Optimove AI Puts AI Everywhere the Marketer Works

AI didn't just give marketers a new tool. It changed where the work happens. And most marketing platforms are still built for a legacy marketing world. 

In the new reality, a marketer opens Claude to brainstorm, moves to their CRM platform to build the campaign, then checks a custom app their team uses for analysis, all before lunch. The work flows with them. 

Most marketing platforms have not kept up. They are legacy platforms where AI has been bolted on, not built in. 

A May 2025 study Optimove commissioned from Forrester found a clear gap between ambition and execution: only 39% of marketers used AI for content creation, 37% for campaign workflows, and just 14% for building audience segments. A year later, Gartner’s May 2026 data tells the same story. CMOs allocate 15.3% of marketing budgets to AI, yet only 30% of marketing organizations report mature AI readiness. The budget is there. The execution is not. 

Optimove AI is built for the new marketing reality, not the legacy. It works in three places at once, and one principle runs through all of them: start anywhere. 

1. Native AI: intelligence inside the platform

The old way: wait on a data team, an analyst, and a designer to move a single campaign. The new way: AI does the heavy lifting inside the platform, and the marketer directs 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. A marketer defines a strategy, activates AI decisioning agents for journey, offer, send time, and content, receives optimization suggestions, and improves campaign performance, all from one hub. 

Use case: a team running Black Friday campaigns can align every agent across touchpoints to a single revenue goal, monitor combined performance in real time, and optimize across segments, channels, and offers from one place. 

2. The Optimove MCP: Optimove inside the tools you already use

The old way: export the data, leave your AI tool, and rebuild the work inside the platform. The new way: prompt where you already are, and Optimove ships it. 

For the marketer working in Claude, ChatGPT, or other AI surfaces, the Optimove MCP connects those tools directly to Optimove. No new interface. No switching platforms. The marketer prompts the AI in the surface they already use. The AI calls Optimove. The platform ships the work, with governance fully preserved. 

Use case: 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 campaigns, and generate the campaign in Optimove, ready for review and activation. The marketer never leaves Claude. The platform does the work. 

3. Custom Apps: tailored solutions on top of the platform

The old way: wait for a product roadmap to catch up to your workflow. The new way: describe what you need, and it gets built on top of the platform. 

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. 

Use case: a leading iGaming operator needed to pause campaigns on specific dates, like national holidays. They wanted to pause every campaign across every channel, then resume afterwards. Doing it by hand was arduous. It meant pausing and unpausing each campaign one by one, and hoping nothing slipped through. Optimove built a Custom App that bulk-pauses every campaign on chosen dates. Every pause is auditable, and nothing ships on a date it should not. 

Start anywhere

The three pillars 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, regardless of where it began. 

That is the single principle Optimove AI is built around: any marketer can start their work wherever they already are. Whatever surface you are on, inside the platform, outside it, or on a custom app built for your team, it is a launching pad to put AI to work as a Positionless Marketer. 

Different entry points, one connected system. And because the execution layer preserves the governance, frequency rules, and approvals wherever the work begins, the marketer moves at the speed of the customer without giving up the guardrails that protect the brand. 

Optimove AI takes Positionless Marketing to the next level. Positionless Marketing enabled any marketer to do any task. Optimove AI extends that capability across AI inside the platform, outside it, and on top of it via custom apps. The marketer can start anywhere and stay in control while moving at the speed of the customer with personalized, relevant, timely interactions. What was impossible for marketers and teams yesterday is possible today. That is what it means to be Positionless: to do anything and be everything. 

In Summary

The world of work reorganized around AI, and marketing reorganized with it. AI is no longer a place marketers visit. It is the surface they work on. 

Optimove AI meets that reality with three entry points, inside the platform, outside it, and on top of it, held together by one execution layer with governance intact. The Positionless Marketer stays at the center, and the work moves with them. 

Optimove AI is available today. The Optimove MCP supports Claude and ChatGPT, with more AI and collaboration tools on the roadmap, and Custom Apps are built by Optimove AI engineers in partnership with brands. 

For more information, request a demo.