Comviva is pushing enterprise marketing into its next major upgrade. The company has introduced a GenAI-powered version of MobiLytix Real Time Marketing (RTM), a platform built to help marketers move faster, personalize better, and edge closer to autonomous campaign orchestration. In a market racing toward AI-first tools, this launch signals an aggressive step beyond traditional marketing automation.

The revamped MobiLytix RTM aims to reduce manual work across the entire campaign lifecycle. Marketers can generate content variations, tailor messages to different audiences, and turn analytics into actionable insights using conversational prompts. This shift transforms complex reporting into straightforward guidance, sparing teams from spreadsheet acrobatics and accelerating campaign deployment.

Comviva also highlights speed as a core advantage. With AI-driven decisioning and a library of pre-built templates for high-impact use cases, teams can take campaigns from concept to launch in a fraction of the time. The platform’s flexibility gives marketing teams greater independence, reducing reliance on slow-moving operational cycles.

The most compelling addition, however, may be what comes next. Comviva has laid the groundwork for autonomous AI agents—systems designed to learn from performance data, optimize creative and offers in real time, and operate within marketer-defined governance. It’s a glimpse at the industry’s emerging direction: intelligent agents that don’t simply automate tasks, but continuously optimize the entire marketing engine.

Manish Singhal, Head of MarTech Solutions at Comviva, framed it bluntly: marketing is shifting from automation to autonomy. “Tomorrow’s marketing teams won’t just run campaigns; they will command an intelligent ecosystem of AI agents that plan, optimize and execute in real time,” he said. According to Singhal, the new MobiLytix RTM gives marketers the tools to increase conversions, lift retention, and sustain long-term growth—without losing control over strategy or brand governance.

Under the hood, MobiLytix RTM brings scale. The platform integrates more than 120 predictive and prescriptive AI models, tied together with a modern decisioning engine and a live, 360-degree customer profile. It supports multiple business lines and channels simultaneously, enabling granular personalization at enterprise velocity.

A redesigned UI and modular architecture round out the update. Marketers gain an improved journey-building workspace, faster collaboration tools, and real-time optimization capabilities. The platform’s design reflects the needs of digital-first businesses where campaign cycles are short, data volumes high, and customer expectations unforgiving.

Comviva’s credentials back the launch. MobiLytix already serves more than 300 million customers globally, supported by two decades of Customer Value Management expertise. With GenAI woven through the latest release, the company is positioning itself against modern marketing clouds and next-gen AI orchestration platforms that are rapidly entering the market.

The real story here is the shift in marketing operations. As enterprise marketers face rising pressure to personalize at scale, reduce costs, and prove revenue impact, tools like MobiLytix RTM are becoming less optional and more foundational. Comviva’s latest release suggests that autonomous marketing—once a buzzword—is starting to take shape in real deployments.