MoEngage NEXT Spring 2025 Recap: Unlocking Delightful and Deeply Personalized Customer Experiences at Scale With AI

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What happens when the top minds in Customer Engagement collaborate to solve the biggest challenge consumer brands face?

You get MoEngage NEXT!

The future of customer engagement is intelligent and deeply personalized! AI is revolutionizing marketing and transcending traditional boundaries of customer engagement. It’s moving beyond basic interactions to unlocking richer insights and building stronger customer relationships through tailored journeys and predictive engagement.

In the H1 edition of MoEngage NEXT 2025, MoEngage’s CEO, Raviteja Dodda, and CPO, Nalin Goel, unveiled an array of compelling new product innovations designed to empower marketers – innovations that can enable marketers to effortlessly build precise audience segments using the power of AI with simple natural language, help marketers achieve a true 360-degree understanding of their customers by unifying fragmented data so that they can deliver richer, interactive customer experiences.

These new capabilities can simplify and accelerate your campaign creation process with a centralized management hub and unlock true 1:1 personalization at scale with dynamic content and capabilities that shall make your email marketing much easier and effective.

Discover how these advancements are revolutionizing customer connections and driving impactful engagement!

Here’s a quick summary of our new product launches at MoEngage NEXT:

1. Revolutionizing Customer Engagement with AI-powered Smart Segmentation

We understand that a well-defined segmentation is a gateway to a high-impact personalized engagement.

For Marketers today, the current filter-based segmentation approach, while powerful, presents a learning curve, especially for new users. Constructing effective segments demands understanding query semantics, including rules, logic, and conditions for filtering events and attributes.

Crucially, users need in-depth knowledge of the platform’s event taxonomy and available attributes to target accurately. For instance, identifying their customers who viewed a product but didn’t purchase requires selecting the correct events, applying specific filters and timeframes, and excluding purchasers. This complexity can lead to delays and errors for those unfamiliar with these intricacies.

But what if marketers can simply describe their ideal audience in natural language, and AI automatically builds the segment for them without going through any of the filter-based segmentation hassles described above?

Introducing Segment Assist, which enables brands to effortlessly build targeted customer segments using a simple natural language prompt rather than traditional filters to build queries. This intuitive approach drastically simplifies and accelerates the process, empowering businesses to leverage their data for precise targeting and impactful, personalized engagement at scale.

Learn more about the power of Segment Assist here!

2. Unleashing seamless customer journeys effortlessly with Merlin AI Flow Assist

In today’s competitive landscape, delivering exceptional customer experiences hinges on creating thoughtful and cohesive multi-touch flows. These carefully orchestrated interactions guide customers seamlessly through their journey, fostering engagement and driving conversions. However, the reality of building these high-impact flows often involves a painstaking iterative process, demanding intricate conditional logic and consuming valuable time. This complexity can present a significant hurdle for marketers new to automation platforms.

Not anymore! Introducing Merlin AI Flow Assist, which is engineered to shatter these barriers. Imagine transforming your customer journey ideas into fully functional, optimized flows within seconds. With Flow Assist, this vision becomes a reality. By simply articulating your desired journey as a natural language prompt, Merlin AI instantly translates your concept into a tangible, ready-to-deploy flow.

Furthermore, Flow Assist acts as a powerful brainstorming partner. The AI provides tailored recommendations, sparking innovative ideas and helping you craft even more effective customer journeys. This intelligent assistance empowers marketers to rapidly prototype, test different approaches, and launch campaigns with unparalleled speed and agility.
Merlin AI Flow Assist significantly accelerates the creation of customer journey flows. Automating the often intricate technical aspects of flow building liberates marketers from dealing with complex logic and configurations. This newfound efficiency allows them to dedicate more time and energy to strategic thinking, fostering creative campaign development, and gaining deeper insights into their customer needs and behaviors. The result is a streamlined workflow that enables the effortless design and implementation of impactful customer experiences.

Our product teams are firing all cylinders to roll out Merlin AI Flow Assist soon. Stay tuned for more updates!

