News
The Gist
-
AI-powered insights. Tealium introduces Behavioral Insights Agent for real-time customer understanding.
-
Enhanced platform tools. New features include Attribute Search, AI Documentation and governance controls.
-
Impact on enterprises. Data teams gain faster personalization and compliance-friendly AI integration capabilities.
Tealium announced a collection of new AI-powered capabilities on Oct. 28. The San Diego-based company released five new features designed to help organizations better understand and engage with their customers.
The centerpiece of the announcement is the Behavioral Insights Agent, which according to company officials, transforms raw event data into actionable intelligence through customizable AI classification. Tealium claims the platform processes billions of events daily.
Table of Contents
- Impacted Audiences for Tealium's AI Features
- AI's Evolution in Customer Experience
- 'Unified Foundation of Shared Governance'
- Tealium Background
Impacted Audiences for Tealium's AI Features
-
Marketing leaders seeking real-time personalization capabilities
-
Data and analytics teams requiring centralized customer data
-
IT/engineering teams responsible for governance and compliance
AI's Evolution in Customer Experience
AI has evolved from an optional enhancement to a fundamental requirement in customer experience platforms, reshaping how companies engage with customers.
Tealium, a customer data platform provider, has positioned itself as a governed data foundation for AI systems. Earlier in 2025, the company was among the first in the CDP category to offer Model Context Protocol integration capability.
The market has seen AI and machine learning enabling hyper-personalized experiences that predict customer behavior with increasing accuracy. This shift comes as privacy concerns grow, requiring companies to focus on ethical data usage and transparency.
With the decline of third-party cookies and stricter regulations, first-party data has become increasingly valuable for creating trust-based, data-driven relationships. Organizations are implementing predictive analytics and sentiment analysis to improve both customer satisfaction and operational efficiency.
The industry trend shows companies seeking technologies that can automate routine interactions while maintaining personalized service across multiple channels. Advanced platforms now offer omnichannel orchestration capabilities that unify customer touchpoints, addressing the growing need for seamless customer experience.
Related Article: What Is a Customer Data Platform (CDP)? 2025 Guide for Marketers
'Unified Foundation of Shared Governance'
AI is moving fast, and with it comes data fragmentation challenges. Tealium delivers a trusted, governed real-time data stream so AI decisions are consistent, contextual and compliant. With a unified foundation of shared governance and business logic, AI systems across every channel can act on behavioral insights as they happen.
- Jeff Lunsford, CEO
Tealium
Tealium Behavioral Insights Agent Feature Breakdown
According to Tealium, the new capabilities aim to enhance customer data management while maintaining privacy and compliance standards.
| Capability | Description |
|---|---|
| Behavioral Insights Agent | Transforms raw data into actionable intelligence for personalization. |
| Attribute Search | Provides a conversational interface to find server-side attributes via natural language. |
| AI Documentation | Auto-generates contextual notes for configurations to improve clarity. |
| Global AI Settings | Offers account and profile-level control over AI feature availability. |
| MCP Updates | Expands support for agentic workflows with fully managed server infrastructure. |
Tealium Background
Tealium targets enterprise marketing and digital teams, offering solutions for customer data orchestration and privacy management.
Data Management
The company provides a customer data platform (CDP), tag management, API hub and consent management tools. These offerings are designed to help organizations unify customer data across channels, manage privacy compliance and activate data for analytics or personalization. The platform supports integration with a wide range of martech and adtech systems.
Market Focus
Tealium operates in the digital marketing and customer data management sector, serving mid-sized to large enterprises. Its clients typically include organizations with complex digital footprints and high regulatory requirements, such as those in retail, financial services and healthcare. The company is often selected by teams seeking to centralize and govern first-party data across multiple platforms.
Have a tip to share with our editorial team? Drop us a line:
