Uniphore launches AI-powered marketing agents to disrupt the CDP market

Uniphore, an enterprise AI company specializing in conversational and generative technologies, has unveiled a powerful new suite of tools called Marketing Agents at the Gartner Marketing Symposium/Xpo. Designed to integrate directly with the Uniphore Customer Data Platform (CDP), these AI-powered agents are aimed at transforming how marketing teams interact with customer data. The announcement represents a significant leap in enterprise AI usability, particularly for marketers overwhelmed by fragmented tools and inaccessible insights.

The launch signals a broader shift in enterprise software development—away from stand-alone dashboards and toward embedded intelligence systems. As organizations seek faster, more intuitive ways to unlock the value of first-party data, Uniphore is positioning its CDP as both a repository and a decision-making engine powered by natural language AI.

Why Did Uniphore Launch Marketing Agents?

Uniphore’s Marketing Agents were developed in response to a growing pain point within enterprise marketing departments: the delay between data access and decision-making. In many organizations, marketing teams still rely on data engineers or analytics specialists to extract and interpret customer insights, often leading to delays that render those insights obsolete. By embedding natural language-driven agents into its CDP, Uniphore aims to eliminate this bottleneck.

Chief Marketing Officer Steve Daheb noted that marketing users have been waiting for AI that’s not just powerful but usable. With Marketing Agents, users can ask questions, retrieve segmented data, and activate workflows without needing to leave the CDP environment. This ability to interact with enterprise-grade data through everyday language could drastically shorten campaign cycles and improve time-to-insight for performance teams.

What Do Marketing Agents Actually Do?

Uniphore has released three Marketing Agents in the initial rollout, each designed to support specific marketing operations inside the CDP. The Platform Search Agent, expected to be generally available by Summer 2025, provides semantic-level search functionality across attributes, user segments, and other platform components. It allows users to bypass technical interfaces and retrieve data or configurations using plain language queries.

Also launching with limited availability this summer is the Audience Segmentation Agent. This tool enables users to build audience segments using natural language prompts, such as “customers under 30 who haven’t clicked an email in the last 90 days.” The tool then translates that prompt into usable segmentation logic, reducing the need for SQL or third-party scripting.

The third agent, the Product Knowledge Agent, is already available and operates as an embedded assistant within the platform’s UI. It answers operational and technical questions in real time, drawing on indexed product documentation to support users directly where they work.

Uniphore plans to release three additional agents by the end of 2025, expanding into campaign optimization, real-time performance reporting, and strategic marketing insights. These future agents are expected to transform the CDP from a data repository into a live, responsive marketing execution environment.

What Is the Market Impact of These Agents?

Uniphore’s strategy aligns with a larger industry movement toward agentic AI, where AI tools are not just assistants but integral actors in enterprise workflows. These agents allow businesses to extract value from large volumes of customer data in real time without compromising data governance or security. Instead of sending data to external tools or waiting for analytics reports, marketers can generate actionable insights instantly.

The response from enterprise clients has been enthusiastic. David Rowley, Global VP of Revenue Technology at News Corp, said that the ability to generate segments and launch customer journeys through conversational prompts could reduce execution time from hours to minutes. For data-heavy teams, the automation and usability of these agents could deliver significant competitive advantage.

How Have Customers Benefited from Uniphore’s CDP?

Even prior to the launch of Marketing Agents, Uniphore’s CDP had already demonstrated strong performance metrics across enterprise use cases. Dell Technologies Inc. reported that digital marketing productivity increased by 70% after implementation. Hewlett Packard used the platform to process over 400 million records in seconds, reducing campaign setup time from two weeks to just two hours. This translated to a 99% gain in operational efficiency.

The Washington Post saw significant customer-facing results, including a 131% increase in new reader acquisition and a 38% rise in resubscribe rates. Similarly, Skechers USA Inc. recorded a 324% boost in engagement, a 68% drop in acquisition costs, and a 28% improvement in return on ad spend. These improvements reflect the core value of the Uniphore CDP: its ability to act as a high-throughput, insight-ready platform that supports real-time marketing decisions.

With Marketing Agents layered on top of these capabilities, Uniphore estimates that its clients could experience an additional 30% to 50% gain in efficiency, especially in high-frequency campaign environments where speed and accuracy are paramount.

How Does This Fit Into the Broader Martech Landscape?

The marketing technology industry is increasingly focused on embedding intelligence into core platforms. Uniphore’s competitors, including Adobe Inc., Salesforce Inc., and Twilio Inc., have all rolled out AI tools for marketers in recent years. However, many of these tools require external integration or exist outside the core CDP layer, limiting their responsiveness and usability.

Uniphore’s approach—embedding natural language agents directly inside the CDP—could challenge this status quo. It allows marketers to operate entirely within a secure, governed environment without moving data across platforms. This not only enhances performance but also reduces compliance risk, especially in regulated industries such as healthcare and finance.

The emergence of agentic AI in marketing mirrors similar trends in other sectors. In cybersecurity, for example, AI agents are being used to detect threats and trigger automated responses. In healthcare, agents assist clinicians in navigating patient data and generating diagnoses. Uniphore’s launch suggests that marketing is next in line to benefit from these contextual, responsive systems.

Institutional and Sector Sentiment Around Agentic AI

While Uniphore remains privately held, it has become a company of interest among investors watching the shift toward operationalized AI. The martech sector is evolving from fragmented toolkits into tightly integrated ecosystems, and Uniphore’s Marketing Agents represent a new class of products that promise not just automation but strategic enablement.

Institutional buyers and marketing leaders are increasingly favoring platforms that offer scalability, security, and speed without adding complexity. In this context, Uniphore’s new tools could become must-haves for large marketing departments with aggressive revenue and retention goals. The fact that agents are layered within the CDP makes them particularly compelling, as companies seek to maximize the value of their first-party data assets in the wake of third-party cookie deprecation.

What to Expect Next from Uniphore

Uniphore has made it clear that its roadmap for 2025 includes expanding its AI agent suite into the domains of campaign optimization, real-time reporting, and executive-level insight generation. If successful, these additions will transform the company’s CDP into a full-cycle marketing intelligence hub. Industry observers believe that this could elevate Uniphore from a niche player to a core platform in the enterprise martech stack.

There is also speculation that Uniphore may pursue deeper integrations with customer relationship management systems, email marketing platforms, and advertising DSPs. These integrations would allow Marketing Agents to function not only within Uniphore’s own CDP but across the broader marketing execution landscape.

As AI continues to evolve into a foundational enterprise capability, platforms that embed intelligent agents directly into user workflows are likely to gain strategic traction. Uniphore’s bet on usability, speed, and security appears to be aligned with this trajectory—and may ultimately set a new standard for how AI is deployed in marketing.