MoEngage Launches Merlin AI Custom Agents With Full Visibility, Marketer-Defined Guardrails, and Open MCP Architecture

B2C Lifecycle and CRM teams can now design marketing agents that run on their own data, inside their own guardrails, and coordinate with external AI systems like Claude and ChatGPT through an open Model Context Protocol (MCP) server.

SAN FRANCISCO, June 3, 2026 /PRNewswire/ -- MoEngage, the agentic customer engagement platform used by more than 1,350 consumer brands, today launched Merlin AI Custom Agents. Lifecycle marketers and CRM teams can now build their own workflow agents on top of MoEngage data and tools, define the rules each agent runs inside, and watch every step the agent takes. MoEngage is also opening to the enterprise AI stack through an MCP server, so customers can use AI tools like Claude or ChatGPT to access MoEngage data / tools or build external agents leveraging the MoEngage connector.

Most agentic AI in marketing today operates as a black box. The marketer enters a prompt, the system returns an output, and what happened in between stays hidden. For a CMO running hundreds of millions of customer touchpoints across email, push, in-app, and SMS, that opacity is a non-starter. Merlin is built differently. Every Merlin AI agent shows its work. Marketers see the data it pulled, the decisions it made, the channels it touched, and the content it sent. They set the audiences, channels, content rules, and budget limits before the agent runs. Some teams want full autopilot. Others want a hand on the wheel and review every action before it ships. The same agent runs either way.

"Marketers have been telling us for two years they don't want AI that just does the work. They want AI they can see inside, set rules for, and stop when they need to. Merlin is built around that. The reason teams can let our agents run 24/7 and run experiments at a pace they couldn't touch manually is that the agents only do what the marketer's guardrails allow. Visibility and control are what make autonomy safe. Teams at SoundCloud, Loblaws, Swiggy, Domino's, and dozens of other consumer brands shaped what we shipped," said Raviteja Dodda, Co-founder and CEO of MoEngage.

Most martech AI today is built for one audience: a human marketer typing into a chat box. MoEngage is building for both the marketer and the AI agents already running inside the company. Through the MCP server and agent-callable APIs, MoEngage agents pass context to and take direction from external systems. For enterprises standardizing on a platform, the existing stack stays in place rather than getting replaced.

What's new

Custom Agents in Merlin AI. Build agents that run continuously on your workflows. Every custom agent runs on MoEngage data, uses MoEngage tools, and operates inside the rules a marketer defines. A full activity log shows every decision it makes. Customer use cases: agents that QA campaigns before they go out, agents that turn a creative brief into a journey ready for review, and agents that produce analytics reports without anyone opening a dashboard.

New Merlin AI agents. Three additions to the agent suite already in Studio:

• In-App Template Generator. Describe the in-app message you want. Merlin returns the App Template with responsive code and interaction logic done.
• Flows Assist. Type the objective of a journey. Merlin returns a multi-stage canvas with triggers, paths, and channel steps wired in. The marketer reviews, edits, and ships.
• Campaign Insights Agent. Ask questions about your campaigns in plain language. The agent surfaces what's working, what isn't, and what to change next.

MoEngage MCP Connector. Connect MoEngage to external AI systems like Claude and ChatGPT through the Model Context Protocol. Your own agents read MoEngage context, coordinate with Merlin agents, and take action across your stack without custom integration work.

Check out the Merlin AI agents here.

See Merlin AI Custom Agents at Salesforce Connections

MoEngage will be at Salesforce Connections on June 3rd and 4th in Chicago. Teams attending the event can see Merlin AI Custom Agents and the MCP Connector in action at booth #302. Stop by to talk through how the platform fits your stack.

About MoEngage

MoEngage is an Agentic Customer Engagement Platform trusted by over 1,350 global consumer brands, including Flipkart, Domino's, Loblaws, Kayak, Soundcloud, and Deutsche Telekom. The platform combines deep customer analytics, agentic marketing workflows through its Merlin AI Agents, and omnichannel orchestration — helping marketing and product teams deliver experiences that feel personal at any scale. MoEngage is headquartered in San Francisco with offices across North America, EMEA, and Asia. Learn more at moengage.com.

