How Optimizely is Powering Personalised AI Ads with Deloitte

Optimizely, the digital experience platform, has announced a strategic technology collaboration with Deloitte Digital. The partnership aims to connect AI orchestration capabilities with enterprise transformation expertise.

The collaboration brings together Optimizely's experimentation and AI orchestration platform with Deloitte Digital's transformation and design services.

According to the companies, the goal is to help brands implement AI-led personalisation and content strategies through updated marketing operating models.

Closing the AI implementation gap

Jessica Dannemann, Chief Partnership Officer at Optimizely, says the partnership addresses a specific industry challenge.

"The gap between AI ambition and impact has never been more visible," she says. "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."

Jessica notes that Optimizely One is designed to support the marketer's AI journey.

She adds: "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."

AI transformation blueprint unveiled

According to Optimizely and Deloitte, many companies are investing in AI and personalisation technologies without achieving measurable performance outcomes.

The two organisations have developed the AI Blueprint for Marketing Leaders to address this issue.

The blueprint offers a structured AI transformation framework. It focuses on experience design, content supply chain transformation and marketing operating model redesign rather than isolated technology deployments.

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," Perrine says.

Meta's AI advertising systems

Meta has been developing AI systems to automate advertising creation and targeting.

According to the Wall Street Journal, the company is working toward enabling brands to fully create and target advertisements using AI by the end of 2026.

Meta Advantage+ can automate e-commerce campaigns, enhance ad creative and automatically distribute budgets to high-performing ad sets. The company has also developed Andromeda, an AI ad retrieval system.

Andromeda analyses advertisements in real time to match them with user interests. The system examines historic engagement data to predict which advertisements could perform best.

Mark Zuckerberg, CEO of Meta, said in January that ads will be "by far, the most important driver of growth in our business" over the next couple years.

According to Meta, the company's ad revenue increased 24% year over year to US$58.1bn in the fourth quarter of 2025.