Attentive has introduced new AI features to its marketing platform, including Lifecycle Intelligence in its AI Pro suite.
The additions are designed to help brands decide who to target and how to engage them using signals such as product interest, purchasing behaviour and customer value.
Lifecycle Intelligence includes three tools. Product Affinity is now generally available to AI Pro customers and lets marketers build dynamic audiences based on interest in specific products and categories.
Two other tools are in beta for AI Pro customers. Recency, Frequency and Monetary Value, or RFM, is designed to show how recently and how often customers buy, and how much they spend. Customer Lifetime Value is intended to help brands assess what customers have spent and what they may spend over time.
Attentive is also expanding AI into other parts of the marketing workflow. A Reporting Agent and Model Context Protocol, or MCP, are both available in beta.
The Reporting Agent gives marketers a conversational interface to ask questions about programme performance, identify changes and receive suggested next steps. MCP is designed to connect external AI tools, including ChatGPT and Claude, with Attentive. More than 70 tools are currently available in beta for tasks such as campaign creation, audience building and reporting.
Customer use cases
Attentive linked the product update to results from brands already using its AI Pro suite. Frye US reported a 13% overall revenue lift, according to the company.
Flag & Anthem used AI Pro to identify more shoppers and connect more behaviour to customer profiles. According to Attentive, this led to a 28% lift in additional people identified for follow-up, 7% more incremental sign-ups and a 20% increase in abandonment journey revenue.
"Marketers now have endless data points from their customers and have been begging for an engine that learns from and acts on those signals for years, but the technology just wasn't there until recently," said Eric Miao, Chief Strategy Officer and Chief Product Officer at Attentive.
"Attentive AI is helping brands understand their customers and their interests more clearly. That deeper understanding can drive revenue lift while creating stronger, more meaningful relationships over time," Miao said.
Attentive is positioning the release around a common digital marketing challenge: collecting large volumes of customer data but struggling to turn those signals into timely action. The new tools focus on audience segmentation, retention decisions and message relevance across customer journeys.
Product Affinity is intended to sharpen segmentation based on what shoppers appear to be interested in, rather than relying only on broad demographic data or past campaign activity. RFM, a long-established framework in marketing analysis, gives brands another way to rank and group customers based on recency, purchase frequency and spending levels.
Customer Lifetime Value adds a longer-term layer by helping marketers estimate which customers may warrant greater retention attention. In practice, that means brands can weigh not just what a customer bought recently, but their broader value over time.
Workflow changes
The Reporting Agent and MCP point to a broader shift in how software providers are embedding generative AI into day-to-day marketing tasks. Rather than limiting AI to campaign optimisation, Attentive is extending it into reporting and tool integration.
For marketers, reporting often remains a manual process involving multiple dashboards and data exports. The Reporting Agent is meant to reduce that work by allowing users to ask direct questions about performance and get answers quickly.
Spiraledge is among the brands using MCP to review programme performance. The tool is intended to let users query data through connected AI systems instead of relying on manual reporting processes.
"If I have a question about our email and SMS program, I can go and answer it myself at whatever depth that I need right now, and I can do this in a few minutes," said Adam Hayim, Chief Marketing Officer at Spiraledge.
Another customer highlighted the practical challenge of tailoring messages across varied product interests. "We have so many different customer interests across the brand-golf, western-inspired styles, everyday apparel, women's, and more. There's a big opportunity to segment more thoughtfully and send customers the content they actually want to see," said Beth Tusso, Senior Director of Marketing at Flag & Anthem.
The announcement adds to a growing wave of AI product updates aimed at retailers, apparel brands and eCommerce companies seeking more precise targeting and faster analysis of customer behaviour. In Attentive's case, the emphasis is on linking behavioural signals with segmentation, retention and reporting in a single marketing system.