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Optimizely Opal : Reimagining A Utility Sector Use Case

 


Introduction

Customer engagement through timely and personalized push notifications plays a crucial role in todays Digital First landscape. In this post we explore how to reimagine such a real world use case in utility sector with Opal AI

Context

The Client is a leading utility provider and has developed a mobile application that enables customers to Pay Bills, Submit Meter readings, Set up Direct Debit, View Transaction History. 
To Support push notification, the App was integrated with AirShip, a Third part portal for mobile messaging.

Requirement

Automate business notification with out manual intervention for each campaign. For eg. payment reminders, Direct Debit changes, Bill generated etc 

Traditional Solution

  • Oracle Server (Legacy) : Data store , with limited support JSON /HTTPS connections
  • Azure SQL DB : Stores user and device data fetched from Airship
  • Blob Trigger : Ingests Campaign files into Azure SQL
  • Web Job : Dequeues events and pushes the notifications to Airship
  • Purge Job: Archive Sent Notifications

Reimagining with OPAL

Why OPAL ?

Optimizely Opal AI offers:

  • Intelligent orchestration of content and campaigns
  • Real-time personalization
  • AI-driven decisioning and automation

Reimagined Opal-Based Architecture

  1. Event Detection & Segmentation
    • Opal AI listens to transactional events (e.g., payment due, meter reading submitted).
    • Automatically segments users based on behavior, preferences, and engagement history.
  2. Content Generation
    • AI generates personalized notification content dynamically.
    • Tailors tone, timing, and message format based on user profile.
  3. Campaign Automation
    • No manual file generation or blob ingestion.
    • Opal AI triggers push notifications via Airship or other integrated channels.
  4. Feedback Loop
    • Tracks engagement metrics (opens, clicks, conversions).
    • Refines future campaigns using reinforcement learning.

Comparing Traditional  VS OPAL Solutions

Aspect

Traditional

Opal AI

Notification Trigger

Manual file ingestion

Event-driven, AI-triggered

Personalization

Static content

Dynamic, AI-generated

Infrastructure Complexity

High (Oracle, Azure SQL, Blob, Web Jobs)

Simplified, centralized orchestration

Scalability

Limited by legacy systems

Scalable with cloud-native AI

Campaign Agility

Manual coordination

Automated, real-time

Conclusion

While the traditional solution fulfilled the client’s immediate needs, it involved multiple moving parts, legacy constraints, and manual effort.

By reimagining such solutions with Opal AI, organizations can unlock smarter customer engagement and drive better outcomes with less effort.


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