Reimagining Personalized Customer Experiences in the Age of AI: MoEngage NEXT 2025 Autumn Edition
AI-fueled engagement takes center stage - from generative creativity to real-time decisioning, MoEngage NEXT 2025 showcased how AI agents and unified data are transforming personalization at scale.
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In an ever-evolving digital and AI landscape, marketers face a constant challenge: how to move beyond generic campaigns and create truly meaningful, hyper-personalized experiences that resonate with every individual? The answer lies not just in a single feature, but in a holistic platform built for the future of engagement. They need a sophisticated platform with a set of intelligent, intuitive, and integrated tools more than ever to deliver hyper-personalized experiences at scale.
As part of MoEngage NEXT 2025 Autumn Edition, we are thrilled to unveil such a powerful suite of new features and enhancements. This is more than an upgrade—it’s a paradigm shift, bringing together the power of intelligent automation, seamless collaboration, and rich data to help you build deeper, more lasting customer relationships.
Here’s a quick summary of our new product launches at MoEngage NEXT 2025 – Autumn Edition:
1. Merlin AI Generative Agents: Your Perfect Co-Pilot for Hyper-Personalization
To start with, we are rolling out a suite of Merlin AI generative agents designed to eliminate manual work and spark creativity. Merlin AI doesn’t just automate; it elevates your strategy by turning your intentions into flawless execution.
Merlin AI Jinja Assist
Marketers often face a challenge when it comes to personalizing campaigns with dynamic content, as it typically requires technical skills to write complex Jinja code. This creates a dependency on engineering teams, slowing down campaign creation and limiting the ability to deliver truly personalized experiences.
Merlin AI Jinja Assist addresses this by enabling marketers to add dynamic personalization without requiring any coding expertise. Users can simply describe their personalization needs in natural language, and the tool will automatically generate the correct Jinja code.
This intuitive, no-code approach liberates marketers from technical constraints, allowing them to test, refine, and launch dynamic campaigns with speed and confidence.
In-App Template Builder
Tired of one-size-fits-all in-app messages? Crafting engaging, interactive experiences often requires a team of designers and developers, making it challenging to launch timely and exciting campaigns, such as gamified promotions.
With the In-App Template Builder, you can create stunning, interactive in-app templates with a simple drag-and-drop interface. Build dynamic carousels, gamified quizzes, or interactive pop-ups without writing a single line of code. This tool empowers you to deliver rich, engaging in-app experiences that capture attention and drive conversions.
Merlin AI Studio
Here’s where we bring it all together for you! Merlin AI Studio is a common dashboard for creating and managing all your AI-powered campaigns. It provides a centralized hub where marketers can access and leverage various AI agents along with guides, inspiration, and best practices on how to leverage these AI agents for specific use cases.
2. Merlin AI Decisioning Agents: The Brain Behind the Journey
Personalization is about more than just a name in an email or SMS. It’s about delivering the right message, through the right channel, at the perfect moment. Our Merlin AI Decisioning Agents are the intelligence that makes this a reality.
Offer Decisioning
In a competitive market, delivering the right offer to the right customer at the right time is crucial for success. However, manually managing and personalizing offers for a large customer base can be complex and inefficient, leading to missed opportunities and suboptimal conversion rates.
Offer Decisioning uses AI to automate and optimize the process of presenting offers to customers. The system analyzes customer behavior and preferences to determine the most relevant offer for each individual, ensuring that every customer receives a personalized offering that maximizes engagement and conversions.
Campaign Decisioning
Marketers often struggle with selecting the best campaign or communication channel for each customer. Manually A/B testing every permutation is not scalable, and relying on static rules can lead to irrelevant messages and customer fatigue.
Campaign Decisioning Agent leverages AI to intelligently select the optimal campaign for each user based on their real-time behavior and a predefined goal. This eliminates the guesswork from campaign management and ensures that every customer interaction is a step toward achieving a specific business objective. It’s about moving from “what to send?” to “what will work best?” for every single customer.
3. Data and Collaboration: Work Smarter, Not Harder
True customer engagement is a team sport. MoEngage NEXT 2025 introduces a set of powerful new tools that are focused on enabling your entire organization to be aligned, secure, and data-driven for creating delightful customer experiences.
Unlock New Revenue Streams with MoEngage Portfolio
Many enterprises today face a common challenge: managing multiple brands, apps, or product lines with disconnected and siloed customer data. This fragmentation prevents a unified view of the customer, making it difficult for marketing teams to understand how customers interact across different brands. The result is missed opportunities for cross-selling and a fragmented customer experience.
MoEngage Portfolio is designed to solve this exact problem. It allows you to consolidate data from all your different brands, franchises, and business lines into a single MoEngage account. This process creates a unified customer profile that captures a customer’s behavior and traits across your entire ecosystem. This includes both global traits, such as age and location, as well as brand-specific details like a preferred product category within a single brand.
Once you have this unified profile, you can unlock powerful insights and drive meaningful cross-brand engagement. For instance, a marketer for a pseudo company like “Galaxy Enterprise” might discover a new revenue opportunity through MoEngage Analytics that customers aged 25-30 in cities like San Francisco and New York who buy activewear from Galaxy Clothing also frequently purchase running shoes from Galaxy Shoes.
With this insight, the marketer can use MoEngage Segmentation to easily create a targeted audience of these customers. They can then orchestrate a seamless cross-brand journey to act on this information. For example, the marketer can automatically pitch running shoes to customers 10 days after they’ve purchased activewear, or follow up with a nutrition product offer seven days after they’ve bought both shoes and clothing.
