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Optimizely CMS 13 – the next generation CMS for AI, personalization and growth

From publishing content to driving business results

AI-powered content, real-time personalization, and faster time-to-market, all in one platform. CMS 13 isn't just an upgrade, it's a new way to drive digital growth.

What are the major areas that are changing?

For the first time in many years, the CMS experience for the editor is changing, but it's not just the look that has changed. Here we list the major changes in CMS 13.

From a CMO perspective - what really changes

From content production → content performance

CMS 13 doesn't just allow you to publish content, you optimize business performance in the same platform.

This is made possible by:

  • AI that generates, improves and optimizes content
  • Built-in connection to experimentation and personalization
  • Data (customer, product, behavior) directly in the content

Results:

  • Higher conversion
  • Faster time-to-market
  • Data-driven decisions instead of gut feeling

Opal - when AI becomes part of the way of working

CMS 13 together with Optimizely  Opal is an opportunity to think new, not only in what you do, but how you do it.

What Opal can do for you:

  • Generate texts, headlines, SEO and campaign ideas
  • Create content based on your tonality and data
  • Drive workflows via AI agents (planning, production, optimization, etc.)
  • Analyze results and suggest improvements

 For CMOs:

  • Less manual production
  • More focus on strategy and growth
  • Ability to scale content without scaling teams

A whole new content experience for editors

CMS 13 is built to reduce dependency on developers.

News:

  • Visual Builder: build pages visually (without code)
  • Content Manager: work with content as in a data warehouse (filter, bulk-edit)
  • Built-in DAM: assets directly in the CMS
  • AI translation and content generation

Effect:

  • Shorter lead times
  • Fewer bottlenecks
  • Easier to scale content globally

From SEO to GEO - the future of visibility with AI

Search is changing rapidly. Google is no longer the only path to visibility. More and more users are finding information through AI-powered services that interpret and summarize content.

Optimizely CMS 13 is built for this development. By supporting semantic search via Optimizely Graph and a structure that makes the content easier for AI to understand, completely new opportunities are created to reach out.

It's no longer just about SEO, it's about Generative Engine Optimization (GEO), optimizing content for how AI reads, interprets, and renders information.

The result is:

  • Better visibility in AI-powered search flows
  • Stronger position in the digital ecosystem of the future
  • Content that's ready for both humans and machines

Personalization and experimentation - right in the flow

CMS 13 is not a CMS plus separate tools, it is a cohesive platform where content, testing and optimization are connected. 

This means that you can test different variations of content directly in the CMS, while AI helps steer traffic towards what works best. In addition, content can be personalized based on user behavior, data, and context, without creating complex manual flows.

For the deal, this means:

  • Higher conversion through more relevant experiences
  • Continuous optimisation instead of one-off efforts
  • A more data-driven approach throughout the marketing organization

Technically - what makes all this possible

This is also crucial for the market, as it determines what you can do in the future.

New ground:

  • Optimizely Graph: semantic search + headless + multichannel
  • Modern .NET and cloud-native architecture
  • API-first/headless support

What it provides:

  • Faster sites (SEO + UX)
  • Easier integrations (CRM, PIM, CDP)
  • Less technical debt
  • Future-proof platform

Read the blog post: What does an upgrade to Optimizely CMS 13 mean? 

Plan the upgrade

The step from CMS 12 to CMS 13 is less dramatic than previous upgrades, but it's still wise to plan. Many of the news are related to how you structure and use your content today.

A successful upgrade project is therefore as much about reviewing your current work as it is about updating the technology. In many cases, this is also a good opportunity to start a more long-term modernization journey.

Upgrade to Optimizely CMS 13
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Frequently Asked Questions about CMS 13

Do you want support in your CMS 13 journey?

We are happy to help you look at your current solution and identify what is required to upgrade in a way that suits your organization. Whether you want to take a small step first or make a major modernization, we can help you find the right way forward. At Epinova, we are experts in Optimizely. 

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