Optimove announced Optimove AI, a set of features that allows marketing campaigns to be run from external tools such as Claude and ChatGPT, in addition to the platform itself.
The new offering is structured around three fronts. The first, called Native AI, brings together AI agents already integrated into the Optimove platform, focused on decisions about customer journeys, offers, send times, and content, gathered in what the company calls the AI Decisioning Studio.
The second front, Optimove MCP (Model Context Protocol), connects the platform to general-purpose AI tools.
According to the company, a CRM manager can ask Claude, for example, to identify high-value customers at risk of churning, build a segment, and generate an email and SMS campaign ready for review within Optimove, without leaving the AI environment.
The third front, Optimove Custom Apps, consists of custom applications developed by Optimove itself for workflows specific to each client.
In all cases, campaign execution remains centralized on the Optimove platform, which says it preserves governance rules, send frequency, and approval workflows regardless of where the campaign was initiated.
Market context
The company cites two surveys to justify the launch. A Forrester study commissioned by Optimove itself in May 2025 found that only 39% of marketing professionals used AI for content creation, 37% for campaign flow management, and 14% for audience segmentation.
Gartner data from May 2026, cited by the company, shows that CMOs allocate on average 15.3% of the marketing budget to AI, but only 30% of organizations consider themselves prepared to use it maturely.
Company positioning
According to Optimove, the platform was named a Visionary in the Gartner Magic Quadrant for Multichannel Marketing Hubs for the second consecutive year.
The company also claims to be the leader in player engagement for iGaming and sports betting and attributes to its “Positionless Marketing” model an 88% improvement in campaign efficiency, figures presented by the company itself, with no independent audit source cited.
CEO Pini Yakuel said the launch extends to the AI environment the same positionless work logic that already guided the platform.
“Professionals can start anywhere and stay in control, keeping pace with the customer through personalized, relevant interactions delivered at the right moment,” said Yakuel.
“What was impossible for marketing professionals and teams yesterday is possible today. That’s what being Positionless means: being able to do anything and be everything,” he added.
Optimove AI is already available on the company’s website.