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

Indian customer engagement software firm MoEngage has acquired San Francisco-based startup Aampe in an all-cash deal, betting that AI agents that make decisions for individual customers will become the future of marketing.

MoEngage did not disclose the financial terms of the transaction, but a source familiar with the matter told TechCrunch that the all-cash deal was worth tens of millions of dollars.

Founded in 2020, Aampe develops software that assigns a dedicated AI agent to each customer, allowing brands to personalize messaging based on individual behavior rather than traditional audience segments and campaign rules. The startup has more than 30 customers across the U.S., Europe, and Asia-Pacific, and grew annual recurring revenue by 150% over the past year, MoEngage co-founder and Chief Executive Raviteja Dodda said in an interview.

Dodda told TechCrunch that the acquisition will help it win customers using rival marketing platforms such as Salesforce and Adobe.

“A...

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