Opticon 2025 Recap: Opal Evolves into Agentic Orchestration AI

Opticon 2025 in New York City was more than a conference — it was a milestone for the digital experience industry. For us at Nishtech, it was an inspiring chance to see Optimizely’s vision unfold, reconnect with customers and partners, and reflect on how human relationships remain at the center of every transformation.

This year’s theme was unmistakable: AI is no longer about isolated tools or assistants — it’s about orchestrating agents into workflows that transform how marketing and digital teams operate.

Opal’s Next Chapter: From AI Assistant to Agentic Orchestration Platform

When Optimizely launched Opal AI last year, it set the foundation for AI-powered content, experimentation, and productivity. At Opticon 2025, we saw Opal take a major step forward: it has matured into a true Agentic Orchestration AI platform.

Here’s what makes this evolution different:

• Workflow Agents: Beyond one-off prompts, Opal now supports orchestrated, multi-step processes — from research to ideation, content creation, compliance checks, and experiment setup.
• Integrated Tools: Opal connects across Optimizely’s CMS, Experimentation, CMP, and Commerce, plus external systems like GA4, ensuring insights flow directly into performance.
• Agent Directory: Dozens of pre-built, production-grade agents can be activated with one click — covering experiment ideation, campaign planning, brand compliance, and accessibility audits.
• No-Code Orchestration: A drag-and-drop interface empowers marketers to design workflows without heavy reliance on developers.
• Governance & Brand Control: Permissions, observability, and brand kits ensure agents deliver compliant, on-brand work with transparency.

Opal is no longer just a toolbox — it’s becoming the operating system for marketing AI.

The Human Side of AI Adoption

One of the most compelling parts of Opticon wasn’t about technology — it was about people.

Optimizely explored with futurist Kian Gohar how to teach Opal as a language, helping teams not just use, but speak agentic workflows. It underscored a vital truth: as AI evolves, success depends less on features and more on human readiness, change management, and trust.

At Nishtech, this resonated deeply. We see our role not just as implementers of technology, but as guides for teams navigating change — equipping them with the skills and confidence to adopt AI-driven workflows safely and effectively.

What This Means for Digital Leaders

Opticon 2025 left us with several clear implications:

• Agentic Workflows Will Redefine Productivity – Manual, repetitive tasks will give way to orchestrated, multi-step workflows.
• Integration Is the Unlock – Clean, connected data flows will be the foundation for success.
• Quick Wins Are Ready Today – Pre-built agents (like compliance checks or experiment planning) deliver value immediately.
• Governance Matters More Than Ever – Audit trails, brand controls, and oversight build trust in automation.
• Human Adoption Will Define Success – Technology moves fast, but organizations that invest in people and change management will win the long game.

Nishtech’s Perspective

For Nishtech, Opticon 2025 reinforced what drives us: an obsession with business outcomes. Our mantra remains clear — Accelerating Outcomes. Powering Experiences.

We don’t see AI as a shiny object. We see it as a catalyst to help clients work smarter, deliver faster, and focus on what matters most — their customers. With Opal’s evolution, we see enormous potential to streamline operations, boost efficiency, and accelerate digital growth across the industries we serve.

Final Thoughts

Opticon 2025 wasn’t about introducing a brand-new AI. It was about showing how Opal has evolved into the orchestration layer for digital teams.

Two truths stood out:

1. Agentic AI is no longer optional — it’s becoming the backbone of modern digital operations.
2. Technology alone isn’t enough — relationships, governance, and human adoption will ultimately define success.

At Nishtech, we’re excited about the possibilities ahead. We see real opportunities to help our clients harness agentic AI to streamline operations, improve efficiency, and accelerate outcomes. And as always, we’ll do it with people at the center — because powering experiences starts with human trust.