5 Key Takeaways from Optimizely Opticon, Texas-Style

As a former colleague put it, they might as well rename this annual event KeeCon since I'm one of a select few that has attended every iteration of this event dating back to the original in 2007, which gives me the latitude to say that I know a thing or two about what makes it successful.

That said, attending Opticon this year felt like stepping into the heart of a Texas rodeo — high stakes, big opportunities, and plenty of folks aiming to lasso the future of digital experiences. If 2025 is the horizon, Opticon gave us a trail map to get there.

Here are the five takeaways I wrangled from this year’s event, told through a lens as big and bold as the Lone Star State itself.

1. AI-Powered Personalization: Like a Ranch Hand That Never Sleeps?

In Texas, a good ranch hand is worth their weight in gold. Now imagine one that works 24/7, never complains, and knows what every customer wants before they do. That’s AI-powered personalization.?

At Opticon, the message was clear: AI isn’t just the future; it’s your most reliable hand. Whether it’s delivering product recommendations, customizing user experiences, or simply helping you generate new content to drive engaging experiences, AI is the trusty horse that’s going to carry your brand across the finish line.

2. Headless CMS: The All-Around Rodeo Champion?

Headless CMS is like the all-around champion at a rodeo — it does everything, and it does it well. At Opticon, everyone was buzzing about how headless and composable architectures give you the speed and agility of a cutting horse.?

Need to launch a new campaign faster than a cowboy chasing a loose calf? Done. Want to integrate with new channels without roping yourself into a corner? No problem. The flexibility that Headless CMS offers isn’t for everyone, but having the ability to choose between Headless CMS and Coupled CMS with Optimizely is a Texas-sized benefit.

3. First-Party Data: As Precious as Crude Oil?

In the digital world, first-party data is the new Texas tea — it’s valuable, it’s powerful, and if you play your cards right, it’s renewable.?

With third-party cookies going the way of tumbleweeds, Opticon drove home the importance of building trust and collecting data the honest way. Think of it like cattle branding — done right, it’s a sign of ownership and trust. Done wrong, well…let’s not go there.?

4. Experimentation: Like Trying Chili Recipes Until You Nail the Perfect Bowl?

In Texas, they take their chili seriously — no beans, just meat and spice. And you don’t get it right on the first try; you tweak the recipe until it’s just right. That’s experimentation in a nutshell (or a bowl I suppose).??

Opticon made it clear: businesses that aren’t testing and learning are leaving money on the table. Whether it’s A/B testing a landing page or tweaking a checkout flow, experimentation is the secret sauce to staying ahead of the herd.?

5. Sustainability: Like a Good Old Texas Rancher, Take Care of the Land?

In Texas, they know the importance of caring for the land — it’s what sustains the local population. The same goes for your brand in 2025. Customers want to know you’re doing right by the environment, and at Opticon, sustainability was front and center.?

Brands that can show they’re making a difference aren’t just winning customers — they’re building loyalty deeper than a West Texas canyon. Be the brand that cares, and you’ll stand out like a wildflower in the desert.??

Closing Thoughts, Y'all

Opticon 2024 was like a Texas barbecue — hot, exciting, and full of things to chew on. From AI and headless systems to first-party data, experimentation, and sustainability, the future is calling, and it’s louder than a bull rider’s eight-second buzzer.?

If you’re ready to tackle these trends but don’t know where to start, let’s chat. I promise I’ll keep the cowboy analogies to a minimum (maybe).

Here’s to making 2025 as bold and successful as a Friday night under the Texas stars.?