AI in the Optimizely CMP – smart support from “Opal”

Marketing teams often lose valuable time juggling disconnected tools. According to Optimizely, 78 percent of marketers rely on five or more tools for a single project. To meet increasing demands, AI is becoming a key solution. Optimizely’s content marketing platform (CMP) offers a unified, end-to-end system – powered by its proprietary AI, “Opal” – that brings together idea generation, planning, production, and distribution.

Opal supports teams right from the ideation phase by analyzing current trends and user data to deliver data-driven content suggestions. Beyond identifying relevant topics, Opal also assists with writing, audience segmentation, and selecting the right templates – growing more autonomous with every use.

Opal – the invisible agent powering smarter content

What sets Opal apart? This AI doesn’t just respond – it thinks ahead, acts proactively, and increasingly behaves like an autonomous digital assistant. Content development follows a clear three-step process:

1. Insight & support – Opal answers campaign-related questions, summarizes audience profiles, and assists with writing.
2. Analysis & recommendation – It identifies patterns in its own data, suggests audience segments, evaluates templates, recommends A/B tests, and provides tailored content ideas for specific clusters.
3. Autonomous actions – Looking ahead, Opal will fully automate content workflows, propose new campaigns, and deliver personalized experiences at scale – including real-time hyper-personalization.

As an agent-based marketing AI, Opal offers virtually limitless support – without the need to scale your team. It’s exactly the kind of intelligent resource marketers need to stay ahead in today’s content-driven landscape.

AI agents – teamwork within the Optimizely CMP

An AI agent is a specialized digital assistant capable of performing tasks independently. Each agent is designed with a clear objective in mind, processes information, learns from data, and makes decisions – without human input. In marketing, this means AI agents can analyze data, write copy, plan campaigns, or optimize content. Each one is trained for specific tasks.

Optimizely takes this concept further by using not just one AI but an entire network of agents within the CMP. These agents work collaboratively – each with its own area of expertise, but all interconnected.

However, AI should never operate unchecked. Relying entirely on automation without human quality assurance can lead to reputational risks from inaccuracies or bias. That’s why it’s essential to add a human review step to the content workflow – ensuring quality and accuracy.