Attentive, the New York omnichannel marketing platform used by retailers and ecommerce brands, has set out a new product direction under co-founder Eric Miao, who has taken over as chief executive. The company said the plan centers on an always-on AI system that makes individualized, real-time marketing decisions for each shopper while marketers keep control of strategy.
Under the model Attentive described, marketers define goals, budgets, brand standards and approval requirements. An agentic operating system then makes and carries out decisions inside those limits, learns from the results and reports back on the actions it took and their effect on performance. The company said the system is built to work alongside other marketing platforms a brand already uses through governed integrations.
Miao drew a line between his company's approach and much of the current market. "A lot of what's called agentic AI in marketing today is really just automation with a new name." He has led AI product strategy at the company for three years and previously ran its customer success team.
Attentive also made its Model Context Protocol server generally available. The connection lets marketers link AI assistants such as ChatGPT and Claude to approved Attentive data, build audience segments and create or edit campaigns and journeys through plain-language prompts. Marketers decide whether changes are enabled and review customer-facing work before it goes live. ReserveBar is using the server to automate weekly performance reporting, according to the company.
Attentive reported results for its existing AI products measured against customers' prior setups. Brands using AI Grow saw a median 25% rise in email and SMS sign-ups and a median 35% rise in welcome-series revenue. AI Pro users saw a 20% increase in segmented campaign revenue, and AI Journeys users saw a 200% lift in journeys revenue.
Source: Business Wire -- https://www.businesswire.com/news/home/20261109555997/en/