India’s MoEngage bets that the future of marketing is millions of AI agents

MoEngage bought San Francisco-based Aampe in an all-cash deal reportedly worth tens of millions of dollars. Aampe’s software assigns a dedicated AI agent to each customer, helping brands personalize messages based on individual behavior instead of broad segments or fixed campaign rules.

The deal reflects a broader shift in enterprise software from AI copilots to autonomous agents that make operational decisions. For MoEngage, Aampe could strengthen its push against Salesforce and Adobe as marketers seek more granular, automated personalization at scale.