India, Nov. 26 -- Comviva has introduced a new version of its GenAI-driven MobiLytix Real Time Marketing platform, adding AI-led capabilities aimed at helping enterprise marketers improve conversion, retention and customer lifetime value. The platform focuses on reducing manual effort in campaign workflows and making marketing teams more self-sufficient in planning, content development and execution.

The announcement marks a shift towards AI-supported autonomy in marketing operations, with features designed to simplify content creation, surface insights more quickly and support real-time optimisation across customer journeys.

The updated platform allows marketers to generate message variations instantly, tailor content for specific segm...