Optimizely unveils enhanced Opal AI to boost marketing workflows

Optimizely has announced a major update to its AI offering, Opal, aimed at streamlining marketing operations through the use of AI-powered agents and agentic workflows fully embedded within the Optimizely One suite.

The latest iteration of Optimizely Opal introduces several new features, including a redesigned interface with a persistent chat function and a dedicated instructions panel. These additions are intended to help marketing teams better manage and direct their AI agents as they work through tasks such as campaign creation and end-to-end experimentation.

The update provides a newly designed platform experience, allowing users to access purpose-built marketing tools like keyword research and presentation deck creation via a pre-built library. This is further complemented by specialised agents that carry out specific marketing tasks, such as deck creation or webpage analysis. These agents are configured with task-specific instructions and equipped with the tools necessary to deliver results on behalf of marketing teams.

One of the key advancements with this release is the introduction of agentic workflows, which allow users to orchestrate multiple agents to work together, either sequentially or in parallel, to complete multi-step marketing tasks efficiently. The intention is to enable marketing teams to coordinate more complex processes without manual intervention, increasing efficiency and permitting them to focus on higher-level strategic work.

Optimizely has emphasised the importance of context when it comes to AI agent effectiveness. Opal is designed to use comprehensive context windows by integrating data from an organisation's unique corporate knowledge, including assets, past campaign performance, and experimentation results. The company states that Opal's memory is further strengthened by Optimizely's domain expertise and established content and experimentation best practices.

Optimizely Opal also offers users the ability to fine-tune AI agent behaviour with custom instructions and the capability to orchestrate agents in more complex workflows. This is intended to provide users with greater control over how AI agents operate within marketing processes, ensuring the agents align with organisational goals and standards.

Rupali Jain, Chief Product Officer at Optimizely, commented on the update, stating: "Marketers are being asked to do more with less—and that's exactly where Opal comes in. 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 personalisation 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."

Optimizely reports that 78% of organisations are now using AI in at least one business function, and the company positions Opal as a solution for keeping pace with market dynamics and maximising team impact. The update is fully integrated within the Optimizely One suite, which the company states operates in a secure, SOC 2-compliant environment.

The release of the updated Opal follows recent industry recognition for Optimizely, which has been named a Leader in the 2025 Gartner Magic Quadrant for Content Marketing Platforms for the eighth consecutive year. Optimizely has also received Leader status in The Forrester Wave: Content Management Systems, Q1 2025, as well as in the 2025 Gartner Magic Quadrant for Digital Experience Platforms and Personalization Engines.