How Agentic AI is Transforming Personalization: Shai Frank’s Vision at Optimove Connect 2025
Shai Frank, Optimove's SVP of Product & GM Americas, explains how Agentic AI is transforming personalization by empowering Positionless Marketers to act across the entire campaign lifecycle
This keynote offers a practical roadmap to embracing Agentic AI as the driving force behind Positionless Marketing empowering every marketer to act autonomously, move faster, and deliver more impactful customer experiences. With agentic AI, marketers can detect customer signals in real-time, take instant action across channels, and eliminate the traditional bottlenecks of campaign creation.
Agentic AI is transforming marketing as we know it, from a role-bound, reactive process into a seamless, autonomous engine of hyper-execution. Shai Frank, Optimove’s SVP of Product & GM Americas, describes how AI is becoming an intelligent partner in delivering hyper-personalized, high-speed engagement from audience targeting to content optimization and more.
See the full session here:
Key Takeaways:
Unlike foundational (machine learning) AI, which relies heavily on predefined rules and reactive responses, or generative AI, which automates marketing messages, Agentic AI acts like a proactive decision-making agent. It doesn’t just predict what a customer might want; it strategically plans, initiates, and optimizes engagement across channels autonomously.
“We’re moving from programmed personalization “to autonomous, hyper-relevant experiences — at scale, and in real-time,” Shai explained in his Optimove Connect 2025 session.
Like a decision-making agent, Agentic AI anticipates customer needs, initiates interactions, and continuously optimizes engagement strategies — often without needing a specific trigger. Agentic AI operates more like a human relationship manager: understanding context, setting goals, adapting strategies, and taking initiative to maintain and enhance the customer relationship.
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Generative AI Isn’t Enough
Generative AI has transformed content creation — helping marketers quickly write copy, generate images, and brainstorm ideas. But while it’s a powerful tool, it’s still passive. It waits for instructions. It won’t proactively analyze customer data, identify opportunities, or execute strategies. In short, generative AI can help create what to say but not when, to who, or where.
Agentic AI goes beyond generation — it senses, reasons, and acts. It monitors real-time customer behavior, determines the best action, and executes it autonomously. This means it doesn’t just enable personalization — it drives it. It detects a change in behavior, adapts the message, selects the right channel, and launches the campaign — all without waiting for a human to act. It replaces slow, linear workflows with continuous, autonomous action — delivering the scale, speed, and precision that today’s personalization requires.
So, while generative AI is a great assistant, Agentic AI is a full-stack marketing teammate — and the only way to meet the demands of real-time, customer-first personalization at scale.
Here’s how Agentic AI reshapes the marketing landscape, pillar by pillar:
1. Continuous Customer State Analysis:
Agentic AI constantly interprets a customer’s changing context — including moods, behavior, and preferences.
Example: Using Optimove’s real-time segmentation, brands can detect when customers shift from casual browsing to purchase intent, enabling immediate, triggered messaging.
2. Dynamic Journey Optimization:
Rather than recommending a “next best action,” Agentic AI builds dynamic engagement journeys on the fly.
Example: Optimove’s Multichannel Campaign Orchestration empowers Agentic AI to adjust the customer journey in real-time — for instance, switching from an upsell email to a loyalty reward notification when customer sentiment dips.
3. Self-Learning Personalization Engines:
Agentic AI continually evolves without manual retraining, improving customer understanding with every interaction.
Example: Optimove’s Self-Optimizing Campaigns automatically test, learn, and refine messaging strategies — ensuring communications stay highly relevant even as customer needs shift.
From Insight to Initiative
In his keynote, Shai spotlighted how marketers can leap from customer insights to impactful actions — in real time. One highlight was a live demo illustrating Agentic AI in action:
Detected a customer showing signs of churn within seconds.
Deployed a customized retention incentive via SMS.
Adapted the communication channel based on real-time customer responsiveness.
The result? A 23% increase in retention rates — all autonomously, without human intervention.
Empowering Marketers, Not Replacing Them
In his keynote, Shai emphasized a vital truth: “Agentic AI isn’t here to replace marketers — it’s here to supercharge them.”
By taking over the heavy operational tasks — customer analysis, decisioning, optimization — marketers can refocus their energy on:
Creativity
Brand storytelling
Strategic planning
This way, Agentic AI becomes the ultimate marketing co-pilot — amplifying human creativity with machine precision.
In Summary
The brands that embrace Agentic AI will create the most emotionally intelligent, loyalty-building experiences the world has ever seen.
Stay tuned for more exclusive insights, client success stories, and in-depth deep dives from Optimove Connect 2025.
For more insights on Agentic AI, contact us to request a demo.
Rony Vexelman is Optimove’s VP of Marketing. Rony leads Optimove’s marketing strategy across regions and industries. Previously, Rony was Optimove's Director of Product Marketing leading product releases, customer marketing efforts and analyst relations. Rony holds a BA in Business Administration and Sociology from Tel Aviv University and an MBA from UCLA Anderson School of Management.
