AI-driven MobiLytix RTM shifts marketing from automation to autonomy
Comviva has launched MobiLytix Real Time Marketing (RTM), a GenAI-driven platform built to make campaigns smarter and faster with far less manual effort. The goal is straightforward: lift conversion, improve retention, and grow customer lifetime value by making better decisions at the moment of engagement.
The platform introduces intelligent AI agents that learn continuously, optimize offers, and orchestrate actions across channels. It's a clear move from rules-based automation to autonomous marketing systems that act in real time.
What this means for marketers
- Run more campaigns without growing headcount. The system handles decisioning and testing behind the scenes.
- Shorten time-to-launch with pre-built templates for complex journeys and offers.
- Target with more context using a 360° customer profile and over 120 AI models guiding each touchpoint.
- Increase speed and consistency across channels with AI-led orchestration instead of manual coordination.
How MobiLytix RTM works at a glance
- AI agents: Continuously learn from outcomes and adjust offers, timing, and channels on the fly.
- 120+ models: Propensity, churn risk, next-best-offer, next-best-action, and more embedded into decisioning.
- 360° profiles: Unify signals from behavior, transactions, and interactions to guide each engagement.
- Templates: Launch complex campaigns quickly with guardrails and pre-defined best practices.
High-impact use cases
- Churn prevention: Trigger save offers when risk spikes, not days later.
- Upsell and cross-sell: Serve the next-best-offer that fits current intent, not just past purchases.
- Real-time onboarding: Nudge new users through key actions in their first sessions.
- Win-back flows: Re-engage idle users with timing and channels optimized by live feedback.
- Pricing and discount control: Adjust incentives dynamically to protect margin while hitting targets.
What Comviva signals with this launch
According to Manish Singhal at Comviva, marketing is moving to an intelligent, AI-agent-driven ecosystem. The emphasis is on sustained growth through continuous optimization-less manual tuning, more autonomous improvement.
How to pilot RTM in 30 days
- Pick one KPI to move (e.g., churn rate or first-purchase conversion) and one audience.
- Start with a single campaign template and 2-3 clear offers. Keep variables tight.
- Feed core data only: recent activity, product usage, last purchase, and channel permissions.
- Run A/B vs. your current approach for two full cycles. Let the agent learn.
- Scale to adjacent segments once you see consistent uplift and stable CAC.
Metrics to watch
- Incremental lift vs. control (conversion, retention, CLV).
- Time-to-launch and ops hours saved per campaign.
- Offer efficiency: revenue per send/visit and discount give-up.
- Channel mix effectiveness and fatigue (opt-outs, spam complaints).
Guardrails to set early
- Privacy: Respect channel and consent preferences by default.
- Bias checks: Review model outputs for skew across key segments.
- Creative constraints: Define brand voice and offer limits before going live.
- Fail-safes: Cap frequency and set escalation rules for sensitive journeys.
If your team is stuck in manual campaign ops, this is a practical path to more output with fewer keystrokes-and better results grounded in live data. Start small, measure hard, then let the system scale what works.
Want to level up your team's AI skill set alongside tools like this? Explore the AI Certification for Marketing Specialists from Complete AI Training.
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