Optimizely Opal and AI features
26 min
Optimizely Opal is an agent orchestration platform that helps you work smarter across Optimizely One. Opal is directly connected to your workflows, fully aware of your brand, and powered by hundreds of tools to assist with marketing and digital tasks. Usage of Opal features incurs credit charges.
In addition to Opal, Optimizely continues to develop various AI and machine learning (ML) features embedded across its product suite. These features do not incur Opal credit charges. For information on the differences between Optimizely Opal and generative AI, see the blog article, Opal vs Regular GenAI: A Deep Dive.
For users on Opti ID, administrators can turn off all applicable Optimizely Opal and AI features from Admin Center > Settings > Generative AIAdmin Center > Settings > Generative AI. Users without Opti ID are not eligible for Optimizely Opal. To turn off a product's AI features, refer to the documentation for that product.
For a full list of Optimizely Opal and included AI and ML features for specific products, see the following links.
Usage and billing update
Effective May 7, 2025, access to Optimizely Opal features across Content Marketing Platform, Web Experimentation, Feature Experimentation, Personalization, Content Management System (SaaS), Collaboration, and Optimizely Data Platform will transition to a credit-based usage and billing model.
Optimizely Opal
Usage of Opal features incurs credit charges.
Prerequisites
- You must use Opti IDOpti ID to access Opal.
- You must have generative AI enabled in Optimizely.
Optimizely Opal app
Opal administrators can extend Opal's base capabilities and
- Create custom skills for their organizations.
- Create custom agents with specialized agents.
- Add system toolssystem tools.
- Create custom toolscustom tools.
- Add connector tools to Opal from third-parties through Optimizely Connect Platform (OCP).
- Integrate other platformsIntegrate other platforms.
- View Opal agent usage using Optimizely Reporting.
Opal users and administrators can
- Chat with Optimizely Opal and view their chat history.
Optimizely Analytics
- Chat with Mark.Chat with Mark.
- Interpret and summarize the data in your explorationsInterpret and summarize the data in your explorations.
- Generate explorations using natural language.Generate explorations using natural language..
- Analyze an Agent Visibility Analytics dashboardAgent Visibility Analytics dashboard to get a report of trends, anomalies, and insights from your dashboard data using the Agent Visibility Analytics Insights agentAgent Visibility Analytics Insights agent.
- Use system tools for Optimizely AnalyticsUse system tools for Optimizely Analytics.
Campaign
- Optimizely Opal Chat for CampaignOptimizely Opal Chat for Campaign.
- Use System tools for CampaignSystem tools for Campaign.
- Translate the full content (body, subject, preview, and alt-texts) of a specific email using the Email Content Translation agentEmail Content Translation agent.
- Send Opal newsletter content from Optimizely Campaign to get structured feedback and detailed recommendations for improvement using the Email Optimization agentEmail Optimization agent.
- Create three highly effective pairs of subject lines and preview texts (focusing on urgency, curiosity, and benefit) using the Subject & Preview Text Ideation agentSubject & Preview Text Ideation agent.
- Analyze provided email content to suggest accessible alt-text and titles for the images included using the Image Metadata Ideation agentImage Metadata Ideation agent.
- Analyze and compares email campaign performance using key performance indicators (KPIs) to identify success factors and performance differences with the Email Performance Comparison agentEmail Performance Comparison agent.
Collaboration
- Use Opal Opal to write experimentation plans and suggest hypotheses and variations.
- Use AI to refineUse AI to refine variations and written briefs.
Commerce Connect
- Chat with Optimizely OpalChat with Optimizely Opal.
- Translate individual products and variantsTranslate individual products and variants.
- Bulk translate catalog contentBulk translate catalog content.
- Build and configure product promotions using the Product Promotion agentProduct Promotion agent.
Configured Commerce
- Chat with Optimizely OpalChat with Optimizely Opal.
- Map job step fields with Optimizely OpalMap job step fields with Optimizely Opal.
- Use System tools for Configured CommerceSystem tools for Configured Commerce.
- Create product restriction groups in Configured Commerce through a step-by-step wizard using the Restriction Group Creation agentRestriction Group Creation agent.
Content Marketing Platform (CMP)
- Chat with Optimizely OpalChat with Optimizely Opal.
