Dotdigital has launched two new products that enhance its AI capabilities and provide a foundation for deeper client engagement.
The firm has launched a loyalty programme tool initially built for Shopify merchants and a natural-language AI interface embedded in core workflows, as the marketing platform looks to capture a larger share of customer budgets.
Dotdigital Loyalty allows merchants to build and manage loyalty schemes natively within the platform, connecting loyalty data with wider marketing campaigns for more personalised engagement.
Features include transactional and behavioural earning, flexible rewards, tiered programmes and analytics, with integrations for additional ecosystem partners planned.
The product slots into a connected customer lifecycle suite: Alia acquires and enrols customers, Loyalty retains and rewards them, Dotdigital Personalization tailors touchpoints, and Social Snowball turns loyal customers into advocates. The group said this creates cross-sell opportunities across its base and strengthens the rationale for its recent acquisitions, while loyalty’s position as an established and growing category of marketing spend expands its addressable share of budgets.
Agents in Dotdigital, meanwhile, add natural-language prompting to workflows, including campaign and segment creation, letting marketers perform complex actions conversationally and reducing time-to-execution. Tools like this are commonplace but should drive higher engagement from customers.
Both launches follow the group’s recently released MCP server, which connects the platform to a customer’s large language model of choice, such as ChatGPT or Claude, allowing users to manage contacts, retrieve campaign data and access performance insights benchmarked against industry peers, and positioning Dotdigital within customers’ emerging AI-driven workflows.
Milan Patel, CEO of Dotdigital, said: “With Dotdigital Loyalty now live, we offer marketers a connected proposition across the full customer lifecycle. Combined with Agents in Dotdigital and our MCP server, these launches deepen the AI capability across our platform, strengthen our differentiation, and expand our revenue opportunity across the brands we serve.”