Comviva has taken a major step forward in its MarTech roadmap with the launch of its GenAI-powered MobiLytix® Real Time Marketing (RTM) platform, introducing a new era of intelligent, autonomous, and high-speed marketing execution. As enterprises push for more personalized, scalable, and real-time engagement, Comviva’s latest upgrade brings AI-driven efficiency, agility, and autonomy directly into marketers’ hands.
The new MobiLytix RTM integrates advanced generative AI capabilities to dramatically reduce manual processes and accelerate end-to-end campaign workflows. Marketers can now generate message variations, tailor content for every segment, and surface insights instantly through conversational AI prompts. These capabilities turn complex analytics into fast, actionable guidance and help teams move from insight to execution in minutes. With content optimization and data interpretation powered by GenAI, campaigns can be built faster and deliver stronger results across acquisition, activation, retention, and loyalty journeys.
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A key highlight of the upgraded platform is the shift toward marketing autonomy. Comviva has laid the foundation for introducing autonomous AI agents capable of learning continuously from live performance data. These upcoming agentic features are designed to optimize creative, offers, segmentation, and timing in real time—operating within marketer-defined rules, governance, and approval flows. The result is a marketing ecosystem where AI improves performance in the background while marketers maintain full oversight.
“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,” said Manish Singhal, Head – MarTech Solutions at Comviva. “With the GenAI-driven MobiLytix Real Time Marketing platform, that future starts now. We are moving from marketing automation to marketing autonomy—where AI agents continuously learn, optimize, and orchestrate, while marketers stay firmly in control.”
The refreshed MobiLytix RTM platform introduces a modern UI, modular architecture, and enterprise-grade scalability to support the needs of digital-first brands. Its foundation is built on more than 120 predictive and prescriptive AI models, combined with a sophisticated decisioning engine that personalizes every interaction through a live 360-degree customer profile. This unified profile spans multiple business lines, touchpoints, and channels, enabling seamless real-time marketing across the consumer lifecycle.
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Additionally, the platform’s enhanced journey orchestration workspace makes it easier for teams to design, iterate, and optimize customer journeys with intuitive drag-and-drop tools and real-time collaboration features. Pre-built templates for common high-impact use cases further reduce execution time, allowing organizations to launch sophisticated campaigns with minimal effort.
With GenAI capabilities, autonomous agent foundations, and a reimagined marketer workspace, MobiLytix RTM positions Comviva as a frontrunner in the evolution from automation to fully autonomous marketing. The platform is engineered to help enterprises lift conversion rates, drive retention, deepen personalization, and unlock sustained growth in an increasingly competitive digital landscape.
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