Opal drives record AI adoption in marketing, boosts workflow scale

Optimizely has reported record adoption of its agent orchestration platform for marketers, Opal, two years after its launch.

Since its debut, Opal has become the fastest-growing product in the company's portfolio, now supporting nearly 10,000 artificial intelligence-driven marketing actions each day. This represents a tenfold increase since its significant transformation in May 2025. The platform's adoption has now extended to more than 50 countries, with the United States, United Kingdom, and Australia leading in usage.

Global reach

Optimizely stated that hundreds of customers rely on Opal agents to enhance workflows in content creation, experimentation, commerce, and personalisation. According to the company, user demographics show that most adoption occurs in the US (41.1%), followed by the UK (16.2%) and Australia (7.6%). Industries such as retail (17.4%), software (11.8%), and financial services (9.6%) are among the most prominent adopters, while the platform continues to gain attention from healthcare (3.2%) and education (3.6%) sectors.

Digital maturity levels among customers are varied. Optimizely reports that high maturity organisations represent 51.2% of Opal users, with medium and low maturity practices accounting for 37.1% and 11.6% respectively.

AI-driven outcomes

The company published The 2025 Optimizely Opal AI Benchmark Report to highlight the measurable results achieved by nearly 900 adopters and across 47,000 interactions. The findings indicate that Opal experimentation users run 78.7% more experiments, launch 24.1% more personalisation campaigns, and increase win rates by 9.3%. Teams have increased campaign volume by 17.1% and task volume by 12.8%, while also cutting campaign completion time by 53.7% and task completion time by 15.4%. Content engagement is up 7.4%, with 52.6% and 89.5% adoption rates for Opal-generated images and text, respectively.

"AI is redefining how marketing and digital teams create and deliver value. With Opal, customers can tap into the infinite potential of agent orchestration, turning AI from hype into real, measurable impact, and in doing so, open entirely new ways to scale their work. The strong adoption we're seeing proves this isn't just a vision, it's a real shift that is giving teams the confidence to create and innovate faster."

That comment was made by Rupali Jain, Chief Product Officer at Optimizely.

Customer perspectives

Anna Downs, Digital Personalisation Manager at The North Face, commented on her team's experience with Opal, stating, "The North Face team has loved using Opal to accelerate our testing velocity and expand our personalisation capabilities. Because Opal understands the context of what's happening within the platform, we've been able to streamline test setups, troubleshoot custom code, and move faster with limited resources. It's become a key part of keeping our experimentation program nimble, efficient, and effective."

Muqtadaa Miandara, Principal, Digital Growth at Upbound Group, also described Opal's impact: "Opal has taken a lot of the busywork out of experimentation for our team. We use it to analyse test results faster, generate tailored summaries for emails and slides, and even suggest next steps for future iterations. By feeding Opal our business context, including funnels, conversion KPIs and custom instructions, we're able to produce content that's more relevant to each audience which frees up our time to focus more on strategy."

Platform updates

Optimizely continues to expand Opal's capabilities. Recent updates include a library of pre-built AI agents, tools for creating custom agents, and a drag-and-drop interface for building tailored agent workflows. The company has introduced new integrations with Google Analytics, Figma, Canvas, and other popular tools, enhancing interoperability with existing marketing systems.

Additionally, the introduction of Canvas provides an interactive workspace where customers can collaborate with Opal directly. Specialised agents such as GEO, Heatmap Analysis, Test Plan Creation, Results Summary Reports, and Content Modelling for CMS have also been launched, addressing specific needs in marketing data analysis and workflow automation.

These developments are part of Optimizely's broader strategy to offer AI-accelerated workflows enabling marketing teams to deliver measurable results across the content lifecycle. The company continues to target organisations across various industries and maturity levels.