MoEngage Portfolio transforms a fragmented customer view into a cohesive, actionable strategy, allowing you to unlock new revenue streams and deliver a more connected and intelligent customer experience.
Teams 2.0
Combined with the enhanced MoEngage Teams capability, admins can also govern access more effectively. One can create multiple teams and fix their scope of access. For example, if you have marketing Ops divided by Geography, you can say that the US team can only generate insights on and target users in the US, an APAC team can target users in Asia Pacific, and the Central team has the liberty to target all the users across geo.
Private Workspace Dashboards
Sharing and collaborating on custom dashboards can be a security concern, as organizations need to control who can view and edit sensitive data. Without granular access settings, teams may be hesitant to share insights, hindering collaboration and data-driven decision-making.
Private and Workspace Dashboards provide secure collaboration with granular access settings, allowing users to control who can view and edit their custom dashboards. This ensures that work can be kept private or shared confidently across teams, fostering a secure and collaborative environment for data analysis.
Computed Traits
Your customer data is a goldmine, but often it’s too raw and unstructured to be actionable, making it difficult for marketers to use it for segmentation and personalization.
Computed Traits enables marketers to transform raw data into enriched traits that can be instantly utilized for sharper segmentation and richer personalization, all without required engineering support.
Use this feature to create highly specific segments, such as “high-value buyers who last purchased in the last 30 days” or “users who have visited the pricing page more than three times.” This empowers marketers to build sharper segments and deliver richer personalization, directly impacting campaign performance.
4. Elevate Your Engagement: Introducing New Channels and Enhanced Compliance
At MoEngage, we’re committed to helping you craft impactful customer experiences that truly stand out. It’s not just about what you say, but how, where, and when you say it. That’s why we’re excited to introduce powerful new messaging channels—RCS and MMS—along with advanced compliance features to ensure your campaigns are both effective and trustworthy.
Redefining Mobile Messaging with RCS
RCS, or Rich Communication Services, is a true game-changer. It transforms standard text messages into a rich, interactive experience right in your customers’ native messaging app. Since our RCS launch, we’ve seen incredible results with brands across e-commerce, fintech, and hospitality.
RCS stands out for three key reasons:
- Verified Branding: Verified RCS business accounts build immediate trust. Your customers know the message is authentic from you, which enhances credibility and engagement.
- Rich Media Messaging: Go beyond text with high-quality images, videos, GIFs, and carousels. Showcase your products and tell compelling brand stories directly in the message thread.
- Connected Messaging: Reduce friction for your customers with actionable call-to-action buttons. Whether it’s “Buy Now,” “Find a Store,” or “Get Directions,” you empower them to take immediate action without leaving the app.
With RCS now supported on iOS 18 and our new integration with Twilio, we’re making it easier than ever to reach all your customers.
Creating Enriched and Compelling reach with MMS
For brands in the U.S., Canada, and Australia, we’re thrilled to introduce MMS. This channel is a powerful tool for visual storytelling. MMS allows you to include rich media and offers a generous 1600-character limit, giving you the space to craft compelling messages with clear calls to action. Imagine sending a personalized birthday message with a special offer and an image of a perfect product just for them. With an automatic SMS fallback option, you can ensure your message gets delivered even if MMS isn’t supported on the recipient’s device.
Building Trust with Advanced TCPA Compliance
We know that trust and compliance are non-negotiable. The Telecommunications Consumer Protection Act (TCPA) is a critical part of any messaging strategy. While we’ve always supported essential features like Do-Not-Disturb and opt-out management, we’re taking it a step further with TCPA List Validation. This feature provides an extra layer of protection by automatically checking your contact lists against DND registries, recently reassigned numbers, and known litigators. This isn’t just about avoiding penalties; it’s about building trust and ensuring you’re running the safest, most effective campaigns possible.
🤳Read more about how to elevate your customer engagement with RCS and MMS!
5. MoEngage Integrations: Connecting Your Ecosystem
In a fragmented marketing world, a unified customer view is the ultimate competitive advantage. Our new integrations seamlessly connect MoEngage with the platforms you already use.
Our new SFMC Integration allows you to supercharge your Salesforce journeys with MoEngage’s real-time, behavioral engagement capabilities. Combine the best of both worlds to deliver a truly unified, multi-channel customer experience.
Similarly, the BigQuery Integration unleashes the power of your data warehouse. Seamlessly sync real-time audiences from BigQuery to MoEngage for hyper-personalized campaigns, and then export campaign insights back to BigQuery to measure true business impact. This creates a powerful, two-way data flow that informs and optimizes every interaction.
Our other new additions to our App Marketplace include new connections across CRMs, Ad Platforms, Subscription & Billing services, and CDPs, ensuring that MoEngage fits seamlessly into your entire tech stack.
6. Embrace New Platform Experience with Our New Navigation and UX Improvements
We’re excited to announce major UX improvements to the MoEngage platform, including a revamped navigation that reduces clicks and streamlines workflows. We’ve also introduced a sleek Dark Mode to reduce eye strain and a new, faster User Search page to help you find users instantly. These updates are designed to make your daily tasks more efficient and your experience more intuitive.
The Future of Marketing is Now
MoEngage NEXT 2025 is a testament to our commitment to a future where marketing is not about mass blasts but about genuine, intelligent connections. These new features are designed to simplify complexity, amplify creativity, and unlock a new dimension of engagement for your brand.
Join us and step into a new era of personalized customer relationships powered by AI. The future is here, and it’s built on a foundation of intelligence, data, and effortless execution.
