Core Insights - Comviva has launched its real-time marketing platform MobiLytix®, powered by generative AI, aimed at enhancing customer conversion, retention, and lifetime value [1][5] Group 1: Platform Features - MobiLytix introduces advanced generative AI capabilities that significantly reduce manual interventions, allowing marketers to quickly design smarter, high-engagement campaigns [2] - The platform provides increased agility for marketing teams, enabling them to autonomously plan and execute campaigns using AI-driven decision-making and a library of proven templates [3] - MobiLytix combines over 120 advanced predictive and prescriptive AI models with a modern AI-driven decision engine to personalize interactions using a real-time 360° customer profile [5][6] Group 2: Future of Marketing - The launch of MobiLytix sets the stage for a new wave of autonomous AI agents that continuously learn from campaign performance to optimize creative content, offers, and timing in real-time [4] - Marketing teams will transition from merely executing campaigns to leading an intelligent ecosystem of AI agents that plan, optimize, and execute in real-time while maintaining control [5] Group 3: User Experience - The platform features a new intuitive user interface and an enterprise-level modular architecture designed to drive the next wave of growth for digital-focused businesses [5] - Enhanced workspace for organizing customer journeys and a modern user interface provide marketers with a faster and more intuitive way to create journeys, collaborate, and optimize programs in real-time [5]