Opticon 2025 made one thing abundantly clear: the AI revolution is here, and it’s moving faster than anyone expected. Artificial intelligence is no longer just a technology initiative—it’s a business imperative. The organizations that adapt will thrive, while those that resist change risk being left behind.
At Adage, the rise of AI is not a surprise. We’ve been watching, experimenting, and applying AI tools for years. That background gives us a steady perspective: we know how to separate hype from real opportunity, and we’re ready to help clients make thoughtful, practical decisions about where AI can add value.
The speed of AI’s development is nothing short of a tectonic shift. Every industry, every team, every workflow will be reshaped in the years ahead. This isn’t about swapping out one tool for another—it’s about redefining how organizations operate at every level.
A phrase that resonated throughout the conference was: “Change is hard, but irrelevance is even worse.” Adopting AI will take more than flipping a switch. It requires thoughtful change management, training, and leadership. Businesses that wait too long will find themselves struggling to catch up.
The reality is that many organizations are still formulating their change management and rollout plans for AI—and that’s okay. You are not alone. Adage can help chart a path forward, from identifying where AI agents can deliver value to designing solutions that fit into long-term strategies.
While AI dominated the conversation across industries, Optimizely showcased how they are building practical, scalable solutions to help businesses take action.
Agentic AI with Optimizely Opal
The spotlight was on Optimizely Opal, a framework for agentic AI that helps orchestrate marketing activities. Optimizely is evolving beyond its role as the Digital Experience Platform leader and positioning itself as the Agent Orchestration Platform for marketing.
For organizations planning new digital initiatives, this means requirements gathering should look different than it has in the past. Instead of starting with “what feature do we need?” the question becomes: “How can this be solved using agents?” This shift ensures AI is part of the foundation, not just a layer added later.
Tools SDK and Expanded Connect Platform
The release of the Tools Software Development Kits (SDK) and new capabilities in the Optimizely Connect Platform (OCP) unlock opportunities for developers. Teams can now build custom integrations directly into the Opal interface, making it possible to connect systems and craft fully integrated AI solutions.
As powerful as these capabilities are, it’s important to remember that AI isn’t free. Any solution powered by a large language model (LLM) will incur costs based on tokens. Controlling token usage is an ongoing process, and it’s important to monitor consumption regularly to keep costs predictable and sustainable.
From SEO to AEO and GEO
Another major theme was the shift away from traditional Search Engine Optimization (SEO) toward Answer Engine Optimization (AEO) and Generative Engine Optimization (GEO). As consumers increasingly rely on AI-driven tools to surface content, the rules of visibility are changing. Optimizely is proactively updating its platform to help marketers adapt, including analytics dashboards that track AI bot traffic and embedded Opal-powered hints that give editors real-time advice on how to improve their AEO/GEO performance.
Looking Ahead: CMS 13 for PaaS
For Content Management System (CMS) PaaS customers, CMS 13 is slated for release in Q1 2026. In addition to security and performance improvements, this major version introduces Visual Builder, which enables fully flexible UI experiences and gives editors greater control over how content is assembled and presented.
Organizations should begin planning now, especially if they have not yet adopted Optimizely Graph and Optimizely ID. Optimizely Graph, in particular, is a key prerequisite for upgrading. CMS 13’s architecture relies on Graph as its foundation for content delivery. If your team isn’t already on Graph, that migration step must be completed before moving forward. We’ve written previously about what Graph is and how it compares to Optimizely Search and Navigation.
Opticon 2025 underscored that AI is not a passing trend. It’s the next era of business transformation. For organizations leveraging Optimizely, the path forward is clear: start preparing now, invest in change management, and embrace agentic AI as a driver of growth and differentiation.
At Adage, we’re already guiding clients through these decisions, helping them understand where AI can make a meaningful impact and building solutions that last. While change is hard, irrelevance is even worse.
Explore with our team of experts how AI can bring practical benefits to your Optimizely platform and create lasting value for your organization. Contact us today to get started.
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