 

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MoEngage Launches Merlin AI Custom Agents With Full Visibility, Marketer-Defined Guardrails, and Open MCP Architecture

MoEngage Launches Merlin AI Custom Agents With Full Visibility, Marketer-Defined Guardrails, and Open MCP Architecture

SINGAPORE, June 3, 2026 /PRNewswire/ -- Star Living has unveiled a new all-in-one home planning concept aimed at helping Singapore homeowners manage renovation, furnishing, and home appliance selection through a more coordinated and efficient process.

As renovation projects become increasingly complex, many homeowners are looking for ways to reduce the challenges of managing multiple contractors, suppliers, and retailers separately. Star Living's latest initiative brings together renovation-related services, furnishings, electrical appliances, and sanitary solutions under a single customer experience designed to simplify project coordination.

Addressing Growing Demand for More Coordinated Home Planning

Today's homeowners are placing greater emphasis on practicality, time efficiency, and cohesive planning when designing their homes.

To support these evolving expectations, Star Living now offers a broader range of services including:

• Carpentry and customised built-ins
• Masonry and flooring works
• Air-conditioning installation
• Bathroom fittings and sanitary installation
• Interior consultation
• Furniture and mattress collections
• Home appliances and household essentials

Through this consolidated approach, customers can manage multiple aspects of their renovation and furnishing requirements through a single touchpoint, helping to reduce administrative complexity and improve planning efficiency.

"We want to make the renovation and furnishing process more manageable for homeowners. By bringing these services together, customers can enjoy a more seamless experience when planning their homes," said Koh Hong Jie, Group Retail Manager at Star Living.

Expanding Interior Solutions with OPU Door

As part of its broader product expansion, Star Living has also introduced OPU Door, a distributed door system brand offering contemporary door solutions designed for space-conscious residential interiors.

Launched in 2025, the collection includes:

• Slim-frame aluminium core doors
• Concealed doors for minimalist interiors
• Synchronised sliding door systems
• Phantom doors designed for tighter layouts and space optimisation

The range caters to homeowners seeking cleaner visual aesthetics while maximising functionality within compact urban homes.

Adapting to Lifestyle and Material Preferences

The company has also expanded its offerings in response to changing consumer preferences surrounding sustainability, wellness-focused materials, and pet-friendly home environments.

Its current product selections include:

• Low-formaldehyde materials
• Sustainably sourced furniture
• Scratch-resistant and stain-resistant upholstery fabrics suitable for pet owners

As part of its material standards, Star Living uses E1-grade or higher MDF and CARB P2-certified boards. The company has also been awarded the SFIC Sustainability Furniture Mark in recognition of its environmental and health-conscious practices.

Creating a More Connected Retail Experience

Star Living's showroom at Serangoon North reflects the company's lifestyle-oriented retail approach by presenting furnishings, renovation elements, sanitary fittings, and appliances within coordinated home settings.

The showroom is designed to help customers better visualise how different components can come together within a residential environment before making purchasing decisions.

In addition, Star Living works with established air-conditioning brands including Daikin, Midea, Panasonic, and Mitsubishi Electric to support a broader range of household needs.

Positioned for Evolving Consumer Needs

Established in 1981, Star Living continues to evolve alongside shifting homeowner expectations by focusing on practical home planning, coordinated services, and adaptable interior solutions.

By combining renovation-related services with furnishings, sanitary solutions, and appliances, the company aims to provide a more efficient and accessible approach for customers planning their homes.

About Star Living

Star Living is a Singapore-based home and lifestyle brand operated by Star Furniture Pte Ltd. Established in 1981, the brand offers a comprehensive range of furniture, home furnishings, renovation-related services, sanitary solutions, and household products, serving residential customers across Singapore.

Website: https://www.starliving.com.sg/

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Star Living Introduces Integrated 'One-Stop Home & Living' Concept to Simplify Renovation and Furnishing for Singapore Homeowners