- Generate AI contentGenerate AI content for a task.
- Get writing assistanceGet writing assistance.
- Translate content into a locale using the omnichannel editorTranslate content into a locale using the omnichannel editor.
- Use AI Campaign kits to create campaignsUse AI Campaign kits to create campaigns.
- Get a curated list of keywords to maximize content visibility and search traffic using the Keyword Research agentKeyword Research agent.
Content Management System (PaaS)
CMS 12
- Chat with Optimizely OpalChat with Optimizely Opal.
CMS 13
- Chat with OpalChat with Opal.
- Build a content model from a URL or an image using the Content Model Creation agent for CMS 13.
- Enhance your content's visibility and LLM discoverability by automatically identifying opportunities for structured data markup using the GEO Schema Optimization agent for CMS 13.
- Analyze your CMS 13 webpages and generate optimized SEO metadata, including meta titles, descriptions, and OpenGraph tags using the SEO Metadata Implementation agent for CMS 13.
- Use Available tools for CMS 13Available tools for CMS 13
- Analyze a document, image, or URL and creates a content item of a specified content type automatically using the Page Builder agent for CMS 13.
- Analyze existing content of a specified CMS 13 (PaaS) content type and produce a markdown instruction set for creating content of that type using the Content Analysis agent for CMS 13.
Content Management System (SaaS)
- Chat with Optimizely OpalChat with Optimizely Opal.
- Create content models automatically by having Opal analyze URLs or images using the Content Model Creation agent (CMS SaaS).
- Identify, sort by last edit date, and help resolve duplicate and outdated content (in terms of content guidelines as reference) across a website in CMS (SaaS) using the Content Analysis agent (CMS SaaS) agent.
- Enhance the visibility and Large Language Model (LLM) discoverability of your CMS (SaaS) content by automatically identifying opportunities for structured data markup with the GEO Schema Optimization agent (CMS SaaS).
- Evaluate existing SEO properties, identify optimization opportunities, recommend improvements, and upon your approval, create or update SEO metadata fields in your CMS (SaaS) instance with the SEO Metadata Implementation agent (CMS SaaS).
- Analyze document, image, or URL and creates a content item of a specified content type using the Page Builder agent (CMS SaaS).
- Analyze CMS (SaaS) content of a specified content type to identify structural patterns and produce a reusable instruction set using the Content Analysis agent (CMS 13).
- Work with blueprints your team already maintains or create new ones by asking Opal which blueprints exist or whether you have one for a particular purpose. See Work with OpalWork with Opal in the CMS (SaaS) blueprint documentation.
- Ask Opal to list your existing categories or look up a specific one. Opal can also create, update, and remove categories, including nested categories under a parent. Describe the organization you want instead of configuring each category by hand. See Ask Opal to maintain categoriesAsk Opal to maintain categories.
Content Recommendations
- Use the system tools to retrieve the highest-performing content items, gather performance metrics for the most engaging topics, and analyze the performance of the recommendation widget.
Feature Experimentation
- Chat with Optimizely OpalChat with Optimizely Opal.
- Brainstorm ideas for flag variablesvariables.
- Brainstorm ideas for flag variations.variations.
- Summarize experiment resultsSummarize experiment results.
- Get test ideas.Get test ideas.
- Run a pre-launch experiment review that examines your A/B test configuration and provides recommended changes to maximize your odds of reaching statistical significance using the Experiment Review agentExperiment Review agent.
- Use the Experimentation Program OverviewExperimentation Program Overview agent to create a report on your Feature Experimentation program performance, including top experiment and win rate data.
- Compare competitor webpages against your own using the Competitive Webpage Analysis agentCompetitive Webpage Analysis agent.
- Detect conflicts between a proposed experiment and any live experiments in the same project with the Experiment Conflict Checker agentExperiment Conflict Checker agent.
- Use the Experiment Value Estimator agentExperiment Value Estimator agent to generate a stakeholder-ready report with the projected annualized impact of rolling out a winning experiment variation.
- Analyze a Feature Experimentation project and generate a read-only HTML governance report using the Feature Experimentation Governance agentFeature Experimentation Governance agent.
- Generate a portable SKILL.md file to implement a Feature Experimentation flag in a codebase with the Feature Flag Implementation agentFeature Flag Implementation agent.
- Analyze your Feature Experimentation projects and view an interactive dashboard with your projects health using the Experiment Program Health Review agentExperiment Program Health Review agent.
- Generate an executive value report from Optimizely Program Reporting for Experimentation using the Experiment Program Value Analysis agentExperiment Program Value Analysis agent.
Opti ID Admin Center
- Monitor Optimizely Opal credit billing and tracking.credit billing and tracking.
- Receive Optimizely Opal credit usage notifications.credit usage notifications.
- Turn off Optimizely Opal and included AI features.Turn off Optimizely Opal and included AI features.
Optimizely Data Platform (ODP)
- Generate a summary of a customer's event historyGenerate a summary of a customer's event history.
- Create Opal-suggested real-time audiencesCreate Opal-suggested real-time audiences.
- Get answers about an ODP real-time audience, its purpose, how it overlaps with other audiences to achieve your stated goal, and other general troubleshooting queries, or create and update real-time audiences, using the Real-Time Audience Builder agent
- Use the Standard Audience Builder agent to build and troubleshoot ODP audiences through natural language.
ODP + Optimizely Content Recommendations
Important
Optimizely Opal is available only to United States–based ODP + Content Recommendations customers.
- Enable generative AI topic enrichment Enable generative AI topic enrichment for customer records.
Personalization
- Chat with Optimizely OpalChat with Optimizely Opal.
- Summarize descriptions for variations.Summarize descriptions for variations.
- Generate copy suggestionsGenerate copy suggestions for variations in the Visual Editor.
- Modify and update existing website elements, create new ones, and generate and apply enhancement suggestions using the AI variation development agentAI variation development agent.
Product Information Management (PIM)
- Chat with Optimizely OpalChat with Optimizely Opal.
- Use toolstools to retrieve general statistics from the Dashboard.
Product Recommendations
- Use the system tools to do the following:
- Configure and manage your high-level workspace, including selecting the active site, regional settings, and foundational configurations.
- View and retrieve the algorithms, categories, attributes, and product sets available for configuring recommendations on your site.
- Define the layout and scaffolding of your website to prepare it for recommendation widgets.
- Create, review, and manage the actual recommendation blocks (widgets) shown to the end user.
- Analyze the success, engagement, and revenue impact of your product recommendations.
Web Experimentation
- Chat with Optimizely OpalChat with Optimizely Opal.
- Summarize descriptions for variationsSummarize descriptions for variations.
- Generate copy suggestionsGenerate copy suggestions for variations in the Visual Editor.
- Summarize experiment resultsSummarize experiment results.
- Get test ideasGet test ideas.
- Modify and update existing website elements, create new ones, and generate and apply enhancement suggestions using the AI variation development agentAI variation development agent.
- Run a pre-launch experiment review that checks your experiment configuration and sends recommended changes to maximize your odds of reaching statistical significance using the Experiment Review AgentExperiment Review Agent.
- Use the Experimentation Program OverviewExperimentation Program Overview agent to create a report on your Web Experimentation program performance, including top experiment and win rate data.
- Use Idea builderIdea builder to generate specific, actionable experiment ideas based on your page, goal, and research using Opal.
- Compare competitor webpages against your own using the Competitive Webpage Analysis agentCompetitive Webpage Analysis agent.
- Detect conflicts between a proposed experiment and any live experiments in the same project with the Experiment Conflict Checker agentExperiment Conflict Checker agent.
- Use the Experiment Value Estimator agentExperiment Value Estimator agent to generate a stakeholder-ready report with the projected annualized impact of rolling out a winning experiment variation.
- Generate an executive value report from Optimizely Program Reporting for Experimentation using the Experiment Program Value Analysis agentExperiment Program Value Analysis agent.
MCP servers
Model Context Protocol (MCP) is an open standard that connects AI clients to external tools and data. Optimizely MCP servers let your AI client access your Optimizely data and act on it through natural-language requests, so you can query and manage your Optimizely products without leaving the client.
