Opal Is Here to Make Your Marketing Life Easier (Finally)

Let’s be honest, marketing isn't a straight line. It's a non-linear set of interactions with your customers across many touchpoints. Despite that, the tooling and process for a marketer can be a continuous optimization loop. You spark an idea, plan a campaign, crank out the work, launch it into the world, analyze how it went, catalog the results in a roadmap, and then, if you're anything like me, immediately start over with a bunch of new ideas and no time to breathe. That’s where Opal, Optimizely’s AI agent, steps in, and with its new Workforce update, Opal isn’t just helpful, it's a full-on partner every step of the way.

We're not talking about some basic chatbot or a pop-up assistant that disappears when things get tough, as you’re building out a campaign plan, trying to think of an experiment, or staring at your screen trying to interpret results. Opal is built differently. It’s what Optimizely calls an AI agent, which means it actually works with you as a collaborative partner, not just suggesting what you might do. That’s the big difference: Optimizely Opal takes action, not just notes.

Let me tell you more of the ways Opal really shines.

Ideation

Stuck staring at a blank page? Opal has tools that help you brainstorm campaign ideas, social captions, blog structures (kinda like this one), and more. You can plug in your brand’s tone of voice and goals, and it’ll churn out things that actually sound like you. It's like having a super smart intern who already knows your whole content playbook.

Planning

Optimizely Opal doesn’t just dump ideas on your lap and leave. It helps build briefs, outlines timelines, and aligns content to your strategy. And with the new Workforce update, you can spin up multiple agents with specific tasks, like one for SEO planning, one for email calendars, and another for research. It’s like cloning your best team members, minus the PTO requests.

Implementation

This is where it gets real. With Opal, you can create content in your CMS, auto-fill product pages, generate copy variations for testing, create visuals that are on brand, and more. It works across Optimizely tools, so it fits right in if you already use Content Marketing Platform (CMP) or Web Experimentation. You can even ask it something like "make me a variant for this headline based on the following SEO keywords" and it just...does. 

Analysis

Opal doesn't just stop once you hit publish. You can loop it back in when the data starts flowing for all your campaigns. It can help surface insights from experiments, flag underperforming content, and even suggest what to try next. No need to comb through a spreadsheet to figure out what happened, Opal’s already a few steps ahead.

Looping Back Around

Marketing is a loop, and Optimizely Opal gets that. It’s designed to improve with you. Every campaign, every test, every win (or fail), helps train the system to make smarter suggestions next time.

If you’re a marketer wearing 14 hats and juggling deadlines, Opal might become your favorite teammate. It’s not perfect, but it’s fast, it’s smart, and it’s surprisingly good at sounding human. It doesn't matter if you're a team of one, new to Optimizely, looking for a little help, or a large team working across a highly integrated MarTech stack that needs to bring massive organizational context into the system. With the new Workforce update, the future isn’t “AI might help me one day,” it’s “AI is helping me today.”

At its core, Opal is built to support marketers through the entire content journey, from sparking ideas to planning, execution, and analysis, then looping back to do it all again. What makes it different is that it doesn’t just suggest, it helps do the work. The way I like to approach new tools is a lot like the model Sesame Street now uses in their newer episodes:

• I wonder… 
• What if... 
• Let’s try! 

That mindset is baked into how Optimizely Opal works. It’s not about perfection, it’s about experimenting, learning, and improving every step of the way.

We’re in a time when marketing never really stops, and having a partner like Optimizely Opal isn’t just helpful, it’s transformative. From sparking ideas to analyzing performance, Opal works alongside you every step of the way. With the new Workforce update, it’s not just about AI-enhanced campaigns, it’s about AI-empowered collaboration and execution.

If you're ready to work smarter, move faster, and finally have an AI partner that helps do the work, not just suggest it, Optimizely Opal is here to help. Our team at Velir is ready to assist you with deploying Opal and teaching you how to maximize Opal’s potential to save your organization valuable time and money. So, contact us today to get started.