Unlock Insights at the Point of Action using Optimizely Opal

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By Dan Persson, VP Technology at Material

For ambitious brands, the path to smarter growth starts with a deep understanding of their customers. At Material, we’ve built our purpose on this very idea – that customer insights are the foundation of a truly differentiated company. But good research isn’t enough on its own. Its true, measurable value is unlocked when it is put into the hands of the marketers who need it, exactly when they need it. This is how insights move from a report on a shelf to a real-world force that drives impact.

The Power of Agentic AI

While many of us are now familiar with using generative AI like ChatGPT or Gemini in our daily work, a new, more powerful form of AI is emerging. Our partner, Optimizely, has been at the forefront of this shift with their agentic AI solution, Opal. Unlike a general-purpose AI, Opal is built with a unique advantage: it has context for your organization, your content and your martech ecosystem. This means that, on top of understanding conversations, it can also take action on them directly within your marketing tools.

This week at Opticon 2025, Optimizely is taking this a step further with the launch of Agent Orchestration. This enhancement to Opal allows for custom integrations with what Optimizely calles systems of insight and systems of action. Through integration with systems of insight, sources of organizational research and data, Opal’s responses can better incorporate your organization’s context when assisting the marketing team. Through integration with systems of asction, tools that assist authors or deliver customer engagement across channels, Opal can better orchestrate campaigns on behalf of the marketer.

Material’s Muse and the Seamless Integration with Opal

This is a very exciting moment for us at Material. We’ve been building our own generative AI solution, Muse, specifically designed to take all the qualitative and quantitative research we do – from segmentation studies to customer experience research, personas and journeys – and make it accessible. With Muse, our clients can interact with synthetic audiences that are a reflection of their own research. This allows them to test and adjust content and campaigns in ways that ensure they engage customers optimally.

With early partner access to Optimizely’s new launch, we’ve already been able to integrate our Muse solution with Opal. This powerful combination allows users of the tool to test content in real-time with their exact target persona. The results of a significant research investment are no longer siloed; they’re put directly into the hands of the marketers who craft campaigns.

Consider the following conversation with Opal.

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By uniting our deep customer insights and proprietary AI tools with Optimizely’s agentic AI, we are ensuring that brands can deliver the right message to the right person at the right time. This isn’t just a technological advancement; it’s a new way of working that transforms how marketers leverage intelligence to create impact.

Material’s AI consulting team can help you leverage an understanding of your customers to engage and retain, growing your business. Reach out today to learn more about how our innovations in AI can help you strengthen your customer connections.

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