News
The Gist
- Content chaos addressed. AI Content Decisioning helps manage overwhelming content variations.
- Real-time optimization. The agent selects best-performing content during live campaigns.
- Marketer empowerment. Marketing teams gain independence to optimize personalization and drive performance.
Optimove is tackling what it calls "content chaos" with a new AI agent that automatically generates, tests and optimizes personalized content in real time.
According to company officials, the AI Content Decisioning agent launched Jan. 20 acts as a decisioning layer that continuously determines the most effective content permutation for every customer. The launch follows Optimove's visionary ranking by Gartner in the 2025 Magic Quadrant for Multichannel Marketing Hubs.
The agent joins Optimove's OptiGenie AI Decisioning Suite, which uses unified customer data to power audience, journey, offer and content decisioning.
Table of Contents
- Recent Optimove News
- Optimizing for Personalized Experiences
- Optimove Feature Breakdown
- Optimove Background
Recent Optimove News
Optimove spent 2025 expanding its iGaming footprint and AI-driven marketing platform through strategic acquisition, ecosystem partnerships and product releases.
Acquisition & Ecosystem Expansion
The year began with Optimove's acquisition of Adact, a no-code gamification provider, in March 2025. The deal added lottery, quiz and mini-game capabilities to Optimove's Positionless Marketing platform.
From June through December, Optimove announced integrations with EveryMatrix, EGT Digital, CACI, Hybrid Interaction and Salsa Technology, extending its reach across Europe and Latin America.
Analyst Recognition
Gartner positioned Optimove as a Visionary in its 2025 Magic Quadrant for Multichannel Marketing Hubs for the second consecutive year.
Optimizing for Personalized Experiences
Enterprise marketers pursuing personalized content face a core measurement challenge: how to test and optimize nearly endless possibilities across channels.
Current Implementation Landscape
Despite significant investment, less than 1% of organizations have reached AI maturity. Organizations with advanced digital customer experience tech stacks lead adoption, with 89% using generative AI for content generation.
Real-Time Optimization & AI-Driven Decisioning
AI enables real-time content adaptation based on individual behavior, moving beyond static segmentation. The technology equips companies to deliver personalization at scale, and AI empowers organizations to generate exponentially more variations of content and engagement strategies.
A recent McKinsey report found that 63% of companies embedding AI into marketing and sales achieved at least 5% revenue uplift.
Critical Success Factors
- Data quality remains foundational. AI's transformative potential depends on clean, accurate and well-structured information.
- Strategic integration matters more than tool proliferation. Most vendors now support API-first approaches to accommodate headless and composable architectures.
Marketing teams that thrive will view AI as additional channels for customer acquisition rather than threats to established campaign performance.
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Optimove Feature Breakdown
The AI Content Decisioning agent shifts personalization from content creation to content selection.
| Capability | Description |
|---|---|
| Branded content generation | Uses natural language prompts for email subjects, SMS and push titles |
| Real-time optimization | Matches best-performing content to each customer during live campaigns |
| Automated testing | Evaluates content performance and adjusts delivery dynamically |
| Transparent dashboards | Displays uplift, incremental gains and overall AI-driven value |
| OptiGenie integration | Part of suite including audience, journey and offer decisioning |
Optimove Background
Optimove, founded in 2009, serves marketing and CRM leaders at mid-market to enterprise organizations with recurring or lifecycle-driven customer bases across retail, e-commerce, iGaming, financial services and digital marketplaces. The platform combines a real-time customer data platform, AI-powered multichannel journey orchestration and multitouch attribution.
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