Introduction to Opal
Outline
How Opal works
When you ask Opal a question, it follows a structured process behind the scenes.
- Prompt: You enter a request in natural language.
- Enrichment: Opal adds context using platform data, content, and your workspace.
- Agent and tool selection: Opal selects the right agent and supporting tools for your task.
- LLM interaction: The agent communicates with an LLM to generate a response. Opal uses Google Gemini through a business account, so your data is never used to train the model or shared across customers.
- Action execution: If needed, Opal performs actions inside Optimizely using built-in tools.
- Response: You see a tailored response in chat.
Who uses Opal?
These are the key business personas that benefit from Opal.
- Content Marketers: Content marketers can create high-quality, on-brand content in no time using Opal. From campaign copy to blog posts and newsletters, Opal helps generate engaging, personalized content across multiple channels. With automated workflows and performance insights, content marketers can move faster, stay brand aligned, and make data-driven decisions with confidence.
- Experimentation Managers: Experimenters can ideate test plans, develop hypotheses, and analyze results more efficiently with Opal. Whether launching A/B tests or optimizing user journeys, Opal helps identify opportunities, set key metrics, and interpret outcomes with ease. Its intelligent recommendations make experimentation more strategic, scalable, and accessible across teams.
Key capabilities
Optimizely Opal is a purpose-built, unified AI platform, enriched with diverse data sources and designed to scale infinitely. Here are the key capabilities of Opal that simplify and accelerate everyday tasks for marketers and businesses, empowering them to deliver smarter, faster, and more consistent digital experiences.
Chat
With Opal, interaction is intuitive. Simply enter prompts, upload files, and provide direction to leverage AI's capabilities.
Opal preserves chat history, allows for easy search and deletion, and remains consistent across Optimizely platforms.
Tools
Opal is equipped with tools designed for common marketing and digital team use cases.
From web searches to webpage screenshots and file uploads, Opal tools are equipped to perform complex actions with ease.
Instructions
Instructions ensure your AI agents align with your brand and strategy. You can set guidelines, rules, and constraints.
This user-friendly setup also allows you to designate when, where, and how tools should be used, with a simple toggle to turn on/off. No engineering required – it’s simple, plain-English setup so anyone can do it.
Agents
Opal not only enables you to leverage pre-built agents from the Agent Marketplace, but also gives you the flexibility to create your own custom agents tailored to your brand’s unique needs.
Out of the box AI agents are equipped with clear instructions and tools to complete actions on your behalf, enhancing your team's capabilities.
Workflows
You can maximize the effect of Opal by combining multiple agents to work together.
Sequence these specialized agents together (step-by-step or simultaneously) to deliver complete and coordinated outcomes.
Unique attributes
Optimizely Opal is not your average AI. It's agentic, fully autonomous and knows your brand inside out. Powered by hundreds of tools, Opal helps you complete any marketing and digital tasks effortlessly. But there’s much more that sets Opal apart.
- Powered by Gemini: At the core of Opal’s intelligence is Google Gemini, a state-of-the-art Large Language Model (LLM) selected to deliver advanced AI capabilities that enhance your marketing and digital experiences.
- Context and brand aware: Feed Opal your brand guidelines and customer data, and it will generate tailored content aligned with your unique context and brand identity.
- Connected across the workflow: Opal is built right into the tools you use every day in Optimizely One. Unlike add-ons, it's seamlessly embedded in your existing workflows, bringing AI assistance at your fingertips.
- Fully agentic: Opal’s autonomous agents use advanced logic and reasoning to anticipate needs and take proactive action on your behalf, delivering personalized experiences without manual intervention.
- Intelligent tools: Opal is equipped with hundreds of pre-built tools designed to handle a wide range of marketing and digital tasks from content creation, SEO and translation to campaign planning, web research and data analysis.
- Domain expertise: With decades of category leadership, Optimizely brings deep domain expertise to Opal—pushing the boundaries of AI and setting the standard for innovation in digital experience optimization.
Practical use cases
Here's a little glimpse at just a few of the possibilities that could come from Opal AI agents.
Campaign planning
Opal assists with campaign planning, within the Content Marketing Platform (CMP) taking inputs on objectives, target audiences, and key performance indicators (KPIs). It can also assist in generating campaign brief, outlining the campaign's scope, and steps.
Content creation
Opal ideates, drafts, and refines content based on past data and brand guidelines, bringing you relevant ideas quickly. Use Opal chat to generate images and text such as blog posts, social media content, newsletter etc. and keep your assets organized with AI tagging.
Experimentation and Optimization
Opal is trained on best practices from Optimizely's years of experimentation expertise to suggest fresh test ideas. It can build smarter test plans with clear hypotheses, different variations, key metrics, and run time estimates. After tests are launched, Opal analyzes performance data in real time, surfaces analytic insights, and provides actionable recommendations to optimize future experiments and drive continuous improvement.
Project Management
Opal not only takes on tasks but also tracks tasks, deadlines and priorities to make sure you're always up to speed. It simplifies project management by providing tools for task management, workflow automation, and collaboration.
Personalization
Opal ensures each end user receives content and experiences that are uniquely relevant to them. By analyzing user data and behavior in real time, Opal leverages customer segmentation and targeted content strategies to deliver personalized digital experiences tailored to individual preferences and past interactions.
Product tour
Now that you know the attributes and unique features that make Optimizely Opal standout. Visit the links below to get familiar with the Opal user interface.
Wrap up
Congratulations! You have completed the Introduction to Opal course.
You should now be able to:
Understand what Opal is and how it facilitates intelligent automation, content generation, and data-driven decision-making across the Optimizely product suite.
Identify different types of AI agents within Opal and and their roles in supporting your work.
Navigate and interact with Opal’s chat interface to initiate tasks and streamline workflows.
Recognize how Opal leverages your brand and business context to deliver personalized and on-brand recommendations.
