TLDR: MoEngage is transforming customer engagement with its Agentic AI, Merlin AI and Sherpa AI, moving beyond simple campaigns to foster deeper connections. A recent webinar highlighted that a lack of strategy is the primary challenge in AI adoption, emphasizing the need for robust data privacy and a phased approach. AI is already delivering real-world wins in insurance, financial services, and publishing, with predictions pointing towards fully autonomous, highly personalized customer interactions.
MoEngage is at the forefront of a significant shift in customer engagement, leveraging its advanced Agentic AI capabilities, including Merlin AI and Sherpa AI, to move beyond traditional campaign-centric approaches towards building meaningful customer connections. This transformative vision was a central theme in their recent masterclass webinar, ‘Agentic AI and Customer Engagement in 2025 and Beyond,’ held on July 8, 2025.
The webinar, moderated by Kshitij Sharma of MoEngage, featured insights from industry leaders such as Vipul Sharma, Head of Digital Revenue at SBI Securities; Gaurang Thosani, Head Digital Marketing and e-Sales at Royal Sundaram Insurance; and Meeqat Hashmi, Engagement Lead at The Indian Express. The discussions delved into the entire lifecycle of AI adoption, from initial strategy formulation and safety protocols to future predictions for the technology.
A key takeaway from the event was the overwhelming consensus among attendees that ‘a lack of strategy’ is the number one challenge in AI adoption. Panelists advocated for a structured, agile, and phased approach. Vipul Sharma recommended prioritizing high-impact initiatives by applying the 80/20 rule to focus on use cases that yield the most significant results. Gaurang Thosani cautioned against seeking ‘perfect output at day one,’ emphasizing that AI involves a learning curve and advising a ‘slow, one step at a time’ approach.
Establishing robust privacy and AI guardrails was highlighted as non-negotiable, particularly in highly regulated sectors like financial services. Gaurang stressed the importance of ensuring data resides within the country, implementing strict Personally Identifiable Information (PII) masking during customer interaction analysis (e.g., transcribing support calls), and setting rules for data handling, such as deleting original voice recordings within seconds of transcription. Vipul suggested starting with low-risk AI projects before moving to higher-impact ones.
Real-world examples showcased AI’s immediate benefits across various industries. In insurance, AI enables a shift from ‘omni-channel’ to ‘omni-context,’ facilitating proactive engagement by understanding customer needs and context, such as automatically sending tax certificates to customers who historically request them in mid-December. For financial services, AI scales customer support by handling basic queries and builds complex lookalike models for refining marketing messages. In publishing, AI optimizes content and headlines for specific audiences, enhancing user journey understanding and relevant content delivery.
MoEngage’s AI-powered marketing platform, featuring Merlin AI and Sherpa AI, is central to these advancements. Merlin AI Copy leverages Large Language Models (LLMs) and historical data to generate engaging, multi-channel content, identifying high-performing keywords and creating A/B test variations instantly. Merlin AI Design assists marketers with visual content creation, while Merlin AI also powers Smart Segmentation, custom customer journeys via Flow Assist, and intelligent decision-making. Sherpa AI automates marketing campaigns through machine learning, optimizing audience targeting, messaging, channels, and timing without manual intervention. Glance, a MoEngage customer, reported a 38% uplift in mobile push notification click-through rates using Merlin AI.
Looking ahead, panelists predicted an increasingly integrated and autonomous AI landscape. Gaurang envisioned AI as a ‘trusted, neutral advisor’ for personalization, with AI assistants guiding purchasing decisions. Vipul foresaw fully autonomous campaigns where a single prompt like ‘reactivate customers’ could trigger an entire workflow from micro-segmentation to multi-channel delivery. Meeqat, however, introduced a note of caution, citing a Gartner report suggesting that high costs might render some agentic forces obsolete, advising businesses to keep pace with technology, anticipating future cost reductions, but not to delay adoption.
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For those embarking on their AI journey, Meeqat offered a practical tip: begin by experimenting with personal AI agents to automate individual tasks, train them, and observe their performance. This low-risk, hands-on approach provides a foundational understanding before scaling AI for broader business applications.
