5 AI innovations in Optimizely revolutionizing B2B commerce

The massive potential of agentic commerce

While much of the potential of agentic commerce may seem like a future state, that future is arriving faster than expected. According to Forester, new agentic functionality is rolling out rapidly, driven by the need for systems that can reason, act, and adapt in real time.

This shift isn’t just about the buyer experience. B2B brands are already implementing autonomous, AI-powered systems to handle complex workflows and manage data more efficiently. As Digital Commerce 360 states, 67% of businesses deploying agentic systems have seen improved decision-making and faster execution in key commerce operations behind the scenes as well.

For Optimizely customers, the evolution toward agentic commerce is already well underway. Through Optimizely Commerce and Optimizely Opal—the ultra unique agent orchestration platform—brands gain the foundation to truly intelligent commerce environments. Powered by agents, these next-generation B2B ecommerce systems unify data, learn from behavior, and acts in alignment with business logic and customer intent in ways never seen before.

productivity gains when implementing agent-based AI technology

Even for brands just beginning to implement these advanced AI tools, the ROI has been extraordinary. As Digital Commerce 360 reports in its August 2025 Agentic Commerce Update, agent-based ecommerce has moved quickly from experimental to essential, with early adopters already seeing massive benefits. After implementing agent-based AI technology, some brands have experienced productivity gains of greater than 60% while others have reduced costs by more than half.

Where other platforms merely promise to be “AI-ready,” Optimizely delivers AI integration based on the future of agentic commerce. The result is a living, learning digital commerce environment where every workflow, product search, and content decision is contextually aware, and purpose driven.

Optimizely capabilities: Introducing 5 AI innovations in commerce

Let’s look at how these capabilities come to life through Optimizely Opal and the Optimizely Commerce platform, where AI agents, search, and workflows connect to power the next generation of digital commerce.

1. B2B search: Google’s Vertex AI is Integrated into Configured Commerce for semantic understanding and visual search. Buyers can use natural language or images to find products more intuitively, improving discoverability and conversion rates. Learn the five reasons this can’t be ignored!
2. AI product descriptions and translations: Optimizely offers automated enrichment for thousands of SKUs. This feature saves significant manual effort while ensuring consistent, search-optimized product data across languages and regions.
3. Opal chat and agents: Context- and brand-aware agents are integrated directly into workflows. Opal Chat enables users to prompt and guide AI across the Optimizely ecosystem without switching apps, helping teams brainstorm, execute, and analyze within a single environment.
4. Workflow agents: Opal provides multi-agent orchestration for campaign creation or testing. These interconnected agents can automate complex sequences—like building a campaign brief, generating content, and setting up A/B tests—all from one command.
5. Governance and observability: Granular access controls, audit trails, and retrieval-augmented generation (RAG) for explainable AI keep everything in order. Enterprise teams can innovate confidently with full visibility and compliance built into every output.

As of late 2025, Optimizely Opal is fully embedded across Optimizely Commerce, including Slack and Teams integration. This ensures that wherever teams collaborate, intelligent, brand-aware agents are ready to help.

More on Opal agents: The next frontier in commerce

The solutions listed below are a combination of agents that can be created by your commerce team using Opal and agents that the Optimizely team has created and you can access out-of-the-box.

Marketing agents

• Experiment planning agent: Helps transform your idea into a fully formed test plan with suggested hypotheses, metrics, risks, and assumptions.
• GEO recommendations agent: Audits webpages for LLM discoverability, retrievability, and understandability to deliver actionable recommendations to optimize content for generative search.
• Google analytics agent: Summarizes visitors, key events and other web data into an easy to consume report.

Merchandiser agents

• Product restrictions agent: Summarizes visitors, key events and other web data into an easy to consume report.
• Product data enrichment agent: Automatically generates SEO-optimized product descriptions and meta-tags based on a brief set of product attributes like color, material and size.
• Catalog consistency agent: Monitors all product listings for inconsistencies like missing images, mismatched prices between tiers, and descriptions that violate brand tone. Plus, it flags them or auto-corrects based on pre-set "Instructions.”

Upcoming innovations like image generation powered by Google Imagen will extend this flexibility even further. In the not-so-distant future, manufacturers and distributors will be able to select, combine, and refine agents through intuitive interfaces. The result will be intelligent systems that reflect how they actually operate.

B2B success with Optimizely Opal

Example: Centro Inc. using Opal for site analysis and checkout optimization

Centro’s team started by using Opal to analyze how customers interacted with their product pages — particularly around shipping expectations. What they uncovered was simple but powerful: buyers hesitated when they couldn’t easily tell how fast they could get a product.

So, using Opal-driven insights, they added dynamic messages like ‘Can I get it faster?’ and ‘Expedite this for me!’ directly on the PDP. This small UX change empowered customers to take action instead of abandoning the page — giving the sales team new ways to capture high-intent leads.

of inquiries converted to sales when response times were under 30 minutes.

Next, Centro added an expedited shipping form triggered right from those calls-to-action. This let customers submit delivery requests instantly — and through Opal’s analysis, they learned that when they responded to a customer within 30 minutes, it converted to a sale 95% of the time. That’s data they would’ve never surfaced without AI analyzing behavioral patterns and engagement timing.

The team then used Opal’s site insights to identify another friction point — unclear freight costs. They introduced a Freight Cost Calculator on the product detail page, letting buyers estimate shipping before checkout. That one addition not only improved trust and transparency but kept customers engaged deeper into the buying journey — a critical win for B2B buyers who often need quotes before purchase.

And the results speak for themselves. Within just four weeks:

• $125K in phone call revenue from the new contact prompt.

• A 10.8% drop in bounce rate, as more users stayed to explore.

• A 20% lift in average session time, meaning buyers were more engaged and confident.

And over $90K in new revenue directly attributed to the Freight Calculator.

By combining behavioral insights with simple, high-impact optimizations, Centro turned their commerce site into a true driver of conversion — powered by Opal.

Wondering where you should start? Answers are just a click away – reach out to our team of commerce experts today.