Optimizely Opal Fuels Marketers with Powerful AI Agents via Google's Gemini Enterprise

We’re in the “All Agents, All the Time” era. 

You know it. I know it. 

And it’s not just the persistent media and marketing hype cycle. Agents are sometimes ambient by nature, running continuously in the background to monitor event streams, anticipate needs, and act autonomously without waiting for direct user prompts.

So they are, quite literally, doing their thing all the time. No coffee breaks, just constant workaholics – and that’s creating some incredible efficiencies for marketers and brands.

We’re still in the early days of the “agentic revolution” (can I use that phrase?), but it’s already yielding some tangible results. I’ve been speaking to numerous agencies and enterprises over the last few weeks, and there’s a growing fervor surrounding agents and how they can be harnessed in meaningful ways.

A lot of the discussion has revolved around the orchestration platforms needed to perform this job, and Optimizely's Opal is often at the top of the list. Designed with marketers in mind, Opal allows you to create AI agents for almost any use case imaginable and build intricate workflows that can impact your experiments, accelerate your campaign lifecycles, and drive more business.

In my recent post-Opticon conversation with Optimizely’s SVP of Product, Kevin Li, we talked at length about the importance of customizable workflows, and how Optimizely has been doubling down on delivering an elegant and robust experience that really juices productivity.

“As we talk to customers, they’re really excited about the whole workflow aspect,” he said. “How we get to the 10x, 20x productivity gains lies in workflow, so we're excited about the ability to build your own workflows with the agents themselves to actually go get more work done.”

Expanding the scope and reach of Opal has clearly been a key objective for Optimizely, and now they’re tapping Google as a force multiplier. The DXP just announced that it is now integrated with Gemini Enterprise, Google Cloud’s new platform that enables teams to discover, create, share, and run AI agents in a single destination. 

With pre-built and custom agents, drag-and-drop workflow design, and Gemini-powered reasoning, Opal can help teams scale marketing performance faster and with greater precision. The combined offering – available via the Google Cloud Marketplace – will unify data across systems while Opal analyzes it to recommend and even execute personalized marketing campaigns.

Optimizely Opal in the Google Cloud Marketplace. Source: Google Cloud Marketplace

"We're entering an era where marketing teams need more than just individual AI tools – they need orchestrated intelligence that can adapt, learn, and execute across their entire workflow," said Jessica Dannemann, Chief Partner Officer at Optimizely. “By bringing Opal to the Google Cloud Marketplace, we're making it easier than ever for businesses to access the AI-powered marketing capabilities they need to create exceptional customer experiences.”

Advanced reasoning powered by Google Gemini models

Gemini Enterprise is designed to bring Google's most advanced AI models to businesses to address a variety of workflows. It functions as a kind of central interface for users to interact with AI by querying company data, automating tasks using pre-built or custom AI agents, and creating content. 

Gemini Enterprise offers an array of features, including a no-code workbench for creating custom agents, secure connections to company data across different platforms, and a governance framework for managing agents and auditing their use. 

Powered by Google’s Gemini models, Opal’s integration will deliver powerful reasoning capabilities for sophisticated analysis of both text and visuals, powering marketers with essential insights to drive smarter, faster campaign decisions. 

Giving marketers more control while breaking down data silos

By bringing their technologies together, Optimizely and Google Cloud are tackling two of the biggest challenges that marketers face: fragmented customer data and the difficulty of personalizing content at scale.

Through Opal’s integration with Gemini Enterprise, marketers can break down barriers between search, assistance, and intelligent agents. Gemini Enterprise’s extensive network of third-party agents and data connections also allows Opal users to access a holistic view of customers, drawing information from various enterprise systems to enrich the marketing experience.

"Bringing Optimizely’s agent to Google Cloud provides customers with powerful new tools to advance their digital transformation goals,” said Dai Vu, Managing Director, Marketplace & ISV GTM Programs at Google Cloud. “We’re excited to expand our work with Optimizely and see how customers use the Opal agent technology to innovate and help marketers break down data silos.”

Harnessing an Agent2Agent interoperability architecture

Agents are starting to work together, and the real potential lies with these agent-to-agent interactions. With Optimizely and Google’s integrated offering, marketers can now harness the power of Agent2Agent (A2A) capabilities – unleashing an integrated library of tools that allow teams to design and execute automated, effective, and personalized campaigns at scale.

Announced in April, Google’s A2A protocol marshals a standardized set of design principles from a wide range of industry-leading technology partners. The architecture enables seamless, real-time collaboration between AI systems, eliminating manual data transfers and allowing for complex, automated workflows. A2A focuses on core agentic functions, tight security, and the ambient ability to handle long-running tasks (they keep going and going). It’s also host-agnostic, so it can support agents regardless of how or where they are built.

But A2A is also about collaboration, enabling agents to join forces. For marketers, this could mean skipping the Red Bull and instead leaning on agents to perform urgent tasks like industry research overnight – so they have the insights they need to develop rock-solid campaigns as soon as they start their workday. 

Opal debuted in the Google Cloud Marketplace in July. With this new integration, Optimizely and Google Cloud are deepening their collaboration with an A2A-powered architecture that enables real-time collaboration between the two AI systems. Opal itself runs on Google’s Gemini models, giving marketing teams powerful, advanced reasoning to analyze complex data and generate intelligent, personalized campaign recommendations.

Pricing

Optimizely Opal can be purchased through the Google Cloud Marketplace via a Private Offer. That's cloud lexicon for contacting Optimizely’s sales to obtain a custom quote. Cloud marketplace listings can be somewhat nebulous at times (that's true of them all), particularly if the product isn't a direct SaaS or subscription model within your account. That said, the listing page does offer access to resources like tutorials and documentation to get things started. 

The verdict

The hyperscalers have been a well for hydrating AI scalability, but Google in particular has been prolific with its Gemini foundation models (although recent outages aside, AWS Bedrock is making notable progress with its Amazon Nova models). Optimizely already runs on Gemini, so that’s clearly accelerating the innovation arc and gaming the efficiencies.

Regardless of the AI wizardry under the hood, the real key here is marketers – and Opal is already delivering the kind of frictionless, low-code, drag-and-drop workflow capabilities that are helping them unlock the value of AI. This new integration is evolving that value, connecting Opal’s marketing intelligence with Gemini Enterprise’s network of agents and data sources to provide a unified view of the customer journey. 

From a tactical perspective, the coordination between the two systems is giving marketing teams the ability to build and run personalized campaigns with greater automation, allowing them to focus on other tasks with creative or strategic imperatives. This, of course, is the real promise of AI: reducing the cognitive load for marketers, who are struggling to manage a multitude of tools in an ever-increasing stack of complexity. 

There continues to be a lot of AI washing out there, but Optimizely’s roadmap still looks promising in the Opal department, particularly within the scope of its Optimizely One and CMP ecosystems. One of the smartest things they did to validate the use cases and outcomes with Opal was publishing a Benchmark Report that details how marketers are actually using it – and where it’s paying off. 

The dimensions of this new integration are certainly worth a look if you’re in the “All Agents, All the Time” mode. I’m not sure it can deliver a four-day work week for marketers, but this integration could help lighten the load. 

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