Optimizely Opal no longer exists under that name. In September 2026 Optimizely split Opal into four parts: the Optimizely Agent Platform, where AI agents and workflows are built and run; Mark AI, a family of models trained for marketing tasks; Mark-IQ, the data layer that gives the AI your own context; and Mark-Bench, an open benchmark for AI-generated marketing. At the same time, Optimizely launched Virtual Teammates, AI agents with defined marketing roles, and began describing itself as an AI platform for marketing rather than a digital experience platform.
If you used Opal, nothing has disappeared: the agents, chat and workflows carry on under the new names, and Opal Chat is now called Mark. This guide explains what each part is, what it can do across the Optimizely suite, how it is licensed and how to get started.
Optimizely introduced Opal in 2023 as an AI assistant across its products, then built it into a platform for creating and orchestrating AI agents. By 2026 it had grown beyond a single assistant, so Optimizely renamed it to reflect what it had become:
| Name | What it is |
|---|---|
| Optimizely Agent Platform | The platform where AI agents, chat and multi-step workflows are created, run and governed across the Optimizely suite |
| Mark AI | A family of AI models trained specifically for marketing tasks |
| Mark-IQ | The data layer that draws on your organisation’s own context, including experimentation history and web analytics, so you don’t have to re-explain your brand in every prompt |
| Mark-Bench | An open-source benchmark for AI-generated marketing, covering 285 tasks across 15 marketing functions |
| Virtual Teammates | AI agents with defined roles and permissions, such as Chief of Staff, SEO and AI Search Analyst, Marketing Analyst, Personalization Strategist and CRO Manager |
On Optimizely CMS, the Agent Platform works with SaaS CMS and with CMS 13 on Optimizely’s DXP cloud (not self-hosted installs), which connects to it through Opti ID and uses Optimizely Graph to give the AI access to your content. Our guide to Optimizely CMS 13 explains how.
Mark AI models are trained for marketing work such as writing campaign copy, press releases and emails, rather than being general-purpose models. Optimizely says they deliver better marketing results at a lower cost than general frontier models. Treat those claims with some care for now: they come from early testing on Optimizely’s own benchmark, and the models were announced as coming soon and aren’t generally available yet. For now, Mark runs on third-party models such as Google Gemini. Mark-IQ is the more immediately practical part, because it brings your own experimentation results and analytics into the AI’s context.
Optimizely’s AI is sold separately from its products. It is charged in usage credits. Each instance gets 200 free credits a month until 31 December 2026, which Optimizely can change, and heavier use needs a paid credit plan. Our Optimizely pricing guide explains how it fits into overall costs.
Building agents is no longer the hard part. The organisations getting value from the Agent Platform are the ones that decide who reviews AI output, who signs it off and how it is measured. Before you scale up:
Work with an Optimizely Platinum Solution Partner. Remarkable became the UK’s first Optimizely (Episerver) partner in 1995, and our team has won more than 10 OMVP awards over the years. Find out how we help on our Optimizely partner page, or get an Optimizely quote.
In September 2026 Optimizely renamed Opal and split it into four parts: the Optimizely Agent Platform, Mark AI, Mark-IQ and Mark-Bench. The agents, chat and workflows Opal provided continue under the new names.
Partly. Opal Chat is now called Mark, so Mark is the AI assistant you chat with. Mark AI is also the name of Optimizely’s own marketing-trained models, which are coming soon, and Mark-IQ is the data layer. The platform Opal became is the Optimizely Agent Platform.
Virtual Teammates are AI agents with defined marketing roles and permissions, launched in August 2026. The first roles include Chief of Staff, SEO and AI Search Analyst, Marketing Analyst, Personalization Strategist and CRO Manager.
Only a small allowance. Usage is charged in credits, and each instance gets 200 free credits a month until 31 December 2026.
It works across the suite, including Optimizely SaaS CMS and CMS 13 on Optimizely’s DXP cloud, the Content Marketing Platform, Web and Feature Experimentation, Optimizely Data Platform and Commerce Connect.
