October 01, 2025
Opticon25 Highlights Marketing Experimentation and Bandits
London’s Barbican Hall played host to Optimizely’s Opticon25 gathering this week, celebrating two years of Opal AI momentum and growing adoption of the company’s content marketing platform. The event saw partners, customers and prospects checking out the latest ecosystem updates, and basking in the glow of Opal as the fastest-growing product in company history.
Opal’s agentic orchestration empowers marketers with AI-accelerated workflows adding value across every stage of the content lifecycle. “AI is redefining how marketing and digital teams create and deliver value,” said Rupali Jain, Chief Product Officer at Optimizely.
“With Opal, customers can tap into the infinite potential of agent orchestration, turning AI from hype into real, measurable impact, and in doing so, open entirely new ways to scale their work. The strong adoption we’re seeing proves this isn’t just a vision, it’s a real shift that is giving teams the confidence to create and innovate faster.”
Note, if you couldn’t make this event or are keen to find out more, a virtual version of the Opticon25 event takes place on October 21st.
Optimizely’s Shining Opal
The keynote highlighted the hundreds of customers that now rely on Opal agents to accelerate content creation, experimentation, commerce and personalisation.
The platform powers nearly 10,000 Opal actions every day, which is 10x growth since its May 2025 transformation, and adoption spans over 50 countries, led by the U.S. (41.1%), U.K. (16.2%) and Australia (7.6%).
The company recently launched The 2025 Optimizely Opal AI Benchmark Report, based on 47,000 Opal interactions across nearly 900 adopters, which highlights how customers are driving measurable results:
- Experimentation gains: Opal experimentation users run 78.7% more experiments, launch 24.1% more personalization campaigns, and increase win rates by 9.3%
- Faster outcomes: Teams boost campaign volume by 17.1% and task volume by 12.8%, while cutting campaign completion time by 53.7% and task completion time by 15.4%
- Higher engagement: Content engagement rises 7.4%, with 52.6% of Opal-generated images and 89.5% of Opal-generated text adopted by users
From the Opticon25 Floor
News from the show floor and presentations included a fresh set of specialised agents, including GEO, Heatmap Analysis, Test Plan Creation, Results Summary Report, Content Modeling (in the CMS), and more as Opal’s rapid innovation continues.
Among the companies talking up Opal, Virgin Media took to the stage, discussing “Agentic Hyper-Personalisation.” Doychin Sakutov, the Director of Product AI and Experimentation, noted the value of Contextual Bandits, helping maximise conversions. They automatically learn which experiences work best for different audiences, providing valuable insights. He promoted the agentic approach that is execution-based, always adapts and fosters scaling to deliver quality results.
Adyen from the Netherlands discussed the real-world benefits of Agentic, highlighting a formula based on benefiting all customers, not just one; making good decisions for long-term benefits, launching fast and iterating, and that winning is more important then Ego. Adyen’s Julian Onderwater revealed their quality over quantity approach delivered an +8% increase in form submissions, a -10% drop in bounce rate, +628% average more quality visits and improved session durations by +3%
Marketing Needs Humour as Well as Personalisation
Taking about Opal, “The North Face team has loved using Opal to accelerate our testing velocity and expand our personalisation capabilities,” said Anna Downs, Digital Personalisation Manager at The North Face. “Because Opal understands the context of what’s happening within the platform, we’ve been able to streamline test setups, troubleshoot custom code, and move faster with limited resources. It’s become a key part of keeping our experimentation program nimble, efficient, and effective.”
“Opal has taken a lot of the busywork out of experimentation for our team,” said Muqtadaa Miandara, Principal, Digital Growth at Upbound Group. “We use it to analyse test results faster, generate tailored summaries for emails and slides, and even suggest next steps for future iterations. By feeding Opal our business context, including funnels, conversion KPIs and custom instructions, we’re able to produce content that’s more relevant to each audience which frees up our time to focus more on strategy.”
Highlight of the day was Tom “Marketoonist” Fishburne’s plea for some humour in business to counter the rise of AI, groupthink and to help companies stand out in a world of increasingly cookie-cutter AI-driven marketing.
