Optimizely has entered a strategic technology collaboration with Deloitte Digital aimed at helping brands accelerate the redesign of digital experiences through the integration of artificial intelligence, personalization, and new marketing operating models, the company said on May 26 in London. The partnership seeks to bridge a growing gap between corporate investment in AI capabilities and the measurable business outcomes those investments are expected to deliver.
The collaboration combines Optimizely’s capabilities in experimentation, personalization, and AI orchestration with Deloitte Digital’s global expertise in transformation, creative strategy, and human-centered design. Together, the two organizations intend to support enterprises in aligning technology, talent, and operational processes, enabling a more cohesive transition from strategic planning to tangible performance improvements.
Industry-wide, companies have continued to increase spending on AI-driven marketing and customer experience tools, yet many have struggled to convert these investments into meaningful customer impact or sustained growth. According to the companies, simply deploying new platforms has proven insufficient, with success instead hinging on structured implementation, organizational readiness, and clearly defined performance metrics. The joint initiative is designed to address these challenges through a more integrated and phased transformation approach.
As part of the collaboration, clients will gain access to a structured AI transformation framework that spans strategy development through execution. This includes experience design, content supply chain optimization, and the redesign of marketing operating models. Rather than focusing solely on technology deployment, the approach emphasizes embedding AI into everyday workflows and enabling scalable, long-term change across complex enterprise environments.
Jessica Dannemann, Chief Partner Officer at Optimizely, said the partnership responds to a widening disconnect between AI ambition and real-world impact. She noted that the joint offering provides organizations with a clearer pathway to connect advanced AI tools with business strategy, supported by the operational expertise required to drive adoption and sustained value. She added that the companies have jointly developed an “AI Blueprint for Marketing Leaders,” designed to help organizations scale AI usage and accelerate innovation while delivering measurable growth.
Perrine Masset, Global Marketing Domain Leader at Deloitte Digital, said the collaboration reflects a shift in market demand, where marketing leaders are prioritizing outcomes over tools. She emphasized that the partnership focuses on enabling organizations to rethink how digital experiences are planned, created, and delivered, with AI integrated into core marketing processes rather than treated as a standalone capability.
Optimizely said its Optimizely One platform, powered by its AI orchestration technology, is designed to unify content management, experimentation, commerce, personalization, and analytics within a single workflow. The company positions the platform as a comprehensive solution for managing the full marketing lifecycle, helping global brands streamline operations and improve customer engagement at scale.
The collaboration underscores a broader industry trend in which technology providers and consulting firms are increasingly joining forces to deliver end-to-end transformation solutions, as enterprises seek more practical pathways to realize the promise of AI in marketing and digital experience management.