Optimizely used its annual Opticon conference in New York to debut a new agent orchestration platform inside its AI suite, Optimizely Opal, giving marketers drag‑and‑drop tools to coordinate AI agents across workflows, data sources, and third‑party platforms.
Optimizely is betting big on agentic AI. At its Opticon 2025 event in New York City, the digital experience platform (DXP) provider introduced a major expansion of its AI suite, unveiling an agent orchestration platform designed to help marketing and digital teams scale their operations with practical automation.
The new set of capabilities is integrated in Optimizely Opal, the company’s flagship AI offering, and represents a step forward in making AI both accessible and actionable for enterprise users. By combining pre‑built agents, extensible integrations, and a no‑code orchestration interface, Optimizely positions Opal as the orchestration layer of Optimizely One, its broader DXP ecosystem.
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CEO Alex Atzberger described the launch as a pivotal moment for the company. “What makes Opal uniquely powerful is the combination of industry-leading context, purpose-built tools, and agentic workflows,” Atzberger said during his Opticon keynote. “Opal might very well be the best piece of engineering from Optimizely ever.”
Specialized agents on tap
One of the key elements of the platform is a growing library of out‑of‑the‑box agents. These built‑in AI tools can take on tasks like drafting content, scheduling posts, checking compliance, monitoring analytics, or conducting competitive research. Each agent is designed to interoperate seamlessly with Optimizely’s own suite of products, including its content management system (CMS), content marketing platform (CMP), and experimentation solutions.
Beyond deployment of ready‑made functions, Opal gives users the ability to build custom agents. Teams can connect their own enterprise data, configure specific instructions, and ensure the agents operate within the right context for their brand or industry. The idea, according to Optimizely, is to strike a balance between speed to value and flexibility for unique requirements.
Integration and extensibility
Integrations are another pillar of the orchestration strategy. With support for external data connections and third‑party tools, users can expand their orchestration layer outside of Optimizely’s native ecosystem. That enables agents to draw on real‑time business data and function within the wider stack of marketing and productivity software. Opal even offers a Slack integration, allowing teams to trigger and coordinate AI agents directly from within their daily conversation channels.
By extending to familiar collaboration platforms, the company hopes to reduce friction in adoption and allow AI agents to operate within the tools teams already use. The extensibility also lowers barriers for bringing AI into complex workflows that span across multiple environments.
Orchestrating workflows without code
At the center of the platform is an intuitive orchestration interface. With drag‑and‑drop functionality, users can design workflows that connect multiple agents and sequence their actions. Optimizely also provides a set of pre‑built workflows for common marketing scenarios, which teams can customize to suit their brand guidelines and performance goals.
This workflow approach is intended to solve a critical challenge many enterprises face: how to make AI add measurable value instead of isolated experimentation. By allowing marketers to string agents together into repeatable processes, Optimizely aims to deliver speed at scale while maintaining consistency.
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Building on recent AI moves
The launch builds on a string of AI‑driven announcements from Optimizely earlier this year, including the redesign of the Opal interface and the rollout of what the company described as the industry’s first GEO‑ready CMS. That CMS was designed to optimize visibility in the age of AI‑driven search engines such as ChatGPT, Perplexity, and Google Gemini.
Together, these developments form part of Optimizely’s broader vision to accelerate what it calls the “content supply chain” — helping brands manage and distribute digital experiences efficiently as AI reshapes how audiences consume information.
By positioning Opal as the orchestration layer of its platform, Optimizely is not only strengthening its DXP proposition but also competing directly in the growing market for agentic AI solutions. As the pressure mounts on marketing teams to do more with limited resources, tools that combine automation with contextual intelligence are becoming increasingly valuable.
With Opal’s orchestration offering now in market, Optimizely appears set on making sure AI experimentation translates into business execution. For enterprises navigating fast‑changing digital expectations, the message from Opticon 2025 was clear: orchestrated AI agents could soon move from hype to the heart of everyday marketing operations.
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