Experience the Optimizely Roadshow Berlin 2025 on demand
Missed the event or want to revisit your favorite sessions? The Optimizely Roadshow Berlin is now available on demand. Watch full session replays and discover all the insights.
Discover the key insights from the Optimizely Roadshow Berlin. Whether you joined us live or are exploring the content for the first time, this page brings together the key sessions, ideas, and conversations that defined the event – which would not have been possible without our partner sponsors ACTUM Digital, SYZYGY Techsolutions and valantic. Hear from some of our attendees what they thought about the event:
Please note: Some of the recordings are not available yet and will be added shortly.
What It Takes to Be a Digital Leader in 2025
Optimizely CEO Alex Atzberger sets out a 2025 game-plan for digital leaders: organize every stage of the marketing lifecycle around a structured “content supply chain,” power it with AI agents that personalize experiences in real time, and connect warehouse-native analytics to prove revenue impact—all delivered through the Optimizely One platform.
Three key takeaways:
- Content first. Treat content like an inventory-driven supply chain—centralize, tag and govern it—because the quality of that corpus will directly shape the quality of your brand’s generative-AI outputs and personalization.
- AI that acts, not just edits. 2025 is the era of agentic AI: contextual multi-armed bandits and task agents create dynamic segments, automate operational work and effectively give marketers “infinite workforce” capacity to scale personalization.
- Prove business value. Link every campaign, test and experience to downstream revenue through warehouse-native analytics, then iterate the flywheel—plan, publish, personalize, optimize—together with strategic partners instead of stand-alone vendors.
From ‘Hype’ to ‘Hero’ - The AI Opportunity for Marketing and Digital Teams
This demo-heavy talk picks up right where Alex left us off and shows why value has shifted from raw large-language models to brand-aware, task-driven agents. Optimizely’s own AI agent, Opal, moves through all three of our defined maturity levels for AI – embedded, enriched and agentic. The results are agents that draft briefs, build campaigns and even trigger automations on their own.
Three key takeaways:
- LLMs are commoditized; differentiation now lives in applying them to end-to-end business tasks.
- Opal is a real AI agent and combines your data across products + reasoning to act autonomously (e.g., suggest segments, launch tests, update templates).
- Winners measure AI impact through real-world KPIs like speed-to-campaign, cost saved, revenue lifted and ROI – not by novelty.
Bridging Gaps Towards a Better Experience
Mårten Bokedal shows us that 85 % of marketing effort hides in fragmented content production while only 15 % touches customers. His remedy: orchestrate the full content supply chain: plan, create, store, localize, publish and experiment – so every team can deliver and optimize seamlessly.
Three key takeaways:
- Replace functional silos with one connected workflow from intake to analytics.
- Treat content as inventory: central governance plus AI-assisted localization and experimentation scale output without ballooning headcount.
- Keep an “always-on” optimization loop that includes testing, personalization and ROI dashboards to link production effort to business results.
State of E-Mail Marketing
Email remains “king”: 4.5 billion users and a €42 return for every €1 spent, yet only 16 % of German retailers run even a basic welcome series. The session shows how automations and interactive content can lift engagement and gives a glimpse into how AI agents can shape the email workflow for marketers in the future.
Three key takeaways:
- Email’s open protocol, high ROI and direct reach make it still the most important marketing channel – volumes in Germany increased 25 % last year.
- Low hanging fruits to level up email marketing: personalisation and missing welcome sequences (the Steinberg session provides some great insights into this)
- 2025 focus areas for Campaign: More plug-and-play automations across the product, interactive and accessible design and Opal-powered Campaign Intelligence.
Building a Personalization Playbook
Sama Asali lays out a practical framework for scaling personalization, moving from broad “one-to-many” tweaks all the way to true 1-to-1 journeys. Her A-O-E-I loop (Audience → Opportunity → Experience → Impact) helps teams design, launch and prove value quickly.
Three key takeaways:
- Begin with simple data such as location or device, then climb the pyramid toward intent-driven and fully individual experiences.
- Combine algorithmic recommendations for scale with rules-based logic for niche or high-touch use-cases.
- Close every project by measuring and communicating impact through the A-O-E-I loop to secure future investment.
Additional recordings will be added soon.
Get in touch with our experts
Do you want to elevate your digital experiences to the next level? Visit us at OMR at A1 A12 or other DACH events. You can also contact us here!
Om forfatteren
Senior Field Marketing Manager DACH
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