AI Agents and why they matter for marketing optimisation
Amid the hype, countless teams are stuck at the same point, dabbling with generative AI tools, waiting for a breakthrough, unsure what real transformation is supposed to look like. But quietly, another path is opening up, one that’s not about chasing moonshots, but about putting AI to work in small effective measurable ways.
If you’re serious about getting AI right, start where you can control it. Start where you can measure it. Start where you already have structured processes, a known data environment, and clear KPIs. Start in Digital Marketing Operations.
Why Marketing Ops is the smartest place to start
Marketing operations sits at the intersection of content, technology, process, and performance: the perfect conditions for AI experimentation. It’s where campaign workflows, asset production, personalisation logic, and analytics already come together.
This makes it the ideal nursery for AI agents. These emerging, intelligent tools go beyond content generation to actually execute on tasks, make decisions, and drive outcomes.
Want to see if AI can really save time?
Test it on content routing, brief intake, tagging, or campaign QA.
Want to prove better engagement?
Train agents on your own data and brand guidelines and use them to tailor landing pages or CTAs in flight.
Want to scale personalisation without burning out your team?
Deploy agents within Optimizely’s workflows and let them optimise variations based on performance in real time.
This isn’t theory. It’s happening. And it’s measurable.
Why the shift to agents matters now
DXP platforms like Optimizely have already given digital teams the tools to optimise content, personalise journeys, and test almost everything. However, layering AI agents into this system changes the game. They don’t just help you do more. They help your systems think and act on your terms.
With the release of Opal v2, Optimizely’s AI orchestration layer now enables agent-based workflows that are measurable, scalable, differentiating, risk managed, and surprisingly straightforward to get started with
What leaders need now: less ambition, more action
At our upcoming webinar, we’ll show how platforms like Optimizely Opal v2 are helping marketing operations teams turn big AI visions into small, safe experiments that create a foundation of evidence and a case for future investment and scaling.
We’ll explore:
- What AI agents are and how they work within the marketing stack
- How to define a narrow, meaningful AI use case
- Why ring-fencing pilots inside existing platforms (like Optimizely) keeps them safe, fast, and aligned
- Where real-world teams are already using AI agents to improve both customer engagement and internal efficiency
Our advice: lead with operations, scale with confidence
Marketing operations isn’t just a place to start, it’s the place to prove real value. When you show AI driving value in workflows your business already understands, you build internal trust. You get leadership buy-in. You learn what works. And you create a path to scale.
Too many AI projects collapse under the weight of abstraction. But when the proof is in the process, the conversation changes from “should we use AI?” to “where else can we use it?”
Next steps:
Join us for 'From AI Ambition to Action: AI Agents and Digital Marketing Operations'
45 minutes of straight talking, clear guidance, and practical next steps.
You don't need to be an AI expert. You just need to be willing to ask:
What’s the smallest thing we could automate—safely, clearly, and measurably—starting this month?
We’ll help you understand the potential of AI agents, how they can help your business, how Optimizely Opal is a great place to start, and how to develop a plan to prove value.