Optimove Launches AI Suite That Works Where Marketers Actually Work
Optimove released Optimove AI on June 1, a marketing platform designed to function across three distinct environments: inside its own platform, within external AI tools like Claude and ChatGPT, and through custom applications built on top of the system.
The move addresses a widening gap between marketing budgets allocated to AI and actual adoption rates. CMOs allocate 15.3% of marketing budgets to AI, yet only 30% of marketing organizations report mature AI readiness, according to Gartner data from May 2026.
Three Entry Points for AI Work
Native AI operates directly within the Optimove platform. Marketing teams use AI agents to handle decisioning, content creation, insights, and optimization. The AI Decisioning Studio lets marketers define strategy and activate agents for journey, offer, send time, and content decisions from a single hub.
Optimove MCP (Model Context Protocol) connects the platform to external AI tools. A marketer working in Claude can prompt the AI to access Optimove data, analytics, and execution capabilities directly. The platform preserves governance and approval workflows regardless of where the work originates.
Custom Apps sit on top of Optimove for workflows that require tailored solutions. These are built by Optimove engineers in partnership with brands to address specific business needs.
Work Flows, Not Sits
The underlying principle: marketers should start their work wherever they already are. A data analyst queries Claude. A creative drafts content inside Optimove. An optimization specialist reviews a custom app. A CMO asks ChatGPT for campaign analysis. All three approaches feed into the same execution layer, which maintains governance and frequency rules.
The approach reflects how marketing teams actually operate. Work no longer ties to a seat, role, or screen-it moves with the marketer across tools and surfaces.
Adoption Remains Low Despite Investment
A 2025 Forrester study commissioned by Optimove found that only 39% of marketers used AI for content creation, 37% for campaign workflows, and 14% for building audience segments. The gap persists despite growing budget allocation.
Optimove CEO Pini Yakuel said the new suite extends the company's earlier "Positionless Marketing" concept-which let any marketer perform any task-to AI itself. "Any AI can do any task by speaking to Optimove," he said.
Optimove AI is available immediately. The MCP currently supports Claude and ChatGPT, with plans to extend to additional AI and collaboration tools.
Learn more about MCP (Model Context Protocol) and AI for Marketing.
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