MoEngage acquires Aampe to deploy AI agents for customer-level marketing decisions

MoEngage, an Indian customer engagement software company, acquired San Francisco-based startup Aampe in an all-cash deal valued in the tens of millions of dollars, according to a source familiar with the transaction. MoEngage did not disclose the financial terms publicly.

Aampe develops software that assigns a dedicated AI agent to each customer, enabling brands to personalize messaging based on individual behavior rather than traditional audience segments or 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.

MoEngage aims to use the acquisition to attract enterprise customers who have migrated from rival marketing platforms such as Salesforce Marketing Cloud and Adobe Experience Cloud. Dodda noted that a large part of MoEngage’s recent growth has come from such migrations, including three to four multimillion-dollar annual contract value deals signed with customers who switched from Salesforce.

The acquisition reflects a broader trend among software companies embedding AI agents into enterprise applications, moving beyond tools that generate content or assist employees toward systems that make autonomous decisions. In marketing, these agents can determine which customers to target, what messages to send, and when to send them.

Aampe’s technology is used by brands such as Swiggy, Grab, and Taxfix, some of which also use MoEngage’s customer engagement platform. The deal comes six months after MoEngage raised $280 million through a mix of primary and secondary transactions. Approximately 20 Aampe employees will join MoEngage, bringing its total workforce to roughly 820 people.

MoEngage serves more than 1,350 consumer brands across 75 countries, including sectors such as retail, financial services, media, and food delivery. Aampe was founded in 2020 and has raised about $28 million across three funding rounds, with investors including Peak XV Partners, Z47, and Theory Ventures.