New York, May 1, 2026 (GLOBE NEWSWIRE) — Optimove, a leader in Positionless Marketing, has announced a suite of enhanced data capabilities aimed at transforming how marketers utilize data for AI-driven decision-making. These advancements address a critical pain point in the industry: the need for robust data to fuel effective AI solutions. As organizations increasingly adopt AI technology, Gartner, Inc. predicts that by 2026, 60% of AI projects will be abandoned if they lack the appropriate AI-ready data infrastructure. This highlights the urgency for companies to align their data strategies with their AI initiatives.
Shai Frank, Senior Vice President of Product at Optimove, emphasized the centrality of data in marketing success, stating, “Data is at the core of every successful marketing decision. That’s why data connectivity is a cornerstone of our long-term product strategy.” The latest features introduced by Optimove empower marketers to connect, enrich, and activate their data more seamlessly, thereby enhancing the capabilities of their AI Decisioning Agents. This shift aims to accelerate decision-making processes while ensuring a higher degree of marketing autonomy.
Optimove’s new offerings include self-serve data ingestion, streamlined integrations with major cloud environments like Snowflake and Databricks, and improved data sharing functionalities. These enhancements grant marketers the independence to access and act on their data without the need for extensive technical support. By simplifying these processes, Optimove aims to eliminate operational bottlenecks that have traditionally hampered marketing teams.
As marketers seek to scale personalization efforts, the need for robust data becomes increasingly apparent. The upgraded AI Decisioning Agents are now equipped to analyze a broader spectrum of customer attributes—up to 200—enabling brands to deliver tailored marketing strategies with precision. This extensive data capability allows marketers to finely tune their audience targeting, messaging, and engagement strategies across various customer touchpoints.
In addition to enhancing data ingestion capabilities, Optimove’s new features also include support for Apache Iceberg—a modern data format designed for large-scale analytics. This compatibility further extends the platform’s integration with diverse data environments, allowing brands to incorporate additional data sources into their marketing workflows. The company has also made strides in improving its Data Share capabilities, which now include new shared data elements and an AI assistant to assist users in optimizing their data utilization.
The enhanced functionality is part of Optimove’s commitment to fostering data connectivity and refining marketing decision-making processes. Some features, such as customer onboarding through data ingestion, are available in a closed beta, signaling the company’s proactive approach to innovation. This ongoing development underscores a broader trend in the marketing technology landscape, where effective data management is increasingly critical for successful campaign execution.
Optimove’s Positionless Marketing approach enables marketers to transcend traditional roles, providing them with the tools to execute a range of marketing tasks independently. This method has been shown to improve campaign efficiency by 88%, facilitating deeper engagement with customers. For two consecutive years, Optimove has been recognized as a Visionary in Gartner’s Magic Quadrant for Multichannel Marketing Hubs, a reflection of its commitment to AI-driven marketing and its ability to orchestrate personalized campaigns across multiple channels.
The company’s suite of AI-driven solutions includes Optimove Engage and Orchestrate for multichannel campaign decisioning, Optimove Personalize for digital engagement, and Optimove Gamify for loyalty programs. As the marketing technology landscape continues to evolve, Optimove is positioned at the forefront, empowering organizations to optimize their workflows and enhance customer relationships through intelligent data usage.
As AI capabilities advance, the integration of comprehensive data strategies will be paramount. Optimove’s latest enhancements not only illustrate its dedication to driving innovation but also point to a future where marketers can leverage data more effectively to engage customers in meaningful ways.
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