Optimizely, the leading digital experience platform (DXP) provider, is expanding its AI marketing capabilities. The company announced that Optimizely Opal, its agent orchestration platform, now integrates with Google Cloud’s Gemini Enterprise, a unified AI agent platform for discovering, creating, and running intelligent agents.

This integration addresses two persistent challenges for marketers: fragmented customer data and difficulty in delivering personalized campaigns at scale. By combining Opal with Gemini Enterprise, marketing teams can analyze enterprise-wide data, generate actionable insights, and even automate campaign execution.

Unleashing Agent-to-Agent Marketing Intelligence

Opal’s Agent2Agent (A2A) capabilities allow AI agents to collaborate seamlessly across systems. Marketers can now design workflows where agents gather, analyze, and act on customer data in real time. This approach eliminates manual data handling and accelerates campaign execution.

Powered by Google’s Gemini models, Opal delivers advanced reasoning over text and visual data. The integration enables sophisticated analysis of large datasets from multiple sources, offering insights that drive smarter and faster marketing decisions.

"We're entering an era where marketing teams need orchestrated intelligence that adapts, learns, and executes across workflows," said Jessica Dannemann, Chief Partner Officer at Optimizely. "Opal in the Google Cloud Marketplace makes AI marketing capabilities accessible and scalable for businesses."

Breaking Down Data Silos

Gemini Enterprise provides a network of third-party agents and integrations that unify data from dozens of enterprise systems. By connecting Opal to this ecosystem, marketers gain a holistic view of customers, enabling campaigns informed by complete, accurate, and real-time data.

This integration simplifies workflows, allowing teams to automate complex tasks such as industry research, content personalization, and performance monitoring. Agents operate continuously, providing insights overnight and ensuring marketers start their day with actionable intelligence.

Agent2Agent Interoperability Architecture

The A2A architecture enables real-time collaboration between AI systems. Agents can interact, share insights, and coordinate actions, removing the need for manual intervention. The architecture is host-agnostic, supporting diverse agent types and deployment models, which ensures flexibility for enterprise environments.

This innovation transforms Opal from a data analyzer into a fully orchestrated AI marketing assistant, capable of managing campaigns from insight generation to execution.

Driving Smarter, Faster Marketing

The integration empowers marketing teams to:

• Automate campaign execution: Agents can trigger personalized campaigns based on customer behavior and data insights.

• Enhance personalization at scale: Real-time analysis across multiple systems improves targeting and relevance.

• Accelerate decision-making: Continuous agent collaboration provides ready-to-use insights each morning.

• Unify marketing data: Eliminate silos and ensure consistency across global enterprise systems.

"Bringing Optimizely's agent to Google Cloud provides customers powerful new tools to advance digital transformation," said Dai Vu, Managing Director, Marketplace & ISV GTM Programs at Google Cloud. "The integration helps marketers break down data silos and innovate faster."

The Bigger Picture

With Opal’s July debut in the Google Cloud Marketplace, this deepened integration signals a growing trend: AI-driven orchestration is becoming central to marketing operations. Enterprises that adopt these agent-to-agent systems can not only optimize workflows but also create more intelligent, adaptive, and personalized campaigns.

By combining Optimizely’s AI expertise with Gemini Enterprise’s unified data capabilities, the partnership enables marketing teams to operate at a scale and speed previously unattainable, transforming data into actionable insights and measurable results.

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