Optimizely Opal

What is Optimizely Opal? 

Opal is Optimizely’s integrated AI tool, described as an ‘agent orchestration platform for marketers’. So what exactly does that mean? And what benefits can busy marketers get from Opal if they are currently using, or investigating, the Optimizely enterprise CMS platform?

What can Opal do for you?

Overarchingly Opal is an AI tool designed to support the orchestration of digital workflows and take the grunt work out of repetitive digital marketing tasks. Embedded into the Optimizely platform, Opal has the capacity to process a huge amount of data at the press of a button. 

This level of support ensures marketers can be more nimble, executing content production and data-based decision making in seconds. This can lead to some very tempting performance opportunities such as a potential 79 percent increase in experimentation, 54 percent faster campaign completion, and a 9 percent increase in win rates (Optimizely AI benchmark report 2025). While not exhaustive, some high level ways in which Opal supports the marketer are:

Content creation and management

• Drafting campaign briefs, blog posts, social media posts or general content (in your organisation's tone of voice and tailored to your audience personas)
• Personalising content
• Translation and localisation of content
• Image generation
• Digital asset management (DAM).

Experimentation

• Suggesting experimentations such as A/B tests
• Variation and generation of content for testing
• Analysing data performance and providing optimisation recommendations.

SEO and GEO

• Turning keywords into SEO strategies
• Audit and optimisation of content for AI LLMs
• Online research on provided URLs.

Automation and task management

• Automating autonomous workflows where you link multiple agents to conduct complex multi-step processes
• Creating automated AI agents for specific tasks such as sentiment analysis or keyword research to improve discoverability of your content
• Data insights in response to conversational style questions.

How can Luminary help you with Optimizely Opal?

As an Optimizely Platinum Partner, Luminary can support your organisation in setting your team up for success to get the most out of everything that Opal has to offer. Some of the ways that we can help are:

• Mapping existing business processes around content and looking at how Opal can assist (better content governance, better brand consistency, content operations) 
• Helping with best practice prompt creation in Opal 
• Helping you set up Tools and Agents
• Helping you set up Agents to optimise your content
• Helping you build Opal Workflows
• Campaign optimisation
• Continuous improvement processes with Opal – measuring impact and optimising on an ongoing basis 
• Training your team on how to use it.