Modernize and Scale Your Digital Experience with Optimizely
End-to-end Optimizely delivery — composable CMS architecture, Opal AI workflows, and system integrations — built and connected as one.
Simplify your Digital Experience Stack with
Digital experience runs on four capabilities: content management, personalization, experimentation, and AI.
Most teams manage these across separate tools, which adds integration overhead and slows the pace of change.
Optimizely brings all four together into a single composable stack. We implement it as a single connected system,
so your teams manage fewer moving parts and keep tighter control over the customer journey.
Optimizely Services
What We Deliver
Composable CMS & DXP Architecture
We design and implement Optimizely environments built on composable architecture for content reuse, headless delivery, and seamless integration with Salesforce, custom PIM, commerce, and other business systems.
AI-Powered Personalization at Scale
Optimizely’s personalization engine adapts content based on behavior, intent, and customer data. We implement and configure personalization 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 content creation, experimentation planning, campaign orchestration, and content model generation. We configure pre-built Opal agents, develop 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
We implement Optimizely Web and Feature Experimentation, connect it to your analytics stack, and establish the governance model needed for continuous testing and optimization.
CMS Migration & Platform Modernization
We migrate legacy CMS environments, including Optimizely CMS 11, CMS 12, Ektron, and Sitecore, to modern Optimizely architecture with minimal disruption. For CMS 12 and earlier, we use Optimizely Migration Tool (OptiUp), our AI-augmented migration framework, to accelerate assessment and planning.
From Complexity to Control
| Many Teams Manage | With Optimizely |
| Separate CMS, testing, personalization, and AI tools | One connected platform |
| Manual content operations | AI-assisted workflows |
| Fragmented customer journeys | Unified digital experiences |
| Slow platform changes | Faster delivery and optimization |
| Legacy architecture | Modern composable foundation |
Optimizely Opal:
Agentic AI for Digital Experience Teams
Opal is a multi-agent AI system embedded across Optimizely One products.
It coordinates specialized capabilities across the full content lifecycle — from ideation to delivery
— and connects to third-party systems via Optimizely Connect Platform (OCP).
What we deliver with Optimizely Opal:
Custom Opal agent development using OCP connector tools
No-code workflow orchestration for marketing teams
Opal integration with Optimizely Data Platform for behavioral signals
Governance setup: role-based access, usage tracking, credit model planning
Opal runs on a credit-based model within Optimizely One and requires Opti ID and generative AI to be enabled. We manage full configuration, from admin setup to agent deployment to team enablement.
See What Opal Can Automate for Your TeamHow We Deliver Optimizely Projects
Discovery & Architecture
We start with a structured assessment of your environment, goals, and existing systems. Output: a delivery blueprint covering architecture, integrations, content model, and migration path.
Implementation & Integration
One team: architects, developers, QA, UI/UX, DevOps, and project management. CRM, PIM, DAM, and commerce platforms integrated via native Optimizely connectors or custom API layers.
Opal & AI Workflow Configuration
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 tier, we use Optimizely’s native AI and ML capabilities.
Launch, Enablement & Optimization
We manage go-live, train your teams, and establish the governance model for continuous experimentation and content optimization. Post-launch support included.
Upgrading to Optimizely CMS 13
Optimizely CMS 13 is a significant architectural change, not a routine update. It introduces a 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 CMS 12 first. CMS 12 is the .NET Framework to ASP.NET Core transition point — validate it before layering in CMS 13 changes.
We assess your environment, design the upgrade path, and manage delivery across search, integrations, identity, and content structure.
First Line Software:
Optimizely Solution Partner Since 2010
Explore Our Optimizely Expertise
Optimizely Implementation: Frequently Asked Questions
What is First Line Software’s approach to Optimizely implementation?
First Line Software delivers end-to-end Optimizely implementation from composable architecture and CMS configuration to Opal agent workflows and ongoing platform optimization. As an Optimizely Solution Partner since 2010, we work as one accountable team: architects, developers, QA, and project management on a single engagement.
What is Optimizely Opal, and what does it do?
Optimizely Opal is a multi-agent AI system embedded across Optimizely One products. It enables marketing and content teams to configure AI agents, sequence them into automated workflows, and connect them to third-party systems via Optimizely Connect Platform (OCP). First Line Software configures, extends, and custom-builds Opal agents as part of our implementation services.
What is OptiUP (Optimizely Migration Tool) and how does it support Optimizely migrations?
Our Optimizely Migration Tool is a proprietary AI-augmented migration framework developed by First Line Software. It combines a CLI analysis tool with an AI reasoning layer to assess Optimizely CMS environments, map content dependencies, identify risks, and produce a structured migration brief. It supports 13 migration assessment types and significantly reduces pre-migration scoping time compared to manual methods.
Does First Line Software support Optimizely CMS 13 upgrades?
Yes. We offer a dedicated CMS 13 upgrade service covering 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.
How does First Line Software integrate Optimizely with existing systems?
We use a composable integration approach — each connected system (CRM, ERP, PIM, DAM, commerce platform, or marketing automation tool) is a discrete, replaceable component. Integration methods include Optimizely’s native connectors, custom REST API layers, and OCP connector tools for Opal.
What is the difference between Optimizely CMS 12 and Optimizely CMS 13?
Optimizely CMS 12 is a .NET-based platform (on-premise or cloud-hosted). CMS 13 is cloud-native and headless-first, built for composable DX delivery with improved performance, a decoupled front-end, and deeper Opal AI integration. Organizations on CMS 11 or earlier should complete the CMS 12 migration — the .NET Framework to ASP.NET Core transition — before moving to CMS 13. First Line Software supports both stages.