CMSWire: Optimizely Retires DXP Label, Bets Everything on Agent Platform

This article was written by Greg Kihlström for CMSWire. Read the full article here.

Marketers find themselves in a paradox: drowning in requests and feeling like they are doing the job of more than one person, yet also facing an existential crisis as AI could replace at least part of their work. Yet, there is a potential silver lining for marketers, brands, and even customers if the right AI adoption decisions get made.

Alex Atzberger, Optimizely’s CEO, opened Opticon at the North Javits Center Sept. 1 by introducing their new Virtual Teammates platform, which offers to do some of the jobs marketers are currently tasked with; later in the same keynote, Atzberger told the room that cutting headcount is not a growth strategy. "Unlocking talent is," he said.

On the surface, this may sound like a contradiction, but with the constant pressure for marketers to do more, do it faster, be more efficient and continuously improve, marketing organizations don’t have the luxury of adopting a single solution to keep up.

Twelve months ago, Optimizely used the Opticon stage to establish that agents could be built, chained, and aimed at marketing work, and at the time it was suitably impressive, but a lot changes in 12 months. This year, the company faced tokenomics and organizational constraints head-on. Both are second-year problems, and a sign of Optimizely's and its customers' maturity-they've gotten far enough to encounter them.

This article was written by Greg Kihlström for CMSWire. Read the full article here.