Deloitte Partners with Optimizely to Accelerate AI Marketing

Digital experience platform Optimizely has announced a strategic technology collaboration with Deloitte Digital. 

This partnership has been developed with the goal to enable brands to redesign how they deliver digital experiences – combining AI-led personalisation, content and experimentation with new marketing operating models to improve performance. 

In a press release announcing the partnership, the companies said they would bring together Optimizely’s “market leading experimentation, personalisation and AI orchestration capabilities,” with Deloitte Digital’s “global experience in transformation, creativity and human-centred design”. 

Through the partnership, the two companies say they are aiming to evolve how brands engage customers by aligning technology, people and process. 

“The gap between AI ambition and impact has never been more visible,” Jessica Dannemann, Chief Partnership Officer at Optimizely, says of the partnership.

“By working with Deloitte Digital, we're giving organisations something they've been missing: a path that connects the right AI technology to the right strategy, backed by the expertise and organisational change tools to make it stick. 

“Optimizely One is built to power the marketer's AI journey and Deloitte Digital knows how to lead organisations through it. Together, we've developed an 'AI Blueprint for Marketing Leaders' to help digital experience makers scale their use of AI so they can innovate faster and deliver measurable business growth.”

Can AI marketing deliver a substantial ROI?

Companies are increasingly investing in AI and personalisation but, according to Optimizely and Deloitte, these investments are rarely turning into measurable marketing performance of customer impact. 

To improve marketing outcomes, the two companies have developed the AI Blueprint for Marketing Leaders, a structured AI transformation journey that focuses on experience design, content supply chain transformation and marketing operating model redesign, instead of isolated technology deployment. 

Perrine Masset, Partner at Deloitte Digital, says: “Marketing leaders don't need more AI tools, they need a clear path to value.

“By combining Optimizely's platform with our experience in marketing transformation, we're helping organisations redesign how they plan, create and deliver digital experiences.

“The focus is not just adoption but embedding AI into everyday marketing workflows to drive measurable growth.”

AI use in advertising 

As AI capabilities increase, many businesses have been looking at embedding AI further into their marketing and advertising campaigns. 

Leading companies such as Meta are also streamlining the process of including the technology in marketing workflows, with the Wall Street Journal reporting that the company is aiming to make it possible for brands to fully create and target ads using AI by the end of 2026. 

These efforts are largely focused through Meta Advantage+, which can automate e-commerce campaigns, enhance ad creative and automatically distribute budgets to the best-performing ad sets.

The company has also developed Andromeda, an AI ad retrieval system – which works by analysing ads in real-time to match them with user’s specific interests, looking at historic engagement to predict which ads will perform best.

Meta has been investing in this significantly, with CEO Mark Zuckerberg sharing in January that ads will be “by far, the most important driver of growth in our business” over the next couple years – with the company’s ad revenue increasing 24% year-over-year to US$58.1bn in the fourth quarter of 2025.