Opal 2.0 Agentic AI: What’s New for Marketing Teams?

Content marketing teams that use Optimizely have a new tool in their digital experience kit: Opal 2.0. Optimizely’s recently released agentic AI version of its Opal assistant goes beyond simple tasks to automate complex workflows, using specialized brand knowledge to provide what Optimizely calls “an infinite workforce.” This is exciting news that promises to streamline and accelerate the way marketing teams create digital experiences.

It’s also exciting to see Optimizely deploying the kind of agentic technology that we at Rightpoint see as the future of work. However, because AI assistants and agents are such new tools, it’s not always clear how to use them most effectively. So, let’s get up to speed on how Opal works within Optimizely and what it can do for your team now.

Key Takeaways

• Optimizely’s Opal AI agent is embedded across the entire Optimizely platform.

• Opal 1.0 handles generative tasks like creating ideas, content, and tags.

• The newly released Opal 2.0 adds the ability to handle multi-step processes like market research and campaign orchestration.

How Does Opal AI Work in Optimizely?

Optimizely’s original AI offering was Opal 1.0, a generative AI tool. Now, Optimizely is giving Opal 2.0 agentic AI capabilities across all its platforms. Opal is built into Optimizely’s products, so you don’t need to buy or integrate anything else to get the benefit of AI in Optimizely’s digital experience platform (DXP), content management system (CMS), or customer data platform (CDP).

Practically speaking, Opal can function as a chatbot assistant that generates answers to your questions and generates content like tags, web copy, and images. Opal can also do much more now, because its agentic capabilities allow it to automate and orchestrate processes, as if Opal were a member of your team. Together, Opal’s generative and agentic AI tools can reshape the way your team works.

Opal’s CMS Capabilities

Within the Optimizely CMS, you can use Opal for ideation and creation of content like web pages, blog posts, and images that align with your brand voice and visual identity. Train Opal on your brand assets and guidelines, and then use it to quickly generate content that sounds like it’s coming from your brand.

Within your DAM, Opal can automatically analyze uploaded images to generate alternative text for accessibility and SEO. Using Opal this way can fix one of the most common site optimization errors: More than 55% of website homepages were missing alternative text in February 2025.

Opal can also generate images based on the content of a page in your DAM or CMS. For example, if you’re writing a blog post about Optimizely Opal, Opal can read the content of your page and generate an image that matches what you’re saying. Teams often use these images as placeholders to help speed up content entry tasks.

As an AI agent, Opal can build on these generative tasks to automate end-to-end content creation. For example, you could ask Opal to generate topic or category pages for your site, run them through the workflow, send them for approval, and then publish the approved pages. This allows content creation at scale and at a pace that makes real-time site optimization possible.

Opal and the Optimizely Data Platform

When the Optimizely Data Platform is connected to your website, Opal can analyze real-time user behavior and automatically create a segment for each user. Segmentation has always been a manual process, but Opal handles it without human intervention to provide highly personalized product and service recommendations based on how users interact with the website. This takes a major, ongoing workload off your team’s task list.

Opal for Experimentation

Ideation is one of the most time-consuming parts of experimentation. Opal can accelerate it, using existing data to suggest relevant hypotheses and then auto-generate multiple copy variations for the headline, button text, or other page element you want to test. Then, Opal can help create comprehensive test plans using those hypotheses to identify metrics to track and estimate experiment run times. Opal can also analyze the results, so you can make site updates faster to reflect ongoing user preferences.

Opal 2.0’s specialized agents

Optimizely has also created a set of Opal agents specific to different marketing processes, including:

• Campaign management: Tell Opal what you need, then let your agent draft a campaign brief and run activities based on it.

• Keyword research: Opal can generate relevant keyword variations based on the target keywords you provide.

• Market research: Opal can use what it knows about your brand, customers, and goals to uncover market data you can use to refine your strategies and improve your content.

• Personalization research: In addition to segmenting your customers based on real-time and historical activity, Opal can analyze segments that offer your brand the highest opportunity so you can optimize your engagement with those groups.

• Video transcription: To drive reach and accessibility, Opal can automatically transcribe your video content to text, provide subtitles, and translate those subtitles and transcripts into other languages.

Optimizely Opal and the future of digital experience

Working with Opal can make your marketing team more effective and efficient, freeing more time for creativity and strategy. Opal is also a great resource for learning how to work and experiment with agentic AI, which will eventually be a part of virtually every workflow and process across organizations.

The time to start working with AI agents like Opal is now. As one of just five global Optimizely Premier Platinum Partners, Rightpoint is ready to help your team get the most from Opal and Optimizely. Contact us to learn how we can apply our expertise to your organization’s digital experience goals.