Comviva launches a GenAI-driven MobiLytix RTM platform that boosts marketer agility with AI-driven decisioning, instant content generation and emerging autonomous AI agents.
Comviva, a global leader in digital transformation and customer experience management solutions, today announced the launch of its GenAI-driven MobiLytix Real-Time Marketing (RTM) platform. The upgrade integrates advanced Artificial Intelligence capabilities designed to significantly reduce manual interventions and empower enterprise marketers to drive higher conversion rates, improved customer retention, and stronger customer lifetime value.
The new MobiLytix platform introduces powerful Generative AI features that enable marketers to design campaigns smarter and faster across complex customer journeys. Key GenAI functions include:
- Instant Content Generation: Creating message variations and tailoring content for different audience segments instantly.
- Conversational Analytics: Surface actionable insights through simple, conversational prompts, translating complex performance data into clear, immediate guidance.
This leap in functionality accelerates campaign creation and improves content quality, resulting in higher-performing customer engagements.
The Shift from Automation to Autonomy
The platform provides marketing teams with a new level of agility, enabling them to achieve near self-sufficiency in campaign planning and execution. It leverages AI-driven decisioning and a library of pre-defined, high-impact templates that allow even the most complex campaigns to move from concept to launch rapidly.
Crucially, Comviva has also laid the foundation for a new wave of autonomous AI agents. These agents are designed to continuously learn from campaign performance, optimizing creative content, offers, and timing in real time. They operate within governance and approval frameworks defined by the marketer, evolving toward a system of self-optimizing marketing orchestration.
Manish Singhal, Head – MarTech Solutions at Comviva, underscored the profound shift the platform represents. “Tomorrow’s marketing teams won’t just run campaigns; they will command an intelligent ecosystem of AI agents that plan, optimize and execute in real time. With the new GenAI-driven MobiLytix Real Time Marketing, that future starts now,” Singhal said.
“We are moving from marketing automation to marketing autonomy—where AI agents continuously learn, optimize and orchestrate, while marketers stay firmly in control.”
Also Read: Predictive AI Turns Marketing from Guesswork to Genius
Enterprise-Grade Scale and Personalization
MobiLytix RTM is engineered to power the next phase of growth for digital-first businesses. At its core, the platform combines over 120 advanced predictive and prescriptive AI models with a modern AI decisioning engine. This enables real-time personalization of every interaction using a live 360-degree customer profile across multiple business lines and channels.
The platform boasts a proven track record, powered by more than two decades of Customer Value Management expertise and a deployed consumer base exceeding 300 million. The new release features an intuitive UI, modular architecture, and an enhanced journey orchestration workspace, providing a faster and more collaborative environment for marketing teams.
