- Setup in Seconds: Reduced campaign rollout time from hours to seconds using Merlin AI prompts.
- Higher A/B Conversions: Goal-aligned Merlin AI messaging achieved higher engagement and conversion rates in head-to-head A/B tests.
- Daily Adoption: Embedded AI generation into daily marketing operations to remove cross-team friction.
- Automated Journeys: Expanding into AI flow creation to build multi-step customer paths without manual setup.
TRAVEL & HOSPITALITY | AI
How SOTC Travel Uses MoEngage’s Merlin AI to Roll Out Campaigns in Seconds
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About SOTC Travel
SOTC Travel is one of India’s leading travel companies, serving millions of leisure and corporate travelers. With decades of industry experience, the brand relies on timely digital communication to reach travelers across every stage of their journey.
The main issue we faced was heavy dependency on different teams for content and creatives. With Merlin AI, we enter a prompt and get completed assets in seconds. When we ran an A/B test, the AI prompt delivered strong results because it understood our end goal and produced content to match.
Supriya Kallu
Marketing Automation Manager
The Business Challenge
For SOTC’s marketing automation team, timing is critical. However, campaign execution was facing operational delays. Before any promotional message or journey prompt could go live, the automation team had to wait on separate design and copywriting workflows for visual assets and messaging variations.
These multi-team dependencies created operational slowdowns. Passing briefs back and forth across departments meant simple campaign updates took hours to prepare. For a team aiming to reach travelers at the exact moment of intent, these manual handoffs limited execution speed.
Cutting Dependencies and Letting AI Execute It
SOTC Travel partnered with MoEngage to simplify campaign creation and move away from slow, manual handoffs.
1. Generating Creatives and Copy in Seconds: Using Merlin AI, the marketing team replaced multi-department briefs with simple prompts. Marketers now generate campaign content and visual assets in seconds inside the platform, eliminating design queues and cutting execution times down from hours to seconds.
2. Validating Impact Through Head-to-Head A/B Testing: To evaluate AI messaging quality, SOTC Travel ran an A/B test comparing standard campaign copy against prompts generated by Merlin AI. The AI-generated messaging delivered higher engagement. Because the model functions with agentic understanding, it aligned the copy directly with the campaign's end goal rather than relying on standard brief templates.
3. Integrating AI into Daily Operations: SOTC Travel now relies on Merlin AI on a daily basis to produce campaign assets. Building on this success, the team is adopting AI-driven flow creation to build multi-step customer journeys automatically, reducing manual workflow setup time.
Products Used
Customer Journey Orchestration
Create unique, seamless experiences at every stage of your customer’s journey.
Merlin AI Flow Assist
Complex, multi-channel user journeys from plain-language prompts.
Merlin AI In-App Template Builder
Polished in-app layouts like surge alerts and surveys directly from text.
Push Notification
Reach customers at the right time using AI-powered, targeted, push notifications.
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