AI Content Decisioning ends content chaos and scales CRM personalization
Barcelona, Jan. 20, 2026 - Optimove, the company behind Positionless Marketing and the top player engagement platform for iGaming and sports betting, has launched AI Content Decisioning. The agent generates, tests, and optimizes CRM messages in real time, removing the usual reliance on separate creative, analytics, or performance teams.
Generative AI made content creation easy. The real challenge now is choice: picking the right message for the right customer, at the right moment, on the right channel. That's content decisioning. And it's where many teams stall and slip into content chaos.
What AI Content Decisioning does
- Branded content generation: Use natural language prompts to create email subject lines, SMS copy, and push titles. Example: multiple subject line variations for a sportsbook ahead of a weekend NFL slate, adjusted by audience.
- Real-time optimization: Match the best multi-variant message to each customer while campaigns are live. Example: an online casino tests copy, tone, and offer mixes and learns which groups respond best as results stream in.
- Transparent insights: Dashboards show uplift, incrementality, and total impact with user-set guardrails, so teams see exactly what moved the needle.
Why marketers should care
- Stop content sprawl. Standardize testing and selection across channels without adding headcount.
- Learn what works by audience and moment-without guesswork or waiting for postmortems.
- Keep brand consistency. Set constraints once; scale variations safely.
- Ship faster. Create, test, and optimize in one flow.
How it fits in Optimove's AI decisioning stack
AI Content Decisioning is part of OptiGenie, which uses unified customer data to steer key CRM choices:
- Audience Decisioning: Find the best segment for each business goal.
- Campaign Path Decisioning: Select the right campaign and sequence for each player.
- Offer Decisioning: Pick the most relevant promotion and channel.
- Content Decisioning: Match the most resonant message to each player.
Proof points
Optimove has spent 12+ years building AI-led CRM personalization and was ranked #1 by Gartner for Foundational AI & Analytics and Prescriptive Intelligence in the 2025 Magic Quadrant for Multichannel Marketing Hubs. That track record matters when you're betting your CRM on real-time decisions at scale.
Leadership perspective
"Marketers were not enabled to optimize messages in real time immediately after creating and testing. Teams produced too much content without the systems to manage, test, or optimize across channels-content chaos," said Shai Frank, SVP of Product and GM Americas at Optimove. "This agent's ability to create, test, and optimize in real time is already a difference maker for operators, and we're just getting started."
See it live
Optimove is showcasing AI Content Decisioning at ICE, stand #4C30. Not attending? Request a demo.
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