SoftServe is a global AI and technology services company specializing in autonomous enterprises with capabilities in AI-native applications, as well as physical and agentic AI, cloud, and data solutions.
- SoftServe re-platformed on Optimizely, building a new site from scratch in 60 days, with Opal automating migration and QA on Microsoft Azure.
- The new site launched in 60 days, cut page production 85–93% (from ~5 days to 3–6 hours), and migrated 1,000+ content items.
- Projected annual platform cost dropped, while replacing five fragmented data views with a single customer profile.
What blocked SoftServe from personalizing its own digital experience?
SoftServe wanted its own website to deliver the same personalized, AI-powered journeys it builds for clients, but the site could not do this. The company used a static content management system (CMS) with fragmented marketing technology. It supported basic publishing, but did not give marketing teams enough speed, flexibility, or visibility. The stack didn’t allow real-time personalization, experimentation, or AI-enabled content operations. Regular updates and template modifications required developer support, and integration required more manual setup.
The company needed to turn its website into a growth engine. It needed to reflect the company's AI leadership and support a new brand reveal, while guiding buyers through a personalized journey.
SoftServe evaluated its platform options against its own criteria: ease of use, speed to publish, long-term flexibility, and cost savings.
Pricing comparison
$500,000 |
$265,000 |
| Composable stack, projected annual cost | Optimizely One, projected annual cost |
They weighed concerns about implementation cost and complexity and needed to confirm that the total cost of ownership would lower operational overhead, not just move it somewhere else, before the business case resolved those questions.
The team had to juggle content architecture, data activation, personalization, and AI readiness, while comparing vendors and building a case that justified the investment internally.
How did Optimizely solve it?
What started as a conversation about replacing the CMS grew into a full digital experience overhaul, adding data, personalization, testing, and AI orchestration to the plan. The company was in the unusual position of being both the client and the implementation partner, able to apply its own Optimizely expertise to a problem it knew firsthand.
The company holds Optimizely Platinum Solution Partner status and Opal Development Accreditation, backed by 30-plus certified specialists across Opal, CMS, Commerce, and Experimentation.
With Optimizely CMS, the marketing team can publish templated pages without a developer ticket for changes. Optimizely Digital Asset Management (DAM) streamlined how the team manages, finds, and reuses digital assets across the new website, replacing the previous content delivery network-based (CDN) approach. Optimizely Opal accelerated content migration and optimization through a custom AI agent, and handled AI-assisted migration of assets from the legacy CMS to Optimizely.
As the rollout finishes, Optimizely Data Platform (ODP) gives the team one place for customer data, replacing five partial views with one real one. Optimizely Web Experimentation and Recommendations, the focus of the current implementation phase, let the team test and personalize digital experiences based on visitor behavior, then measure what works. Microsoft Azure remained the hosting infrastructure for the digital experience, allowing SoftServe to keep what it had already built rather than start over.
What results did SoftServe achieve with Optimizely?
The decision moved from a platform comparison to a working system once the team saw the templates live and the publishing time drop. Optimizely's agentic workflows ran the migration, automating content enrichment and QA checks that would otherwise need a much larger team.
60 days |
85-93% less effort |
1,000+ content items |
| New website built from scratch on Optimizely | Templated page production reduced from ~5 days to 3-6 hours, without code changes needed to publish the page |
Migrated to Optimizely CMS since the new website launch |
For the technical team building and maintaining the site, the difference showed up in day-to-day development work.
Where else does this apply?
Industries with complex digital journeys, large content estates, and pressure to personalize at scale face similar challenges.
Financial services |
Healthcare |
Retail and eCommerce |
Industrial and manufacturing |
| A wealth advisor could use the same platform to guide a new client through onboarding content built just for them, while every version stays inside compliance review. | A hospital network could point a new mother to the right postpartum resources, automatically, with no call center transfer and no compromise in privacy rules. | A retailer could use browsing behavior to send a shopper a personalized offer built around what they looked at, not a generic code. | A parts distributor could let a field technician find the right spec sheet and order path in one search, instead of three separate portals. |
Companies first need a clear strategy, leadership buy-in, and data that's ready to be modernized. Teams also need clear ownership across marketing and technology, plus real ways to measure progress, whether that's conversion, engagement, or operational efficiency. This works best when a team is ready to bring scattered tools together and let AI take on the heavy lifting, from migration to ongoing personalization.
