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Optimove: Visionary Leader in Multichannel Marketing According to Gartner
Why it matters:
In reading this post, marketers will gain a clear understanding of why generating more content with AI doesn’t automatically improve performance. They’ll learn how Optimove’s AI Content Decisioning is an agent that solves the real challenge by determining which message works best for each customer, in each moment, across channels. Most importantly, marketers will learn how to use AI to operate independently, optimize in real time, and drive measurable results, not just more output.
Key takeaways:
In the GenAI era, generating personalized content is easier than ever. But with infinite permutations now possible, a new challenge has emerged: how to manage, test, and optimize content without spiraling into content chaos that’s overwhelming many marketing teams today. Effectively, the personalization challenge in marketing messaging has shifted from content creation to content decisioning, which is the process of automatically choosing the best piece of content for a specific customer, in a specific moment, on a specific channel.
With today’s announcement of Optimove’s AI Content Decisioning agent, marketers now have a solution to the new content chaos challenge. The AI agent acts as a decisioning layer that continuously determines the most effective content permutation for every customer, balancing performance optimization with brand integrity, at scale.
AI Content Decisioning is an AI agent that generates, tests, and optimizes content for each individual customer in real-time.
Rather than asking marketers to manually perform these tasks for endless content variations, Optimove’s AI Content Decisioning agent acts as a decisioning layer that continuously matches the best content permutation to each customer while a campaign is live. It balances performance optimization with brand integrity at scale.
In the GenAI era, infinite content permutations are now possible, but managing personalized content has become harder.
Many marketing teams are experiencing content chaos: too many variations, too little clarity, and no efficient way to test or optimize content across channels in real time.
As a result, teams often produce more content than they can meaningfully evaluate, leading to wasted effort and missed performance gains. The personalization challenge has shifted from “How do we create content?” to “How do we choose the right content?”
Optimove’s AI Content Decisioning agent creates and chooses the best content to be delivered.
AI Content Decisioning replaces guesswork with continuous, automated decision-making.
It evaluates content performance as campaigns run and dynamically determines which combination of message, tone, and offer performs best for each customer. This allows marketers to scale personalization without being overwhelmed by testing complexity or manual optimization.
The AI Content Decisioning agent supports branded content generation using natural language prompts, enabling marketers to generate:
For example, a sports betting operator can leverage the AI Content Decisioning agent to generate multiple subject-line variations for a weekend NFL campaign and to determine which version resonates best with each player in real-time.
In the near future, the same agent will enable marketers to create complete messages from natural-language prompts.
AI Content Decisioning continuously matches the best-performing content variant to each individual customer while campaigns are live.
For example, an omnichannel retailer can run a campaign with multiple versions of copy, tone, and offers. As customers engage, the system learns which combinations perform best for each audience group and automatically optimizes delivery in real-time.
This eliminates the need to wait until a campaign ends to learn what worked.
Optimove’s AI Content Decisioning agent doesn’t operate as a black box.
After a campaign finishes, marketers can clearly see:
These insights are delivered through transparent, easy-to-understand dashboards, giving teams confidence in both the results and the process.
AI Content Decisioning removes traditional dependencies on creative, analytics, and performance specialists.
By enabling marketers to create, test, and optimize content independently and in real time, it gives them Creative Power, one of the core pillars of Positionless Marketing. Marketers no longer have to wait for handoffs or approvals to improve performance. They can act immediately.
The AI Content Decisioning agent is part of Optimove’s OptiGenie AI Decisioning Suite, which uses unified customer data to power:
Together, these capabilities allow marketers to orchestrate highly personalized CRM marketing at scale.
Until now, marketers have been able to create content quickly but not optimize it fast enough.
AI Content Decisioning closes that gap by enabling real-time optimization immediately after content is created and tested. It helps teams avoid producing excessive content without the systems to manage or optimize it, turning AI from a content generator into a performance driver.
By embedding AI directly into its platform as early as 2012, Optimove paved the way for today’s Positionless Marketing standard. AI Content Decisioning builds on this storied history of AI-driven CRM marketing personalization.
Its launch reinforces Optimove’s commitment to delivering practical, outcome-driven AI agents that help marketers operate independently, move faster, and improve performance, not just increase output.
It also follows Optimove being ranked #1 by Gartner for Foundational AI & Analytics and Prescriptive Intelligence in the 2025 Magic Quadrant for Multichannel Marketing Hubs.
AI Content Decisioning exists because creating more content with AI is easy - deciding what actually works is the hard part.
By enabling marketers to create, test, and optimize messages in real time, AI Content Decisioning helps teams improve performance, scale personalization responsibly, and operate as true Positionless Marketers.
To learn more, contact us to request a demo.
Gartner Ranks Optimove #1 in AI Capabilities
In this Gartner report, Optimove ranks #1 in AI capabilities that matter most. Gartner rankings validate the power of Positionless Marketing.
Timothy O'Donnell is a Product Marketing Manager at Optimove, focused on Channels, AI, and Customer Advocacy, and is based in New York. Timothy previously worked on the Product & Sales Marketing team at the Australian technology company Rokt, where he helped create bespoke demos to aid GTM teams in seeing the product on prospect and client websites.
Timothy started his career in ad agencies, where he worked at Omnicom Media Group's TBWA and OMD, working for brands like Accenture, PepsiCo, and Nissan. Timothy earned his Broadcasting and Mass Communications degree from SUNY Oswego, where he played lacrosse and hosted a student radio program.
