedicated user interface to manage new and pre-built agents, and Chat which is persistent across all Optimizely products for a consistent user experience.
• A pre-built tool library that helps marketers tackle complex everyday tasks, such as analyzing webpages, creating presentation decks, conducting keyword research, and more.
• Specialized agents designed for marketing tasks, each equipped with clear instructions and the right tools to deliver results or complete actions on marketers' behalf.
• Agent workflows, which allow admins to combine multiple Specialized Agents to work together—either step-by-step or at the same time—to quickly deliver complete and coordinated outcomes

"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. "We're turning the idea of infinitely scalable, AI-powered workforces into something real and immediately valuable. It's not just about automation; it's about bringing a decade of expertise in experimentation, content, and personalization into AI agents that understand your brand, your data, and your goals. And to top it all off, we offer configurations that allow customers to tailor agents to their specific needs."

With 78% of organizations now using AI in at least one business function, Optimizely Opal addresses this growing demand by ensuring that teams can stay ahead of shifting market dynamics and maximize their impact in a fast-moving digital world—all within Optimizely One's secure, SOC 2-compliant environment.

This latest evolution of Optimizely Opal solidifies Optimizely's leadership in AI across marketing categories, following a series of high-profile industry recognitions. In March, Optimizely was named a Leader in the 2025 Gartner® Magic Quadrant™ for Content Marketing Platforms for the eighth consecutive year*, as well as a Leader in The Forrester Wave™: Content Management Systems, Q1 2025. Earlier this year, Optimizely was also recognized as a Leader in the 2025 Gartner® Magic Quadrant™ for Digital Experience Platforms and 2025 Gartner® Magic Quadrant™ for Personalization Engines.

To explore how Optimizely Opal can transform your marketing strategy, visit https://www.optimizely.com/ai.

* Welcome (which was acquired by Optimizely in 2021 and later rebranded to Optimizely CMP) was named a Leader in the 2022, 2021, 2020, 2019 and 2018 Magic Quadrant for Content Marketing Platforms, prior to Optimizely's recognition in 2023, 2024 and 2025.

Gartner Disclaimer

Gartner, Magic Quadrant for Content Marketing Platforms, Jeff Cohen, Rene Cizio, Carlos Guerrero, Nicole Coskren, 11 March, 2025.

Gartner, Magic Quadrant for Personalization Engines, Penny Gillespie, Jason Daigler, Alex De Fursac Gash, Mike Froggatt, Jessica Dervyn, 4 February 2025.

Gartner, Magic Quadrant for Digital Experience Platforms, John Field, Irina Guseva, Mike Lowndes, and Varsha Mehta, 28 January 2025.

GARTNER is a registered trademark and service mark of Gartner and Magic Quadrant is a registered trademark of Gartner, Inc. and/or its affiliates in the U.S. and internationally and are used herein with permission. All rights reserved.

Gartner does not endorse any vendor, product or service depicted in its research publications, and does not advise technology users to select only those vendors with the highest ratings or other designation. Gartner research publications consist of the opinions of Gartner's research organization and should not be construed as statements of fact. Gartner disclaims all warranties, expressed or implied, with respect to this research, including any warranties of merchantability or fitness for a particular purpose. 

Forrester Disclaimer

Forrester does not endorse any company, product, brand, or service included in its research publications and does not advise any person to select the products or services of any company or brand based on the ratings included in such publications. Information is based on the best available resources. Opinions reflect judgment at the time and are subject to change. For more information, read about Forrester's objectivity here.

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