Comviva Introduces GenAI-Enhanced MobiLytix for Marketing Revolution

Comviva's New Era of Marketing with GenAI-Driven MobiLytix

In a significant announcement made on November 25, 2025, Comviva, a renowned name in digital transformation, introduced its groundbreaking GenAI-enhanced MobiLytix® Real Time Marketing (RTM) platform. This innovative solution is set to transform the marketing strategies employed by enterprises, offering advanced capabilities focused on improving customer engagement, retention, and overall lifetime value.

The Power of GenAI in Marketing

Traditionally, marketers have been challenged by the need for extensive manual intervention while creating campaigns. However, MobiLytix® addresses these challenges by utilizing advanced artificial intelligence, allowing marketers to execute campaigns with greater agility and sophistication. By enabling instant generation of message variations and the ability to tailor content for specific audience segments, MobiLytix® paves the way for smarter, more effective marketing strategies that resonate with customers.

The platform's conversational prompts make it easy to derive actionable insights from complex performance data, simplifying the often intricate reporting and analytical tasks that marketers face. This capability not only expedites the creation of marketing campaigns but also enhances the quality of the content produced, leading to higher engagement rates across various channels.

Empowering Marketing Agility

The MobiLytix® platform marks a shift toward self-sufficiency for marketing teams. With access to AI-driven decision-making tools and a wide array of predefined templates for high-impact use cases, marketers can swiftly move from concept to launch. This level of agility is crucial in today’s fast-paced business environment where timely and effective marketing actions can dictate success.

Additionally, the platform is laying the groundwork for a new era of autonomous AI agents. These agents are designed to continuously learn from the performance of campaigns, enabling them to optimize creative elements, offers, and timing in real-time—all while adhering to the governance defined by the marketing teams. This evolution signals a shift from mere automation to a fully autonomous marketing orchestration, where marketers maintain control while significantly enhancing their capabilities.

A Future-Oriented Vision

Manish Singhal, Head of MarTech Solutions at Comviva, elaborated on the vision behind MobiLytix®, stating that future marketing teams will manage an intelligent ecosystem of AI agents capable of adaptive planning and execution. “With the GenAI-driven MobiLytix Real Time Marketing platform, we are moving beyond traditional marketing automation to a realm of marketing autonomy,” Singhal explained. The focus is now on enhancing campaign performance, improving conversion rates, and boosting customer retention, all while fostering sustainable business growth.

Feature-Rich and Scalable Solution

Designed with user experience in mind, MobiLytix® offers a modern user interface paired with a modular architecture to support enterprise-wide applications. The platform combines over 120 advanced predictive and prescriptive AI models with a robust AI decisioning engine. This integration allows for personalized interactions based on a comprehensive 360° customer profile, which considers various business lines and channels.

Moreover, MobiLytix’s enhanced journey orchestration workspace facilitates quick and intuitive journey building, encouraging collaboration among teams and real-time program optimization. With a proven deployment among over 300 million consumers, MobiLytix® is underpinned by two decades of Customer Value Management expertise and success.

Conclusion

In summary, Comviva’s GenAI-enhanced MobiLytix® represents a transformative leap in marketing technology, empowering enterprises to engage with their customers more effectively than ever before. As companies globally continue to navigate the complexities of digital transformation, platforms like MobiLytix® will undoubtedly be key players in shaping the future of marketing strategies. With its innovative approach, Comviva is set to lead the charge in redefining how businesses interact with their customers through intelligent, data-driven marketing solutions.