Thanx Launches ThanxAI, Autonomous Agents that Think, Plan, and Execute Restaurant Marketing

Thanx Launches ThanxAI: Agents That Think, Plan, and Execute Restaurant Marketing

September 11, 2025 - Thanx introduced ThanxAI, a family of agentic AI tools built to run restaurant marketing workflows end-to-end with minimal oversight. These agents don't just draft copy or visualize data; they make decisions, plan multi-step tasks, and execute campaigns.

What launched

The first agent focuses on advanced segmentation. Marketers can use plain-language prompts to generate complex, multi-variate, highly personalized segments that pull from 200+ targetable customer attributes - plus any brand-specific data.

ThanxAI keeps marketers in control. The tool shows sample consumer profiles that match the segment and exposes the exact query running in the background for full transparency.

Thanx also released its Model Context Protocol (MCP), enabling developers to connect LLM agents (e.g., Claude Code, OpenAI Codex) to Thanx APIs through natural-language interactions. For background on MCP, see this overview.

Why this matters for restaurant marketing teams

• Speed and scale: Move from broad promos to segment-specific campaigns across every store, fast.
• Strategic intelligence: Leverage insights from thousands of Thanx-powered campaigns to guide offers, timing, and channel mix.
• Operational efficiency: Automate complex workflows without adding headcount or overhead.
• Market responsiveness: Adjust campaigns based on real-time factors like weather, local events, competitor moves, and demand signals.

A practical scenario

An inventory agent flags a surplus of strawberries close to expiry. The loyalty agent creates a free milkshake reward, estimates redemption using historical data, sizes the segment by store inventory, drafts the campaign for approval, and adjusts cost assumptions for the aging stock.

Outcome: lower discount cost, relevant timing, precise targeting, and incremental revenue - with near-zero manual lift from a lean team.

Rollout and transparency

ThanxAI will roll out in waves starting this month. The segmentation agent arrives first, setting the stage for more specialized agents that handle additional tasks across the marketing stack.

Marketers keep final say. Every recommended segment, campaign, and forecast is visible and editable before launch.

Roadmap

• The Operator Layer (starting Q4 2025): Agents take on repetitive tasks - segment creation, rewards setup, security management, and campaign ops.
• The Knowledge Layer (starting Q1 2026): Agents gain operational context across the restaurant's integrated tech stack, plus insights from billions in digital sales and millions of campaigns, so broad business goals can translate into autonomous actions.
• The Orchestration Layer (future): Specialized systems collaborate - marketing agents coordinate with inventory, reservations inform pricing strategies, and loyalty insights drive cross-channel experiences.

Human expertise stays in the loop

Agentic AI handles the repetitive and the complex so marketers can focus on brand, creative, and community. As Aaron Newton, Chief Data Officer at Thanx, put it: these agents don't just follow instructions - they grasp business objectives and turn them into complete strategies that used to require a team.

How to prepare your team

• List your highest-impact segmentation goals (e.g., lapse win-back, high-LTV VIPs, seasonality-based offers).
• Map essential data sources and ensure clean customer identifiers for reliable targeting.
• Set guardrails for discounts, frequency caps, and brand standards.
• Pilot one agent-led campaign per month; compare uplift and incremental revenue against your current baseline.
• Upskill the team on prompt patterns and agent oversight. Consider this marketer-focused program: AI Certification for Marketing Specialists.

Bottom line

ThanxAI shifts restaurant marketing from manual setup to autonomous execution with clear controls for the human operator. Expect faster cycles, smarter targeting, and campaigns that pay for themselves in incremental revenue.