Customer data platform BlueConic today announced the acquisition of Blueshift, an AI-powered multi-channel marketing platform.
The next wave of CDPs seems more active than previous generations, which were focused on collecting and unifying customer data. Agentic CDPs, as they are starting to be called, will add AI agents to make decisions based on that data, creating content, campaigns and optimizing their work along the way.
BlueConic creates customer profiles from first-party behavior on the web, in apps and offline, including what the brand has already shown, tested and learned from previous interactions. Transform first-party data into real-time customer profiles.
Blueshift will take BlueConic offerings and extend them to owned channels such as email, push, in-app, SMS and web.
While many industry vendors talk about AI agents, BlueConic and Blueshift focus on context, specifically the behavioral context that helps AI agents deliver relevant experiences based on fresh data.
Combining the two companies will help marketers bridge the gap between what a brand knows about each customer and what it does next: capture direct behavior as it happens, decide the next best move, and execute it across owned channels in a single system.
The combined company serves more than 600 customers across the FMCG, retail, DTC, travel and hospitality industries. BlueConic customers include ASICS, Free People, Marmot and L’Oreal. Blueshift’s clients include StitchFix, Five Below, Tuft & Needle, Udacity, and Lending Tree.
“Marketing is going through the biggest reset in two decades,” Melissa Murray Bailey, CEO of BlueConic, said in a statement. “Real-time context is the new competitive moat. Brands that own how they capture, decide and act on first-party behavior will be structurally harder to compete as agents become the primary operating model. This is what BlueConic and Blueshift deliver together.”
