Optimove Launches AI Marketing Suite for ChatGPT and Claude
Dubbed Optimove AI, this new feature allows CRM users to plan, create, analyse and execute campaigns from within the environment they already work in
Israel.- July 28, 2026 www.zonadeazar.com Optimove, a leading CRM marketing platform specialising in customer retention, has announced the launch of Optimove AI, the market’s first suite of AI features for marketing to operate on three fronts: on the platform itself, with Native AI; in external tools, such as Claude and ChatGPT, via Optimove MCP (Model Context Protocol); and in custom applications integrated with the company’s technology, known as Optimove Custom Apps.
Native AI is the artificial intelligence integrated into the Optimove platform, featuring agents designed for decision-making, content creation and analysis. Optimove MCP, meanwhile, connects the platform to tools such as Claude and ChatGPT, enabling marketing professionals to access Optimove’s data, intelligence and execution capabilities directly within the AI environment in which they already work. Finally, Optimove Custom Apps are bespoke applications integrated into the platform, designed to meet the specific needs of each client.
Regardless of where marketing work begins, Optimove’s execution layer keeps all activities connected and upholds governance, frequency and approval rules. This means users can start from anywhere without losing control over execution.
Marketing has not merely adopted AI. It has reorganised itself around it.
Artificial intelligence is no longer a tool accessed only occasionally; it has become one of the environments in which marketing professionals work. A single professional can use Claude to develop an idea, turn to the CRM platform to run a campaign, and access a customised app to analyse the results.
Work is no longer tied to a specific role or screen. It follows the marketer wherever they are. However, most platforms have not yet kept pace with this evolution. In many cases, AI has been added as a supplementary feature, rather than being incorporated into the core technology architecture.
A study commissioned by Optimove and published in May 2025, the Forrester Opportunity Snapshot AI: Accelerating Marketing Impact Through AI and Agile Workflows, identified a significant gap between ambition and execution. Only 39 per cent of marketing professionals reported using AI to create content, 37 per cent to manage campaign workflows, and just 14 per cent to create audience segments.
A year later, data published by Gartner in May 2026 points to the same challenge. Although CMOs allocate 15.3 per cent of marketing budgets to AI, only 30 per cent of marketing organisations claim to be prepared to use it in a mature way. The investment is there, but the ability to execute has not yet caught up with this ambition.
Optimove AI has been developed for today’s marketing landscape. The company’s Positionless Marketing Platform has eliminated reliance on assembly-line-style processes, enabling any professional to carry out different activities independently. The AI Decisioning Studio has extended this capability to the management of intelligent agents.
Now, this same approach extends to AI itself: any connected tool can perform tasks via Optimove, whilst the professional remains at the centre of decision-making and retains control over execution.
The three pillars of Optimove AI in detail
1. Native AI: artificial intelligence integrated into the Optimove platform
Native AI offers ready-to-use AI features on the Optimove platform. Its agents support decision-making, content creation, insight generation and the optimisation of strategies and campaigns.
The AI Decisioning Studio, for example, allows marketers to define a strategy and activate agents to make decisions regarding customer journeys, offers, delivery times and content. Within a single environment, it is also possible to receive optimisation recommendations and monitor campaign performance.
Use case: a team responsible for Black Friday campaigns can use the AI Decisioning Studio to align different agents around a single revenue target, monitor combined performance in real time and optimise segments, channels and offers all in one place.
2. Optimove MCP: access to Optimove’s capabilities via tools such as Claude and ChatGPT
Optimove MCP connects the platform to the AI tools that marketers already use. This allows them to access Optimove’s data, intelligence and execution capabilities without leaving Claude, ChatGPT or other AI environments.
In practice, the user describes what they need in natural language. The AI tool triggers Optimove’s capabilities, and the platform carries out the task whilst adhering to governance, frequency and approval rules.
Example of use: a CRM manager can ask Claude to identify high-value customers at risk of churn over the next two weeks, create a segment based on channel preferences, develop personalised email and SMS campaigns, and generate the campaign in Optimove, ready for review and activation.
3. Optimove Custom Apps: bespoke applications for specific needs
Optimove Custom Apps are developed by Optimove’s AI engineers to meet each client’s specific needs and workflows.
Integrated into the platform, these apps utilise Optimove’s data, creation, intelligence and optimisation capabilities to carry out activities not covered by an off-the-shelf solution.
Example of use: a retailer managing multiple brands can describe a campaign in natural language, such as: “promote surplus stock of women’s jeans to customers who have already purchased or shown an interest in this type of product”.
In just a few minutes, a Custom App can transform this request into segmentation criteria, audience size estimates, content suggestions and impact projections.
The three pillars can be used in combination. A single professional can utilise all three, whilst different members of a team can use them simultaneously. Regardless of the starting point, Optimove’s execution layer keeps all activities connected and governed by the same rules.
Start from anywhere
Optimove AI was developed based on a central principle: to allow every marketing professional to start working in the environment they’re already in.
This could be a data analyst running a query on Claude, a creative professional developing content in Optimove using AI Content Decisioning, an optimisation specialist using a Custom App created for their team, or a CMO asking ChatGPT for an analysis of a campaign’s performance. It could also be a CRM lead who moves between all these environments throughout the week.
“Positionless Marketing has given marketers the ability to carry out any task. Optimove AI extends this capability to AI, both within our platform, in external tools and in custom applications,” said Pini Yakuel, CEO of Optimove.
“Marketers can start from anywhere and stay in control, keeping pace with the customer through personalised, relevant interactions delivered at just the right moment. What was impossible for marketing professionals and teams yesterday is possible today. That’s what it means to be Positionless: being able to do anything and be everything,” he added.
Optimove AI is now available. For more information, visit www.optimove.com.
About Optimove
Optimove is the creator of Positionless Marketing and the number one platform for player engagement in iGaming and sports betting. Positionless Marketing frees marketing teams from the constraints of fixed roles, giving every professional the power to carry out any task instantly and independently. Positionless Marketing has been proven to improve campaign efficiency by 88 per cent, enabling teams to deliver a more personalised experience to their customers.
For the second consecutive year, Optimove has been positioned as a Visionary in Gartner’s Magic Quadrant for Multichannel Marketing Hubs, recognised for its AI-driven decisions, predictive insights and ability to orchestrate thousands of personalised campaigns in real time across different channels. AI-driven marketing is a hallmark of Optimove’s leadership.
By embedding AI directly into its platform since 2012, Optimove has paved the way for the current standard of Positionless Marketing. Its platform includes Optimove Engage and Orchestrate, for decision-making and campaign orchestration across multiple channels; Optimove Personalise, a digital personalisation engine; and Optimove Gamify, a loyalty and gamification platform.
Today, its comprehensive AI-powered suite is at the forefront of empowering marketers to streamline workflows, from insight to creation and right through to optimisation. Optimove offers industry- and use-case-specific solutions to leading consumer brands worldwide.
Edited by @pererarte www.zonadeazar.com
