MoEngage, an Indian provider of marketing technology, is heavily investing in artificial intelligence (AI). The company uses so-called AI agents. These are special computer programs. They are designed to handle marketing tasks for individual customers. The goal is a very personal approach. Every customer should feel like the only one.
This step is important because it changes how companies engage with customers. Users will soon receive messages tailored precisely to their wishes. General advertising will become less common. Companies can sell more as a result. Customers receive content that is more relevant to them. However, questions also arise regarding the protection of personal data and control.
MoEngage recently acquired a company. This company specializes in AI technology. Through the acquisition, MoEngage gains software. This software can create AI agents for each individual customer. Billions of marketing messages will no longer just go to groups. They will be custom-sent to each person. This is a major shift in the marketing industry.
As a customer, you will see less advertising that doesn't interest you in the future. The AI will better know what you really want. This can be more pleasant. But it also carries a risk. You might feel 'too well understood'. Your data is the fuel for these systems. The line between service and surveillance becomes unclear. A digital system could know your preferences better than you do yourself.
Companies, especially in e-commerce or subscription services, can have great advantages. These AI agents take over tasks. Marketing teams would otherwise have to do these manually. This saves money and makes work more effective. At the same time, a new dependency arises. This dependency is on the provider and its AI systems. Companies must carefully consider what data they share. They must also maintain control over their brand message.
The biggest opportunity lies in the highly personalized approach. Companies can precisely tailor offers and content. This allows them to be much more effective. This can lead to significantly higher sales. Customer loyalty also becomes stronger. Marketing teams are relieved of repetitive tasks. They can then focus on strategy and creative ideas.
A major risk is data lock-in. This means: If all customer data is in a provider's systems, switching becomes very expensive. Changing providers is then also very complex. Control over the brand message can become difficult. This happens if the AI works too independently. It could then send inappropriate messages. Data protection is also a question. How secure is personal data when millions of agents are working with it?
