Measuring the value of Optimizely's Opal AI to drive adoption and impact

From assistant to orchestrator: Measuring the real impact of Opal AI 

Over the past two years, Optimizely’s Opal AI has come a long way. What began as a helpful generative assistant in CMS 11 has grown into a system that can coordinate teams of AI agents working together across the digital experience workflow and stack. 

This evolution signals a new phase in digital operations. We are moving from human-led automation to AI-augmented orchestration, where intelligence is distributed across systems and workflows. 

The key question: How do we measure value? 

As this capability matures, one question becomes increasingly important for any organisation exploring AI: 

How do we measure its value in a way that drives understanding and adoption across teams? 

AI adoption will struggle if it is only viewed as a technical experiment or a cost-saving tool. The real opportunity lies in making value visible and measurable. That means showing how AI saves time, improves quality, and creates new opportunities. When teams can see the impact in their own work, adoption becomes natural. It stops being a directive and starts gaining momentum on its own. 

Introducing the Opal Impact Assessment 

This is why we created the Opal Impact Assessment. It goes beyond estimating ROI. It brings teams into the process of defining what value means for them. 

By involving stakeholders from marketing, content, data, and development, and helping them build their own use cases, organisations create a shared understanding of impact. This collaborative approach makes the concept of value more relevant and grounded in real work. 

Measuring value where work happens 

Opal is integrated across the Optimizely ecosystem, including the Content Marketing Platform, CMS, Data Platform, and Experimentation tools. This allows measurement to happen directly within the tools teams already use. 

AI can now analyse campaign performance, suggest ideas for optimisation, and even create and test content variants. Opal agents are also connecting with external systems such as CRM, analytics, and commerce platforms. This focus on interoperability turns Opal into a smart layer that links the entire digital value chain. 

From helping to orchestrating 

We are quickly moving from AI that helps humans perform tasks to AI agents that work together to deliver outcomes. 

These orchestrations can support multi-step workflows. For example, Opal can help ideate, draft, review, and publish a piece of content based on performance data, all with human oversight. This is what we call “the human in the loop.” 

The next wave of ROI will come not from isolated tasks but from connected systems of intelligence that enhance human capability and collaboration across the organisation. 

Explore the shift with Netcel 

At Netcel, we are helping organisations explore this shift through our Opal AI Impact Assessment. It is a structured way to identify high-value use cases, quantify potential impact, and align teams around measurable outcomes. These are the foundations for meaningful and scalable AI adoption. 

And if you are not using Opal AI yet, that is completely fine. The Impact Assessment is model-agnostic and works with other LLMs too. The digital value chain is becoming the ideal environment to demonstrate the value of AI in your organisation, and we are here to help you make that case. 

Unlock measurable results with Optimizely's Opal AI today