As marketers generate more personalized content than ever before, the challenge has shifted from creation to orchestration. In response, Optimove has introduced AI Content Decisioning, a new OptiGenie agent designed to create, test, and optimize CRM marketing messages in real time. The launch highlights how AI is becoming essential for managing complexity and driving performance across the MarTech ecosystem, particularly in data intensive industries like iGaming and sports betting.
Optimove, the creator of Positionless Marketing and a leading player engagement solution for iGaming operators, announced AI Content Decisioning as the latest addition to its expanding suite of AI agents. Built to operate as a decisioning layer, the agent continuously determines which content variation is most effective for each customer, in a specific moment and channel, without requiring constant input from creative, analytics, or performance specialists.
In the GenAI era, producing personalized messages is no longer the bottleneck. Instead, marketers face what Optimove describes as content chaos, where infinite content permutations overwhelm teams and dilute results. AI Content Decisioning is designed to solve this by shifting the personalization problem from content creation to content decisioning. The system automatically selects the best performing message while preserving brand integrity and scaling across large customer bases.
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The agent enables branded content generation through natural language prompts, allowing marketers to quickly create variations of email subject lines, SMS copy, and push notification titles. For example, a sports betting operator can generate multiple subject line options ahead of a major sporting weekend, tailored to different audience segments. Once campaigns are live, AI Content Decisioning optimizes messaging in real time by matching the most effective combination of copy, tone, and offer to each individual customer.
Beyond execution, the agent provides transparent insights after campaigns conclude. Marketers can review dashboards that show uplift, incrementality, and overall gains delivered by AI Content Decisioning within user defined guardrails, helping teams understand the measurable value of real time optimization.
“Until now, marketers were not empowered to optimize messages in real time immediately after creating and testing creative executions. As a result, marketing teams often produce too much content without the proper systems to manage, test, or optimize it across channels, or content chaos,” said Shai Frank, SVP of Product and GM Americas at Optimove.
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“AI Content Decisioning is the latest agent in our expansive AI decisioning offering that has powered CRM Marketing personalization for over 12 years. Its ability to create, test, and optimize marketing messages in real time has quickly become a difference maker for operators worldwide. This new release underscores our commitment to bringing groundbreaking AI agents to iGaming marketing, and we are excited for what is to come,” Frank added.
AI Content Decisioning is a core component of Optimove’s OptiGenie AI Decisioning Suite, which also includes audience, journey, and offer decisioning powered by unified customer data. The launch follows Optimove being ranked number one by Gartner for Foundational AI and Analytics and Prescriptive Intelligence in the 2025 Magic Quadrant for Multichannel Marketing Hubs.
As AI Content Decisioning moves into production use, it signals a broader industry shift. Real time optimization is becoming the standard for CRM marketing, and platforms that can intelligently manage content at scale are increasingly defining competitive advantage in modern customer engagement.
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