Optimizely Taps Comprend as First Strategic AI Partner, Ushering in New Era for Enterprise Marketing
Optimizely, a global enterprise technology company, has named Comprend, a leading marketing and communications agency, as its first Strategic AI Partner. This partnership encompasses both Opal AI and the broader Optimizely One platform suite, signaling a significant shift in how large organizations can leverage AI for marketing success.
Comprend will collaborate directly with Optimizely’s product teams on the continued development of Opal AI. This unique arrangement provides clients with early access to platform advancements and the opportunity to benefit from solutions already tested and validated in real-world scenarios. The partnership reinforces Comprend’s position as a trusted advisor for organizations seeking to implement AI in a structured, business-driven manner, ensuring a clear return on their AI investments within the Optimizely ecosystem.
Comprend boasts over 250 specialists across Sweden, Finland, and the UK, serving global clients such as IKEA, L’Oréal, Saab, Ericsson, Alfa Laval, and Centrica. The agency’s collaboration with Optimizely spans over 25 years, from DXP and CMP programs to DAM activation, and now as specialists in CMP/DAM onboarding and strategic AI partnership. Currently, Comprend holds the distinction of having the most certified Opal specialists worldwide.
Beyond Technology: A Holistic Approach to AI in Marketing
Successfully implementing AI at scale requires more than just technology. It demands a deep understanding of an organization’s processes, people, regulatory requirements, and change management strategies. This partnership injects this critical expertise directly into enterprise clients, empowering marketing and communications teams to utilize agent-based AI that delivers measurable results while upholding compliance and brand integrity.
Instead of simply implementing the platform, the collaboration fosters close interaction around product development, ensuring that Opal AI evolves in sync with the realities of complex marketing organizations.
“What sets this partnership apart is that client work directly influences product development,” says Per Bruun, CEO of Comprend. “The challenges we face daily in large organizations now shape how Opal AI evolves, ensuring that the platform creates real value for enterprise marketing.”
Opal AI: Tailored for Marketing and Communications
Opal AI is specifically designed for marketing and communications teams, orchestrating specialized AI agents for content production, experimentation, and analysis, while maintaining human oversight of strategy and creative direction. The platform can be used independently or integrated with Optimizely One and its tools for digital experiences, content marketing, and experimentation.
Optimizely has been recognized as a leader by both Gartner and Forrester in digital experience platforms and content orchestration.
Why Comprend?
Comprend was selected based on its proven ability to implement AI solutions that generate measurable business outcomes, moving beyond mere pilot projects. The agency has integrated AI-driven workflows throughout the marketing value chain, from strategic planning and content production to campaign optimization and performance analysis. This practical experience, combined with deep technical expertise in Optimizely’s platforms, enables direct influence on product priorities and design patterns that address real-world challenges.
"For Opal AI, we needed a partner that had moved past the hype phase," says Alex Atzberger, CEO of Optimizely. "Comprend understands how AI agents integrate into complex marketing organizations, while ensuring that humans retain strategic control. This partnership allows Opal AI to evolve based on what actually works for enterprise clients."
What This Means for Clients
Clients gain early access to Opal AI’s orchestration capabilities, coupled with specialist support during implementation. These solutions enable:
- Scalable content production with consistent brand expression across markets.
- Compliance and quality assurance, including automated checks against brand and regulatory requirements.
- AI-driven content analysis and performance insights.
- Large-scale experimentation through automated testing and optimization.
- Unified analysis with insights across multiple platforms.
This frees up time from operational tasks, allowing teams to focus on strategy, creativity, and business impact.
From Client Engagements to Product Development
While AI adoption is increasing, research from MIT indicates that many initiatives fail to create value due to fragmented implementation and a lack of organizational alignment. Comprend’s approach focuses on understanding why successful implementations work and on integrating AI into actual workflows, with clear governance and change management. These insights now directly contribute to the continued development of Opal AI.
"This partnership brings proven real-world experiences directly into product development," concludes Bruun. "It gives customers access to capabilities that many organizations are still years away from achieving."
Contact Information
For more information, please contact:
- Sweden: Tina Söderlund, Chief Operation Officer, tina.soderlund@comprend.com
- United Kingdom: Karen Lester, Senior consultant, karen.lester@comprend.com
- Finland: Mikko Peltomäki, Managing director, mikko.peltomaki@comprend.com
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