Optimizely Debuts Industry-First Marketing Operating System At Opticon 2023

Optimizely, a digital experience platform provider, just announced a new operating system for marketing practitioners built on its industry-leading DXP: Optimizely One. 

Comprised of Optimizely’s seamlessly integrated, best-of-breed capabilities – all built with modern SaaS – Optimizely One offers a highly composable architecture, giving organizations the flexibility to choose exactly what they need in their marketing ecosystem. 

Optimizely One is enriched through a single, unified workflow accelerated by AI, making it simple for marketers to create, manage, deliver, and optimize content all in one place. Secure and scalable, Optimizely One provides teams with the future-proof stack they need to create and optimize digital experiences for their customers.

“Marketing is the only remaining enterprise function that doesn’t have a go-to platform, so we designed Optimizely One to be the operating system for marketers,” said Alex Atzberger, CEO of Optimizely. “Content is at the core of every digital experience, and Optimizely One provides exactly what marketers need to orchestrate their content, monetize experiences and experiment across all touchpoints – all enriched through smart workflows and accelerated by AI. The time is now for companies to seize the opportunity to reinvent how marketing, product and growth teams work together to create content-driven digital experiences.”

The announcement was made during Opticon 2023, the company's annual conference, which is being held this week in San Diego.

Creating choice in a composable world

Up until now, the market has had to make a difficult choice: build a stack that caters more to developers (think open and highly customizable but complex) or practitioners. This challenge has resulted in disparate point solutions that create a lot of overhead costs and disjointed workflows. 

Additionally, with AI rapidly evolving and its value exponentially growing, it has never been more important to streamline the way content gets created and data gets actioned.
 
With Optimizely One, customers now have the ability to build a truly composable stack. The platform is fully SaaS, fully decoupled, and highly composable – empowering teams to compose what they need on their own terms. 

One of the new capabilities is a CMS SaaS Core for designing entire web experiences with a low/no-code interface. Users benefit from automatic upgrades, SLAs, and managed services. Optimizely One also features Graph capabilities for aggregating content from any source, managing it from a single hub, and delivering it to any channel, app, or device.

Additionally, users will have access to a Visual Experience Builder, where they can apply pre-built templates and customer data to create and preview engaging experiences via an all-new, user-friendly editor. 

A Unified Workflow also connects teams via a fully integrated workflow – from planning to analysis – all based on a single, unified platform. This allows users to log in once and seamlessly navigate across all Optimizely applications. The new Workflow features Experiment Collaboration for managing every aspect of your testing and optimization programs with a purpose-built tool, and Omnichannel Authoring for creating content once and pulling it into multiple content types and formats for delivery across channels. 

Accelerating digital experiences with the power of AI

While AI has been weaving its way into Optimizely over the last year, it's making a big splash in Optimizely One. The platform embeds both native and external AI capabilities into the entire marketing lifecycle, helping teams work faster and make better decisions. 

One of the big reveals in Optimizely One is the introduction of Opal, a new identity for Optimizely's AI. By engaging with this service, users can surface insights, review recommendations, create new content, and leverage an AI co-pilot when needed. 

Optimizely also announced a solution partnership with Writer, a full-stack generative AI platform for enterprises. Combined with the Optimizely Content Marketing Platform (CMP), Writer will provide customers with sophisticated language learning models (LLMs) within the context of their existing marketing workflows. 

With a strong AI offering that meets B2B needs, the partnership will allow joint customers of Optimizely and Writer to finally harness the power of AI by leveraging the Writer platform to develop content that is relevant, compliant, and consistent with their existing brand tone and voice. 

Expanding leadership in experimentation and optimization 

Optimizely leverages powerful experimentation capabilities, comprehensive digital commerce tools, and intuitive content management to enable exceptional customer experiences for over 10,000 of the world’s top brands. Proven by its 8 leader recognitions from analyst firms in the last 24 months, Optimizely continues to deliver the industry’s best digital experience solutions 

With the addition of Optimizely One – and the introduction of new AI capabilities – the company sees tremendous potential for customers across the marketing and digital lifecycle.

“We’re continually reinventing the way marketers work, so they can more easily deliver exceptional digital experiences to their customers and drive maximum business impact without having to make any tradeoffs,” said Rupali Jain, Chief Product Officer at Optimizely. “Optimizely One is a shared operating system that gives teams unprecedented levels of transparency, flexibility, and simplicity to manage their entire marketing lifecycle. With the guidance of Opal and the power of experimentation data, every part of the lifecycle is rooted in science.”