MoEngage Expands AI Agent Capabilities with Customizable, Transparent Marketing Tools — MOENGAGE, INC.

Event summary

MoEngage launched Merlin AI Custom Agents on June 3, 2026, enabling B2C lifecycle and CRM teams to design marketing agents with full visibility and marketer-defined guardrails.
The platform introduces an open Model Context Protocol (MCP) server, allowing coordination with external AI systems like Claude and ChatGPT.
New Merlin AI agents include an In-App Template Generator, Flows Assist, and a Campaign Insights Agent.
MoEngage will showcase the new capabilities at Salesforce Connections in Chicago on June 3-4, 2026.

The big picture

MoEngage's launch addresses a critical gap in martech AI: the lack of transparency and control in agentic systems. By enabling marketers to define guardrails and monitor every step of an agent's workflow, the company is positioning itself as a leader in the shift toward more accountable AI automation. The move also underscores the growing importance of interoperability in enterprise AI stacks, as MoEngage opens its platform to external systems through the MCP server.

What we're watching

Adoption Pace: How quickly consumer brands will integrate Merlin AI Custom Agents into their existing workflows, given the emphasis on visibility and control.
Ecosystem Integration: Whether the open MCP architecture will drive broader adoption across enterprise AI stacks, reducing silos between systems.
Competitive Response: How incumbent martech providers will react to MoEngage's transparent, customizable AI agent approach, particularly in the B2C lifecycle space.