For enterprise marketing teams, generating campaign copy is increasingly easy. Getting every asset approved, on-brand and ready to deploy across multiple channels remains a bottleneck. Knak is now extending its marketing production platform to one of the fastest-growing areas of customer communication: mobile messaging.

The company has launched Mobile Message Builder, adding SMS and Rich Communication Services (RCS) production to the same environment where marketers build email and landing-page assets. The move expands Knak's AI-powered production layer beyond traditional campaign assets as brands increasingly explore richer mobile messaging.

Knak says its research of 333 enterprise marketers found that 85% missed at least one planned campaign launch in the previous year because of production constraints. Approvals, creative production and cross-team coordination were cited as leading causes.

The new product is designed to address that operational problem rather than simply generate more marketing copy. Marketers can create SMS and RCS messages alongside other campaign assets while applying shared brand guidelines, collaboration processes, approvals and version controls.

RCS Adds Complexity to Mobile Marketing Production

RCS is becoming a more significant consideration for marketers because it supports richer experiences than conventional SMS, including interactive elements and branded messaging. That flexibility also introduces additional production and governance requirements.

Juniper Research forecasts business RCS messaging will increase from 125 billion messages globally in 2026 to more than 485 billion by 2030.

Knak's approach is to treat RCS as another campaign asset rather than a separate workflow. Its Mobile Message Builder can create an RCS message and its SMS fallback together, with AI generating the SMS variant from the RCS version.

The platform also provides previews with personalization and merge tags resolved, including light and dark modes. Teams can comment, tag colleagues, run multi-step approvals and retain version histories and audit trails.

That governance layer could prove more important to large organizations than the AI generation itself. Enterprise marketing departments often have separate processes for creative, compliance, brand review and channel execution. Putting mobile assets into the same production workflow as email potentially reduces another source of fragmentation.

AT&T is cited as an early user, with Felipe Giannazzo, Manager of Product Technology – MarTech, saying the company needs to validate how SMS and RCS messages render before execution. The ability to place mobile content alongside its email workflow is intended to reduce manual testing and validation.

Market Landscape

Knak's expansion comes as enterprise marketing platforms increasingly compete around production orchestration rather than content generation alone. Salesforce, Adobe and other major marketing technology vendors already connect campaign planning, content, customer data and activation, while specialized platforms compete on particular stages of that workflow.

The distinction is important. Generative AI has lowered the cost and time required to draft marketing content, but production still involves brand governance, approvals, personalization, testing and channel-specific requirements.

RCS intensifies that challenge because marketers need to manage richer content while maintaining SMS fallback behavior. A shared production environment could make cross-channel consistency easier, particularly for organizations running complex customer journeys.

The larger opportunity for Knak is therefore not simply mobile message creation. It is positioning its platform as a centralized production layer connecting multiple marketing channels before content reaches execution systems.

Strategic Outlook

Knak says mobile messaging is the third channel on its production line, with additional channels planned for 2027. That roadmap suggests the company is pursuing a broader role in enterprise marketing operations.

The competitive question will be whether marketers see value in adding a dedicated production layer between creative teams and execution platforms. If AI makes asset creation increasingly commoditized, workflow control, governance and cross-channel consistency could become stronger differentiators.

For enterprise teams, the practical test will be whether Mobile Message Builder can reduce approval cycles, manual rendering checks and duplicated production work without creating another isolated system.

Top Insights

• Knak's Mobile Message Builder brings SMS and RCS into enterprise marketing production, potentially reducing fragmented mobile workflows.
• RCS growth could increase production complexity as brands manage interactive messages, fallback versions, personalization and approvals across campaigns.
• AI-generated SMS variants from RCS assets could reduce duplicate production work for marketing teams managing multichannel customer journeys.
• Shared governance, version history and rendering previews may matter more than content generation for heavily regulated enterprise marketing organizations.
• Knak's planned channel expansion signals a broader strategy to become an enterprise marketing production layer rather than an email-focused tool.

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