You need an MCP-compatible AI client, such as Claude Desktop, Cursor, or Visual Studio Code. Select a server from the following list for connection instructions:
- Optimizely Analytics MCP server overviewOptimizely Analytics MCP server overview
- Optimizely Experimentation MCP server overviewOptimizely Experimentation MCP server overview
- CMS (SaaS) MCP server overviewCMS (SaaS) MCP server overview
Included generative AI features
These features do not incur Opal credit charges.
Commerce Connect
Note
When Optimizely Opal is available for Commerce Connect, these features may transition and incur credit charges.
- Generate textGenerate text for a product property.
Content Marketing Platform
- Generate AI imagesGenerate AI images from a task.
- Ask AI to write marketing plans and suggest meta-descriptions, keywords, and so on. (For only customers who are not on Opti ID.)
Collaboration
- Bring your own AI (BYOAI) to deploy your own LLM or AI engines to generate content.
Product Information Management (PIM)
Note
When Optimizely Opal is available for Product Information Management, these features may transition and incur credit charges.
- Generate product descriptionsGenerate product descriptions.
- Automatically translate product detailsAutomatically translate product details.
Included machine learning features
These features do not incur Opal credit charges.
Content Recommendations
- Uses Natural Language Processing (NLP)Uses Natural Language Processing (NLP) to match the content that shares the greatest similarity of an individual user's profile in real time.
- Identify content gaps and saturation points using NLPIdentify content gaps and saturation points using NLP with the Insights dashboard.
- Generate real-time interest profilesGenerate real-time interest profiles based on content consumption.
Digital Asset Management (DAM)
- Automatically suggests tagsAutomatically suggests tags for uploaded images based on machine-learning algorithms.
- Generate cropped variationsGenerate cropped variations of images in the library using an automatic smart focal point.
Feature Experimentation
- Uses Stats EngineUses Stats Engine algorithms to reduce errors and get faster experiment results.
- Uses Stats AcceleratorUses Stats Accelerator machine-learning algorithms to manipulate traffic distribution and minimize time to statistical significance.
- Uses a multi-arm bandit (MAB)Uses a multi-arm bandit (MAB) intelligent algorithm to identify top-performing variations and funnel more visitors to the best-performing variation to drive higher conversions.
Optimizely Data Platform
- Prevent churn and win back customersPrevent churn and win back customers using ODP's customer win-back model, which shows the relationship between days since engagement and the likelihood of remaining your customer.
- Use the Predicted Time Until Next Order reportUse the Predicted Time Until Next Order report to evaluate customer data from the last 180 days to predict a customer's likelihood to order in the next 42 days. This report uses the Order Likelihood and Days Until Next Order modeled attributesOrder Likelihood and Days Until Next Order modeled attributes.
Optimizely Graph
- Enable semantic searchEnable semantic search to return similar vocabulary results.
Personalization
- Use Stats EngineUse Stats Engine algorithms to reduce errors and get faster experiment results.
- Use Stats AcceleratorUse Stats Accelerator machine-learning algorithms to manipulate traffic distribution and minimize time to statistical significance.
- Use a multi-arm bandit (MAB)Use a multi-arm bandit (MAB) intelligent algorithm to identify top-performing variations and funnel more visitors to the best-performing variation to drive higher conversions.
- Create a predicted intent audience condition using adaptive audiencesadaptive audiences that capture a percentage of your visitors most interested in a specific topic.
Product Recommendations
- Uses Optimizely's algorithms to examine visitor behavior and recommend productsexamine visitor behavior and recommend products.
Web Experimentation
- Use Stats EngineUse Stats Engine algorithms to reduce errors and get faster experiment results.
- Use Stats AcceleratorUse Stats Accelerator machine-learning algorithms to manipulate traffic distribution and minimize time to statistical significance.
- Use a multi-arm bandit (MAB)Use a multi-arm bandit (MAB) intelligent algorithm to identify top-performing variations and funnel more visitors to the best-performing variation to drive higher conversions.
- Create a predicted intent audience condition using adaptive audiencesadaptive audiences that capture a percentage of your visitors most interested in a specific topic.
- Use contextual banditsUse contextual bandits to deliver personalized variations to each user by dynamically reallocating traffic based on the primary metric and user attributes.
Note
If you use Opti ID, administrators can turn off generative AI in the Opti ID Admin Center. See Turn generative AI off across Optimizely applicationsTurn generative AI off across Optimizely applications.