MoEngage has introduced a new AI guide for brands to enhance customer engagement intelligently.

Equipped with a range of AI-powered products, the Bengaluru-based customer engagement platform is aiming to enhance its offerings by delivering highly personalized experiences. One example of this is a Halloween message sent by a brand to a customer who was a fan of the fictional character Chandler Bing. The brand wanted to create a customized communication for its Halloween sale and used the ‘Merlin AI’ tool to craft a clever message in Chandler’s signature style from the popular TV show FRIENDS. While many AI writing tools can generate generic content, Merlin AI—a product of MoEngage—promises to deliver more. It continuously analyzes past marketing campaigns to understand how each customer has interacted with the brand and generates relevant messaging. In this case, Merlin AI recognized the customer's affinity for FRIENDS (especially Chandler) based on their previous interactions with the brand and tailored the message accordingly. The targeted communication also included product recommendations related to the sitcom.Merlin is a self-learning generative AI engine that draws insights from previous campaign data and historical performance records stored within the MoEngage platform. It assesses metrics like engagement patterns, conversion rates, and click-through rates. Beyond using effective keywords, Merlin also avoids terms that could negatively impact the campaign. For example, the tool selected high-performing words like ‘spooky’ and ‘ghostly’ and excluded words like ‘fright.’ The messaging can also be adjusted to match the preferences of fans of horror icons like Dracula, Frankenstein’s Monster, or The Mummy.Despite the rising popularity of generative AI, many AI tools struggle to create the right message, often overlooking past campaign data and failing to meet the audience's needs. MoEngage aims to tackle these challenges with Merlin AI and its other AI-driven products, ultimately enhancing audience engagement.