Optimizely Development
End-to-end Optimizely implementation, from composable architecture to Opal-powered AI workflows, aligned with your business and built to scale.
for Enterprise DX
Enterprise digital experience runs across content, personalization, experimentation, and AI workflows. In most organizations, those capabilities sit in separate tools and teams. That adds integration points, slows down change, and makes it harder to keep pace as AI expands.
Optimizely brings all four into a single composable stack that we implement as a single connected system. That means your teams manage fewer integration points and keep more control over the customer journey.
Optimizely Services
What We Deliver
Composable CMS & DXP Architecture
We design and implement Optimizely environments built on composable, modular architecture structured for content reuse, headless delivery, and integration with your existing systems, whether that is Salesforce, a custom PIM, or a commerce platform.
AI-Powered Personalization at Scale
Optimizely’s personalization engine segments audiences by behavior, intent, and data signals, dynamically adapting content without manual rules. We implement and configure these within your delivery model, connected to your data platform and measurement framework.
Opal Agent Workflows
Optimizely Opal is the platform’s agentic AI layer for automating content creation, experimentation planning, campaign orchestration, and content model generation. We configure pre-built Opal agents, build custom agents, and connect Opal to your data stack via OCP.
Teams typically move from manual content production to orchestrated workflows within the first sprint.
Experimentation & Data-Driven Optimization
Continuous experimentation is how Optimizely customers compound performance gains over time. We implement Web and Feature Experimentation environments, connect them to your analytics stack, and establish the governance model that keeps testing continuous rather than episodic.
Optimizely Opal:
Agentic AI for Digital Experience Teams
Opal is Optimizely’s embedded AI platform. Opal is not a chatbot add-on, but a multi-agent system that coordinates specialized capabilities across the full content lifecycle: from ideation and creation to personalization, experimentation, and delivery.
What we deliver with Optimizely Opal:
Custom agent development using specialized agents and OCP connector tools
Drag-and-drop workflow orchestration — no-code agent sequencing for marketing teams
Opal integration with Optimizely Data Platform for behavioral signals and anomaly detection
Governance setup: role-based access, usage tracking, credit model planning
Opal is available within Optimizely One on a credit-based model. Access requires Opti ID and generative AI to be enabled. We handle the full configuration from admin setup to agent deployment to team enablement.
See What Opal Can Automate for Your TeamWhat to Expect
Full-Cycle Delivery Team
Architects, developers, QA, UI/UX, DevOps, and project managers on a single engagement. No coordination overhead between vendors. One accountable team from strategy to deployment.
AI-Powered Workflows with Opal
We implement Opal agent workflows, configure AI-assisted content production, and connect the platform to your data stack. Where Opal is not yet available in your region or product tier, we use Optimizely’s native AI and ML capabilities for personalization and experimentation.
Enterprise Integrations
ERP, CRM, PIM, DAM, commerce platforms, and marketing automation systems integrated into the Optimizely stack via native connectors or custom API layers. We design for composable architecture: each integration is a discrete, replaceable component.
Migration with Minimal Disruption
Legacy Optimizely environments, Ektron, Sitecore, and other .NET CMS platforms migrated to current Optimizely architecture using structured assessment, phased delivery, and automated tooling where applicable. Content migration includes GEO, AEO, and SEO alignment. Structure, metadata, and entity consistency are preserved across the transition.
Upgrading to Optimizely CMS 13?
CMS 13 is not a routine version update. It introduces a new content delivery model based on Optimizely Graph, replaces Search & Navigation with Graph-based search, and moves identity management to Opti ID. For organizations on CMS 11 or earlier, the recommended path is to upgrade to CMS 12 first. CMS 12 is the architectural transition from .NET Framework to ASP.NET Core, and it should be validated before introducing CMS 13 changes.
We assess your environment, design the upgrade path, and manage delivery across search, integrations, identity, and content structure.
First Line Software
Explore Our Optimizely Expertise
Optimizely Implementation: Frequently Asked Questions
What is First Line Software’s approach to Optimizely development?
First Line Software delivers end-to-end Optimizely services from architecture design and composable CMS implementation to Opal agent configuration and ongoing platform optimization. As an Optimizely Solution Partner since 2010, we combine platform-specific technical expertise with a delivery model built around your business structure: full-cycle teams, measurable milestones, and integration with your existing systems.
What is Optimizely Opal, and can First Line Software implement it?
Optimizely Opal is the platform’s agentic AI layer. This multi-agent system is embedded across Optimizely One products, including CMS (SaaS), Content Marketing Platform, Web Experimentation, and Optimizely Data Platform. Opal allows marketing and content teams to configure and deploy specialized AI agents, sequence them into automated workflows, and connect them to third-party systems via Optimizely Connect Platform (OCP).
Yes, First Line Software configures, extends, and custom-builds Opal agents as part of our Optimizely implementation services.
Does First Line Software support Optimizely CMS 13 upgrades?
Yes. We offer a dedicated Optimizely CMS 13 Upgrade service that covers architecture assessment, content model migration, integration compatibility review, and phased deployment. CMS 13 introduces a cloud-native, headless-first architecture that differs significantly from CMS 11 and CMS 12. We advise clients on the tradeoffs before beginning the upgrade, not after.
→ See: Optimizely CMS 13 Upgrade
How does First Line Software integrate Optimizely with existing enterprise systems?
We design Optimizely integrations using a composable approach. Each connected system (CRM, ERP, PIM, DAM, commerce platform, or marketing automation tool) is treated as a discrete, replaceable component. Integration methods include Optimizely’s native connectors, custom REST API layers, and OCP connector tools for Opal. We document integration architecture and maintain it as part of post-launch support.
What is the difference between Optimizely CMS 12 and CMS 13?
Optimizely CMS 12 is a .NET-based on-premise or cloud-hosted platform. CMS 13 is a cloud-native, headless-first architecture designed for composable digital experience delivery, with improved performance, decoupled front-end delivery, and tighter Opal integration. For organizations on CMS 11 or earlier, the recommended path includes a CMS 12 validation step before CMS 13. This is the architectural transition point from .NET Framework to ASP.NET Core. We support both stages.