Optimizely has unveiled a major evolution of its AI engine, Opal, branding it not as a passive assistant, but as an active operator embedded across its digital experience platform.
The upgrade introduces specialised agents, orchestrated workflows, and a new user interface that allows marketing and digital teams to scale execution, not just ideation.
This isn’t about AI suggestions or one-off automations. Opal now leverages deep context from an organisation’s own content, campaigns, and experimentation data to execute complex tasks end-to-end. From creating brand-ready content to analysing webpages and assembling presentations, the system is designed to handle real marketing work, without human micromanagement.
At the heart of the overhaul are three major changes:
- A redesigned UI that gives teams direct control over agents via a dedicated Instructions interface.
- A persistent AI chat embedded across the entire Optimizely One suite, creating a consistent and accessible AI touchpoint.
- Agentic workflows, which allow admins to chain together multiple agents to deliver coordinated outputs, either sequentially or simultaneously.
Bye generic prompts, welcome clear instructions
These agents operate with embedded tools, clear instructions, and Optimizely’s built-in expertise in experimentation and content. The result is a system that doesn’t just advise, but acts, using a growing library of capabilities to deliver tangible outcomes.
Opal’s strength lies in its contextual intelligence as it intelligently combines internal knowledge assets with historical performance data to make decisions and generate outputs that align with brand, tone, and business objectives. Teams can further customise agent behaviour using instruction layers, tailoring execution to specific workflows or campaign needs.
The update reflects a broader shift in enterprise AI expectations. With nearly 80% of organisations now using AI in at least one business function, companies are looking for systems that can take action. Optimizely’s latest release answers that call, embedding AI directly into execution and enabling “infinite scale” through secure, SOC 2-compliant infrastructure.
For marketing teams under pressure to do more with less, Opal may be the first step toward offloading entire processes.