Optimizely's Mark Eting

Optimizely Opal is now Agent Platform. So who is Mark?

Optimizely has renamed its Opal AI product and introduced 'Mark'. But Mark is not actually a replacement for Opal. Confused? Our own Mark explains...

Mark MacSmith

15 October 2026

3 minute read

Optimizely has renamed Opal to Agent Platform, and its AI now goes by Mark. In short, Mark is the AI you chat to, and Agent Platform is where you build AI agents that do the work. Want the detail? Read on.

What was Opal?

Opal was Optimizely's AI, and for many people it was the chat window inside the product.

Customers used it for much more than chat. By May 2026, Optimizely said nearly 1700 companies used Opal. Customers had built more than 4000 of their own agents. More than 97 percent of activity came from agents customers built themselves.

What changed?

Optimizely announced the change around Camp Opticon in New York, and the new names took effect in September 2026.

Agent Platform is the new name for the whole platform. It's a no-code place to build agents, chain them into workflows and set the rules around them. Developers can add custom tools too. Optimizely's Agent Platform lists 50+ pre-built agents to start from.

Mark is the name for the AI itself and the chat you talk to. It also covers three other offerings, and not all of them are out yet:

Why the rename matters

The names now match the use cases.

'Opal' suggested an assistant that answers when asked. 'Agent Platform' says what teams are actually doing. They're building agents that take a task and hand back a finished result.

Optimizely has also dropped the DXP label and now calls itself 'the AI platform for marketing'. President of Optimizely, Shafqat Islam, framed it as an escape from 'pilot purgatory', where AI trials never become everyday work.

What it means for your team

This is a name change, not a rebuild. If you use Opal today, you're already on Agent Platform.

Three things are worth knowing:

  • Your CMS version matters. On Optimizely CMS 12 you get Mark's chat window. You don't get the agents that create or edit content. Those need CMS 13 or CMS (SaaS).
  • Usage runs on credits. The more work you hand to agents, the more credits you use.
  • Some features are still arriving. Mark's own models are 'coming soon'.

What to do next

Start with one marketing workflow, not the whole Agent platform. Good places to begin include:

  • a content team that wants to produce more
  • a marketing team bogged down in compliance and approvals
  • an experimentation program ready to scale
  • a multi-market brand with heavy translation work.

Before you get started, make sure you load your brand guidelines and tone of voice documentation as agent inputs, so the output sounds like you.

Pick one from that list and ask Mark to recommend an agent. Check the result against what a person would have produced. If it holds up, add the next workflow. 

Not sure which workflow to start with? Talk to us...

Want to tap into the expertise of a multi-award winning Optimizely Solution Partner?

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