2026 Optimizely Personalization release notes
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June
Improved the Contextual Bandit Results page to show attribute importance per variation and relative improvement per variation. Each variation now lists its most influential attributes and the values driving performance and you can see how each variation compared to the holdback. See Contextual Bandit Results page for details.
April
Released the Optimizely Experimentation MCP server overviewOptimizely Experimentation MCP server overview, which connects AI clients to your Experimentation data using the Model Context Protocol (MCP) open standard. Supported clients include Claude Desktop, Claude Code, Claude.ai, Cursor, Visual Studio Code with GitHub Copilot, and Windsurf. Authenticate with OAuth 2.0 through Opti ID and interact with your experimentation data through natural language.
March
- Released a new version of the AI variation development agentAI variation development agent which helps you modify and update existing website elements, create new ones, and generate and apply enhancement suggestions, while maintaining brand consistency by automatically retrieving page styles.
- Improved the look and feel of selecting the parent or child element of a selected element. See Edit elements with the new Visual EditorEdit elements with the new Visual Editor.
- Introduced a hotkey (keyboard shortcut) to edit the items behind a hover. See Edit interactive or dynamic elements.
- Released a more reliable way to dispatch events and rewritten some of the logic to collect events that use redirectsredirects. This ensures a more accurate count.
- Added two new utilities to the Optimizely Web Experimentation utils libraryOptimizely Web Experimentation utils library to support personalization on dynamic websites. To access these utilities, you must initiate a snippet rebuild by making any change to your project. See Snippet order of activationSnippet order of activation for information on when the snippet updates.
- `onUrlChange``onUrlChange` – Added a utility that runs a callback function whenever the current URL changes, without requiring a full page reload. This is useful for re-applying experiment changes during page navigation on Single Page Applications (SPAs).
- `persistHtml``persistHtml` – Added a utility that re-inserts and persists HTML onto a page if the site's own scripts remove or re-hydrate it. Given a CSS selector and placement position, the function monitors the DOM and automatically re-injects the supplied HTML whenever it is removed. This is useful for maintaining banners, notifications, or other injected elements on dynamic websites during page navigation.
February
- Enhanced the new Visual EditorVisual Editor with smoother highlighting.
- Released drag and drop re-arrange in the new Visual Editor.
- Released the following Personalization system tools in Agent PlatformPersonalization system tools in Agent Platform to help you use the AI variation development agentAI variation development agent:
- exp_ve_apply_change – Applies a pending change to the Visual Editor.
- exp_ve_element_glob – Finds elements in the Visual Editor DOM that match a glob pattern.
- exp_ve_element_grep – Searches for elements in the Visual Editor DOM whose content or attributes match a regular expression.
- exp_ve_element_read – Reads the content or attributes of a specific element in the Visual Editor.
- exp_ve_element_tree – Retrieves a partial DOM tree for a specified element and its descendants in the Visual Editor.
- exp_ve_get change_schema – Retrieves the JSON schema for a specific type of Visual Editor change.
- exp_ve_get_selector – Generates a robust CSS selector for a given element in the Visual Editor.
- exp_ve_list_pending_changes – Lists all pending Visual Editor changes for the current experiment or personalization.
- exp_ve_revert_change – Reverts a specific pending Visual Editor change, undoing its effects.
- exp_ve_validate_change – Validates a Visual Editor change object against its schema to ensure it is well-formed.
January
Released the following system tools in Optimizely Agent Platformsystem tools in Optimizely Agent Platform to help you with your Personalization projects:
- exp_get_schemas – Retrieves detailed schemas for various Optimizely entities relevant to Personalization. This is a mandatory first step before using the exp_execute_query tool to retrieve actual data about these entities.
- exp_execute_query – Executes a template-based query to fetch specific data from your Optimizely Personalization instance. It lets you retrieve detailed information about various entities.
See System tools for PersonalizationSystem tools for Personalization for the full list of available Agent Platform tools, including when to use them, variables, and example prompts.