3. Unlocking deeper Customer Engagement at scale with AI-powered personalization

Are your marketing campaigns feeling less like targeted outreach and more like casting a wide net? You’re likely experiencing the limitations of segment-based approaches. Grouping customers together assumes uniform preferences, leading to diluted messaging and missed opportunities to truly connect. The challenge of achieving genuine 1:1 personalization at scale – understanding individual needs, real-time context, and preferred channels – has historically been a complex, resource-intensive hurdle.

Introducing Merlin AI Decisioning Agent, a game-changing solution designed to revolutionize your marketing efforts. This autonomous agent moves beyond the constraints of traditional segmentation, leveraging artificial intelligence to deliver hyper-personalized experiences to each and every customer. By clearly defining your campaign objectives (like driving repeat purchases) and operational guardrails (such as budget limitations), Decisioning Agent acts as an intelligent orchestrator.

Drawing upon comprehensive customer profiles and real-time behavioral data, the Decisioning Agent dynamically selects the most relevant product, the optimal communication channel, the most compelling message, and the precise moment to engage with each individual. But it doesn’t stop there. The Decisioning Agent continuously learns and adapts based on how customers interact with these personalized campaigns. This iterative and reinforced learning process ensures that future interactions become even more finely tuned and effective.

The benefits are significant. By eliminating guesswork and moving beyond broad categorizations, you can incorporate real-time context into every decision. Merlin AI Decisioning Agent automates the intricate micro-decisions across numerous variables – product, channel, content, and timing – freeing up your marketing team to focus on strategic initiatives.
Ultimately, this translates to a significant optimization of your marketing ROI, a reduction in unnecessary costs, a boost in conversion rates, and the realization of previously missed opportunities to build stronger, more meaningful customer relationships. The future of impactful marketing lies in the power of true, AI-driven personalization!

Want to be a part of this ingenious product pilot? Reach out to your Customer Success manager to get you onboarded!

4. Delivering interactive and delightful customer experiences through Rich Messaging

Marketers today who are grappling with the limitations of traditional SMS/MMS, including low engagement and declining consumer trust due to oversaturation, now have a powerful solution. Today’s customers expect engaging, conversational mobile interactions, and Google’s Rich Communication Services (RCS) for Business is designed to meet this demand. As a successor to SMS/MMS, RCS offers multimedia sharing, interactive features, and verified brand identities, creating richer and more effective communication channels.

MoEngage has launched native support for RCS for Business, empowering marketers to seamlessly leverage these advanced capabilities within their platform. This integration allows for sending rich, single-card messages with verified branding, diverse media, and actionable buttons like link redirects, calls, and location sharing, significantly enhancing campaign engagement.

RCS for Business also provides crucial measurable metrics such as read rates and clicks, enabling data-driven optimization. Furthermore, the flexibility to revoke messages and implement fallback options like SMS ensures consistent communication delivery and maximizes reach.

This promises higher read and response rates, making RCS a potent tool for impactful customer engagement. For instance, retailers can boost sales with interactive product carousels, while financial institutions can enhance trust through secure, rich notifications.

Read more about how to elevate your customer engagement with RCS!

3. Unlocking a single customer view with MoEngage Unified Identity

In today’s fragmented digital landscape, marketers face a growing challenge: understanding customers across multiple devices and touchpoints. Each interaction can create a new, siloed user identity, hindering a unified view. This makes delivering consistent, personalized experiences incredibly difficult.

To overcome this, marketers are increasingly seeking robust identity resolution solutions that aim to consolidate disparate data points into a single customer profile, unlocking deeper insights and enabling truly personalized engagement.

Introducing MoEngage’s “Unified Identity” solution that enables brands to unify fragmented customer profiles across online and offline touchpoints, creating a single view of each customer. It ensures accurate identity resolution by matching and merging records using exact identifiers like email addresses, phone numbers, device IDs, and user IDs.

