MoEngage Expands Agentic AI Capabilities for 1:1 Customer Personalisation
The launch includes an expanded Merlin Agent Harness, Merlin Agent, and per-user AI decisioning, now fully integrated into the MoEngage platform.
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MoEngage, the agentic customer engagement platform, has announced new capabilities at NEXT Autumn’26, its twice-yearly product launch.
The launch includes an expanded Merlin Agent Harness, Merlin Agent, and per-user AI decisioning, now fully integrated into the MoEngage platform. These new capabilities aim to equip marketers with the tools to move beyond a segment-led approach.
“Brands have more data, channels, and AI tools than ever, yet most still plan around segments and schedules. They end up designing campaigns for an ‘Average,’ a blended persona no real customer holds. With the latest releases, we are helping brands to truly activate 1:1 personalisation,” said Raviteja Dodda, Co-Founder and CEO, MoEngage.
Marketers set the guardrails and decide where to review, and agents handle decisioning and execution across the marketing stack.”
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MoEngage at the Forefront of Agentic Customer Engagement
MoEngage has led agentic customer engagement over recent years and has invested in products and capabilities that let marketers spend more time on strategy and creativity, while agents work across the marketing workflow to drive instant actions and decisions in real time.
Merlin Custom Agents are among MoEngage’s fastest-adopted products and are already in production for customers across media, telecom, retail, healthcare, financial services, and banking.
Loblaw, a major Canadian retail company, uses Merlin Custom Agents to send personalised loyalty campaigns to 18 million customers in its PC Optimum program while reducing the build time by 60%.
MoEngage’s acquisition of Aampe earlier this year was another significant step toward enabling enterprise brands to drive per-user decisioning at scale, shifting from a traditional segment-based approach to a unique one-agent-per-user model for true 1:1 personalisation.
Beyond product investments, MoEngage recently concluded The Agentic Marketing Tour 2026, a global series of executive events that gives marketers and product owners a platform to exchange experiences and learnings and strengthen agentic adoption across industries.
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New Capabilities to Further Strengthen Agentic Marketing
With these latest innovations, MoEngage aims to further empower enterprise brands to build truly individual-level customer engagement without compromising on the brand experience.
- Merlin Agent Harness: Provides a shared workspace for marketers and agents – built for enterprise marketing, including a Context Hub, creative generation, and new two-way stack connectors.
- Merlin Agent: Serves as a single, always-on orchestrator across MoEngage, warehouses, CRMs, and analytics to spot metric changes, diagnose performance, and propose campaigns within brand guardrails.
- AI Decisioning from Aampe: Fully integrated into the platform to learn customer-specific preferences across offers, content, channels, and timing for 1:1 individual-level campaign execution.
