Optimizely unveils platform to streamline AI agent workflows
Optimizely has introduced a new agent orchestration platform as an enhancement to its Optimizely One digital experience platform.
The latest update brings a number of new features to Optimizely Opal, the company's AI engine, aiming to streamline marketing operations by allowing organisations to deploy and manage AI agents, develop custom agents, and orchestrate AI-powered workflows.
Agent capabilities
The platform's new functionality centres around specialised agents that handle key marketing activities. According to Optimizely, these pre-built AI agents can be implemented for tasks such as drafting and scheduling content, checking copy for legal or compliance issues, conducting competitive research, and analysing website performance via integrations like Google Analytics. The agents are designed to work across the company's suite of products, including content management and experimentation tools.
"We know the world of AI is overwhelming, so we've taken on the responsibility to truly understand our customers' challenges and embed AI across our entire platform to move from hype to business benefit. What makes Opal uniquely powerful is the combination of industry-leading context, purpose-built tools, and agentic workflows. Opal might very well be the best piece of engineering from Optimizely ever. The combination of Optimizely One, the best DXP in the market, and Opal, empowers marketing and digital teams to execute at an exponential scale," said Alex Atzberger, CEO of Optimizely.
As part of this release, users are also able to build their own AI agents. Marketers can connect agents to data from existing tools and include custom instructions, which enables agents to access real-time and contextual information relevant to marketing campaigns or processes.
Workflow automation
Optimizely Opal now incorporates a no-code, drag-and-drop interface that enables marketing teams to execute and manage workflow automation visually. With this tool, users can orchestrate complex sequences of AI-powered tasks, co-ordinate agent responsibilities, and deploy ready-made workflow templates that can be customised to suit specific business requirements.
Optimizely states that the new agent orchestration platform is designed to address challenges marketers face when looking to scale and streamline AI adoption within their organisations. By centralising AI agent deployment and workflow management, the platform aims to enable quicker processes at reduced cost.
Integrations and access
Another key feature of Opal's update is its extensible integration capabilities. The new orchestration layer allows third-party tools and data sources to be brought into the environment, meaning that agents can interact with both Optimizely and non-Optimizely systems. Opal also supports access through Slack, allowing teams to bring AI-driven workflows into established communication channels.
The platform's integration with other software aims to facilitate the use of contextual, up-to-date information by AI agents, which can result in more accurate, relevant, and on-brand outputs across marketing activities.
Recent product developments
The unveiling of the agent orchestration platform follows previous enhancements to Optimizely's digital experience solutions, including the introduction of a GEO-ready content management system. The GEO-ready CMS is designed for the era of AI-powered search engines and offers additional optimisation and analytical capabilities. According to the company, these developments are part of a broader effort to accelerate content creation and help marketing teams adapt to shifts in the digital landscape brought about by advances in AI.
The comprehensive approach outlined for Opal aligns with Optimizely's objective of supporting companies in deploying AI to drive efficiency and scale while ensuring the results remain aligned with brand standards and compliance requirements.
The new features, such as drag-and-drop workflow orchestration, custom agent construction, and third-party tool integration, are now available for marketing and digital teams utilising the Optimizely One digital experience platform.
