Comviva, a global leader in digital solutions, has unveiled its generative AI vision for the marketing technology sector with the launch of its GenAI-driven MobiLytix® Real Time Marketing (RTM) platform. This advanced platform is designed to empower enterprise marketers by automating and optimizing campaign creation and execution. The integration of generative AI significantly reduces manual tasks, enabling marketers to drive higher conversion rates, improve customer retention, and increase lifetime value through smarter, faster, and more personalized customer engagements.
Comviva launches a Generative AI-powered MobiLytix Real Time Marketing platform.
The platform automates campaign creation, generating message variations and insights via conversational prompts.
It aims to shift from marketing automation to marketing autonomy with self-optimizing AI agents.
Marketers can launch complex campaigns quickly using pre-defined templates and AI-driven decisioning.
The platform leverages over 120 predictive and prescriptive AI models for real-time personalization.
It is built on two decades of expertise with a deployed base of over 300 million consumers.
The new MobiLytix platform introduces powerful generative AI capabilities that transform traditional marketing workflows. Marketers can now use conversational prompts to instantly generate multiple message variations, tailor content for different audience segments, and surface actionable insights from complex performance data. This drastically reduces the time and effort required for campaign design and reporting, accelerating the entire process from concept to launch and leading to higher-quality, more engaging customer interactions.
A key vision behind this release is the foundation it lays for autonomous AI agents. These agentic capabilities are designed to continuously learn from campaign performance and autonomously optimize creative elements, offers, and timing in real-time. This evolution from automation to autonomy means the platform can move towards self-optimizing marketing orchestration, all while operating under governance and approval frameworks set by marketers to ensure they remain in control of the strategy.
The platform is engineered for enterprise-scale growth, combining an intuitive user interface with a robust modular architecture. At its core, it utilizes over 120 advanced AI models and a modern decisioning engine to personalize every customer interaction based on a live 360-degree customer profile. Manish Singhal, Head – MarTech Solutions at Comviva, stated, “Tomorrow's marketing teams won't just run campaigns; they will command an intelligent ecosystem of AI agents that plan, optimize and execute in real time. With the new GenAI driven MobiLytix Real Time Marketing, that future starts now. We are moving from marketing automation to marketing autonomy." This approach allows marketing functions to actively improve performance, lift conversion rates, and deliver sustained business growth.
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