The Optimizely Platform in 2025 – An Overview
Too many businesses struggle to connect their digital marketing, content, and commerce efforts. They’re stuck cobbling together disparate tools, leading to fragmented customer experiences and missed opportunities. What if you could unite everything - from A/B testing to personalized shopping - on a single, intelligent platform? Enter Optimizely - the top Digital Experience Platform (DXP) leader in the industry (Gartner).
Evolved from its roots as an experimentation leader, Optimizely is now a comprehensive DXP that uses the power of AI to transform how you engage with customers. As the leading AI-first Optimizely partner, we’ll walk through Optimizely’s core capabilities, explain what makes each module powerful, and show why us is the go-to partner for unlocking its full value.
What is Optimizely and what does it do?
Originally known for its industry-leading A/B testing tools, Optimizely has evolved significantly since Episerver acquired it and rebranded in 2021.
Today, it's a fully integrated Digital Experience Platform (DXP) - aka Optimizely One, that helps digital businesses unify content, commerce, personalization, and testing across every digital touchpoint.
Its core capabilities include:
- Experimentation: Run A/B, multivariate, and server-side tests to optimize performance.
- Content Cloud: A marketer-friendly CMS with visual editing tools, omnichannel content marketing capabilities, and built-in AI support. It enables teams to plan, create, and publish content across multiple digital channels.
- Commerce Cloud: A flexible ecommerce platform built for both B2B and B2C.
- Personalization: A real-time Customer Data Platform (CDP) with automated recommendations. Its personalization is well-recognized and recently named a leader in 2025 Gartner Magic Quadrant™ for Personalization Engines.
With such a comprehensive ecosystem, Optimizely empowers not only marketing teams but also product teams to reduce friction in digital workflows, keep pace with evolving customer expectations and drive measurable growth.
Optimizely’s new “Marketing Operating System” - Optimizely One
Key Optimizely products & features in 2025
AI and Opal 2.0
One of the most talked-about new Optimizely features in 2025 is Opal 2.0 - an always-on AI assistant embedded throughout the platform. Opal is no longer just a helpful chat feature; it’s a strategic partner that supports marketers, content creators, and analysts across their daily workflows.
Built on Google’s Gemini AI models, Opal 2.0 uses advanced reasoning to guide teams with campaign planning, experiment design, content creation, and data interpretation. Users can interact with Opal through a chat interface available in every part of the Optimizely ecosystem, from the Content Marketing Platform (CMP) to the experimentation suite.
Optimizely Opal evolves to help marketers scale
A key feature of Opal 2.0 is its use of specialized AI agents. These agents are tailored to specific marketing tasks: content writing, performance analysis, test planning, or personalization.
For example, you can ask Opal to summarize test results, suggest new content, or recommend audience segments - all with outputs tailored to your brand guidelines and historical data.
In order to leverage Opal’s technology, our AI-driven team of expert including Platinum OMVPs, Head of Solution Architect, and certified Optimizely Experiment Strategist... we participated in the Optimizely Opal Hackathon with 5 unique ideas a global competition where Optimizely partners to explore new applications of Opal AI by developing solutions to real-world challenges. With access to Opal’s source code and APIs, our teams focused building AI-powered solutions across CMS, Experimentation, and Commerce Connect for one ultimate goal: supercharing digital experience.
Among those ideas, Sample Size Genie stood out and won the hackathon’s top prize. It simplifies a complex task for experimentation users by automating sample size calculations and baseline estimates, enabling faster, more accurate experiment planning directly within Optimizely. As Optimizely described it, this is a true game-changer for data-driven decision-making.
We’re also proud to share that Sample Size Genie will be showcased during the Opal tools breakout session in the developer track at Opticon, highlighting how innovation at Niteco is making a real impact across the Optimizely ecosystem.
Web & Feature experimentation
Did you know that we leveraged Optimizely experimentation and helped Electrolux achieve 11 times Return on Investment (ROI) and 385% increase in conversion rate (CVR)? That’s what happens when the right tool meets the right expertise.
The right tool here is Optimizely’s web and feature experimentation.
Its experimentation suite supports A/B and multivariate testing, along with full stack server-side experimentation powered by SDKs in JavaScript, Python, Go, Java, and more.
At the heart of it is Stats Engine, developed in collaboration with Stanford University, delivering real-time, statistically sound results. Recently, the experimentation suite has new game-changing features that can take A/B testing and conversion rate optimization to the next level. These include:
- Mutual exclusion groups
- Experience templates with sample code
- Opal AI’s integration to support idea generation and result analysis
Another proof for the power Optimizely Experimentation, in the North America’s region, we leveraged la Vie en Rose’s mobile experience with Optimizely’s experimentation capabilities. Our experimentation with data-led insights led to several new experiences, resulting in:
- A 4.94% year-over-year increase in sitewide click Add to Cart rates.
- The new mobile product listing page Add to Cart button accounting for 14% of all sitewide ATC clicks.
Read more about la Vie en Rose’s success story here.
Make Add-to-Cart button on la Vie en Rose's PDP sticky to increase ATC rates
CMS and digital asset management (content cloud)
Optimizely’s Content Cloud is one of the most established tools in its suite, giving marketing teams the flexibility to create, manage, and optimize content without heavy developer support.
Recognized as a Leader in The Forrester Wave: Content Management Systems, Q1 2025, Optimizely continues to lead in usability and innovation.
Electrolux saw this first-hand when Niteco helped upgrade nearly 100 of their global websites to CMS 12, unlocking faster performance and streamlined content operations.
With close to 100 websites upgraded delivered for Electrolux, they saw huge performance improvements.
At the core of Content Cloud is the intuitive Visual Builder. This on-page, drag-and-drop editor simplifies content creation across campaigns, landing pages, and ecommerce experiences. For brands delivering content across multiple channels, the headless CMS setup supports centralized control with omnichannel reach. Teams can maintain consistency while avoiding duplicated work.
A key enhancement is the embedded Digital Asset Management system. It serves as a central library for images, videos, and other assets. AI handles tagging, cropping, and generating different formats to reduce manual effort and speed up publishing.
Content Cloud also brings intelligence into the process. Built-in AI tracks how content performs and recommends next steps to improve results. With its tight integration into ecommerce, it helps ensure every piece of content contributes to conversions.
Commerce Cloud (B2B & B2C)
Optimizely Commerce Cloud equips brands with a flexible foundation for building advanced ecommerce experiences across both B2B and B2C. It includes product and catalog management, pricing rules, checkout flows, discount engines, and integrations with ERP and PIM systems.
For B2B, features like account hierarchies, custom pricing, and approval workflows help streamline complex purchasing and contract management. On the B2C side, AI-driven tools power real-time product recommendations and dynamic offers based on shopper behavior.
What sets Optimizely apart is the seamless connection between content and commerce. Marketers can update product detail pages, launch campaigns, and personalize experiences without developer support, speeding up go-to-market efforts.
Campaign automation and merchandising insights give teams visibility into what’s working and help them react quickly. Whether you’re modernizing operations or scaling across markets, Optimizely development gives you the control and agility to move faster and convert smarter.
Read more about how we helped NorthShore Care Supply optimize their commerce experience with Optimizely.
Optimizely data platform (CDP & Personalization)
One of the most impactful Optimizely features introduced in recent years stems from its acquisition of Zaius. This became the foundation of the Optimizely Data Platform (ODP), which powers unified customer profiles and real-time segmentation. As outlined in our overview of ODP, it brings all customer data together in one place to fuel smarter, faster decisions.
ODP allows marketers to build dynamic audiences based on behavior, transactions, demographics, and more - all in real time. These audiences can then be activated across the entire Optimizely ecosystem, from content and commerce to experimentation. With every campaign or test, teams can personalize messaging and offers to match specific user intent.
- Its personalization engine powers product and content recommendations across web and email. Integrated with Optimizely Campaign, teams can also tailor messages via email and SMS for seamless cross-channel engagement.
- Built-in analytics track performance, helping teams refine experiences and drive long-term customer value through data-backed personalization.
You can see how this works in practice in our recent breakdown of how Optimizely personalization boosts ecommerce sales.
Four essential pillars of building a personalization strategy by Optimizely
Optimizely content marketing platform
Optimizely’s Content Marketing Platform (CMP) helps teams stay organized, move faster, and create content that performs. It brings everything into one place: from planning and collaboration to production and performance tracking.
CMP has become a central workspace for marketing execution. Teams can manage content calendars, assign tasks, and work together across departments and regions. Built-in workflows keep things moving smoothly from first draft to final approval.
Where CMP really shines is in how it connects with the rest of the Optimizely ecosystem. Content flows directly into the CMS, can be personalized using data from the Optimizely Data Platform, and is test-ready through Experimentation. That means less duplication and more impact.
AI is also built in. Opal AI supports content planning, brief generation, and performance analysis so teams focus on what matters. For a closer look at how CMP improves efficiency, read our article.
Partnering with Niteco for seamless Optimizely implementation
With over 150 certified professionals, we’re the largest and most experienced Optimizely partner worldwide. Our full-stack expertise covers every module in the Optimizely ecosystem, from CMS and Commerce to CMP, Experimentation, and Personalization.
Switching to the latest version of Optimizely is now smoother with Niteco’s AI-powered Upgrade Accelerator - the first of its kind on the market. It streamlines the migration process by analyzing your existing implementation, identifying compatibility issues, and generating automated upgrade paths that reduce time, risk, and manual effort.
One example is our work with Primitives by Kathy. Using AI-first approach, we helped the brand upgrade from an outdated platform to the latest enterprise-grade Optimizely version, delivering faster performance and page speed, stronger security, and a solid foundation for future scalability.
We will also be featured at Opticon 2025, sharing AI-driven insights and real-world results from our work with global clients. Moreover, we’re bringing an exclusive Free AI readiness audit and adoption roadmap for Opticon New York attendees. Secure your slot with us and we will help you find out the safest path to AI transformation.
Conclusion
Optimizely has evolved far beyond a simple CMS and experimentation; it’s now an AI-powered, data-driven Digital Experience Platform that unifies content, commerce, personalization, and testing in a single ecosystem. For businesses asking “what is Optimizely” in 2025, the answer is clear: it’s a unified solution for digital growth.
With deep platform expertise and the largest certified team worldwide, Niteco delivers seamless Optimizely implementation and upgrade support. Ready to take the next step? Reach out for a consultation or connect with us at Opticon 2025!
FAQs
You can manage content, run ecommerce, personalize experiences, and test ideas - all in one AI-powered platform designed for speed, flexibility, and measurable growth.
Opal is Optimizely’s AI assistant. It helps teams generate content, plan experiments, interpret results, and automate routine tasks across the platform.
Optimizely Commerce Cloud supports B2B and B2C with tools for product management, checkout, pricing, and AI-driven personalization across all channels.
