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Welcome to the world of Optimizely, where commerce meets experimentation in a symphony of art and science. Opticon London 2023 recently unfolded its grandeur, offering a captivating exploration of the intersection between data-driven decision-making and creativity in businesses.

Featuring key notes by Andy Bergin from Legal & General and Krista Nordland from Marks & Spencer, the event unveiled Optimizely's transformative platform, Optimizely One, combining Content, Commerce, and Experimentation.

Let's delve into the key takeaways from Opticon London 2023 and discover the exciting possibilities that lie at the nexus of the Optimizely platform.

5 key takeaways

1. Theme of Art and Science

The overarching theme of Opticon London 2023 was the enchanting intersection of art and science. Imagine Ada Lovelace, the trailblazing software engineer from the 1820s, standing at the crossroads of imagination and technology. The event celebrated the historical connection between creativity and data-driven decision-making. Alex Atzberger, Chief Executive Officer at Optimizely, set the tone by emphasising the magical possibilities when these two realms converge, unlocking the potential for groundbreaking innovations.

Opticon London 2023

2. Optimizely's Impact

In his keynote, Alex showcased the profound impact Optimizely has had on businesses. With an average 370% return on investment, Optimizely's platform stands as a testament to its ability to drive both top-line revenue and bottom-line efficiency. The launch of Optimizely One, positioned as the first-ever operating system for marketing, promises a unified experience across Content, Commerce, and Experimentation. This, Alex suggests, is the catalyst for ushering businesses into a new era of flexibility and simplicity.

3. AI in Marketing

Optimizely's commitment to the collaborative use of AI was evident in the introduction of Opal, an AI identity within the platform. Opal is not merely a tool; it's a companion, enhancing content generation, experimentation, and customization. Atzberger stressed the importance of an ecosystem approach to AI, fostering partnerships with industry leaders such as Microsoft, OpenAI, and Google. The integration of AI is poised to augment human capabilities, making the marketing lifecycle more efficient and imaginative.

4. Flow in Work and Experimentation Collaboration

Rupali Jain, Chief Product Officer at Optimizely, shed light on the concept of "flow" in work during her session. Optimizely One aims to create a shared operating system, ensuring seamless workflows and promoting an experimentation-first mindset. The platform introduces Experiment Collaboration, fostering transparency across the entire experimentation program. This collaborative approach streamlines ideation, planning, launch, and result sharing, ensuring that teams work in tandem, avoiding the pitfalls of decision-making by a select few.

Opticon London Image 003-1

5. Headless CMS and Commerce Evolution

The event showcased the evolution of Digital Experience Platforms (DXP), emphasising the shift towards a middle ground of monolithic platforms and composable solutions. The emphasis on Composable Commerce and the rise of Customer Data Platforms (CDPs) indicate a transformation in how businesses approach digital experiences and commerce. The market's interest in DXPs, especially in customer portals and post-sales environments, showcases the dynamic nature of the digital landscape.

The future of digital commerce

Opticon London 2023 was more than an event; it was a glimpse into the future of digital marketing powered by Optimizely. As we navigate this landscape of commerce, experimentation, and AI-driven innovation, the key takeaways serve as a compass, guiding businesses to reimagine their strategies.

The launch of Optimizely One and the integration of AI herald a new era of possibilities, where creativity and data converge to unlock the full potential of businesses. As we embrace the collaborative spirit of experimentation and the power of a unified platform, the Optimizely journey continues to shape the future of commerce in ways that are both transformative and inspiring.


In other news...

Did you know we won 'Commerce Partner of the Year' at Opticon London? In addition, our customer Toolstream won 'Best Buying Experience' to cap off a great day.

Learn more about how we supported Toolstream to upgrade their B2B commerce platform, enabling them to deliver a B2C style experience in line with the needs of millennial and Gen Z customers.

To read the case study, click here.


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