How AI is Transforming Content Creation in Optimizely CMP

Artificial Intelligence (AI) has evolved from a mere buzzword to a pivotal force in the realm of content creation. In 2025, Optimizely’s Content Marketing Platform (CMP) is at the forefront of this transformation, driven by Opal, its innovative AI co-pilot. Opal is revolutionizing the way marketers approach their workflows, making the process not only more efficient but also more creative.

Gone are the days of tedious manual planning and chaotic content management. With Opal, AI seamlessly integrates into every phase, empowering you to brainstorm, plan, create, and optimize content with remarkable speed and flair. This isn’t just a trend. Optimizely CMP is widely recognized as a leader in the industry.

In this blog, we will explore how AI is reshaping content creation and what it means for marketers today.

Image from Gartner

What makes this new era different?

Optimizely’s 2025 roadmap is all about putting AI front and center. Here’s what that means for you:

• No more busywork: Let AI handle repetitive stuff such as campaign planning, brief writing, and asset management so you can focus on the fun, strategic parts.
• Instant content, on-brand: Need a blog post or social caption? Opal generates high-quality, brand-aligned content in seconds—showcasing the true power of AI for content creation.
• Smarter decisions: Get AI-powered insights on what’s working (and what’s not), so you can tweak campaigns and boost results on the fly.
• Personalization at scale: AI helps tailor content for every audience segment, making your marketing feel one-to-one even when you’re reaching thousands.

How AI supercharges your content supply chain

Let’s explore how AI transforms each stage of the content lifecycle.

Accelerating ideation and brainstorming: From data to creative concepts

Optimizely CMP leverages AI-driven tools such as the Idea Lab to spark creativity and data-driven brainstorming. These tools analyze trends, past performance, and audience interests to suggest relevant topics, headlines, and campaign angles, helping teams overcome writer’s block and rapidly generate new ideas.

Discover how Optimizely CMP can transform your content lifecycle from chaos to clarity.

AI-powered campaign planning and brief generation

Optimizely CMP now leverages Opal AI and prebuilt agents to automate and streamline the entire campaign lifecycle:

• Campaign ideation & briefs: AI agents suggest campaign ideas, generate structured briefs, and recommend tasks based on historical data and brand guidelines.
• On-brand content generation: Opal AI creates blogs, social posts, and campaign assets that align with your brand voice and objectives.

The automation provided by Opal drastically reduces the time spent on administrative and operational tasks. What used to take hours or days for campaign research, brief creation, and task assignments can now be accomplished in minutes. This allows marketers to focus on high-value activities like strategy, creativity, and optimization, resulting in more campaigns launched and greater overall productivity.

Streamlining Content Production

AI in Optimizely CMP automates several steps of the content creation workflow:

• Text generation: AI agents can draft articles, headlines, and social posts based on briefs or prompts, significantly reducing the time required to move from concept to first draft.
• Image creation: Users can generate custom images simply by describing what they need, saving creative resources and ensuring visual consistency across campaigns.
• Editing and optimization: AI-powered tools assist with grammar, tone, and length adjustments, as well as SEO optimization, ensuring content is polished and ready for publication.

Integrated Digital Asset Management (DAM)

Optimizely’s embedded DAM, powered by AI, simplifies asset management:

• AI tagging & metadata: Automatic tagging and Metadata generation make assets easy to find and reuse.
• Version control & renditions: AI manages asset versions and renditions, ensuring only approved and up-to-date assets are used

Admins can set permissions, manage asset versions, and control access with ease.

Specialized AI agents & agentic workflows

The latest evolution of Opal introduces specialized AI agents that work autonomously or collaboratively to handle everything from research and keyword analysis to tone-of-voice enforcement and video transcription. These agents can be fine-tuned with custom instructions, ensuring content is both relevant and brand perfect. Opal agents leverage dozens of tools that are purpose-built for marketing and seamlessly integrate with external systems to augment their capabilities.

Data-driven decision making

With the new Optimizely Analytics, marketers can connect content performance directly to business outcomes:

• Cohort & journey analytics: AI-powered analytics provide deep insights into customer journeys and content effectiveness.
• Self-serve reporting: Marketers can generate custom reports without relying on data teams.

Bring Your Own AI (BYOAI) capabilities

Optimizely CMP’s architecture is designed for extensibility. Organizations can integrate their own AI models or third-party AI services to enhance or customize content workflows. This flexibility ensures that unique business needs, compliance requirements, or proprietary algorithms can be embedded directly into the CMP experience.

Optimizely CMP’s AI capabilities are not one-size-fits-all and are thoughtfully adapted to address the unique requirements of different industries. Whether your organization operates in healthcare, manufacturing, retail, or financial services, the platform delivers tailored features that help you meet regulatory, operational, and audience expectations.

• Healthcare: AI assists in maintaining compliance with HIPAA and other privacy regulations, while generating patient education materials, appointment reminders, and campaign content that resonates with both patients and providers.
• Manufacturing: The platform streamlines the creation of product guides, technical documentation, and B2B marketing campaigns, ensuring all content is accurate, up-to-date, and aligned with industry standards.
• Retail: AI personalizes promotions, product recommendations, and seasonal campaigns to boost engagement and drive sales across digital and physical channels.
• Financial Services: Content workflows are designed with compliance in mind, helping marketers produce educational resources, customer communications, and campaign assets that adhere to regulatory requirements.

What’s next?

AI in Optimizely CMP isn’t just a tool. It’s a transformative ally that empowers marketers to unlock their full potential. With Opal by your side, you’ll accelerate your workflows and elevate your content, ensuring it resonates deeply with your audience and strengthens your brand.

Imagine a future where you focus entirely on strategy and creativity while AI handles the heavy lifting. This is your opportunity to redefine content creation.

Contact Altudo today to discover how we can help you leverage the power of AI in your content strategy.