• by Ray Schultz , Columnist, Yesterday

Email teams trapped in legacy systems may wonder if artificial intelligence can be applied across multiple channels in a unified way.  

They could soon find out. Movable Ink, which offers a programmatic approach to email, has debuted Programmatic CRM, a set of AI and agentic capabilities  it says will help brands deliver personalized experiences in real time via mobile and the web as well as email.  

The new suite builds on the firm’s Movable Ink Studio and Da Vinci, and is designed to scale dynamic content creation, streamline production and drive engagement across channels.

“Programmatic advertising transformed paid media; Programmatic CRM brings that same model to owned channels, helping marketers move from managing campaigns to managing intelligent systems that continuously learn and optimize outcomes." says CEO Adam Stambleck in a statement.

According to Movable Ink, these are the new features:

Da Vinci Mobile extends Movable Ink’s programmatic email workflows to SMS and push notifications. Brands can adapt existing email creative for mobile channels without added production overhead. 

Studio Designer Assistant—This no-code approach uses conversational AI to help marketers post real-time content without technical expertise. It uses natural language prompts to help teams create AI-powered, personalized creative. 

Studio Web—this allows marketers to recreate email and mobile personalization within inbound web experiences. This could include countdown timers, weather-triggered content, live polls, scratch-offs, personalized imagery, store locators and other features.

Stambleck argues that the future of marketing depends on “building and managing systems that make millions of decisions automatically.”

He adds, "Campaigns will give way to always on decisioning, segments will give way to individuals, and manual workflows will give way to marketers working with AI agents.”  

From the bad taste department: Wowcher, a UK site highlighting deals on vacations, has apologized for this email subject line: “Snap up these deals quicker than a croc can catch a kid.”  The line was timely, yes, but in very bad taste given that it was sent just after a three-year-old boy was hurled into a crocodile pit at a zoo and injured, apparently by a crocodile attack. A female zookeeper bravely went into the pit to save the boy. The perpetrator reportedly was mentally ill and did not know the child.