Posted by: Jeroen Wijdeven
11 November 2025
Optimizely's new Opal platform introduces a practical form of agentic AI—multiple intelligent agents that collaborate to automate marketing, content, and experimentation workflows. At Growcreate, we help agencies and enterprises deploy Opal to deliver measurable results across Optimizely CMS, CMP, and Experimentation.
This guide explains how Opal works, why agentic AI matters, and how our certified developers bring it to life.
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What is Optimizely Opal?
Optimizely Opal is the AI orchestration layer inside Optimizely One—an integrated digital experience platform that blends CMS, CMP, Experimentation, and Data Platform capabilities.
Unlike standalone AI tools, Opal is fully embedded across Optimizely products. It uses specialised agents—autonomous components trained for specific marketing and development tasks—to automate, analyse, and optimise digital experiences.
Opal credits guide
Each interaction in Opal is powered by credits, consumed whenever the platform connects to its secure LLM (Google Gemini Business).
Opal's orchestration approach enables marketers and developers to orchestrate agents into workflows that plan campaigns, generate content, localise assets, and analyse results all within the Optimizely interface.
How AI agents and agentic AI differ
The terms sound similar but represent distinct stages of AI maturity:
- AI agents are intelligent assistants designed to perform specific, repeatable tasks like generating headlines, transcribing video, or analysing test results.
- Agentic AI, on the other hand, is an ecosystem of cooperating agents that plan, coordinate, and execute multiple steps toward a goal.
Within Opal, this agentic approach means one workflow can research keywords, draft content, translate pages, and publish variations without human re-entry between steps.
| Type | Description | Example |
|---|---|---|
| Simple Assistants | Execute straightforward actions based on prompts. | “Summarise this article.” |
| Specialised Agents | Offer expert context in one domain. | “Optimise metadata for SEO.” |
| Workflow / Autonomous Agents | Manage multi-step processes and integrate systems. | “Build, review, and publish a campaign with approvals.” |
Agentic AI = orchestration, not automation.
It's what makes Opal a collaborative digital workforce inside your Optimizely instance.
Growcreate's Support. Enhance. Evolve. framework
Growcreate applies a proven framework to help agencies and brands adopt and scale Opal across their digital ecosystem.
| Phase | Focus | Example Outcomes |
|---|---|---|
| Support | Configure, secure, and stabilise Optimizely Opal across CMS, CMP, and Experimentation. | 99.99% uptime 0 critical errors 6 h → 30 min content cycle time |
| Enhance | Optimise workflows, pipelines, and analytics for measurable ROI. | +43% faster publishing –40% MTTR +22% campaign velocity |
| Evolve | Build adaptive, agentic AI frameworks that learn and scale. | 3× faster experimentation +18% conversion 100% governance compliance |
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Who's behind the innovation
Renée van Liempt – Opal Developer Accreditation
Renée was one of the first developers in Europe to achieve the Optimizely Opal Developer Accreditation, having gained extensive experience in .NET and Azure.
"Opal gives developers and marketers real power to scale," Renée explains. "It connects creativity with automation—letting teams design intelligent systems rather than just write code."
Jeroen Wijdeven – Optimizely MVP
As an Optimizely MVP and veteran Azure architect, Jeroen leads Growcreate's engineering and innovation practice as CTO.
"Agentic AI changes how teams deliver value. Our job is to make it secure, measurable, and simple to use."
His team combines expertise in Optimizely and Azure DevOps to build robust, compliant environments for Opal deployments.
Growcreate is ISO 27001 and Cyber Essentials certified, ensuring all AI and data operations meet enterprise-grade security standards.
What Opal can do today
| Category | Example Agents | Benefit |
|---|---|---|
| Content Creation |
|
Build briefs and campaigns 60 % faster |
| Experimentation |
|
Shorten testing cycles and improve statistical significance |
| Personalisation |
|
Design and target high-value audience segments |
| Compliance & QA |
|
Maintain consistency and reduce review cycles |
| Automation |
|
Automate cross-platform tasks with no code |
Opal works natively across Optimizely CMS (SaaS and PaaS), CMP, Feature Experimentation, and Commerce Connect. It can also integrate with Azure, Salesforce or Dynamics.
How Growcreate implements Opal
Our Opal deployment roadmap combines technical setup, governance, and enablement.
- Discovery and Readiness Audit – Review data, security and workflow maturity.
- Opal Configuration – Set up agents, credits and workspace roles.
- Workflow Design – Map content and experiment lifecycles into orchestrated processes.
- Pilot Launch – Run controlled experiments with reporting dashboards.
- Enablement & Training – Upskill teams on prompt engineering, metrics, and governance.
Every rollout includes compliance checks under ISO 27001, Cyber Essentials, and GDPR, allowing clients to innovate with confidence.
Book an Opal discovery session
Compliance, security and trust
Optimizely's enterprise AI runs in governed environments using Google Gemini Business, ensuring data isolation and compliance with GDPR, ISO 27001, and SOC 2 standards.
Growcreate extends this protection through:
- Azure DevOps governance and access control
- Regular penetration testing
- 24/7 support for uptime and incident response
Start your Opal journey
Adopting Opal is a strategy for building smarter digital ecosystems.
Growcreate's certified team helps you design workflows, integrate AI safely, and measure outcomes transparently.
Let's release the full potential of agentic AI inside Optimizely One.
FAQs
Opal is an AI agent orchestration platform within Optimizely One that automates content, marketing, and experimentation workflows. Read the overview
Traditional AI performs tasks in isolation. Agentic AI coordinates multiple agents that plan and adapt across systems to deliver outcomes end-to-end.
Yes. Opal runs on Optimizely's governed infrastructure, and Growcreate adds ISO 27001 and Cyber Essentials controls for full assurance.
Each interaction that triggers an AI call consumes credits, pooled across all Optimizely products. Opal credits explained →
Opal operates across CMS (SaaS + PaaS), CMP, Feature Experimentation, Personalisation, and Optimizely Data Platform.
Full list of AI features
Enterprises and agencies that already use multiple Optimizely products and want to scale through automation and intelligence.