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