By seamlessly connecting customer interactions, preferences, and attributes across devices and time, it consolidates all relevant data into a unified profile. This empowers brands to build precise segments and deliver hyper-personalized engagement, ensuring every interaction is contextually relevant and impactful.

Learn more about how you can unify fragmented customer profiles with MoEngage Unified Identity here!

4. Simplifying Campaign Management with our new Template Manager

Modern Marketers and Email developers manage multiple campaigns daily. They spend countless hours and effort searching for the right campaign assets, rebuilding campaign layouts for each campaign, and maintaining brand consistency and guidelines for all the assets. This typically results in delayed campaign timeliness and loss of potential engagement opportunities.

But not anymore! Introducing MoEngage Template Manager – A powerful all-in-one hub for creating, organizing, and managing campaign templates

With MoEngage Template Manager, Marketers can easily create beautiful campaign templates with drag-and-drop, HTML, or simply import them to the MoEngage platform via an API. They can seamlessly organize templates into folders for convenience, filter and sort them for quick discovery, share templates and best practices across teams.

With MoEngage Template Manager, Markets can also preview, edit and re-use templates easily across their campaigns. They can also have a centralized view of all their template Edits with Versioning and also smartly sync their templates across different campaigns.

Learn more about how you can streamline your campaign management with our new Template Manager!

5. Achieving hyper-personalization at scale with our Dynamic Content Builder

In today’s overwhelming digital environment, capturing customer attention is a significant hurdle. With inboxes flooded daily, generic emails fail to resonate. Modern consumers demand personalized, timely, and relevant communications that speak directly to their individual preferences and behaviors. To forge genuine connections and boost engagement, marketers must move beyond basic personalization, leveraging the wealth of customer data available, including attributes, behaviors, and events.

Addressing this critical need for scalable personalization, MoEngage introduces Dynamic Content Builder.

MoEngage’s Dynamic Content Builder empowers marketers to personalize every message element based on individual attributes and behavior, from text to CTAs. Its intuitive drag-and-drop interface simplifies the creation of complex conditional logic without coding. Marketers can easily display tailored content to different segments and save dynamic elements for reuse, ensuring highly resonant and efficient campaigns.

Discover how you can achieve personalization at scale with our Dynamic content builder!

6. Making Email Marketing easier and effective

At MoEngage, we’re constantly evolving our platform to empower marketers. Recognizing the pivotal role of Email as a Channel, we’re excited to share our latest innovations focused on enhancing your email marketing strategies.

Email Bot Opens:

Apple’s Mail Privacy Protection (MPP) poses a challenge to email marketers by obscuring open rates and IP addresses. This makes it difficult to accurately measure campaign engagement.

MoEngage’s “Email Bot Opens” feature addresses this by distinguishing between genuine user opens and those generated by bots or MPP. It provides marketers with transparent metrics, including “User Opens” and an “Adjusted Open Rate,” offering a more accurate view of campaign performance across various platform dashboards, reports, flows, and segmentation options. This enables more informed strategies and better conversion tracking.

Double Opt-In:

Double opt-in is a best practice for email marketing, requiring users to confirm their subscription twice, thus improving GDPR compliance and email list quality. Many enterprises require a double opt-in process for email subscriptions and preference management.

But Double opt-in implementation is complex and requires marketers to employ cumbersome workarounds involving external landing pages and multiple connector campaigns. This fragmented approach demands significant time and resources. The need for a native and streamlined double opt-in feature within the customer engagement platform is key to simplifying workflows, enhancing data privacy, and improving overall marketing efficiency.

To address this, MoEngage introduces a streamlined “Double Opt-in for Email” feature. Marketers can utilize customizable MoEngage landing pages or their own and create automated confirmation email flows. The feature allows segmentation and targeting of only double-opted-in users, improving campaign precision and providing detailed delivery funnel insights.

Learn more about how you can enrich your email marketing strategies with our latest innovations!

Conclusion and next steps

If you’re an existing MoEngage customer, contact your favorite account manager to get started with these new capabilities. Schedule a demo here if you’re new to MoEngage!