Is Optimizely Opal now Mark? What the names actually mean

Nov 04, 2026

Mark-Eting logoThe short answer: Opal was retired as a name in autumn 2026, and the product is now Optimizely Agent Platform, known day to day as Mark. It is one product, and which name you see depends on where you are looking. If you were using Opal, you are already using Mark. Optimizely's own field note puts it this way: "same product, same expanding directory of agents, new name."

If you have read three different pages and come away with three different names, you are not imagining it, and you have not accidentally opened three different products. This post is a quick reference for what each name means and why Opal has not quite left the building.

I am lucky enough to live and breathe Optimizely products every day, talking to customers and staff alike. However I realise that not everyone is as lucky as me and product renaming is tricky. As an Optimizely veteran I have been through a few product renames so felt the need to write this up to help people and agents tell the difference between the old and new naming.

The names at a glance

Name What it means Status
Opal The old name of Optimizely's AI and agent product Retired as a brand. Still in many docs, URLs and package names, like a former employee's name on a mailbox
Optimizely Agent Platform The official name. Optimizely describes it as where marketers build, run and monitor AI agents with no code Current. Used on contracts and order forms, where nobody wants a nickname
Mark The everyday name for the platform, and for the AI and chat you talk to. Docs write it as "Mark (Optimizely Agent Platform)" Current. The one you will say out loud
Mark-IQ The data layer that gives the AI your brand and performance context, such as experimentation history and web analytics New addition, not another name for Opal
Mark-Bench An open benchmark for AI on marketing tasks New addition
Mark-1 A family of marketing-trained AI models Announced, "coming soon"
Virtual Teammates Role-based AI coworkers, such as a Chief of Staff or an SEO and AI Search Analyst, that run on the platform with their own identity, permissions and memory A feature of the platform, not a rename. They do not, as far as I know, steal your lunch

Optimizely's own naming guidance is refreshingly simple. In everyday use, say "Mark". When introducing it to someone new, say "Optimizely's Agent Platform, Mark". On contracts, say "Optimizely Agent Platform". Three audiences, three names, one product. That is the whole trick.

A short timeline

  • May 2025: Opal gets a major overhaul, with a new UI and agentic capabilities across Optimizely One.
  • Autumn 2026: Opal is renamed Optimizely Agent Platform, with Mark as the everyday name. Optimizely's own pages give slightly different dates for this, so I have kept it to the season. Even the people who made the change cannot quite agree on the day, which tells you something about how fast this moved.
  • Early October 2026: A community post by Scott Reed on Optimizely World describes "three names for the same thing depending on where you look". Quite.
  • 28 Oct 2026: Optimizely publishes "Who the EFF is Mark?" to explain the change. A fair question, and the title suggests they had heard it a few times.

Why you still see "Opal"

The rename is recent, and the documentation has not caught up everywhere. Renaming a product takes a day. Renaming every reference to it takes a lot longer. As of late October 2026 you can still find Opal in:

  • Page titles and screenshots in the documentation. Scott Reed noted "Optimizely Opal" in nearly every page title in early October.
  • The Opal SDK.
  • The Academy learning path "Optimizely Opal Essentials".
  • The "Opal release notes" page.
  • The Optimizely.Cms.OpalChat NuGet package.
  • Some app URLs. Agent Platform docs say mark.optimizely.com , while other docs still say opal.optimizely.com. Good news is the application itself always redirects to: mark.optimizely.com

None of this means you are looking at a different product. Mixed naming is normal at the moment, including among Optimizely's own staff. If you catch someone saying "Opal" in a meeting, they are not wrong, just early, or late, depending on how you look at it.

What changed and what did not

Changed: the name and the positioning. Optimizely now calls itself the AI platform for marketing and has dropped the "DXP" label.

Did not change: the underlying product, its directory of agents and usage-based credits. Luminary summed it up as "a name change, not a rebuild".

In other words, the product has a new name tag and the same job.

What should you call it in your own docs?

Follow Optimizely's rule above and be explicit. For example: "Optimizely Agent Platform (Mark, formerly Opal)". That wording is searchable by people who still use the old name, and it will not read as dated in a year.

If you have an existing project document that says "Opal", you do not need to rewrite it urgently. Add a one-line note at the top that Opal is now Agent Platform, and use the new name for anything new. Nobody has ever been fired over a find-and-replace they did not do on a Friday afternoon.

FAQ

Is Optimizely Opal now called Mark? Yes. Optimizely renamed Opal to Optimizely Agent Platform, and the AI and chat you use is called Mark. Optimizely says: if you were using Opal, you are already using Mark.

When was Opal renamed? In autumn 2026. Optimizely's own pages give slightly different dates, so check the current Optimizely documentation if you need an exact day.

What is the difference between Optimizely Agent Platform and Mark? Agent Platform is the official product name used on contracts and order forms. Mark is the everyday name used in the product and in chat. Optimizely's documentation writes it as "Mark (Optimizely Agent Platform)". Some partners describe Mark as the AI you chat to and Agent Platform as where you build agents.

What are Mark-IQ, Mark-Bench and Mark-1? Mark-IQ is the data layer that gives the AI your brand and performance context. Mark-Bench is an open benchmark for marketing AI tasks. Mark-1 is a family of marketing-trained models that Optimizely says are coming soon.

What are Optimizely Virtual Teammates? Role-based AI coworkers, such as a Chief of Staff or an SEO and AI Search Analyst, that run on Agent Platform with their own identity, permissions and memory.

Why does Optimizely documentation still say Opal? The rename is recent and the documentation is still being updated. The Opal SDK, some page titles, release notes, training paths and a NuGet package still use the Opal name.

Related posts on this blog

(Yes, both say "Opal" in the title. See above.)

Sources

Last updated: 4th Nov 2026.

This blog represents personal views and experiences.

Comments