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Agents that let you act while others are still analyzing!
Why it matters:
In reading this post, marketers will learn that the IDC MarketScape evaluates Customer Data Platform (CDP) vendors’ AI built specifically for B2C users and use cases. That focus is what makes it useful for marketers. It assesses these platforms not as general data infrastructure, but how well they serve the day-to-day realities of consumer marketing: managing customer data, deciding what to do with it, activating campaigns, and measuring results.
Marketers will also learn why Optimove has been named a Leader. This reflects where Optimove is today and the power of its Positionless Marketing Platform. This post goes further, to Optimove AI, the suite that brings AI everywhere the marketer works.
Key takeaways:
Optimove has been named a Leader in the IDC MarketScape: Worldwide AI-Enabled Customer Data Platforms for B2C Users 2026 Vendor Assessment.
The assessment looks specifically at customer data platforms built for B2C users and use cases, not general data infrastructure. For a marketer weighing a CDP, that makes it a practical, independent reference point, based on criteria set by an outside analyst rather than by any vendor.
Optimove is the creator of Positionless Marketing. Positionless Marketing frees marketing teams from the limitations of fixed roles, giving every marketer the power to execute any marketing task instantly and independently. Positionless Marketing has been proven to improve campaign efficiency by 88%, allowing marketing teams to create more personalized engagement with existing customers.
A customer data platform is only as valuable as a marketer's ability to extract value from data. Optimove treats the CDP not just as a place where customer data lives, but as the engine for coordinated decisioning, activation, measurement, and ongoing optimization.
That is the foundation of the Optimove Positionless Marketing Platform, which brings customer data together with AI decisioning, orchestration, and campaign activation in one environment. Its core spans four areas: Optimove Orchestrate for unified customer data and AI decisioning, Optimove Engage for native multichannel execution, Optimove Personalize for real-time web and email recommendations, and Optimove Gamify for loyalty, gamification, and zero-party data capture.
Optimove AI is the next step. AI has changed where and how marketers work. Optimove AI is the only suite that meets them in all three places at once: inside the platform, outside it, and on top of it.
For the marketer who wants a CRM marketing platform with AI built in, Native AI delivers it out of the box. AI agents handle decisioning, content creation, insights, and optimization across strategy and execution.
Optimove's AI Decisioning Studio is the clearest example. Rather than handing the marketer recommendations to act on, it lets the marketer manage decisioning agents directly. The marketer gives them direction, a strategy and a KPI, and the agents optimize for it autonomously, acting across journey, offer, send time, and content without further intervention. A team running Black Friday campaigns can point every agent at a single revenue goal and let them optimize across segments, channels, and offers in real time, all from one hub.
The Optimove MCP connects AI tools like Claude and ChatGPT directly to Optimove. No new interface. No switching platforms. The marketer prompts the AI in the surface they already use, the AI calls Optimove, and the platform ships the work with governance preserved.
A CRM manager can prompt Claude to identify high-value customers likely to churn in the next two weeks, build an audience with multi-channel preference data, draft personalized email and SMS, and generate the campaign in Optimove, ready for review and activation. The marketer never leaves Claude. The platform does the work.
When no off-the-shelf product covers a workflow, Optimove Custom Apps deliver a tailored solution built on top of Optimove's data, creative, and optimization power. These are built by Optimove AI engineers in partnership with the brand, for the workflows that are specific to a single business. They are deployed directly inside Optimove.
The three are not exclusive choices. One marketer can use all three. A team can use them in parallel. And underneath them all, the same execution layer holds the work together, with full governance, frequency rules, and approvals intact. Whatever surface a marketer is on, inside the platform, outside it, or on a custom app, it is a launching pad to put AI to work.
Every part of Optimove's Positionless Marketing Platform points to the same practical goal: reducing the handoffs that slow marketing down. When data, decisioning, execution, and measurement live in one environment, and AI reaches the marketer wherever they work, a marketer moves from insight to action without waiting on a chain of specialists and tools.
That is what Positionless Marketing means for B2C teams, and why it matters most in retail, ecommerce, sport, and iGaming, where high campaign volumes, time-sensitive offers, and overlapping customer eligibilities create real complexity. Being named a Leader is an external validation of the platform behind it. Optimove AI is how we take it further.
Positionless Marketing is marketing empowerment in perpetuity.
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Writers in the Optimove Team include marketing, R&D, product, data science, customer success, and technology experts who were instrumental in the creation of Positionless Marketing, a movement enabling marketers to do anything, and be everything.
Optimove’s leaders’ diverse expertise and real-world experience provide expert commentary and insight into proven and leading-edge marketing practices and trends.
