Customer engagement platforms are shifting campaign decisions from audience segments to individual customers. MoEngage announced on November 10 a Merlin Agent that watches campaign metrics and proposes campaigns, plus per-user AI decisioning from Aampe built into its platform.
What happened
MoEngage made the announcement at NEXT Autumn’26, its twice-yearly product launch. Merlin Agent is described as an always-on orchestrator across MoEngage, data warehouses, CRMs and analytics that spots metric changes, diagnoses performance and proposes campaigns within brand guardrails. MoEngage also expanded a shared workspace for marketers and agents, with a Context Hub, creative generation and two-way stack connectors. AI Decisioning from Aampe, a company MoEngage acquired earlier this year, learns each customer’s preferences across offers, content, channels and timing. MoEngage says Loblaw uses Merlin Custom Agents to send personalised loyalty campaigns to 18 million customers in its PC Optimum program while cutting build time by 60%.
Why it matters
MoEngage argues that most brands still plan around segments and schedules. Raviteja Dodda, Co-founder and CEO of MoEngage, said: “Marketers set the guardrails and decide where to review, and agents handle decisioning and execution across the marketing stack.” Moving to per-user decisions changes what a lifecycle marketer signs off on. The approval moves to the rules and limits an agent works within.
One thing to watch
In our reading, the test for buyers is reporting. Per-user decisions are hard to audit after the fact, so ask how the platform logs why a given customer received a given offer. We covered the same approval question in Agentic Marketing Runs on Exceptions, Not Approval and the wider shift in Marketing’s New Agents Don’t Just Suggest, They Act.
Source: MoEngage via PR Newswire
