For today’s digital and marketing leaders, investing in a Digital Experience Platform (DXP) such as Optimizely and Opal is no longer just a technology decision, it’s a strategic growth decision.
The goal is not just to implement a CMS or AI-driven platform. It’s to accelerate revenue, improve marketing efficiency, and deliver customer experiences that stand out and scale.
Implementation is only the foundation. The real value is realised when your DXP is used to experiment, personalise, and optimise continuously across every customer and content touchpoint.
Why Optimizely and Opal matter
Optimizely reports that 78% of organisations are now using AI in at least one business function. Opal, its latest agentic AI orchestration layer, sits at the heart of the Optimizely One suite and is designed to help teams move faster, work smarter, and make AI part of everyday execution.
It also reflects a wider market reality. Digital transformation success depends not only on technology but also on strategy, data, and adoption.
If your organisation is considering Optimizely or looking to evolve an existing setup, here are five evidence-based strategies to turn your platform into an AI-powered growth engine that adapts as fast as your business does.
Five strategies for AI-powered growth
Here are five evidence-based strategies to help digital leaders turn Optimizely and Opal into a true engine for AI-powered growth.
1. Define business outcomes before mapping technology
Digital leaders are under growing pressure to demonstrate measurable ROI from every digital investment. Yet, according to BCG, only 25% of organisations realise tangible value from AI and platform technologies, often because implementations are not tied to clear business outcomes.
Before activating any Optimizely capability, define what success means for your organisation. Is your focus increasing campaign conversion rates, improving marketing efficiency, or reducing time-to-market for new propositions?
Your platform architecture, from content modelling and data structure to automation and experimentation workflows, should all align to those objectives.
With Opal, Optimizely now helps bridge that gap. Its AI agents automate strategic tasks such as campaign ideation, content generation, and test planning, helping teams move from strategy to execution with greater speed and alignment.
2. Deliver AI-driven personalisation that builds revenue and trust
Driving growth through relevance is now a top priority. Yet it is also an area where consumer confidence remains fragile. Deloitte reports that over 50% of UK consumers feel uneasy about how AI is used to personalise their digital experiences.
Optimizely’s personalisation engine, now enhanced with Generative AI for dynamic content assembly and predictive targeting, helps digital teams deliver more relevant experiences at scale.
Opal takes this further by orchestrating AI agents that recommend audience segments, generate on-brand content, and analyse behavioural data in real time, all while maintaining governance and authenticity.
To truly succeed, digital leaders must go beyond personalisation tactics and design trust-led personalisation strategies built on transparency, privacy, and purpose. AI should make experiences feel more human, not less.
3. Create a culture of experimentation
In today’s fast-moving digital environment, staying ahead of customer behaviour is critical. However, BCG research shows that fewer than 4% of organisations have scaled experimentation across business functions.
Many are still relying on assumptions rather than validated learning.
Optimizely’s AI-powered experimentation tools simplify and accelerate testing. With Opal, teams can go further by automating test ideation, analysing results, and triggering next-best-action workflows.
This turns experimentation from an occasional activity into a continuous, intelligent feedback loop that strengthens marketing performance and customer experience at every touchpoint.
Embedding experimentation into your operating rhythm builds evidence-based confidence and helps teams make better decisions faster.
4. Make content optimisation the heart of your strategy
According to Deloitte, one of the top five challenges digital leaders face today is understanding which content truly drives value. At the same time, the rise of Generative AI is changing the goal from creating more content to creating content that performs better and faster.
Optimizely’s Generative AI tools allow content teams to experiment with headline variations, summarise long pages, rewrite underperforming copy, and optimise calls-to-action, all within the CMS.
The most successful digital leaders treat content optimisation as a measurable process. They link every asset to a specific stage of the customer journey, such as awareness, conversion, or retention, and use data intelligence to track performance in real time.
Content that performs is content with purpose. The combination of human insight and AI efficiency is now what separates good brands from great ones.
5. Design for agility, not just delivery
The pace of change in digital and AI-driven marketing means that flexibility is now a competitive advantage. Yet BCG highlights that integration challenges and rigid systems remain the number one barrier to scaling AI initiatives.
Optimizely’s Composable DXP architecture solves this challenge. With its API-first model and modular approach, it integrates seamlessly with CRM, CDP, and analytics tools, giving teams the ability to evolve without replatforming.
When implemented effectively, composable design transforms your digital platform from a static system into a strategic enabler that moves with your business and market demands.
Your digital infrastructure should not hold you back, it should help you move forward.
Turning Optimizely and Opal into a growth engine
Optimizely’s latest evolution, which includes agentic AI, generative content tools, and a composable foundation, signals a new era for digital leaders. But as every strategist knows, technology alone does not create transformation.
The organisations that succeed are those that connect platform features with purpose, governance, and experimentation, using data and AI to turn insight into action.
Opal accelerates this by enabling teams to execute with intelligence, automate complexity, and measure impact faster than ever before.
How DotCentric helps drive AI-powered growth
At DotCentric, we partner with digital and marketing leaders to ensure their Optimizely investment drives sustainable growth. We combine expertise in AI strategy, experimentation, and digital experience design to help clients scale with confidence.
Whether you are starting your Optimizely journey or optimising your current setup, we can help you design, test, and prove intelligent workflows that deliver measurable business outcomes.
Ready to turn your platform into a growth engine?
Get in touch with our team for a conversation about how we can help your digital platform work harder and smarter for your business.
