Jellyfish Scales Intelligence and AI Adoption with Optimizely Opal Certification

At Jellyfish, we have always believed that the right technology, when wielded by experts, is the ultimate multiplier for brand growth. 

We’re proud to announce that our Experimentation team is now officially certified on Opal, Optimizely’s next-generation AI engine, marking a significant step forward in how we design, execute and scale digital experiences for our clients. 

Experimentation, powered by AI 

The digital landscape has moved past the point where "manual" is sustainable. Experimentation has always been about learning what works, but the way teams get there is changing fast. By integrating Opal into our workflow, we are moving beyond traditional testing into a world of contextual intelligence, where insights and execution continuously inform each other, and every digital interaction becomes more relevant and performant.

Optimizely is a leading digital experience platform built around experimentation and personalization. Opal, its AI engine, acts as an intelligence layer across that ecosystem, connecting data, content, and workflows to automate and continuously optimize digital experiences.

“Opal takes the guesswork out of the daily experimentation workflow,” says Laurène Desire, Experience Optimization Director. “Whether it’s drafting copy for a new test or identifying a hidden segment for personalization, we’re now using AI to handle the tactical execution. This means we can spend less time on setup and more time analyzing the 'why' behind user behavior to deliver better performance.”

Delivering value across three core pillars

1. From hypothesis to fast deployment

From ideation to build to launch, using Opal helps compress the testing timelines significantly. Our teams can now generate multiple variations, explore broader test scenarios, and move from hypothesis to live experiment in a shorter time. Importantly, this makes testing better, not just faster. More variations upfront means there’s a higher likelihood of uncovering meaningful performance gains. 

2. Personalization that actually adapts

We can move closer to true 1:1 experiences, adapting content, messaging, and layouts in real time based on user behavior and intent. Instead of guessing what different audiences might want, we can respond dynamically to what they’re actually doing. 

3. Turning data into direction

Opal enables us to automate much of the heavy lifting behind reporting and analysis, while layering in predictive capabilities that help identify what’s likely to work next. That shift, which is from reactive reporting to forward-looking insight, allows our consultants to make more informed, strategic decisions.

Operational excellence and what it means for clients

This certification represents a massive leap in our operations, evolving how experimentation delivers value. As AI continues to reshape the digital landscape, we’re investing early so our clients can move faster, adapt quicker, and stay ahead of the curve.