Comviva has unveiled Mobilytix, a next-generation marketing platform powered by generative artificial intelligence, aimed at enabling brands and marketers to deliver real-time, personalised campaigns. The company said this marks a significant step in its MarTech offering, combining AI-driven insights with real-time customer data to help enterprises respond faster to market changes and consumer behaviour patterns.
According to Comviva, Mobilytix leverages a unified data infrastructure that ingests multiple data streams — including CRM data, user interaction logs, transaction history and social signals — and applies GenAI models to generate customer segments, predictive engagement scores and campaign recommendations. The system is designed to support dynamic content generation, automated campaign orchestration and real-time decisioning to help marketers deliver relevant messages at the right time.
The platform offers tools for real-time customer journey tracking, predictive analytics, intelligent automation and cross-channel marketing support. Through Mobilytix, brands will be able to personalise email, SMS, push notifications, app messages and in-app experiences based on user behaviour and AI-driven predictions. Comviva said this approach helps reduce campaign latency and improve engagement by delivering context-aware content and offers.
Comviva’s leadership highlighted that one of the key advantages of Mobilytix is its ability to adapt marketing workflows on the fly. With rapid changes in user preferences and market conditions, the generative AI component allows marketers to adjust messaging and offers almost immediately. This capacity could enable companies to remain agile in fast paced digital markets and respond to emerging trends more effectively.
Market analysts noted that the launch reflects an evolving demand for AI-powered marketing platforms that go beyond static segmentation and batch-based campaigns. As consumer behaviour becomes more complex and omni-channel, enterprises are seeking tools that can unify customer data, deliver intelligence and automate marketing actions at scale. Experts believe that generative AI-driven real-time marketing could become a key differentiator in sectors such as retail, finance, telecom and e commerce.
Comviva said that Mobilytix also emphasises compliance and data privacy. The platform is built to work within regulatory frameworks applicable to consumer data and consent management. The company assured customers that personal data processing will follow applicable data protection standards and that models will anonymise sensitive data where required. This, the firm said, will help ensure responsible deployment of AI while delivering advanced marketing capabilities.
Early adopters who tested the platform reportedly saw improvements in engagement metrics, click-through rates and conversion rates when compared with traditional marketing campaigns. Comviva said initial feedback suggests that the platform’s predictive segmentation and automated response capabilities helped deliver more timely and relevant campaigns. The company plans to roll out Mobilytix globally, offering support to enterprises looking to upgrade their MarTech stack with AI-driven solutions.
Observers in the industry noted that integration of generative AI into marketing platforms could also raise the bar for content quality and personalisation at scale. With generative models aiding in copywriting, content variation, A/B testing and customisation, marketers will be able to experiment more rapidly while maintaining consistency. This could lead to a new wave of AI-augmented marketing strategies that combine human creativity with machine-driven efficiency.
However, some marketing and privacy experts caution that the increased reliance on AI and real-time data may bring challenges. They stress the importance of transparency, user consent and ethical data use, especially when personalising content based on sensitive data or behavioural profiling. Campaigns powered by AI may need clear disclosures and opt-out options for users to ensure trust and regulatory compliance.
Comviva has said that it will provide clients with tools for audit trails, consent logging and compliance reporting. The company believes that responsible AI use is critical to adoption and long term success of platforms like Mobilytix. By embedding privacy and compliance features into the system design, it aims to address concerns from regulators and privacy-conscious customers.
In summary, Mobilytix represents a notable evolution in marketing technology — combining generative AI, real-time data processing and cross-channel campaign orchestration. As enterprises increasingly adopt digital marketing and personalised customer engagement, platforms like Mobilytix may help bridge the gap between scale and relevance. The success of such tools will depend not only on performance and adoption but also on responsible data practices and transparent AI use.