Introducing Opal, the powerhouse revolutionizing the Optimizely experience. Launched in 2024, Opal serves as the intelligent AI backbone of the entire product suite. With 78% of global companies now leveraging AI in at least one business function and 71% utilizing Generative AI (Gen AI) in areas like content management, Opal is perfectly positioned to drive your success, whether you’re crafting a web page in the CMS, running experiments, or fine-tuning a commerce funnel.

What sets Opal apart is its seamless integration with an existing martech stack. There's no need to navigate a new interface or juggle separate tools. Opal operates right where you already thrive in content marketing, campaign management, personalization, and more.

Powered by cutting-edge large language models and advanced machine learning, Opal is not just smart. It’s adaptable and evolves continuously. Plus, its extensibility allows you to customize it and incorporate your own models and tools, tailoring it to your unique needs.

In this blog, we will explore how Opal transforms your workflow, enhances productivity, and drives innovation across your projects. 

How Optimizely Opal enables digital marketing transformation

Opal is a powerful AI marketing assistant integrated into the Optimizely One suite, designed to assist marketing teams in scaling their operations. It utilizes agentic AI, featuring autonomous AI agents that collaborate to complete complex tasks efficiently. This allows teams to focus on strategy and creativity while the AI handles the intricacies of execution.

When Opal and agentic AI come together, your digital experience stack starts doing things you never thought were possible autonomously. 

For example, imagine launching a campaign. You just tell Opal the goal: “I want to increase newsletter signups by 20%.” Opal might generate a new landing page, test multiple versions of headlines, identify the best-performing layouts, and optimize the entire flow from first visit to form submission, automatically. 

In terms of content creation, Opal can suggest, draft, and personalize content based on your audience and platform. It’s like having a strategist, writer, and conversion expert all rolled into one.

It can also plan experiments, monitor the results, and make tweaks on the fly. It offers insights, not just data, but what that data means, and what you should do about it. All of this is centered around your goal, not individual tasks. 

So instead of asking, “What test should I run next?” or “Which headline is performing best?”, your team starts asking bigger questions—because the AI is already handling the details. 

Where does Opal, powered by agentic AI, show up in your workflow?

The great thing is you don’t have to “install” agentic AI. It’s already built into the Optimizely products you know: 

• In Optimizely CMS, you’ll see headline suggestions, layout ideas, and smart content blocks right as you build.
• In Experimentation, it’s setting up tests, adjusting variables, and even deciding when to call a winner.
• In ODP, it analyzes customer behavior and tailors content in real-time.
• In Commerce, it recommends personalized products, optimizes merchandising, and adapts based on shopper behavior.

So, it’s not a “future” feature—it’s already at work inside the platform, making digital experiences faster, more relevant, and more effective. 

Optimizely Opal in action: Effective use cases for your business

Let’s make this a little more tangible. Here are a few scenarios where Opal steps up: 

Launching a landing page 

You’ve got a new product or offer. Opal drafts the page, suggests the layout, writes headline variants, and even predicts which CTA placement is most likely to convert.

Personalizing a homepage 

A visitor from a cold region browsing on mobile might see winter gear featured in front and center. Someone coming from a retargeting ad might get a special discount message. Opal makes these decisions in real-time, based on user data. 

Running experiments at scale 

Opal sets up hypotheses, creates variants, runs the tests, and automatically adjusts based on performance—no more bottlenecks or waiting for someone to “pull the lever.” 

Writing and testing email campaigns 

Opal drafts email content, tests subject lines, and continuously refines based on open rates and click-throughs—no guesswork required. 

What’s remarkable is not just that it can do these things, but that it does them with minimal human intervention. Your team can finally focus on creative and strategic work instead of getting stuck in execution loops. 

Key benefits of Optimizely Opal powered by agentic AI

In the dynamic landscape of digital marketing, product management, and content creation, scaling personalization, testing, and content across various platforms can feel overwhelming. The process is often time-consuming and repetitive, making it difficult to keep pace with demands.

With Opal powered by Agentic AI, this challenge transforms into an opportunity. The heavy lifting of routine tasks diminishes, allowing teams to achieve more in less time while significantly enhancing results. This innovative solution doesn’t just automate tasks. It automates successful outcomes, empowering your campaigns to adapt and evolve in real-time.

Here are a few key benefits:

• Increased efficiency: Streamlines workflows, enabling you to accomplish more with less effort.
• Enhanced results: Drives better campaign outcomes through intelligent task automation.
• Dynamic campaign adaptation: Allows campaigns to evolve in real-time based on campaign performance metrics.
• Scalable personalization: Facilitates effortless personalization across multiple segments.
• Actionable insights: Delivers insights that are directly linked to strategic actions.
• Strategic empowerment: Frees your team to concentrate on creative and strategic initiatives.

What's next for Opal?

This is only the beginning. Optimizely is continuing to invest in Opal to unlock even more advanced capabilities. Soon, you can expect to see: 

• AI agents that handle multi-step campaign planning on their own.
• Tighter integrations with tools like CRMs and analytics platforms.
• Prompt orchestration, so marketers and developers can easily direct AI workflows.
• The ability to train agents on your brand voice, tone, data, and rules—so the output is always on-brand.

A real-world walkthrough: How Optimizely Opal delivers results

Let’s wrap with a quick scenario. Let us say you're launching a new product, and you give Opal a simple goal: “Get 10,000 pre-orders in two weeks.”

Here’s what happens:

• Opal builds the landing page with targeted copy.
• It drafts multiple product descriptions and recommends a pricing A/B test.
• Personalization rules are applied based on the source of traffic—Google, email, or social media.
• Throughout the campaign, Opal monitors performance, swaps low-performing content, and shifts emphasis where needed.

What’s next? 

Agentic AI with Optimizely Opal represents more than just a technological advancement—it’s a strategic enabler for brands aiming to deliver smarter, faster, and more personalized digital experiences. As AI continues to evolve, companies that embrace this shift will be better positioned to engage their audiences, optimize performance, and lead in a competitive digital marketplace.

Reach out to Altudo today to discover how we can empower your organization to leverage Agentic AI with the Optimizely Opal platform. Together, we will develop and execute tailored marketing strategies that elevate customer experience, enhance performance metrics, and position your brand as a frontrunner in the dynamic digital marketplace.