Optimizely last week hosted its annual Opticon conference, where the digital experience platform (DXP) provider announced an expanded partnership with Google Cloud, increasing access to Google Gemini models, marketing workflows, and data warehouse analytics.

The company has also launched AI agents across the entire marketing workflow, accessed through Opal, the embedded AI assistant across Optimizely One, which can be defined for any marketing scenario.

The AI marketing agents are powered by Google’s Gemini models and enriched by a variety of sources such as unique company information, brand guidelines, existing content, and custom instructions. Since its introduction last year, Opal has seen a 500% increase in adoption among existing Optimizely customers.

Chief Product Officer at Optimizely, Rupali Jain, said: "These Opal advancements are a game-changer for marketers, revolutionising how they harness AI across their everyday tasks. Our suite of tools empowers teams to craft unforgettable, personalised experiences with unprecedented efficiency. As AI adoption continues to surge, Optimizely is at the forefront, equipping marketers with everything they need to dominate in a digital-first world."

In addition, Optimizely has developed an AI Playbook to offer practical guidance on how to implement and leverage AI into marketing strategies. The company recently acquired NetSpring, the data-warehouse native analytics leader, which has pre-built connections to Google Cloud’s BigQuery.

CTO at Optimizely, Aniel Sud, said: "As more organisations embrace AI solutions, they seek products from trusted vendors with a proven track record of innovation and security. We chose to integrate our DXP with Google’s Gemini models given its performance and so that our customers can comfortably adopt AI to easily and significantly accelerate efficiency – especially when it comes to creating high-quality content faster."

Optimizely's industry-leading Content Marketing Platform (CMP) is now available on Google Cloud Marketplace. Alphabet’s own Google Fiber group is leveraging Optimizely to enhance its digital experience.

General Manager of Startups and AI Business at Google, James Lee, said: "We're excited to collaborate with Optimizely to expand the reach of Gemini models within their DXP as more customers rely on Google Cloud's secure, global infrastructure. By leveraging Gemini Models, Optimizely empowers marketers with advanced AI integrations that enhance content quality and streamline workflows throughout the entire content lifecycle."