TLDR: Cordial has introduced its new Model Context Protocol (MCP) Interface and Rich Communication Services (RCS) messaging capabilities, alongside Cordial Foundry, an innovation lab. These advancements aim to empower AI agents to deliver highly personalized customer experiences, moving beyond traditional, less effective marketing methods. The MCP is designed to provide AI agents with comprehensive campaign context, while RCS offers a high-engagement channel with significantly higher click-through and read rates compared to SMS and email. Cordial Foundry will accelerate the development of future AI-powered marketing tools.
SAN DIEGO – Cordial, a prominent leader in messaging solutions for enterprise marketing teams, announced on August 28, 2025, the launch of its Model Context Protocol (MCP) Interface and enhanced Rich Communication Services (RCS) messaging. These innovations, coupled with the debut of Cordial Foundry, are set to redefine AI marketing strategies and customer engagement.
The centerpiece of this launch is the Model Context Protocol (MCP) Interface. This protocol is designed to enable AI agents to orchestrate personalized customer experiences at an unprecedented scale. Unlike conventional lightweight wrappers offered by competitors, Cordial’s MCP is built ‘agent-ready,’ providing structured access to critical data, assets, and campaign context. This comprehensive access allows AI assistants, such as those built on the open standard developed by Anthropic, to scale marketing efforts beyond mere content generation, facilitating instant intent shifts and accelerating innovation for developers.
Jeremy Swift, CEO of Cordial, emphasized the strategic shift: “MCP opens the rails for agents, so AI can move from suggesting ideas to actually augmenting marketers and sending fewer, smarter messages. For brands, it means consolidating bloated stacks and moving off legacy platforms with precision — while freeing teams to focus on creativity and revenue.”
Complementing the MCP Interface, Cordial has integrated Rich Communication Services (RCS) as a supported messaging channel. This allows brands to send verified, branded, and interactive messages directly to mobile devices, offering a richer, app-like experience. Early studies highlight the effectiveness of RCS, showing campaigns can achieve 3–7 times higher click-through rates than traditional SMS. Furthermore, consumers are reported to be 35 times more likely to read an RCS message than a marketing email. Cordial is among the first to introduce RCS business messaging for marketers in the United States, ensuring seamless consumer engagement across various channels.
To foster continuous innovation, Cordial also unveiled Cordial Foundry, a public R&D lab. This initiative is dedicated to rapidly developing and deploying ‘agent-first tools’ within weeks, rather than quarters. Foundry will operate as an open innovation hub, releasing early experiments and prototypes, including design-to-send workflows, smart Digital Asset Management (DAM) integration, and advanced AI-powered tools. This approach allows marketers to test and shape frontier capabilities as they evolve.
Matt Howland, President at Cordial, stated, “The only way to win back consumer attention is through experimentation, creativity and agility. With Foundry, we’re moving at the speed of AI — testing, iterating, and releasing new tools in weeks, not years. We’re essentially running live experiments on behalf of marketers, ensuring they’re always working with what’s next, not what was.”
The company’s move comes in response to a growing challenge: consumer disengagement. Cordial’s “Battle for Attention” report, published in July 2025, revealed that only 38% of consumers perceive the majority of messages they receive as personalized, and a mere 3% of brands can predict customer needs in real-time. The report concluded that successful brands will be those that can predict intent, personalize in the moment, and orchestrate messages across the most effective channels.
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Both the MCP Interface and RCS Messaging are available immediately to all Cordial clients. Cordial Foundry is also launching with its initial agent tools in early access. Cordial serves leading consumer brands such as Levi Strauss & Co., Realtor.com®, Revolve, L.L.Bean, Virgin Voyages, Pacsun, and Boot Barn, helping them drive lasting customer relationships through smarter, more targeted messaging. The company has received notable recognition, including being named a “one to watch” by Snowflake in its Modern Marketing Data Stack 2025, featured in Gartner’s 2024 Magic Quadrant for Multichannel Marketing Hubs, and recognized as a Strong Performer in The Forrester Wave™: Email Marketing Service Providers, Q3 2024.
